Allianz Brand Book

Basics Style Guide Version 3.0 – November 2007

Basics/Contents 1 The brand 1.1 Who we are 1.2 What characterizes us 2 The design 2.1 Our modular design principle 2.2 Basic elements 3 The applications 3.1 Examples 4 Appendix 4.1 Contact 2

1 The brand 1.1 Who we are 1.2 What characterizes us 3

1.1 Basics/The brand/Who we are Who we are Founded as an insurance company in Germany in 1890, Allianz is one of the world’s largest financial service providerstoday. Our expertise lies in the areas of insurance, asset management and banking. How can we be so good at so many different things? We rely on our strong family of brands. 4

1.1 Basics/The brand/Who we are We are a large corporation, with subsidiaries and regional partners around the globe. Together, we BRANDS L T Y pool our different areas of expertise to best serve CIA P E our customers. Our Allianz flagship brand is the / S T E NDS “center of gravity” of our group of brands, focusing A B R A OR E on insurance and asset management. P B L R U B R A N D CO DO I P S H In some regions, we rely on our joint ventures with G L A Die Beraterbank regional partners to serve our customers. In other F countries, the Allianz Group is represented by strong local players – individual corporate brands who are experts in their respective fields. Despite the different ways in which people recognize us, every member of our group of brands shares the same corporate commitment and shows visually the relationship to Allianz. Allianz Group brand architecture 5

1.1 Basics/The brand/Who we are Our corporate commitment: We are trusted to deliver in moments of truth. Our expertise has made it possible for us to achieve CORPORATE success for our customers time and time again. COMMITMENT We need to channel our efforts at every level to ensure + MISSION that we can keep our promises each and every day. This is how we can give our customers true peace of mind – as a partner known for their integrity, confidenceand honesty. BUSINESS STRATEGY Fulfilling our corporate commitment – by reflecting “+ ONE” INITIATIVES key initiatives – will lead to dedicated and committed DELIVERING THE PROMISE THE PROMISE employees, a convinced financial community and Customer Focus Sustainability Leadership Values Global Brand & confident customers. Communication The essence of all this is our shared belief in our brand core. 6

1.2 Basics/The brand/What characterizes us What characterizes us The brand core that unites our entire group of brands is trust. Thanks to decades of success in the financial services sector, Allianz has become an icon of trust.We have been partner to our customers around the world, providing them with protection and committed competitive helping them to achieve their financial goals. powerful responsive ambitious innovative This is captured in our promiseto our customers: passionate Trust solution-driven integrity confidence “With Allianz you will feel confident. Thanks to the support honesty of your personal advisor who enables you to take the best decisions for you that prove Allianz’s value in moments of truth. competent And who is there for you whenever you need him.” world-wise experienced outstanding We have taken this promise and our brand core trust to define our winning personality. It helps us bring the Allianz brand to life. 7

1.2 Basics/The brand/What characterizes us Our personality We are competitive.As a powerfulprovider of financial and insurance services, we are ambitiousin our search to find ways to better serve our customers. In the process, we never forget that they are the real judge of our performance. People choose Allianz because of our passionfor excellence. Our clients know: We only make promises that we can keep. We are committed.We know our customers. By being responsiveto them and listening to their needs and aspirations, we can create innovativeproducts and services to make their lives easier. Our solution-drivenapproach helps us to establish long-lasting relationships with our clients to support them every step of the way. We are an understanding and strong partner dedicated to our customers’ success. We are competent.With locations in many countries, we are at home all over the world. We are a world-wiseglobal player and an experiencedlocal partner. The work we have done over the years enables us to approach new ideas with acquired wisdom. We respect diversity, and never stop learning from the different cultures around us. This unique perspective enables us to develop original and outstandingideas. 8

1.2 Basics/The brand/What characterizes us In our family of brands, trustis the basis for everything we say and do. While members of our family have their own unique personalities and identities, we share the same design framework that makes us recognizable as a group of reliable partners. Die Beraterbank This design framework is based on the idea of unity in diversity. Even though all of our brands use the same design elements, it is possible for each of us to express our distinctive personalities. 9

2 The design 2.1 Our modular design principle 2.2 Basic elements 10

2.1 Basics/The design/Our modular design principle Why do we need a unique corporate design? There’s more to corporate design than meets the eye. Top 20 brand values on the EURO STOXX 50 It involves much more than just making a company look good. Corporation Ranking Ranking Brand value 2007 2006 in million € A unique look and feel helps to set a company apart from ING Groep 1 1 35,083 its competitors. It provides people with orientation. It also Unilever 2 2 30,753 ENI 3 3 29,441 enables people to develop an emotional connection, BNP Paribas 4 4 27,578 making the company more accessible and less anonymous. Nokia 5 5 26,289 Allianz 6 8 23,921 France Telecom 7 7 23,420 Corporate design also establishes a favorable and lasting Deutsche Telekom 8 6 22,685 BCO Santander 9 11 22,273 image of the brand in the mind of the customer. Total 10 10 20,905 DaimlerChrysler 11 9 19,699 This association promotes brand recognition and tells Deutsche Bank 12 14 19,575 the customer what they can expect. It benefits the AXA 13 15 19,146 Renault 14 12 18,339 awareness, reputation and imageof the company. BBVA 15 16 18,326 Carrefour 16 13 17,534 ABN Amro 17 17 17,384 In the end, effectively implemented corporate design Telefonica 18 20 17,277 results in strong visual equity, which leads to Société Générale 19 19 17,169 Telecom Italia 20 18 17,111 positive brand equity. Brand Equity Evaluation System, BBDO Consulting, Prof. Dr. Bernd W.Wirtz, Düsseldorf, Juni 2007 11

2.1 Basics/The design/Our modular design principle Our look We need a clear and simple look to effectively Product name Lorem ipsum dolor communicate our unique personality. Only in this way Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. can we create an image of visible trust. Company identification or claim Content box We have developed a modular design principle that reflects our idea of unity in diversity. Our visual identity is based on three distinctive elements that create a Logo box consistent look while allowing us to express our Image individual personalities. The imageinvolves the customer. It reflects moments in their everyday lives. The content boxinforms the customer. It makes our messages easy to recognize and remember. The logo boxreassures the customer. Product name Lorem ipsum dolor It is the icon of trust for our customers. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Company identification or claim Example of how identity elements work together 12

2.1 Basics/The design/Our modular design principle Our modular design principle The interplay of these design elements creates a look for our brand that people recognize instantly. Suspendisse massa felis Each design element has its own unique function. A few simple rules govern how each one is used. The image is all-encompassing. Product name Lorem ipsum dolor It can extend across entire formats. It should Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat. Company identification or claim Ut in purus malesuada dui Product name. Donec faucibus. Aliquam nunc turpis, pharetra sed, ultrices eget, vestibulum sed quam. Sed quis neques. visualize the world of our customers in a vivid Claim and authentic way. Brochure Print advertising The content box is flexible. Its dimensions may vary. It can also be positioned in a variety of ways within the layout. The logo box is consistent. Pellentesque nisi turpis eget aliquet Its dimensions and content never change. It is always suscipit. Duis sapien mi mollis eu sagittis positioned in a defined relationship to the content box. ac convallis ac nunc. Claim Visual poster 13

2.2 Basic elements 2.2.1 The logo 2.2.2 The content box 2.2.3 The imagery 2.2.4 The typeface 2.2.5 The language style 2.2.6 The grid 2.2.7 The colors 2.2.8 Diagrams and tables 14

2.2.1 Basics/The design/Basic elements The logo Our trademark The Allianz logo always stood for our values and our identity. People around the world recognize this unique and distinctive symbol. Wherever our brand may be: Our logo is perceived as an icon of trust. 15

2.2.1 Basics/The design/Basic elements The logo Our trademark The Allianz logo consists of the wordmark Allianzand the Allianz picture mark. These elements must alwaysbe used together.Never use the picture mark or wordmark on its own. The combination of these two elements makes Allianz recognizable everywhere around the world. As a global player, Allianz also relies on its large family of subsidiaries, regional companies and partners. In some cases, the Allianz logo is combined with the wordmark of local partners. Allianz flagship logo Allianz RAS double-branding 16

2.2.1 Basics/The design/Basic elements The logo The logo box: Proportion and logo positioning Specific proportions have been defined for the Allianz logo boxes. There are four fixed size versions available. The most common is 8 x 3 units for the Allianz logo, the Allianz logo with descriptor and short double-branding logos. The version with 6 x 3 units is used for short Allianz company logos, e.g. AGF. Logo boxes with proportions of 10 x 3 units or 12 x 3 units respectively are used for long Allianz double-branding logos. Allianz logo: Allianz logo with descriptor Long Allianz double-branding logo: Short Allianz double-branding logo: Fixed proportion of 8 x 3 units (e.g. division or country code): The maximum proportions of the logo box are Proportion of 8 x 3 units Fixed proportion of 8 x 3 units 12 x 3 units. Logo boxes with proportions of 10 x 3 units may be used for smaller logos. 8 U 8 U 12 U 8 U 3 U 3 U 3 U 3 U 1 U 1 U 1 U 1 U 1 U 1 U 1 U 1 U Logo centered vertically Logo centered vertically Logo centered vertically Logo centered vertically 1717 17

2.2.2 Basics/The design/Basic elements The content box Our way of providing information Content boxes are featured in all our communication. They capture the attention of the viewer or reader. At the same time, they communicate essential information – whether in the form of headlines or interesting details. Our content boxes are a distinctive and recognizable element of our brand identity, which is why they appear in our corporate color blue. Even though they are used for text, they accentour communication much like images. Allianz: Subject line Content boxes provide a quick over- view of the topic and make information easy to understand. 18

2.2.3 Basics/The design/Basic elements The imagery Our emotional side Our imagery visualizes the world of our customers – their needs, expectations and desires. We capture authentic moments that are part in people’s everyday lives. Our imagery helps us win their trust. 19

2.2.3 Basics/The design/Basic elements The imagery Image style and image type Trustis the core value of Allianz. We have derived E YL imagery that allows us to clearly express this value. EST AG 1) 2) LIM A The image style and image type help us bring R NE E G our personality to life. E E generous P TYP TY GE composition GE MA A C I M IFI L I C use of color We have defined a common image style shared A PE LITY ER Z S ONA N N ERS GE IA P exciting by all brands. This is expressed by a generous LL ND competitive A RA responsive arrangement Z B composition, characteristic use of color and IAN dedicated exciting arrangements. A LL outstanding committed competent passionate world-wise ambitious The common image type is characterized by powerful experienced innovative authentic respectful authenticity, quality and clarity.Additional image positive type attributes reflect the individual brand personali- qualitative direct ties of each member of our group. The qualities clear that specifically define the image type of the Allianz flagship brand are powerful, positive and direct. 1) The image style refers to the formal aspects of the 2) The image type details the qualitative aspects of the visuals photography, including coloration and composition. we use, the stories we tell and the motifs we select. 20

2.2.3 Basics/The design/Basic elements Image style and image type IMAGE STYLE IMAGE TYPE · Exciting arrangement GENERAL IMAGE TYPE · Generous composition · Use of color · Authentic · Qualitative · Clear SPECIFIC IMAGE TYPE · Powerful · Positive · Direct 21

2.2.3 Basics/The design/Basic elements The imagery Image style Exciting arrangement Generous composition Use of color · Unique perspective and level of detail · Image is divided into a few large areas · Individual color code (Allianz = blue) · Focus on main character/object · Main character/object in the foreground · Focus on a few main colors · Unusual point of view · No highly complex motifs · No desaturated images · No focus on background · No high detail photographs · No boring perspectives · No fragments · Not too flat 22

2.2.3 Basics/The design/Basic elements The imagery Image type GENERAL IMAGE TYPE SPECIFIC IMAGE TYPE Authentic Powerful · Natural environment · Self-confident, active, dynamic characters · Natural characters and objects · Intense colors used over large areas · Natural action · High contrast · Theme-related accessories · No studio look Positive · No high-end models or trendy makeup · No posing, not staged · Pleasant characters and positive situations · Neither too high class/expensive nor · Positive, friendly color code low quality/cheap · Life-loving activities (passion) · No dark colors Qualitative · No accidents, no commentary · Choice of motif, high-quality photography Direct · Choice of light, well-illuminated characters · No snapshots, no stock images · Motif supports the message · Not too dramatic, not artificial and tells a story · No self-important or indirect Clear communication · No banal scenes or misleading · Sharp text/picture concept · Vivid colors · Motif supports the communication · No blurring, not fuzzy · Colors that are not too uniform 23

2.2.3 Basics/The design/Basic elements The imagery Different images for different target groups We use different motifs for our various target groups. Our business-to-consumer communicationdepicts personal customer situations and details from everyday life in bold colors. Images within our business-to-business communicationshow moments in the working lives of professionals, but in more reserved colors. Business-to-consumer communication Character Still Environment Business-to-business communication 24

2.2.3 Basics/The design/Basic elements The imagery Motif spectrum Allianz uses different levels of detail. Each brand should have a spectrum of images with perspectives ranging from “far away” to “close up”. Motif “far away” Motif “mid range” Motif “close up” 25

2.2.4 Basics/The design/Basic elements The typeface Our unique signature The typeface is an essential tool for communicating information. Furthermore, a typeface is a distinctive part of our brand identity. It’s important to use the same typeface consistently in all our communication to create a unique look and feel our customers recognize. Think about how important someone’s voice is to speech. A typeface gives the text its own personal voice. 26

2.2.4 Basics/The design/Basic elements The typeface Our unique signature Our typeface plays an essential role in our communication. Allianz Sans Regular for headlines We use it to clearly express information that the viewer needs to digest quickly. Typefaces provide orientation and divide texts into segments that are easy to understand. Allianz Sans Regular for subheadlines, introductory texts, margin notes Allianz Sans Bold for highlighting, product name, claim This clearly legible serif typeface is ideal for longer body texts. Allianz Serif Light for longer body texts, e.g. in brochures 27

2.2.5 Basics/The design/Basic elements The language style Putting our personality into words All of our texts are characterized by a specific tone of voice, which is derived from the Allianz brand personality. This style enables us to create texts that both motivate and inspire the reader. Our language is clear, direct and positive. If visuals are featured within the communication, the text conveys the message of the image in an engaging way. Example: Visual poster Example: Text advertising 28

2.2.6 Basics/The design/Basic elements The grid The basis for our design Design grids are the foundationof our brand identity. They are essential for ensuring that all our design applications have a consistent and clearly-organized appearance. 29

2.2.6 Basics/The design/Basic elements The grid The basis for our design Our design grid consists of square units.What makes it unique is the fact that these units do not have fixed sizes. Their sizes change in proportion to the respective format. As a result, the grid will always be 30 x 42 units for all DIN portrait formats. DIN A US letter 42 U 42 U 1U = 7mm: Example DIN A4 Unit widths for standard formats DIN A5/DIN long 5mm/0.20inch DIN A4 7mm/0.28inch DIN A3 10mm/0.39inch 32 U DIN A2 14mm/0.55inch DIN A1 20mm/0.79inch 30 U DIN A0 28mm/1.10inches US Letter 6.65mm/0.26inch 30

2.2.7 Basics/The design/Basic elements The colors A reflection of our personality Whether in electronic or print media, on signage or in our architecture: Primary and secondary colors have been defined for use in all applications. Pantone 158 These colors clearly express the idea of trust and are derived from our personality – competitive, LORS self-confident R CO FO active Pantone 1797 committed, competent. ION passionate AT RIV DE NALITY ERSO D P AN competitive BR responsive NZ dedicated LIA AL Trust outstanding Pantone 287 committed competent passionate world-wise ambitious friendly experienced innovative sovereign warm respectful objective Pantone 7406 Pantone 363 31

2.2.7 Basics/The design/Basic elements The colors An essential part of our look Blue, white and gray are our primary colors. Our new characteristic blueis featured in all applications, including our distinctive logo. We have a wide range of secondary colors that may only be used as accent colors in tables and graphics. These secondary colors are different for each target group. Our business-to-consumercommunication features full, vivid colors, while more reduced, reserved colors are used in business-to-businessmedia. Red is used for both target groups to create eye-catching elements. It is possible to use basically any predefined secondary color as long as it is used consistently throughout the media. For example, if green has been selected as an accent color for an informational brochure, no other secondary colors may be used as accents in the same medium. 32

2.2.7 Basics/The design/Basic elements The colors Business-to-consumer Primary colors Red: Usage only Secondary colors for private customers. (including gray) for eye-catching These colors are best used to achieve the for private and elements desired impact as described below. business customers Corporate Color Pantone 287 Pantone Cool Gray 10 Pantone 1797 Pantone 158 Pantone 7406 Pantone 363 Allianz Blue Pantone 287 CMYK100/65/0/15 CMYK0/0/0/72 CMYK10/100/90/0 CMYK0/65/100/0 CMYK0/25/100/0 CMYK80/20/100/0 RGB 17/51/136 RGB 148/148/148 RGB 198/0/0 RGB 241/112/26 RGB 251/188/1 RGB 33/111/44 Pantone 287 Pantone Cool Gray 10 Pantone 158 Pantone 7406 Pantone 363 60% 60% 60 % 60 % 60 % CMYK60/35/0/10 CMYK0/0/0/56 CMYK0/40/60/0 CMYK0/15/60/0 CMYK48/12/60/0 RGB 66/107/179 RGB 193/193/193 RGB 249/162/102 RGB 255/210/107 RGB 128/179/135 Pantone 287 Pantone Cool Gray 10 Pantone 158 Pantone 7406 Pantone 363 40% 40% 30 % 30 % 30 % CMYK40/20/0/7 CMYK0/0/0/38 CMYK0/15/30/0 CMYK 0/5/30/0 CMYK24/6/30/0 RGB 129/156/204 RGB 215/215/215 RGB 254/212/166 RGB 255/232/166 RGB 196/214/187 Pantone 287 Pantone Cool Gray 10 Impact: Impact: Impact: 20% 20% Orange is engaging, Yellow is likeable, Green is knowledge- promotional and cooperative and able, informative and CMYK20/10/0/5 CMYK0/0/0/25 product-oriented. communicative. competent. RGB 149/171/201 RGB 235/235/235 Pantone 287 Pantone Cool Gray 10 8% 10% CMYK8/4/0/0 CMYK0/0/0/12 RGB 229/236/246 RGB 245/245/245 33

2.2.7 Basics/The design/Basic elements The colors Business-to-business Primary colors Red: Usage only Secondary colors for (including gray) for eye-catching business customers for private and elements business customers Corporate Color Pantone 287 Pantone Cool Gray 10 Pantone 1797 Pantone 154 Pantone 1255 Pantone 5743 Allianz Blue Pantone 287 CMYK100/65/0/15 CMYK0/0/0/72 CMYK10/100/90/0 CMYK25/75/100/0 CMYK30/50/100/0 CMYK80/60/100/0 RGB 17/51/136 RGB 148/148/148 RGB 198/0/0 RGB 177/73/17 RGB 182/130/54 RGB 63/84/41 Pantone 287 Pantone Cool Gray 10 Pantone 154 Pantone 1255 Pantone 5743 60% 60% 60 % 60 % 60 % CMYK60/35/0/10 CMYK0/0/0/56 CMYK20/45/60/0 CMYK18/30/60/0 CMYK50/30/60/0 RGB 66/107/179 RGB 193/193/193 RGB 205/141/107 RGB 204/165/110 RGB 136/159/113 Pantone 287 Pantone Cool Gray 10 Pantone 154 Pantone 1255 Pantone 5743 40% 40% 30 % 30 % 30 % CMYK40/20/0/7 CMYK0/0/0/38 CMYK10/20/25/0 CMYK 9/15/30/0 CMYK25/10/25/0 RGB 129/156/204 RGB 215/215/215 RGB 237/212/191 RGB 235/213/181 RGB 199/216/181 Pantone 287 Pantone Cool Gray 10 20% 20% CMYK20/10/0/5 CMYK0/0/0/25 RGB 149/171/201 RGB 235/235/235 Pantone 287 Pantone Cool Gray 10 8% 10% CMYK8/4/0/0 CMYK0/0/0/12 RGB 229/236/246 RGB 245/245/245 34

2.2.8 Basics/The design/Basic elements Diagrams and tables Basic version Tables All of our diagrams and tables are two-dimensional. Our simplest Lorem ipsum Fusce pede graphics feature defined shades of the primary colors blue and gray. Lorem ipsum dolor sit amet Curabitur Class aptent taciti sociosque pretium There are three different options: Blue graphics, gray graphics and Integer sem diam nonummy id semper vitae elit gray graphics with blue accents. The different shades of color should run Nullam et enim ac sodales from dark to light in each diagram. Our corporate color blue can be used to emphasize special information or important figures. Lorem ipsum Fusce pede Lorem ipsum dolor sit amet Curabitur Class aptent taciti sociosque pretium Integer sem diam nonummy id semper vitae elit Nullam et enim ac sodales Pie chart Bar diagram (vertical) Area diagram Line diagram Bar diagram (horizontal) 100 10 20 35 50 40 45 45 75 55 20 25 Quisque 20 10% Nec Non 50 20 20 1950 Hendrerit 960 Curabitur 20 Vehicula 45 45 15 9% 40 920 Molestie 810 Dapibus 25 25 35 10 Cursus 30 8% 5 840 Cras 610 Doneca 0 0 7% Magna Tempus Cras Augue Sociis Dictum 82 84 86 88 90 92 94 96 98 93 94 95 96 97 2000 1500 1000 500 500 1000 1500 2000 Aliquet Nullam Suscipit Haculis Ligula 35

2.2.8 Basics/The design/Basic elements Diagrams and tables Accent color Business-to-business tables Secondary colors can be used in diagrams and tables to identify specific Lorem ipsum Fusce pede information or call attention to key figures. Only one secondary color Lorem ipsum dolor sit amet Curabitur Class aptent taciti sociosque pretium may be used in each medium. The different shades of color should run Integer sem diam nonummy id semper vitae elit from dark to light in each diagram. The defined tones of an accent color Nullam et enim ac sodales are used to highlight important information. Business-to-consumer tables Lorem ipsum Fusce pede Lorem ipsum dolor sit amet Curabitur Class aptent taciti sociosque pretium Integer sem diam nonummy id semper vitae elit Nullam et enim ac sodales Pie chart Bar diagram (vertical) Area diagram Line diagram Bar diagram (horizontal) 100 10 20 35 50 40 45 45 75 55 20 25 Quisque 20 10% Nec Non 50 20 20 1950 Hendrerit 960 Curabitur 20 Vehicula 45 45 15 9% 40 920 Molestie 810 Dapibus 25 25 35 10 Cursus 30 8% 5 840 Cras 610 Doneca 0 Magna Tempus Cras Augue Sociis Dictum 0 7% 2000 1500 1000 500 500 1000 1500 2000 82 84 86 88 90 92 94 96 98 93 94 95 96 97 Aliquet Nullam Quam Suscipit Haculis Ligula 36

3 The applications 3.1 Examples 37

3.1 Basics/The applications/Examples Our brand’s world How our customers experience the brand Our customers can encounter the brand every day in countless situations. A consistent visual identity in all our media ensures that our brand is always perceived in the same way. Whether on our posters or signage, at the point of sale, in advertisements or sponsoring, or on our website – every application brings our brand to life. 38

3.1 Basics/The applications/Examples Think big Around town ... People can find Allianz all over the globe. No matter where they look – our distinctive style is impossible to miss. Outdoor signage Poster (large format) Poster (special format) Video wall 39

3.1 Basics/The applications/Examples Meeting our clients At home and at work ... Wherever our customers might be, we are there. Up close and personal – our familiar look and feel helps give our customers orientation. Advertising Mailing Stationery TV advertisement Internet Point of sale T 40

3.1 Basics/The applications/Examples Passion meets performance During free time ... We share our customers’ passion for sports. Our competitive spirit comes through in our extensive sports sponsorship activities. Formula 1 sponsoring, cooperation with BMW Williams Team Soccer stadium Allianz Arena, Munich, Germany 41

4 Appendix 4.1 Contact 42

4.1 Basics/Appendix/Contact Any questions? Contact Do you need access to the Allianz Corporate Design Management Platform CDMP? Or do you have specific questions relating to our design? We are always happy to help. Please contact Allianz Group Marketing. Allianz Group Marketing Corporate Design Königinstraße 28 D-80802 Munich [email protected] www.cdmp.allianz.com 43