Irish Life

📋 1 Guidelines

🔗 Connections

Sector

Insurance Finance

Region

Ireland

Guideline Year

2015

Language

English

Tags

Insurance

Official Websites

Brand Guidelines

2015

Brand Summary

Mission
  • We serve individuals and businesses by keeping our promises so they achieve financial security and peace of mind. By providing an outstanding experience for our customers and managing risk, we will grow our business profitability [^1].
Core Values
  • Empathy
  • Responsibility
  • Expertise
  • Innovation
  • Leadership [^2]
Target Audience
  • Individuals and businesses in Ireland seeking financial guidance, security, and peace of mind, especially those desiring financial independence but needing trusted support due to lack of knowledge or confidence [^3].
Personality Traits
  • Friendly
  • Energetic
  • Natural
  • Honest [^4]
Visual Identity Overview
  • The visual identity centers on a logo featuring a stylized human figure, bird, and fish, symbolizing freedom, sustenance, and aspiration. The primary corporate color is cornflower blue (Pantone 2725 C), complemented by black. The brand uses clean, modern layouts, consistent logo usage, and a flexible grid system for layouts. Typography includes Foundry Sans as the primary typeface, Brandon Grotesque for headings, and Marketing Script for highlights. Iconography is simple line drawings, and imagery is friendly, engaging, and real, capturing natural lifestyle moments [^5].

Categories

Brand Voice
  • Always keep language clear and simple.
  • Use language that informs and motivates.
  • Get the point across in a brief and concise manner.
  • Remember our customers - so keep it real.
Brand Imagery
  • When we use photography, Irish Life images should be friendly, engaging and real. Images should capture natural lifestyle moments. For more information email: brand@irishlife.ie
Color Palette
  • Corporate Colours Black and Pantone 2725 C are our chosen corporate colours.
  • Pantone 2725 C Black
  • OUR COLOUR PALETTE These colours are available for communication pieces such as booklets, adverts and marketing literature.
  • Pantone Colour specification.
  • Pantone 2725 C Black Pantone 3258 C Pantone Warm Gray 11 C
  • THESE COLOURS ONLY TO BE USED WHEN A FULL SPECTRUM OF COLOUR IS REQUIRED
  • CMYK colours references to be used when creating any item for print. RGB colour references to be used when developing word documents, PPT HEX colour references to be used when developing websites, apps etc.
  • COLOUR PALETTE TINTS Tints of our colour palette may be used. To ensure we remain consistent please use the suggested tint values below.
  • LIMITED USE - THESE COLOURS ONLY TO BE USED FOR PIE CHARTS
Typography
  • Corporate Typeface To be used for all documents designed for publication/print. Foundry Sans is our primary typeface. BRANDON GROTESQUE is used for Headings (CAPS ONLY) Marketing Script is used for highlights and notes. Sabon LT can be used for more formal uses such as invitations. Arial is the PC font, for use in Word, Powerpoint, Excel etc.
  • Foundry Sans is our primary font and should be used on all communication pieces.
  • Foundry Sans is available in Light, Normal, Medium and Bold fonts.
  • Brandon Grotesque is used for Headings (CAPS ONLY)
  • Marketing Script is used for highlights and notes.
  • For formal invitations, Sabon LT can be used.
  • Sabon LT is available in Roman, Bold and Small Caps fonts.
  • Arial is the PC font, for use in Word, Powerpoint, Excel etc.
  • We have distinct typefaces in our font family. Together these can be used to add consistency and character to our communication material.
  • Always use our primary font Foundry Sans to deliver your message.
  • Use our secondary font Marketing Script for short highlighters.
Logo Usage
  • Our logo comprises of two elements -the symbol and type. The logo elements should never be separated. Position, size, and color, along with the relationship of the elements to each other should not be altered.
  • Black and Pantone 2725 C are our chosen corporate colours.
  • Below are our approved versions of the Irish Life logo. Always use specific logo artwork provided.
  • The primary logo can only sit on white with a set clear space around it.
  • The white logo can only sit on either black or Pantone 2725.
  • The black logo is used where only single colour black is available.
  • Our logo should always have breathing space. A recommended clear space has been developed to protect the logo from elements which may be positioned too close. The X dimension is used to create a square unit which establishes this clear area around the whole logo.
  • The recommended logo position is top right on print material.
  • The Irish Life logo should always be legible, clear and reproduced to a high quality. The logo should never be reproduced below the minimum width of 25mm (95 pixels @ 92dpi online).
Tone And Messaging
  • Always keep language clear and simple.
  • Use language that informs and motivates.
  • Get the point across in a brief and concise manner.
  • Remember our customers - so keep it real.
  • When we use photography, Irish Life images should be friendly, engaging and real. Images should capture natural lifestyle moments.
  • Friendly
  • Energetic
  • Natural
  • Honest
Brand Values
  • A Brand isn’t just a name or a logo, it represents who you are and what you stand for.
  • Brands affect everything we do, how we look, how we talk, how we do business. The strongest brands in the world have a powerful advantage in the marketplace. Our Irish Life Brand is one of our most valuable assets. We are proud of our Brand - remember that our Brand is our promise, so we all need to play our part to meet the expectations we set.
  • We serve individuals and businesses by keeping our promises so they achieve financial security and peace of mind. By providing an outstanding experience for our customers and managing risk, we will grow our business profitability.
  • More Irish people choose Irish Life because we combine the global strength and expertise of Great-West Lifeco with our 75 years of local financial knowledge, experience and skill to take care of their financial future.
  • There is a growing hunger for financial independence. However there is a lack of trust and follow through on this desire for self-direction because of fear or a lack of knowledge. So the need for guidance is great.
  • Position Irish Life as the trusted and knowledgeable financial guide in a distinctive, authentic, relevant and consistent way.
  • Empathy - Responsibility - Expertise - Innovation - Leadership
  • “We know Irish life. We are Irish Life.”
  • Irish Life is the best guide for Irish lives.
  • Our logo is the graphic representation of our company and the values for which it stands. Apart from making our communication material look consistent, the Irish Life logo embodies all our core values across all aspects of our business.
  • A brand is the heart and soul of every organisation.
  • Consistent branding allows us to have a really powerful brand, and involves communicating in line with our core values across all aspects of our business.
  • As a regulated entity, Irish Life is subject to the Consumer Protection Code 2012 (CPC). The CPC aims to provide a consistent level of protection for all consumers of financial services and this is in keeping with Irish Life’s brand values and our mission.
Visual Style
  • Our logo comprises of two elements -the symbol and type. The logo elements should never be separated. Position, size, and color, along with the relationship of the elements to each other should not be altered.
  • Black and Pantone 2725 C are our chosen corporate colours.
  • Below are our approved versions of the Irish Life logo. Always use specific logo artwork provided.
  • The primary logo can only sit on white with a set clear space around it.
  • The white logo can only sit on either black or Pantone 2725.
  • The black logo is used where only single colour black is available.
  • Our logo should always have breathing space. A recommended clear space has been developed to protect the logo from elements which may be positioned too close. The X dimension is used to create a square unit which establishes this clear area around the whole logo.
  • The recommended logo position is top right on print material.
  • The Irish Life logo should always be legible, clear and reproduced to a high quality. The logo should never be reproduced below the minimum width of 25mm (95 pixels @ 92dpi online).
Iconography
  • All icons appear as simple line drawings as the samples show below. If you need an icon for something not shown below here, just contact the Design Units.
Layout And Composition
  • Our logo comprises of two elements -the symbol and type. The logo elements should never be separated. Position, size, and color, along with the relationship of the elements to each other should not be altered.
  • The primary logo can only sit on white with a set clear space around it.
  • The white logo can only sit on either black or Pantone 2725.
  • The black logo is used where only single colour black is available.
  • Our logo should always have breathing space. A recommended clear space has been developed to protect the logo from elements which may be positioned too close. The X dimension is used to create a square unit which establishes this clear area around the whole logo.
  • The recommended logo position is top right on print material.
  • The Irish Life logo should always be legible, clear and reproduced to a high quality. The logo should never be reproduced below the minimum width of 25mm (95 pixels @ 92dpi online).
Brand Architecture
  • Brand architecture is the framework we use to structure and communicate our products and services.
  • Our Brand architecture framework is a summary of how prominent each element of our brand architecture should be from the stakeholders perspective - our master Brand is at the top. Our communications and customer/stakeholder interactions will reflect this emphasis.
  • We aim to maximise the use of our Irish Life master - brand assets (including the “Irish Life” name and logo) when promoting or describing the core activities of each of the business divisions within Ireland.
  • The next most important information to signal to our existing and potential audiences is the main product and service categories that we offer-our “product pillars”.
  • These are strategic product or service solutions that we have attached the Irish Life name to. These are developed and promoted across more than one Irish Life Division. They are unique Irish Life solutions which demonstrate innovation and differentiation for our brand.
  • We will attach our name and brand to a small number of major internal and external activities. Branding these activities provides credibility for the initiative itself and helps to further demonstrate our brand purpose.
  • This is how we structure and organise ourselves and ‘signpost’ the significant parts of our business internally and externally-to ensure clarity for our customers and stakeholders in how they can contact and interact with us.
  • This shows that we are part of the Great-West Lifeco group of companies, one of the world’s leading life asssurance and financial services organisations.
  • Irish Life is part of the Great-West Lifeco parent group of companies
Co Branding
  • Irish Life marketing teams must sign off on dual branded collateral before publishing. The Irish Life logo should always be legible, clear and reproduced to a high quality.
  • The Irish Life logo should never be reproduced smaller than: 25mm for printed material 95 pixels@ 92dpi for digital
  • See Section 4 for more information on using our Brand Assets.
  • Position of Dual Branded logo: Place the other company’s logo on the top left hand side of the document as indicated.
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