Liberty Mutual Insurance Brand Book
Liberty Mutual Group is an American diversified global insurer and the sixth-largest property and casualty insurer in the United States. It ranks 71st on the Fortune 100 list of largest corporations in the United States based on 2020 revenue.
Our brand This section of the enterprise brand guidelines is to provide specific guidance for GRM U.S. only. Safeco brand guidelines can be requested at [email protected]. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction
What’s new in version 2.3 Expanded guidance for imagery placement. Learn Updated guidance on hyperlink styling. Our newly when and how to appropriately use LiMu Eu oug expanded guidance provides for increased accessibility general photography and illustration (page 2). (page 20). Clarification on punctuation. lways punctuate headlines and subheads. Missing punctuation loo s li e a ista e leading to a bad experience for our consuers and custoers (page 2). Updated licensing usage for iu Emu oug imagery. €onsult the contact sheet to confir there is appropriate licensing rights for your desired usage (page ‚). rocess update for creation of new icons (page ƒ0). Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 2
Table of contents Our visual elements 4 Our imagery 32 Our messaging and tone 58 Our core visual elements 5 Overview 33 Messaging 59 Overview of our visual expression 6 Imagery and our customer journey 35 Verbatim Copy 60 Our logo 7 Helpful tips for using our imagery 37 Verbatim primary headline messages 61 Logo variations 8 Limu Emu & Doug 38 Our tone 62 Preferred use of our logo 9 Image guidelines 40 Our tone range 65 Co-branding and partner lock-ups 10 Helpful tips 41 LiMu Emu & Doug tone 69 Co-branding 11 Process 42 Using our medallion 12 Wordmark and logo guidelines 43 Appendix 82 Logo shorthand for social media only 13 Our photography 44 In appropriate use of our When to use photography 46 LiMu Emu & Doug’s role 83 logo and medallion 14 Helpful tips 47 About LiMu Emu & Doug 84 Our colors 15 Our photography style 48 LiMu Emu & Doug image use 86 Our color specifications 16 Things to avoid in our photography 50 Consumer journey 97 Tips for printing on uncoated papers 17 Statue of Liberty imagery 51 Marketing jargon considerations 99 Our color specifications for tints 18 Our illustration 52 Auto/car verbatim 101 Color and accessibility 19 Why we use illustration 54 Creative Alignment Process 102 Hyperlink color and accessibility 20 When to use illustration 55 Global Icon Library Process 103 Color for buttons 21 Helpful tips 56 App homescreen icons 106 How to use our color 22 Proofreading standards 107 Using Liberty Yellow 23 Brand Guidelines Update Log 108 Using Liberty Teal 24 Helpful tips for using our colors 25 Our typography 26 Using our type effectively 28 Our icons 29 Using a background color with icons 30 Helpful tips using our icons 31 Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 3
Our visual elements Liberty Mutual brand guidelines 1 GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 4
ur visual elements Our guidelines help create a uni™ue and consistent visual language that’s distinctly Liberty Mutual. Logo €olor „ypography ‰conography uardian ans …€E†‡ˆ‰Š‹L abcdefghiŒ ln ƒ2Ž‘’“”•–“” LiMu Eu oug ›hotography ‰llustration Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction €
verview of our visual expression Your guide to roof claims Recovering from damage to your roof can be stressful, but we are here to work together to get your home back to normal. Components of a roof system Components of a good roof system Hip and ridge shingles Ridge vent Kitchen/Bathroom vent Shingles Felt underlayment Ice and water shield Wood decking Note This is an example of a common En–y eat roof system and is for educational purposes only. It is not intended to •ee Ž mucŽ yu can sae itŽ represent your specific roof. Your roof ptectin at œee how uch you could save may include different components. with custoižed auto and hoe a great price. aut an Žme insuance fm ƒ insurance fro Liberty Mutual. Liety Mutual nsuance. How can roof damage happen? High winds, large hail, and other weather events can cause damage to your roof and property. Roofs are constructed of many different components and some can damage more easily than more durable items, like composition shingles. Accident Forgiveness Better Car Replacement™ Convenient ayment ptions How we assess roof damage Our goal is to resolve your claim as quickly as possible. Our experts will inspect your roof and Contact me for your customized quote. [First Name] [Last Name] (P) [Num] Ext [Num] [Email] [AR/CA/MN License] determine the extent of the damage. • ignificant damage may require replacement of your roof. • inor damage can often be repaired may qualify. . Optinal ceae in sme states.Aailaility aies y state. Eliiility ules apply. Aut ceae pie an une itten y Liety Cunty Mutual nsuance Cmpany€ ‚ƒ„„ …alnut †ill Lane€ in€ ‡ˆ ‰Š„‹Œ. †me ceae pie an une itten y ne me f tŽe fll in cmpanies‘ Liety nsuance Cpatin€ Liety Llys f ‡exas nsuance Cmpany€ an Liety Mutual • o storm damage ’ie nsuance Cmpany. Equal †usin nsue. ©‚„ƒ” Liety Mutual nsuance Your guide to Liberty Mutual Dear , TThhank yank yoouu All of us at Liberty Mutual are pleased to welcome you. Inside this kit Insurance. you’ll find details about your policy, payment information, and information ffoor choosinr choosingg on our diital tools that can sae you time. If you hae any additional What you need to know Get to know all the benefi ts uestions, contact your representatie, , at . about home claims. of an online account. LiberLiberttyy Mutual Mutual > Auto andAuto and Life can be hectic. That’s why we want to make it easy to manage your Manage your policy 24/7 with an online account: Staying safe is your #1 priority. • Add coverage or make changes to • dit paperless preferences • f your property has maor structural damage and you hae any safety your coverage • Update contact information and doubts, call the local authorities, such as a building inspector, before entering < lternatie nergy Discount: †ain this type of ehicle helps you sae> • Manage your payment preferences preferences • Update vehicles and drivers • eport downed power lines or gas lea s to the utility company <nti-Theft Discount: Anti‡theft features in your car help you sae> • eport and track claims • eep electricity turned off if there is standing water in the house
• Turn off the water main to your home in the eent of a burst pipe • Ta e photos of the damage, if possible, and eep any receipts from purchases ˆhanks aain for choosin Liberty Mutual. ‰e look forward to helpin or serices used because of the loss Haven’t registered yet? you protect the thins that matter most. Sign up for your online account in 2 easy steps: ‚incerely, 1 isit libertymutual.comregister Tips for reporting your claims. €our Liberty Mutual ‚erice ˆeam When you report your claim, here is some of the basic information 2 nter your contact information we’ll need to get from you: ou’re all set to access your See Inside • Your information (name, policy number, address) account anytime anywhere for important • The type of claim (wind, water, fire, theft, etc) account details • escription of damage to your home or any personal property Discounts and sains are aailable where state laws and reulations allow, and may ary by state. Šertain discounts apply to specific coeraes only. ˆo the extent permitted by law, applicants are indiidually underwritten‹ not all applicants may ualify. „ Initial discount may ary by state and is replaced with a final discount upon completion of a reiew period. Œot aailable in all states. Žihtˆrack® discount applies only to auto policy base coeraes. Want useful information to help tackle challenges We’re always here for you with 2our laims ssistance at at home or on the road? isit our online resources at libertyutualco/asterthis libertymutual.comreport claim or call €€€€€€€€€€‚. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction ‚
Our logo Our logo says a lot; it’s the simplest and most immediate representation of our brand. It features the medallion symbol for the Statue of Liberty with the Liberty Mutual Insurance namestyle. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 7
Logo variations Our logo helps customers identify us. We never Horizontal alter, modify, or re-create it because doing so would dilute the value of our brand and potentially harm our registered trademark. Use the logo orientation that best fits the available space. Our logo should always be taken from electronic files provided in .eps, .jpg, .tif, and .gif formats and should always be used in its entirety. Logo clear space Our logo must be easily seen and recognized. Vertical Don’t crowd it with other images or type, or place it over a busy or heavily patterned image that limits its visibility. Our general rule is to leave a border of negative space around the logo that is no less than the height of the letter “L” in the Liberty Mutual wordmark. Clear space Height of L Two Ls Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 8
Preferred use of our logo Placement of our logo We take tremendous pride in our people, the work The preferred Liberty Mutual logo is Liberty Blue on a white The Liberty Blue logo may also be used on a light background we do, and the role we play in our communities. or Liberty Yellow background. when necessary. This is reflected in how and where we use the Liberty Mutual name and where we place our logo on our communications. The preferred Liberty Mutual logo is one color, on a white or Liberty Yellow background. However, there are instances when the logo may be used on a solid color background, on an image, or as a black or white version. Acceptable use Only use the logo on a dark background then the preferred There are times when partners or suppliers may background isn’t available. request the use of our logo for their marketing materials. In these cases, we request that our partners position the logo for maximum color contrast. Use the black logo for single-color printing. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 9
Co-branding and partner lockups When using our logo alongside a subsidiary or partner Preferred logo lockup for Liberty Mutual/Safeco logo, create a horizontal lockup (using our vertical logo) with a single rule divider, as shown on the right. Ensure logos are visually aligned and spaced evenly from the divider rule. The scale of the logos should be even, although this may vary by agreement of both parties. Preferred logo use for partnerships Proud Partner Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 10
Coƒ„randing €oŸbranding treatents show collaboration and feature the Exception Liberty Mutual logo alongside those of our partners. E™ual brand †or soe partners we ay need to be color neutral. ‰n soe instances ephasis is typical of a coŸbranding relationship. ¡se color or a the logos can be separated with a thin divider line to differentiate the two. oneŸpixel gray rule or positioned further away fro each other. referred ptional ¡se our brand color to help œoeties coŸbranding re™uire create brand separation in exceptions to usage cases as in a coŸbranded applications. sponsorship partnership. RSVP now Quote now Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction … …
Using our medallion „he Liberty edallion can be used on its own as i„erty medallion †pproved Colors a secondary brand ar . ¡se the edallion as a supergraphic to visually create a strong eotional connection to our brand in environents on collateral and at events. „he Liberty edallion ay appear in Liberty …lue Liberty ¢ellow or Liberty tospheric £hite in print i„erty ˆlue and digital applications or in silver or gold on signage. £hen used as a supergraphic the full Liberty Mutual logo ust appear in close proxiity. £hen cropping the edallion only crop the botto and right sides and ensure the full torch and face of ‡egistration mark on right Lady Liberty are visible. £hen not cropping the edallion use it with the registration ar on the right. i„erty ‰ellow i„erty †tmospheric White Crop points £e try to eep cropping consistent for the edallion. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction … 2
ogo shorthand for social media only ‰n social edia icons we use a closeŸup of the Liberty We can use „oth s‹uare and circle „ackgrounds to conform to the social platform standard. Mutual edallion torch. Šhis is only to „e used with social media and is not a replacement for the full i„erty utual logo or medallion. Œor social media ŽŒace„ook‘ inked’n‘ Šwitter‘ etc.“ use only. Lin ed‰n †aceboo and ‰nstagra Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction … 3
’nappropriate use of our logo and medallion „o help aintain the integrity of our logo here are exaples of what not to do. o not use a white logo or the edallion on a o not add visual effects such as drop shadows. Liberty ¢ellow bac ground. Liberty Mutual Insurance FFeebruary 28, bruary 28, 22018018 At Liberty Mutual, a tech role means the flexibility you want and the stability to succeed. Learn more at http://bit.ly/2vgVWmM Startup mentality. Fortune 100 resources. o not reposition or change our edallion or visual effects. o not use the edallion on sall social edia or That’s a tech job eail applications where it is illegible. with the best of both worlds. o not reproduce the edallion in o not swap the torch for the edallion. colors that aren’t approved. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction … ”
Our colors Like the colors of a favorite sports team, our colors help us build a strong association with our brand. Our primary color, Liberty Yellow, along with our secondary and accent colors, expresses our insightful, proactive, and empathetic approach. Liberty Yellow, from Lady Liberty’s torch, and Liberty Teal, from her patina, speak to our strength and optimism. When used consistently across all of our communications, they help differentiate us from our competitors. Reference this color wheel to confirm that your balance of color is on brand. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 15
ur color specifications ‰n addition to our priary brand colors we use a palette of accent and neutral accent supporting colors on our counications. rint igital rimary color antone ŽCoated“ antone ŽUncoated“• C‰– ‡ˆ —E˜ i„erty ‰ellow …2™ C …2š U › œ …… œ …›› œ › 2€€ œ 2›š œ › žŒŒ››› †ccent colors i„erty ˆlue 2Ÿ‚€ C 2Ÿ‚Ÿ U …›› œ …›› œ 3š œ ”€ 2‚ œ 2› œ Ÿ› ž…†…””‚ i„erty Šeal 3…™ C ‚›¡ 3…™ U ‚› œ › œ 2› œ › …2› œ 22€ œ 22€ žŸšE…E… i„erty ark Šeal 3…€ C 3…€ U …›› œ …2 œ 2… œ ”” ‚ œ ……‚ œ …”› ž›3Ÿˆš‚ ¢eutralœwhite colors i„erty †tmospheric White œ ray ” ”¡ 2Ÿ‚€ C ”¡ …2š U or › œ › œ › œ ” 2”€ œ 2”€ œ 2”€ žŒ€Œ€Œ€ ”¡ ˆlack U White › œ › œ › œ › 2€€ œ 2€€ œ 2€€ žŒŒŒŒŒŒ ˆody copy colors i„erty ark ray Cool ray …… C Cool ray …… U ”” œ 3” œ 22 œ ŸŸ… €2 œ €€ œ ‚€ ž3”3Ÿ”… 2 ˆlack ˆlack C ˆlack U › œ › œ › œ …›› › œ › œ › ž›››››› ¤ œpecial instructions for printing on ¥0 ¦ 0 ¦ 0 ¦§2 can be used for dar gray text at saller point sižes. uncoated stoc are on the following page. ¨…lac text ay be used for lasering. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction … ‚
Šips for printing on uncoated paper stocks ‰f we were to print our standard Liberty ¢ellow (›Mœ ƒ2§€) on uncoated stoc it would loo uch lighter and less €oated paper stoc (shiny) saturated than if it were printed on the coated stoc . „his is because uncoated paper absorbs in so the color loses soe of its vibrancy. ©ot all pantone (€oated and ¡ncoated) colors are ali e. ‰n order to get the ost accurate atch of our Liberty brand colors on uncoated stoc you ust assign the proper ›Mœ ¡ncoated nuber. œee chart on the previous page. †¢Š¢E †¢Š¢E †¢Š¢E †¢Š¢E ƒ2§ € 2®‚‘ € ƒ§ € ƒ‘ € Šhese values should only „e used when printing with genuine antone inks on uncoated stocks. rinting in C‰– on uncoated stocks £e can ore closely atch the Liberty colors on uncoated ¡ncoated paper stoc (dull) paper stoc s by printing in four color (€M¢‹) process. £or closely with each of your vendors and as the to atch the ›antone €oated color e.g. ›Mœ ƒ2§ € as closely as possible. o not as the to atch the uncoated color even though it is on uncoated stoc . †¢Š¢E †¢Š¢E †¢Š¢E †¢Š¢E ƒ2 ¡ 2®‚® ¡ ƒ§ ¡ “ ‚0– ƒ‘ ¡ ¡ncoated paper stoc (dull) lways as to see a printed proof prior to approving color if tiing and budget allow. ªuestions« on’t hesitate to reach out to the ‡¬M ¡.œ. brand guidelines tea C‰– C‰– C‰– C‰– for assistance. 0¦ƒƒ¦ƒ00¦0 ƒ00¦ƒ00¦¦Ž‘ ‚0¦0¦20¦0 ƒ00¦ƒ2¦2ƒ¦ŽŽ Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction … Ÿ
Our color specifications for tints CMYK RGB HEX Liberty Yellow 0 / 11 / 100 / 0 255 / 208 / 0 #FFD000 In addition to our brand colors, we have a palette of Yellow 80 0 / 8 / 80 / 0 255 / 219 / 80 #FFDB50 neutral accent colors that can be used as support colors in our communications. These include tints that we can Yellow 60 0 / 6 / 60 / 0 255 / 226 / 128 #FFE280 use on occasion, though less frequently than the primary versions of each color. Yellow 40 0 / 4 / 40 / 0 255 / 234 / 169 #FFEAA9 We use CMYK values for print applications and HEX values for digital applications. In some instances, such Liberty Blue1 100 / 100 / 38 / 45 26 / 20 / 70 #1A1446 as when using Pantone® spot colors, match to Pantone® Blue 90 90 / 90 / 30 / 30 41 / 37 / 79 #29254F solid-coated swatches or solid-uncoated swatches for uncoated stock. Liberty Dark Teal 100 / 12 / 21 / 44 6 / 116 / 140 #06748C Liberty Medium Teal 75 / 16 / 31 / 0 40 / 163 / 175 #28A3AF Liberty Teal 60 / 0 / 20 / 0 120 / 225 / 225 #78E1E1 Teal 80 47 / 0 / 16 / 0 153 / 229 / 234 #99E5EA Teal 60 35 / 0 / 12 / 0 174 / 237 / 237 #AEEDED Teal 40 23 / 0 / 8 / 0 201 / 243 / 244 #C9F3F4 Teal 10 4 / 0 / 10 / 0 242 / 252 / 252 #F2FCFC Liberty Dark Gray 44 / 34 / 22 / 77 52 / 55 / 65 #343741 Gray 90 0 / 0 / 0 / 90 64 / 64 / 64 #404040 Gray 81 0 / 0 / 0 / 81 86 / 86 / 86 #565656 Gray 69 0 / 0 / 0 / 69 112 / 112 / 112 #707070 Gray 29 0 / 0 / 0 / 29 192 / 191 / 192 #C0BFC0 Liberty Blue should not be used as a tint, Gray 10 0 / 0 / 0 / 10 230 / 230 / 230 #E6E6E6 with the exception of the single-color print solution for Liberty Atmospheric White. Liberty Atmospheric White / Gray 4 0 / 0 / 0 / 4 245 / 245 / 245 #F5F5F5 Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 18
Color and accessi„ility Ensure our aterials are easy to read and eet color contrast accessibility re™uireents when placing onŸscreen text over color — such as on buttons infographics or tables. „he table below provides a guide to acceptable onŸscreen color cobinations. Large text is defined as ƒŽŸƒ point (typically ƒ.‚‚px Ÿ 2Žpx) or larger and bold. £hite¦ tospheric £hite Liberty ¢ellow £eb …utton „eal Liberty …lue Liberty ar ‡ray Liberty ar ‡ray Liberty ar ‡ray ›¬E†E¬¬E Liberty …lue Liberty …lue Liberty …lue ›¬E†E¬¬E ›¬E†E¬¬E blac blac blac Liberty ar „eal (ˆyperlin s) white €hec color contrast at° https°¦¦webai.org¦resources¦contrastchec er¦. †or ore inforation on contrast and accessibility please visit https°¦¦designsyste.lig.co. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction … ™
Hyperlink color and accessibility Links are styled differently depending on context. All links must be visually distinct from surrounding text. While color can help indicate that something is a link, all links must also have a secondary visual indicator (underline, bold) that clearly indicates they are links to users with color blindness. Inline links are embedded in a sentence or paragraph of non-link text. Standalone links are links that are not embedded in a paragraph of text, but rather sit below text, an image, or an interative element. White/ Atmospheric White Liberty Yellow Web Button Teal Liberty Blue an inline link in context an inline link in context an inline link in context an inline link in context Example text near the link. Example text near the link. Example text near the link. Example text near the link. Standalone Link Standalone Link Standalone Link Standalone Link The hyperlink on teal should match the text color being used. Gray text would have a gray hyperlink. For more information on links beyond the default state, please visit https://designsystem.lmig.com/components/links. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 20
Color for „uttons €olor is a powerful tool in the digital space for signaling clic ability and directing the user’s eye to calls to action. …utton text is sentence case (capitaližing the first letter of a sentence or headline) which helps set a friendly tone. ›riary œecondary ‰nverse Button Button on’t use an inverse button £hite on £hite. Button Button on’t use an inverse button tospheric £hite on tospheric £hite. Button on’t use an secondary button Button Liberty …lue on Liberty …lue. on’t use a priary button on’t use a secondary button Button Liberty ¢ellow on Liberty ¢ellow. on Liberty ¢ellow. ›lease re™uest a ›œ ‰ or œ etch file for button teplates fro ¡œ€M…randœtandards“libertyutual.co. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 2 …
—ow to use our color £hile our color faily includes Liberty ¢ellow Liberty …lue Liberty „eal and white lead with Liberty ¢ellow on a white stage. Liberty …lue and Liberty „eal are our supporting cast. ›aired with Liberty ¢ellow this creates an instantly recognižable war clean sart and professional aesthetic. £hite space is used generously helping to a e our counications easy to navigate friendly and approachable. ll highŸvisibility or standŸalone applications should lead with Liberty ¢ellow (e.g. our website hoe page –eep layouts clean and simple ˆe purposeful with i„erty ‰ellow ’magery is also color collateral ads). Effective use of white space helps ¡se color to build our brand €hoose iages with a bright eep layouts easy to navigate. and provide a clear structured optiistic tone to copleent tospheric £hite is an effective hierarchy within all of our our brand colors. ¡se our accent colors sparingly li e a spice to add way of creating subtle separations counications. flavor to our stories. of content. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 2 2
Using i„erty ‰ellow Liberty ¢ellow is a ey part of our identity strategy. £ar and highly visible it helps differentiate our counications in a very copetitive ar etplace as long as we use it in a strategic and consistent way. ˆow we use Liberty ¢ellow is as iportant as why. ¡sing it in sart and varied ways helps us aintain its freshness and relevance. Šo identify Šo highlight the key „enefit †s a canvas †s a detail Liberty ¢ellow can be used as a Liberty ¢ellow can be used as a Liberty ¢ellow can be used as Liberty ¢ellow can be used sign eleent to draw attention spotlight or highlighter to draw a differentiated bac drop on to engage our audiences in to our logo on applications. attention to essaging. thirdŸparty applications to draw exciting and unexpected ways. attention to our essage. ›ou got our bacŒ. We’ve got yours. s a proessional firefighter, your hard worŒ, training, and dedication are what Œeep your community sae. nd that commitment should be rewarded. s a member o ˆ, you could save ¡Š• with customi¢ed auto and home insurance.£ nd you can set your mind at ease with benefits liŒe these¤ Accident Forgivenessœ Better Car Reacementž Loss ForgivenessŸ our Caims Assistance Contact me for your customized quote. [First Name] [Last Name] –—˜ ™€umš „xt ™€umš ™„mailš AUTO | HOME | LIFE | RENTERS | UMBRELLA | MOTORCYCLE | CONDO | WATERCRAFT 1Discounts and savings are available where state laws and regulations allow, and may vary by state. Certain discounts apply to specific coverages only. To the extent permitted by law, applicants are individually underwritten; not all ‚ applicants may qualiy. or qualiying customers only. ccident orgiveness is subect to terms and conditions o iberty utual’s underwriting guidelines. €ot available in C, and may vary by state. ƒptional coverage in some states. AFF686950-10 2019/06 vailability varies by state. „ligibility rules apply. …†ubect to eligibility requirements. ‡enefits and eligibility requirements may vary by state. Coverage provided and underwritten by iberty utual ˆnsurance and its affiliates, 1Š‹ ‡erŒeley †treet, ‡oston, Ž11‘ ’†. „qual “ousing ˆnsurer. ©Ž1• iberty utual ˆnsurance Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 2 3
Using i„erty Šeal Liberty „eal is an iportant eleent of our overall palette. erived fro the œtatue of Liberty’s patina its presence on our layouts differentiates us fro other yellow brands. ¡sing Liberty „eal correctly is extreely iportant. †s a violator ‰t’s a strong color and a little can go a long way œhort ey essages gain the viewer’s overpowering Liberty ¢ellow. ¬efer to the color attention when highlighted within a wheel on page 2§ for the ideal color balance. teal circle. Note: Teal may break into yellow on print materials only. Do not run lengthy text within a circle. †s a call to action „eacon Within an image Liberty „eal behind an icon natural never contrived can be used as a sign eleent appearance of teal within an to draw attention to our call iage reinforces our brand. to action in print. We customi‘e your auto insurance’ you Who better to give advice to working mothers than working moth- ers? Mentorship can provide anything from advice to a different could save $586. perspective. Find out more Ask me how As an alumni of „tate University usto“i”ed coverage of Šew ‹orŒ at Albany you can enŽoy as uni‚ue as your business. great €rotection at a great €riceƒ ere’s no business ‚uite liƒe yours. at’s y in partnersip it „regon …estaurant † Lodging ssociation ‡„…Lˆ Liberty Mutual nsurance orƒs ard to understand it and deliver coverage specific to your needs. ‰e bring you Š0‹ years of partnersip it te „…L and an eŒclusive Žroperty uto and Liability ‘afety ’roup Dividend Žrogra“ for ‚ualifying „…L “e“bers.* ‰en you orƒ it us you’re orƒing it te #1 preferred business insurer.** TTo o llearn earn mmoreore,, ttalk alk tto o yyoour ur iindependent ndependent aaggeentnt//brokbrokeerr or or vvisit isit LLiberiberttyMutualGroupyMutualGroup..ccom/usineom/usinesss.s. * Dividend evaluation occurs annually; dividends are not guaranteed. Auto | Home | Life | Renters | Umbrella | Motorcycle | Condo | Watercraft ** Based on 2019 survey of business insurance buyers on preference of national carriers sold via independent agents. *Average annual savings based on countrywide survey of new customers from 00 to 00 wo re€orted teir €rior insurers’ €remiums wen tey switced to Liberty Mutual’s grou€ auto and ome €rogramƒ „avings do not a€€ly in MAƒ Coverage €rovided and …†R‡00ˆ CW 0‰0 ©2020 Liberty Mutual nsurance. nsurance underritten by Liberty Mutual nsurance o. Boston M or its affiliates or subsidiaries. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 2 ”
—elpful tips for using our colors ˆere are a few helpful dos and don’ts for using our colors in a Liberty Mutual way. Get to know all the benefi ts of an online account. Life can be hectic. That’s why we want to make it easy to manage your policy and access your information online at your convenience. Manage your policy 24/7 with an online account: • Add coverage or make changes to • dit paperless preferences your coverage • Update contact information and • Manage your payment preferences preferences • Update vehicles and drivers • eport and track claims ‘ot eeryt›n about teen rn ›as to be scaryŠ Haven’t registered yet? Sign up for your online account in 2 easy steps: earnn to re can be an exctn tme or your teenaer but a stressul tme or 1 isit libertymutual.comregister youŠ berty Mutual €nsurance can ›el by ron t›e resources to ensure your teen s sae on t›e roaƒ an t›e costs aren’t as r›tennŠ 2 nter your contact information New Teen Driver Discount ou’re all set to access your ˆae money on your ne remum žust or an a recently lcense teenae rer to your olcyŠ account anytime anywhere Good Student Discount ˆtuents uner t›e ae o 2… t›at ac›ee at least a † aerae et secal sansŠ Contact me for your free quote. ŒŽrst ‘ame’ Œast ‘ame’ Œ“tle ” •escrton’ Want useful information to help tackle challenges ŒAress ne 1’ ŒAress ne 2’ at home or on the road? –P— Œ‘um’ Ext Œ‘um’ isit our online resources at libertyutualco/asterthis ŒEmal’ Clent ˜Œ™™™™™™™™’ ŒCA/M‘ cense’ Auto | Home | Renters | Umbrella | Motorcycle | Cono | Watercrat Coerae roe an uner rtten by berty Mutual €nsurance an ts affilatesƒ 1„… †er‡eley ˆtreetƒ †ostonƒ MA 0211‰Š ©2018 berty Mutual €nsurance PER x CW 2018/04 o lead with our priary brand colors. o use our core colors to highlight o use our accent color as spice to help the core custoer benefit. call attention or as a call to action. Is your car Is your car winter- winter- ready? ready? …rƒ c r insr nce th t fits rond ƒo Time to change Pay only for what you need, and nothing ore Time to change your wiper blades Your local agent: your wiper blades DOUGLAS CAUTI Senior VIce President & Chief Underwriting Officer and refill your Boston, MA 85755 and refill your dog sc ti€i‚ertƒ„t co„ wiper fluid. wiper fluid. ©ever use teal on yellow in digital applications— on’t substitute our accent £hile we have a range of colors in our palette try it creates a visual vibration that is unpleasant for colors for our priary brand color. to avoid using every color in a single application. ost viewers. Is your car Is your car winter- winter- Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 2 € ready? ready?
Our typography Our primary typeface, Guardian Sans, is a crisp, expressive typeface that is warm and optimistic. Liberty Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 26
Our typography Typography is a particularly important part of Primary font our identity. It helps us tell our story in a uniquely Liberty Mutual way. We use Guardian Sans Headline in all our marketing Guardian Sans Semibold materials and most of our communication channels (e.g., ads, direct mail, social posts), with the exception Guardian Sans Regular of LibertyMutual.com, acquisition and customer emails, and Microsoft® ® ® Word, PowerPoint , and Excel . Guardian Sans Semibold and Regular are the approved weights (along with their italic counterparts for Guardian Sans Light emphasis and/or clarity). System font for desktop use Use Roboto in place of Guardian Sans in web and desktop applications (e.g., Microsoft® PowerPoint® System font and Word, emails). Roboto Bold Legal text Guardian Sans is preferred, but large blocks of Roboto Regular legal text can be set in Helvetica Condensed if it aids legibility. Roboto Light Email default Arial is the default font for web 1.0 email browsers. Ligatures must be turned off manually in Guardian Sans. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 27
Using our type effectively „o engage and infor our audiences we use font weight siže case and color to establish a clear hierarchy of inforation. entence case œentence case (capitaližing the first letter of a headline or AUTO INSURANCE subhead) helps create a friendly overage tailored to your eact needs. conversational tone. ur standard options—from collision to liability—come with a variety of limits designed to fit your budget. We also offer add-ons to enhance your protection. PROTECTING YOURSELF Liability If someone is hurt or property is damaged in an accident, we’ll pay for covered ˆody copy damages and your court costs if you are sued. Medical Payments We’ll cover accident-related medical epenses up to the policy limits for anyone ¡se ‡uardian ¬egular for ost unctuation Protection inured while in your car, regardless of who is at fault. body copy. „he color of our body lways punctuate ninsurednderinsured If you’re in an accident caused by someone who has minimal or no insurance, we’ll headlines and subheads. Motorists protect you and any passengers in your vehicle. copy is Liberty ar ‡ray. Missing punctuation loo s PROTECTING YOUR CAR li e a ista e leading ollision his coverage protects you if your car rolls over, or hits, another vehicle to a bad experience or obect. ther han ollision ou can add this coverage, also €nown as “omprehensive,” to protect your car from ll caps ay be used in tables as theft, vandalism, fire, or severe weather events, such as windstorms, hail, or earth…ua€es. he descriptions of coverages and benefits for our consuers and are necessarily brief and are subect to policy provisions, limits, deductibles, and eclusions Mechanical Parts an additional tool for reinforcing that can only be epressed in the policy itself. ar parts damaged in an accident are fully covered. overages and programs vary by state and †eplacement custoers. are not available in all states. ‰or a complete eplanation of coverages, please consult a visual hierarchy. Customized insurance Šales †epresentative. for the road ahead. —eadline color At Liberty Mutual, we know that one size doesn’t fit all. That’s why we customize your auto †or headlines we always insurance so you only pay for what you need. use Liberty ar …lue. cale and color Contact a local rep today to get your free quote. ¡sing scale and color in type helps create a clear hierarchy and a es the essage easy to read and scan. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 2 š
Our icons Our icons are a simple shorthand for illustrating our products and services. The graphic simplicity of our icons helps Liberty Mutual communicate in a clear, friendly, and direct visual language that is easy for people to understand. They can help us quickly communicate either a literal or an abstract idea. Icons are a highly effective tool on digital and social media platforms to convey a product (auto, home), concept (time, date), or action (call, chat, online). Images are typically better used in an editorial setting to capture or convey emotion. Our icon set is specially designed for impact at smaller sizes and isn’t intended to be used as large spot graphics. To request an icon set, or the creation of a new icon, please email [email protected]. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 29
Using a background color with our icons Our icons are all Liberty Blue and can be used with or without a circle. The circle makes the icons feel uniform, sets a friendly, accessible tone, and prompts a call-to-action. When selecting a background color for you icon, it’s No circle Grey 4 circle important to ensure the balance of color in a piece is on White and Grey 4 on White background. background. In digital Use for RTB’s and on-brand. Refer to page 29 for our color wheel. tactics, icons may also short lists. appear on a yellow Tints vary by tactic. Refer to page 33 for the correct background. recipe for building your tint. Use for long lists, and forms. Teal circles in Print Teal in DIgital Use sparingly to maintain We limit the use of this the proper percentage of style as teal icons may give teal on a piece. the appearance of being Use for CTA’s and short lists. clickable and can negatively impact user experience. Use only when needed to create a visual hierarchy. Important: White circle We don’t use icons on yellow circles. on Grey 4 or colored background. Use for RTB’s and short lists. In direct mail, it is acceptable to laser icons in black over the teal spot color in order to reduce the required number of shell versions. For questions on icon color and use per tactic, please email [email protected]. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 30
—elpful tips for using our icons ‰n the digital space we put a ring between the teal icons and a yellow bac ground due to visual “vibration” on screens. „eal is the preferred color for a callŸtoŸaction icon. £hen other icons are needed on the sae page white or atospheric white icons wor well as they do not copete with the €„. Šnap on, post on, and exlore on. Jon, call for your new rate. Average savings: $782 on 1 auto and ‚ome insurance. Call 800 842 8849. Protect all the things that make you, you. customers already savingŸ PIN: D99999999999 of ™šniversity of ‡io ˆrande ’ ‡io ˆrande ommunity ollege ’ ‚lumni Šave up to – ‚ssociation›. ndorsement , ‚ccident …orgiveness and a ”ultiœžolicy Discount. Šo you on ‚uto ƒnsurance can focus on doing what you love, at home and on the road. ‡enter’s ƒnsurance Average savings: as low as 2’month How to stop overpaying ome’condo ƒnsurance as low as ˜˜’month 1 ‰n eail since our priary €„ button is Jon A. Sample for your insurance. Contact me for your customized quote. $782 Address 1 [First Name] [Last Name] teal using teal icons creates a confusing Address 2 ™Title ¡ Description› City Name, ST 12 ™‚ddress ‹ine 1› ¡² experience. tospheric white is the Headshot ™‚ddress ‹ine 2› ™ity›, ™Štate› ™¢ipcode› €ou can c‚oose to stop receiving “prescreened” offers of £ž¤ ™„um› xt ™„um› preferred icon bac ground and white is a car and ‚ome insurance from t‚is and ot‚er companies ™mail› …y calling toll free 1 †‡T†ˆT ‰1 Š, and toll free 1 ‹12‹. See ‡ŒŽSCŒŽŽN ‘ †‡T’ lient ¥™˜˜˜˜˜˜˜˜› secondary option. ™‚‡’‚’”„ ‹icense› †ˆT N†T“CŽ on t‚e inside panel of t‚is mailer. 1Discounts and savings are available where state laws and regulations allow, and may vary by state. To the extent permitted by law, applicants are individually underwritten; not all applicants may qualify. 2ith our optional ome omputer ndorsement, we will cover up to 1, for your computers and smartphones, sub ect to a deductible. € ‚ƒD„T …†‡ˆƒ‰„ŠŠ „†T ‚‰‚ƒ‹‚Œ‹ ƒ„ ‚. Terms and conditions apply. Ž‚verage annual savings based on countrywide survey of new customers from ‘’1’1 to ‘’1’1“ who reported saving from prior premiums when they switched to ‹iberty ”utual. Šavings comparison does not apply in ”‚. The Œoston, ”‚ 211“. ‹iberty ”utual ƒnsurance is licensed in all states and the District of olumbia. ‚ll rights reserved. ©21– ‹iberty ”utual ƒnsurance ‰n print the visual vibration doesn’t occur so we’re good using or not using the ring. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 3 …
ur imagery 2 Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 3 2
Our iagery consists of LiMu Eu oug photography and illustration. £ith three approaches to iagery to select fro where in the consuer Œourney should they be used« €an they be used together« £hich should be the focal point« „hese and other ™uestions are answered on the following pages. iu Emu oug hotography ’llustration Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 3 3
iu Emu oug‘ photography‘ and illustration usage examples …elow is how our brand’s iagery styles shift as a consuer oves through the Œourney. †wareness Consideration urchase Customer †dvocate DotCom DotCom, Sales Sales Service, Claims Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 3 ”
GRM U.S. Marketing Consumer Journey — LiMu Emu & Doug, photography, and illustration usage This chart details which imagery is prioritized across our journey. Awareness Consideration Purchase Customer/Advocate No visual LE&D TT Photog. No visual LE&D Photog. Illustration No visual LE&D Photog. Illustration No visual LE&D Photog. Illustration Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 35
‡ U. . arketing Consumer £ourney — imagery usage „his chart details our usage of our different iagery categories per individual tactic and which part of the Œourney it falls under. ˆrand’s opportunity wareness €onsideration ›urchase €ustoer dvocate to message ‡elevantœ rospects not necessarily rospects not necessarily rospects have started Customers are on„oarding. Customers are recommending. leading in market for insurance. in market for insurance. shopping . marketing ©ew €ustoer Eails „³ ¢„ ¬„³ c™uisition isplay° €ounity Manageent touchpoints OOˆ c™uisition isplay° ¬etargeting eœervice Eails (s Liberty œocial €are ³¬) ˆighŸ‰pact isplay …anners …uild the …rand ›rear et Landing ›ages eœervice M œocial ›ages €ounity Manageent €redit „rigger (Mortgage) LM.co ªuote Customers are engaged (†… „£ ‰‡ ¢„ ‡oogle´) (LE „witter) ª©œ €redit „rigger †ollowŸup Eails° and renewing. Organic œocial œponsorships Mar eting atabase ªuote œtart €„ ›reŸ ›ostŸœtor †ield œponsorship „ool its „hirdŸ›arty Eail ªuote ©ot …ound „ransactional Eails ›ostŸove €ounications …ound ©ot €oplete (€lais …illing eœervice ¬„) ccident †orgiveness Eail ›aid œocial° …uild the …rand £inbac £inbac ¬eferŸaŸ†riend isplay° …uild the …rand €redit „rigger ª©œ ›eril ›ac ets — ˆoe uto ›artnership igital ¬enewal Eails Master„his œite ›artnership Eails ¬enewal M €rossŸœell Eails ›artnership M €lais €ounications €rossŸœell Eails M ›artnership ncillary Materials ffinity Eails ffinity M †ield OnŸsite Materials ›aid œocial° ›rear et isplay° ›rear et rospects are actively shopping for insurance. c™uisition isplay° ‰nŸar et €redit „rigger (uto Loan) Liu Eu oug ›hotography ‰llustration Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 3 ‚
—elpful tips for using our imagery ˆere are a few helpful dos and don’ts for using our iagery in a Liberty Mutual way. use each visual style as a focal point individually. use LiMu Eu oug followed by use photography followed by illustration. either photograhy or illustration (or ore LiMu Eu oug’). ¢’Š use all visual styles together in a piece. ¢’Š go bac and forth between visual styles. ¢’Š start with illustration and ove on to photography or LiMu Eu oug Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 3 Ÿ
iu Emu oug imagery Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 3 š
‡et to now LiMu Eu oug £e use LiMu Eu oug as a cue to drive and increase Customi¦ed brand awareness of Liber ty Mutual and to counicate insurance expert. our value proposition of custoižed insurance. ission¥ to help people custoiže their insurance so they only pay for what they need. † wild „ird. LiMu Eu isn’t the ost wellŸtrained spo es anial on the bloc . ˆe’s actually nothing ore than a wild bird in a perfectly starched yellow unifor and aviator sunglasses. …ut what he lac s in s ills he ore than a es up for with his catchy rhying brandŸrecallŸinducing nae. oug on the other hand is a highly trained custoižed insurance expert who serves as LiMu Eu’s wrangler translator and partner. „ogether they’re unstoppable when it coes to saving people fro oneŸsižeŸfitsŸall insurance. †or ore about LiMu Eu oug see pages Ÿ‘ in the appendix. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 3 ™
’mage guidelines iu Emu oug photography LiMu Eu oug should always be used and shown together and live priarily on atospheric white or yellow. ‰n the event that a specific placeent doesn’t allow for the to be shown together please reach out to LiMu Eu oug €apaign „ea at LiuEuoug“LibertyMutual.co. hotoshop files ‰ellow „rand ‹ue „he files are ‰n order to aintain the greatest layered so that ipact of the brand yellow the gradient bac ground layers reains in the sall area behind can be anaged. LiMu Eu oug (and the uster). Šhe gradient LiMu Eu oug are separated fro the yellow bac ground by a light yellow gradient. lthough subtle it eeps the shirts fro vibrating against the yellow bac ground. ’mportant¥ Usage rights ˆackground exception œoe LiMu Eu oug iages can only ‰f there is an opportunity that re™uires be used with certain products or in specific characters to be inŸsitu please reach out touchpoints. „his can change occasionally to LiMu Eu oug €apaign „ea at so it’s iportant to chec for each use. LiuEuoug“LibertyMutual.co. Contact sheets of all approved LiMu Eu oug iages along with the usage rights and expiration dates are on pages ‚Ÿ§‚ in the appendix. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction ”›
—elpful tips for deciding when to use iu Emu oug DO use LE to proote use LE to proote use LE in the proper tone uto and ˆoe ›roducts. our brand. of voice. Susan A. Smith XXX Main Rd Ste XXX Anytown, MA 01701 Jack J Ryan TestAddrLine1 TestCity, ST 40447 Date: 02/06/2020 Dear Jack, I am pleased to offer you a 12 month home insurance quote from Liberty Mutual. Enclosed is a summary of the quote. Your customized home insurance quote $250.00/year. Action required: Please call me to Through your affi liation with University of NH your quote includes special group purchase your policy. savings on your home insurance. It’s easy – call today to purchase your policy. Fname Lname I can send your application forms right away. The great news is that your coverage Title goes here LIC12345 can start the very next day. 1-XXX-XXX-XXXX Fname.Lname@testcom Savings, service, support. With Liberty Mutual, your rates are guaranteed for twelve months. And with our discounts and benefi ts, you get excellent value for your comprehensive coverage at our already competitive rates. Plus, you’ll never sacrifi ce great service for savings. With 24/7 claims assistance, convenient payment plans, and personal consultation with a licensed Insurance professional, we’re always there when you need us. Sincerely Fname Lname Title goes here ¢Š use to LE to proote ¢Š use LE in transactional ¢Š use LE in an overly other products. oents li e paying a bill. businessŸstyle of counication. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction ”…
rocess † proce† processs to kicks to kickƒƒooffff iu Emu oug pro§ec iu Emu oug pro§ecttss across the organi¦ation is „eing finali¦ed. ‰n the eantie‰ n the eantie if y if yoou’u’dd li li ee to include LiMu Eu to include LiMu Eu oug into an upcoin oug into an upcoingg proŒec proŒectt please reach out please reach out to LiMuEuoug“LibertyMutual.co. ‰t’s crucial to trac proŒect and assets for talent usage as well as capaign strategy. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction ”2
Wordmark and logo guidelines Wordmark LE&D wordmark The wordmark is an introductory tool. It shouldn’t replace the Liberty Mutual logo. TM should appear on bottom right of wordmark. TM guidelines We have filed for the below trademarks: LiMu™ LiMu Emu™ LiMu Emu & Doug™ A TM is required after the first or most prominent use of the three phrases above in any and all materials. Additionally, when using the campaign lockup we need to include a TM on the bottom right of the lockup. Liberty Mutual logo/medallion Social cover photo in social/digital the logo on the car can hold the place of the Liberty Logo or the medallion For the latest and greatest on usage, please reach out to LiMu Emu & Doug Campaign Team at [email protected]. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 43
ur photography Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction ””
£e use photography as a storytelling device and to reinforce our brand personality ›hotography brings a warth and huanity to consuer touchpoints a ing the welcoing and relatable. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction ”€
When to use photography ›hotography is featured priarily in consuerŸfacing touchpoints. Lifestyle iagery is appropriate in tactics that drive consideration of our brand while contextual photography ay be used to support custoer touchpoints that engage and educate. œoe exaple tactics° • €ore collateral aterials such as an auto brochure • Onsite aterials such as booth bac drops • c™uisition eail • Organic social • ˆero on digital product pages ¤ Why use photography¨ £e use photography to increase relatability and connect with consuers. nd our essage can be enhanced by counicating a believability that resonates with our audience. £e do that by featuring lifestyle iagery that captures a slice of life in spontaneous everyday oents allowing space for realistic iperfections. Sna„ on „osSna„ on „ostt on on and and ee lore on. lore on. ProtecProtectt all the thin all the thinggss that mak that makee y yoou, yu, yoou.u. ¯oin tousands o‡ †uaifid En‹oEn‹o€€ cus custtoi¦oi¦d auto and nts insud auto and nts insuaanc nfits as ¨a ©nc nfits as ¨a © custos aad€ saving° o‡ ¨Univo‡ ¨Univsitsit€€ o‡ Rio ’ o‡ Rio ’aand – Rio ’nd – Rio ’aand Counitnd Counit€€ Cog – Auni Cog – Auni Sav u„ to ‰ŒŠŸ Association©‚Association©‚ª W’ œ„ €ou covd it nfits iœ Ho Co„ut Endosnt Endosnt « Accidnt Fogivnss¬ and a Muti™®oic€ Discount‚ So €ou on Auto ‘nsuanc¢ ¤†or ore inforation on the role of photography can ‡can ‡oocus on doincus on doingg at € at €oou ou ovv at o and on t oad‚ at o and on t oad‚ Rnt’s ‘nsuanc We customi¦e. as o as ‰ˆŠ–ont¤ within the digital portfolios reference the Liberty Ho–condo ‘nsuanc ‰ou could save ©€š‚ as o as ‰¥¥–ont Mutual esign œyste at designsyste.lig.co. ContacContactt me f me foor yr yoour cusur custtomiomiee uote uote.. First Name Last Name ¨Tit ± Dsci„tion© ¨Addss Lin 1© AFFINITY LOGO Headshot ¨Addss Lin ˆ© ¨Cit€© ¨Stat© ¨²i„cod© ³®´ ¨Nu© Eƒt ¨Nu© Outside Liberty« ¨Eai© Cint µ¨¥¥¥¥¥¥¥¥© €ontact your ar eting partner for assistance ¨AR–CA–MN Licns© or eail uscbrandguidelines“libertyutual.co. AAUUTTOO HHOMEOME RRENTERSENTERS UUMBRELLAMBRELLA MMOOTTOORCYRCYCCLELE CCONDOONDO WWAATTERCRAFTERCRAFT 1 ˆ Discounts and saDiscounts and savvininggss a a a avvaaia sia sttat aat as and guations aos and guations ao and a and a€€ v vaa€€ €€ s sttatat‚‚ T Too t t ƒƒtnt „ittnt „itttd d €€ a a a„„icants a individua€ und a„„icants a individua€ undititttn… not a a„„icants an… not a a„„icants a€€ †uai‡ †uai‡€€‚‚ Wit ou o„tiona Ho Co„ut EndosntHo Co„ut Endosnt i co i covv u„ to ‰ u„ to ‰11ŠŠ ŠŠŠŠ ‡ŠŠ ‡oo € €oou co„uts and sau co„uts and satt„on„onss su‹c su‹ctt to a ‰ŒŠ dduc to a ‰ŒŠ dducttii‚‚ Ž ACC‘DENT FOR’‘“ENESS NOT A“A‘LABLE ‘N CA‚ Ts and conditions a„„€‚ ” Œ AAvvaagg annua sa annua savvininggss asd on count asd on count€€id suid suvv€€ o‡ n cus o‡ n custtos ‡o •–1–1Œ to •–1–1— o „oos ‡o •–1–1Œ to •–1–1— o „ottd sad savviningg ‡o „io „ius n t ‡o „io „ius n t€€ s sitcd to Liitcd to Litt€€ Mutua‚ Sa Mutua‚ Savvininggss co„aison do co„aison doss not a„„€ in MA not a„„€ in MA‚‚ T figu figu aas asd on t as asd on t avvaagg „iu ‡ „iu ‡oo nts „oici nts „oiciss it itttn n ttn Œ–1”–1” ™ ”–n Œ–1”–1” ™ ”–ŽŽŠŠ––1Œ1Œ‚‚ Co Covvaagg „o „ovvidd and undidd and undititttn n €€ Li Litt€€ Mutua ‘nsu Mutua ‘nsuaanc Co„annc Co„an€€ o its susidiai o its susidiaiss o affiiat o affiiatss 1›Œ Bœ 1›Œ Bœ€€ St Sttt BosBostton MA Šon MA Šˆˆ11—11—‚‚ Li Litt€€ Mutua ‘nsu Mutua ‘nsuaanc is icnsd in a ŒŠ snc is icnsd in a ŒŠ sttatatss and t Dis and t Distticictt o‡ Couia‚ A igts o‡ Couia‚ A igts ssvvd‚ ©d‚ ©ˆˆŠŠ11Ÿ LiŸ Litt€€ Mutua ‘nsu Mutua ‘nsuaancnc AFF—•—ŸŒŠ¡1— CW ˆŠ1Ÿ–1Š TTis ogani¦ation civis ogani¦ation civss financia su„„o financia su„„ott ‡ ‡oo off offiningg tis auto and o nfits „og tis auto and o nfits „ogaa‚‚ Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction ”‚
—elpful tips for deciding when to use photography use to bring warth and a sense of use to counicate use to engage potential storytelling when counicating about our capabilities custoers and support the tone products and benefits. of a counication. ¢Š use to lighten or add decoration ¢Š use to explain coplex content ¢Š use to support transactional to instructional clais related aterials. as it could trigger negative eotions. inforation to custoers. „hose ©ot featuring iagery is a better choice. ‰nstead use illustration which allows for touchpoints generally have no iagery. ore specificity. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction ”Ÿ
Our photography style Our imagery projects an honest, down-to-earth optimism. It’s a glimpse into a moment of time, with a natural imperfection that feels genuine, not contrived. • Lean into a light, mostly neutral palette which enhances our brand colors rather than competing with them. • Images with a natural, unretouched appearance of yellow or teal support our palette but should never appear forced. • Look for images whose foreground, middle ground, and background help create dimension without falling victim to messiness or distraction. • Source photography that meets Liberty Mutual’s standards for diversity and inclusion. • Avoid images taken from extreme angles, that show unsafe behaviors, or feature overly dramatic lighting techniques. To request a contact sheet containing all of the brand approved images on Brand SharePoint, please send an email to [email protected]. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 48
Helpful tips for selecting the right image We reinforce our brand palette by choosing diverse imagery with a neutral palette, natural light, and optimistic feel. For customer communications, use photography judiciously and purposefully. Use imagery that reflects our values around Use Liberty Yellow as a styling element in photography When using lifestyle imagery, choose photos that are diversity and inclusion. when appropriate, but do not retouch the image to add candid and authentic, with a sense of place and emotion. Liberty Yellow. Use imagery to help tell a story of what we enable. Use imagery with strong composition and a Use imagery with natural lighting and neutral tones clear focus. in contemporary settings. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 49
Things to avoid in our photography Here are examples for helping us maintain consistency across all our communications. While a natural smile into the camera can be acceptable, Avoid contrived lifestyle situations and extreme angles. Avoid imagery where color is overly saturated. avoid using photographs that feel manufactured or overly posed. Avoid using highly manipulated imagery. Avoid using imagery with staged diversity. Avoid imagery that feels cold or corporate. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 50
tatue of i„erty photography „he edallion in our logo a tradear ed representation of our brand is an artistic rendering of the œtatue of Liberty. ›lacing Lady Liberty as a bac ground eleent reinforces our brand without wea ening our logo tradear . £hen we use photography of the statue it can act as a strong reinforceent of our brand increasing both recognition and eorability. ˆowever iagery of Lady Liberty ust never copete with or supersede our logo thereby threatening our tradear on it. ‚y your side, standing strong t Liberty Mutual nsurance, we’ve been dedicated to providin our policyholders with the best service for over 100 years hat means bein able to pay Cropping Usage rules¥ claims uic€ly and accurately t’s our financial strenth that sets us apart and ensures we’re there limit • ¡se the statue on tactics eant to build brand to stand by you awareness when capaign or lifestyle iagery stri es €ated 1 • “” ‰Ž‘cellent‹ by M ‚est †ompany an inappropriate tone. • “2” ‰¡ood‹ by Moody’s2 94% • “” ‰‡tron‹ by ‡tandard „ Šoor’s3 Financia‚ ƒecre of customers are satisfied • Ensure that our logo is ore proinent than and • ”an€ed ¢£th on the šortune 100 list of the larest –‡ with Liberty Mutual6 corporations by total revenueŸ set apart fro the œtatue of Liberty. • hird©larest property and casualty insurer in the –‡£ $41.6 • šifth©larest lobal property and casualty insurer£ billion • ¡se the approved statue photograph available „n …or ƒide in annual consolidated revenue, • œe offer a wide rane of insurance products and services as of December 31, 2018 through ¡œ€M…randœtandards“libertyutual.co. • —ur dedicated local aents are ready to help customiªe insurance so customers only pay for what they need 50K • †eature Lady Liberty as a supporting character or people employed by Liberty Mutual in Contact me for a free, nooigation ote. 30 countries and economies noncopeting bac drop. o this by including context in [First Name] [Last Name] around the world ƒ itle „ Description… ƒddress Line 1… the iage li e her pedestal or a s y with visible clouds. ƒddress Line 2… Headshot ƒ†ity…, ƒ‡tate… ƒˆipcode… ‰Š‹ ƒŒum… Ž‘t ƒŒum… ƒŽmail… †lient ’ƒ““““““““… • ©ever crop the statue higher than the drape of the ƒ”•†•MŒ License… sleeve on her lower ar. – — ˜ ™—MŽ ˜ LšŽ ˜ ”ŽŒ Ž”‡ ˜ –M‚”ŽLL ˜ M— —”†›†LŽ ˜ †—ŒD— ˜ œ Ž”†”š 1 2 3 Ÿ £ M ‚est ”atin ‡ervices, 201ž Moody’s nvestors ‡ervice, nc, 201ž ‡tandard „ Šoor’s, 201ž Liberty Mutual ¡roup is ran€ed ¢£th on the šortune 100 list of larest corporations in the –‡ based on 2018 revenue ‚ased on 6 2018 direct written premium ‚ased on a 201¢ study conducted by ¤ualtrics 1¢£ ‚er€eley ‡treet, ‚oston, M 02116 –‡ ©201ž Liberty Mutual nsurance ŠŽ”¢1£321 0¢•1ž Lead with our logo reinforced by our brand palette for a strong brand stateent. Liberty Mutual is proud to sponsor [Super Duper Extra Long Global strength. Organization Name. [First Name] [Last Name] [xxx-xxx-xxxx] Local commitment. [fi[email protected]] Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction € …
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Our illustrations are used to give context, or provide clarity to our audience. Our illustrations have a defined look and feel, including a diverse set of characters, products, environments, and actions that lead with the Liberty Mutual color palette. To request a new illustration from our in-house illustration guild, please fill out the illustration intake form on Sharepoint and email to [email protected]. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 53
Why we use illustration Use to provide clarity. Use for challenging su„§ect matter. ‰llustration should only be used when additional support or clarity ‰llustration is useful when the subŒect atter of a photograph is helpful specifically when explaining industry features or Œargon. could be uncofortable or innacurate. †or exaple displaying †or exaple describing steps in a process or visually defining a a photograph to represent a bad car accident or an incident of concept such as of “coprehensive coverage”. theft could be insensitive. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction € ”
When to use illustration Illustration is used primarily on digital experiences, such as email, educational tutorial videos, and across the dotcom experience as spot graphics. For example, illustration may be used... • To visually represent coverages, services, and damages • To indicate insurance types available (vehicle types, home types, etc.) • To provide a moment of visual interest on interstitial loading screens • To visually support information for helpful tips We use illustration to: • Explain concepts in an accessible manner • Guide the user or tell a story when needed • Provide instruction or clarify steps in a process • Specify details about an action or event Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 55
Helpful tips for deciding when to use illustration 1HGBH41JXMN109186 DO use illustration for detailed or specific scenes DO limit the use of color to highlight focus areas DO use illustration assets as provided. and concepts. in instructional illustrations. 1HGBH41JXMN109186 DO NOT use iconography to build or create DO NOT allow color to overshadow the clarity of DO NOT alter, combine, or otherwise change any complicated concepts or scenes. an instructional element. of the provided illustration assets. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 56
Examples of our illustration style in use ‰n custoer eails illustration should be liited and used only when it serves to clarify a essage. ‰llustration can be used in ac™uisition PAPERLESS CUSTOMERS: VERSION 2 — AUTO NON-PILOT_Desktop Subject Line: Your Liberty Mutual Policy Renewal Notice eail to support the context of Pre-header: Log into your online account to get your ID card(s). essaging and engage the consuer. View View onlineonline Unsubscribe QNC Day 0 Test 2 Subject line: You’re almost done, see your savings Log in / Register View online ¡se illustrations to explain Policy number: XXXXXXXXX coplex inforation. ‰llustrations can help to ephasiže Thank you for being a loyal customer, ! a point especially when using Your renewal documents and billing information is now available in your online account. within an infographic. Your quote ID: XXXXXXXXX Get your new ID card(s) immediately. Your guide to roof claims Log into your online account and save them to your device or print them to keep in your vehicle. Get your new ID card(s) Recovering from damage to your roof can be stressful, but we are here to work together to get your home back to normal. Components of a roof system Components of a good roof system Hip and ridge shingles Ridge vent Kitchen/Bathroom vent Samantha, you’re so so Shingles Felt underlayment close. Ice and water shield Wood decking Note This is an example of a common roof system and is for educational purposes only. It is not intended to Here’s your quote ID: XXXXXXXXX represent your specific roof. Your roof may include different components. How can roof damage happen? High winds, large hail, and other weather events can cause damage to your roof and property. Complete my quote Roofs are constructed of many different components and some can damage more easily than Quickly access your policy more durable items, like composition shingles. documents and more with our app. How we assess roof damage Our goal is to resolve your claim as quickly as possible. Our experts will inspect your roof and • Access your ID card(s) and policy details on the go determine the extent of the damage. • ignificant damage may require replacement of your roof. • File, track, and update your claims Questions? Call us at: 1-888-430-2147 • inor damage can often be repaired • Pay your bill or update payment preferences • o storm damage Contact a Licenced Agent Did you find this email helpful? €onsideration €onsideration €ustoer SPECIFIC DISCLAIMERS HERE [Insert Transactional Disclaimer] €ustoer ‰llustrations are best used below the fold. Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction € Ÿ
Questions? We’re here to help. Email us and we’ll get back to you as soon as possible. USCM Brand Standards Team [email protected] Liberty Mutual brand guidelines GRM U.S. section—September 2020 (Version 2.3) Confidential—Internal use only—Content not for reproduction 109