2. Visual toolkit New York Life logo: Misuse At times, what we shouldn’t do is as important as what we should do . 1 . The color of the New York Life wordmark should not be altered . 2 . Except in rare instances, the New York Life primary logo should never appear on a colored background . The only exception is within our campaign, certain sponsorship activations, and specific promotional items 1. 2. 3. when deemed appropriate . 3 . Never rearrange the logo and tagline lockup . 4 . The wordmark should never appear without its holding shape . 5 . The logo should never appear in a color other than New York Life Blue, or black when necessary . 6 . Never add a drop shadow or other effects to the New York Life logo . 4. 5. 6. 7 . The logo should no longer be used or manipulated to appear as a gift box . 8 . Always be sure to maintain the proper clear Lorem ipsum space around the New York Life logo . dolor sit amet. Consectetur adipiscing elit, etiam non lorem nibh. Maecenas vitae tellus. 9 . We redirected from “The Company You Keep” to: “Be Good at Life .” As part of this redirect, it’s best to replace “The Company You Keep” with the stand-alone New York Life logo or the New York Life/Be Good at Life logo lockup . 7. 8. 9. New York Life brand guidelines 11