MetLife Visual Identity Guidelines Introduction 1.2 Issue 1: December 2016 Our Background Our business is changing, so our brand needs to evolve, too — to represent who we are today and where we’re going tomorrow. Noble Purpose Trusted partner to help navigate my changing world Why we all go to work every day Brand Promise Specific in-market solutions What unique value we bring to customers Brand Differentiator Deep understanding of customer needs How we do what we do Personality Traits Empathetic Insightful Forward-Thinking Simple The way we communicate