MetLife Visual Identity Guidelines Creative Philosophy 2.2 Issue 1: December 2016 Our Design Elements Logo Typography Color In a fast-changing world, we all need a partner we trust The two primary fonts in our visual system help set our Our primary color palette consists of blue and green. to support us through life’s twists and turns. Our new brand apart from our competitors. Blue represents our heritage and symbolizes trust, loyalty, mark represents the partnership between MetLife and our Utopia is a contemporary serif that we use to communicate and truth. Green represents vitality, growth, and the customers by combining two simple shapes that come with our customers in a friendly, approachable manner. We opportunity that we have to help our customers. Our together to create an “M.” use Utopia as the lead typeface when introducing ourselves secondary color palette is used sparingly to bring a pop and speaking to our existing customers. We use Utopia of color when required. Whenever possible, always reproduce our logo in full color primarily for headlines. on a white background. Circular is a friendly sans serif with unmistakable character yet universal appeal. We use Circular for body copy. Utopia Bold Circular Bold Circular Medium Circular Normal Circular Light Photography Filmstrip We use photography to illustrate the human benefit of our The filmstrip is a graphic element that helps bring our products and services. Our photo style is candid, honest, design elements together and creates a unique identifier for and authentic, with images reproduced in full color. We our brand. The filmstrip is used to capture moments in time have three different image types: a single image, an image and to tell customer stories. A single picture represents pairing, and the portrait. Use the portrait style only when a single moment, while an additional photograph can tell the image represents the voice of the customer. a broader story. The pairing of images creates a unique photographic approach that reinforces our core brand idea of being a trusted partner for our customers. The filmstrip images can feature color overlays to connect to our core brand palette. Single Image Image Pair Product Name Product Name Keeping your Flexible solutions life in focus for real life Portrait