2. Visual toolkit New York Life logo: Sponsorship usage We sponsor organizations, programs, and events that we believe in, and are usually given the opportunity to leave our mark and announce our support . Here are some basic guidelines for using our logo in such a context . When a third party is creating the piece, our primary logo can sit on a colored background if white isn’t available . And, although our primary New York Life Blue logo is always our first choice, one of two alternate logos can be used on backgrounds that lack sufficient contrast . In such cases, the In sponsorship scenarios, our primary When there is a risk of the New York Life When sufficient contrast is lacking, the black logo should be privileged over the white logo can be used on a colored background logo blending into the background, you alternate black logo is preferred over the knockout; use your judgment as to which if white isn’t feasible can use the alternate black or white logos white option, but use your judgment as to works best . which works best What not to do: Never use the white logo on a light Never use the logo on a busy background Never use the primary logo on a colored background background where the logo runs the risk of blending in New York Life brand guidelines 12