Life

📋 1 Guidelines

🔗 Connections

Sector

Arts culture Publishing

Region

Usa

Guideline Year

2016

Language

English

Tags

Featured Magazine Media

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To be a trusted partner for customers, supporting them through life’s twists and turns and helping them navigate life together [^1].
Core Values
  • trust
  • loyalty
  • truth
  • growth
  • vitality
  • partnership
  • authenticity
  • optimism
  • inclusion
Target Audience
  • Individuals, families, and employees seeking insurance and financial solutions, with a focus on culturally appropriate, genuine, and diverse customers [^2].
Personality Traits
  • friendly
  • approachable
  • authentic
  • optimistic
  • modern
  • future-facing
Visual Identity Overview
  • The brand’s visual identity centers on a modern logo combining blue and green shapes to form an ‘M’, symbolizing partnership and growth. The color palette is dominated by blue and green, supported by neutrals and sparing use of secondary colors. Typography features Utopia for headlines and MetLife Circular for body copy. Imagery is candid, honest, and full-color, with a unique filmstrip element to tell customer stories. Pictograms and icons are used to visualize key concepts in an approachable style [^3].

Categories

Brand Voice
  • Our brand strategy is our North Star for all visual and verbal guidance. Through an integrated global effort, we have transformed the way our brand looks, speaks, feels, and acts.
  • Voice and Messaging Guidelines
  • This document outlines the principles and tools for how we want our brand to engage with our customers.
  • The verbal guidelines give our global teams a consistent way to express the MetLife brand.
Brand Imagery
  • We use photography to illustrate the human benefit of our products and services. Our photo style is candid, honest, and authentic, with images reproduced in full color. We have three different image types: single image, image pair, and portrait. We use portraiture only when it accompanies customer quotes in order to humanize the voice of the customer.
  • The filmstrip is a graphic element that helps bring our design elements together and creates a unique identifier for our brand. The filmstrip is used to capture moments in time and to tell customer stories. A single picture represents a single moment, while an additional photograph can tell a broader story. The pairing of images creates a unique photographic approach that reinforces our core brand idea of being a trusted partner for our customers. The filmstrip images can feature color overlays to connect to our core brand palette.
Color Palette
  • Our visual expression starts with our logo. Reflecting our role as our customers’ trusted partner, our new logo comprises two simple shapes that come together to create an “M.” The blue color reflects our brand heritage, while the vibrant green—new to our color palette—represents growth and vitality.
  • Our primary color palette consists of blue and green. Blue represents our heritage and symbolizes trust, loyalty, and truth. Green represents vitality, growth, and the opportunity that we have to help our customers. Neutrals are used to support our primary colors and when tonal colors are necessary. Our secondary color palette is used sparingly to bring a pop of color when required.
  • Our primary colors are blue and green. Blue reflects our heritage, while green represents growth and vitality.
  • Neutrals support our primary colors. Secondary colors may be used to support our primary colors but are used sparingly to bring a pop of color when required. Secondary colors may be used in data visualization or to aid navigation in multi-page communications.
  • The way we use color is important. Blue and Green are our primary brand colors and should be dominant in our communications. Our primary colors should be used together, in equal amounts, with plenty of white space to add modernity and freshness. Typography is primarly black.
  • Our neutrals are used more sparingly than our primary colors. Neutrals are used to support our primary colors and when tonal colors are necessary.
  • Our vibrant secondary palette brings energy to our visual system but plays a small role. Our secondary colors should be used sparingly to accent our primary and neutrals palettes.
  • Coated and Uncoated Stock MetLife Blue (or PANTONE© 2193) C:89 M:18 Y:0 K:0 On-screen R:0 G:144 B:218 HEX: #0090DA
  • Coated and Uncoated Stock MetLife Dark Blue (or PANTONE 2384) C:99 M:48 Y:1 K:14 On-screen R:0 G:97 B:160 HEX: #0061A0
  • Coated and Uncoated Stock MetLife Green (or PANTONE 2300) C:40 M:0 Y:89 K:0 On-screen R:164 G:206 B:78 HEX: #A4CE4E
  • Coated and Uncoated Stock MetLife Dark Gray (or PANTONE Cool Gray 9) C:30 M:22 Y:17 K:57 On-screen R:117 G:120 B:123 HEX: #75787B
  • Coated and Uncoated Stock MetLife Medium Gray (or PANTONE Cool Gray 6) C:16 M:11 Y:11 K:27 On-screen R:167 G:168 B:170 HEX: #A7A8AA
  • Coated and Uncoated Stock MetLife Gray (or PANTONE Cool Gray 2) C:5 M:3 Y:5 K:11 On-screen R:217 G:217 B:214 HEX: #D9D9D6
  • Coated and Uncoated Stock MetLife Light Gray (or PANTONE Cool Gray 1) C:4 M:2 Y:4 K:8 On-screen R:242 G:242 B:242 HEX: #F2F2F2
  • Coated and Uncoated Stock MetLife Berry (or PANTONE 2040) C:0 M:96 Y:43 K:0 On-screen R:219 G:10 B:91 HEX: #DB0A5B
  • Coated and Uncoated Stock MetLife Teal (or PANTONE 2399) C:90 M:0 Y:43 K:0 On-screen R:0 G:172 B:160 HEX: #00ACA0
  • Coated and Uncoated Stock MetLife Purple (or PANTONE 267) C:82 M:97 Y:0 K:0 On-screen R:95 G:37 B:159 HEX: #5F259F
  • Coated and Uncoated Stock MetLife Yellow (or PANTONE 7548) C:0 M:12 Y:98 K:0 On-screen R:255 G:198 B:0 HEX: #FFC600
  • Our secondary color palette may be used as a way-finding aid on a single, often long-form piece, such as the example shown here. However, our primary color palette is preferred when possible.
  • Primary color palette is used on the brochure cover.
  • Secondary color palette may be used to identify the brochure sections.
  • Secondary color palette may be used to delineate each brochure section, but must be used sparingly within each section.
  • Do not use legacy colors within the new visual system. Our color palette is primarily blue and green. White is also a key part of our palette. Large areas of color should reflect our primary palette.
Typography
  • The two primary fonts in our visual system help set our brand apart from our competitors. Utopia is a contemporary serif that we use to communicate with our customers in a friendly, approachable manner. We use Utopia as the lead typeface when introducing ourselves and speaking to our existing customers. We use Utopia primarily for headlines. MetLife Circular is a friendly sans serif with unmistakable character yet universal appeal. We use MetLife Circular for body copy.
  • Utopia Bold MetLife Circular Bold MetLife Circular Medium MetLife Circular Normal MetLife Circular Light
  • MetLife primary typefaces are Utopia and MetLife Circular for the majority of our communications. Utopia and MetLife Circular both have an extended font family. Our recommendation is to use Utopia Bold for headlines and MetLife Circular Bold, Medium, Normal, and Light for body copy or information graphics. Upper/lowercase is preferred over all-capitals.
  • We strongly recommend that vendors, business units, or individuals who regularly create professional communications on our behalf acquire the proper typefaces from the proper source. See appendix for details.
  • Every effort should be made to maintain brand consistency across all customer touchpoints by using the preferred typefaces and font weights.
  • In customer-facing communications, use the MetLife fonts (Utopia and MetLife Circular) whenever possible. In digital media or for internal communications (such as Microsoft PowerPoint® or Word®), it is permissible to use Georgia as a replacement for Utopia and Arial as a replacement for MetLife Circular.
  • Georgia and Arial should be used by desktop users and administrative personnel who create communications developed in e-mails and Microsoft Office® applications and for whom acquiring Utopia and MetLife Circular is impractical. While less desirable than Utopia and MetLife Circular, Georgia and Arial represent a minimum standard that is not burdensome, as they are pre-installed on all PC and Mac computers.
  • Do not use or mix legacy typography with our new typography.
  • Our primary typefaces are Utopia and MetLife Circular. Never mix them with legacyfonts.
Logo Usage
  • Our visual expression starts with our logo. Reflecting our role as our customers’ trusted partner, our new logo comprises two simple shapes that come together to create an “M.” The blue color reflects our brand heritage, while the vibrant green— new to our color palette—represents growth and vitality.
  • Whenever possible, reproduce our logo in full color on a white background.
  • Our symbol and our wordmark always appear together to form our logo.
  • Our primary logo is full-color on a white background.
  • Our reversed logo is white text, primarily on a black background, and used only when an application on white is not an option.
  • Our transparent logo is an all-white version that accurately expresses the translucent overlap in the Partnership “M” symbol and should be used only when a single-color application is required, such as etching on glass and certain midtone backgrounds (e.g., a step-and-repeat).
  • Our grayscale logo is the preferred single-color version when tonal printing is possible, such as for ads printed on newsprint. The grayscale logo most accurately expresses the translucent overlap when the full-color logo is not an option.
  • A special stacked version of our logo has been created, as an exception, to allow our brand to stand out on social media.
  • Stacked versions of dual-language logos are available.
  • For master artwork, see appendix.
  • Our Partnership “M” symbol may be used as a favicon on our websites. This is the only time that our symbol should appear without our logotype.
  • Clear Space for Primary Logo: Maintaining an appropriate amount of clear space around our logo creates a positive impression and impact. Therefore, a minimum amount of clear space must always surround the MetLife logo, in order to separate it from other elements such as headlines, text, or imagery. The clear-space area is equal to the cap height of the MetLife “M” and is proportional to the size of the logo being used. The same clear-space rule applies to all dual-language logos and tagline lockups.
  • Minimum Size: The minimum size of the logo should be 0.75” wide (19mm) for print materials and 54px wide for digital applications.
  • Careful consideration should be given when determining the size of the MetLife logo. If it is too small, it will be ineffective.
  • Do not flip the Partnership “M” symbol. Do not use any other color combination. Do not remove any part of the logo. Do not resize any logo elements. Do not use alternate colors. Do not outline the logo. Do not use gradients on the logo. Do not lock up the logo with graphic elements. Do not use the logo in a sentence. Do not put the new symbol next to the legacy logo. Do not rotate the partnership “M” symbol. Do not attach MetLife internal department names to the logo.
  • Do not use the logo as a supergraphic.
  • Do not create a repeat pattern with the Partnership “M” symbol.
  • To maintain the integrity and clarity of our brand, do not modify the MetLife logo in any way or associate it with conflicting elements. Above are some examples of executions that are prohibited.
  • Always use master artwork when reproducing our logo.
Tone And Messaging
  • Our brand strategy is our North Star for all visual and verbal guidance. Through an integrated global effort, we have transformed the way our brand looks, speaks, feels, and acts.
  • This document outlines the principles and tools for how we want our brand to engage with our customers.
  • The verbal guidelines give our global teams a consistent way to express the MetLife brand.
  • To tell our story to the world, we’ve created a new tagline that articulates the role we play in customers’ lives: Navigating life together.
  • Utopia is a contemporary serif that we use to communicate with our customers in a friendly, approachable manner. We use Utopia as the lead typeface when introducing ourselves and speaking to our existing customers. We use Utopia primarily for headlines.
  • MetLife Circular is a friendly sans serif with unmistakable character yet universal appeal. We use MetLife Circular for body copy.
  • We use photography to illustrate the human benefit of our products and services. Our photo style is candid, honest, and authentic, with images reproduced in full color. We have three different image types: single image, image pair, and portrait. We use portraiture only when it accompanies customer quotes in order to humanize the voice of the customer.
  • Our pictograms help tell a story by visualizing key concepts and information in an approachable, human way. Used in a supportive role, pictograms help emphasize and navigate important information and make concepts simple and easy to understand.
Visual Style
  • Our visual expression starts with our logo. Reflecting our role as our customers’ trusted partner, our new logo comprises two simple shapes that come together to create an “M.” The blue color reflects our brand heritage, while the vibrant green—new to our color palette—represents growth and vitality.
  • Whenever possible, reproduce our logo in full color on a white background.
  • Our primary color palette consists of blue and green. Blue represents our heritage and symbolizes trust, loyalty, and truth. Green represents vitality, growth, and the opportunity that we have to help our customers. Neutrals are used to support our primary colors and when tonal colors are necessary. Our secondary color palette is used sparingly to bring a pop of color when required.
  • We use photography to illustrate the human benefit of our products and services. Our photo style is candid, honest, and authentic, with images reproduced in full color. We have three different image types: single image, image pair, and portrait. We use portraiture only when it accompanies customer quotes in order to humanize the voice of the customer.
  • The two primary fonts in our visual system help set our brand apart from our competitors. Utopia is a contemporary serif that we use to communicate with our customers in a friendly, approachable manner. We use Utopia as the lead typeface when introducing ourselves and speaking to our existing customers. We use Utopia primarily for headlines. MetLife Circular is a friendly sans serif with unmistakable character yet universal appeal. We use MetLife Circular for body copy.
  • The filmstrip is a graphic element that helps bring our design elements together and creates a unique identifier for our brand. The filmstrip is used to capture moments in time and to tell customer stories. A single picture represents a single moment, while an additional photograph can tell a broader story. The pairing of images creates a unique photographic approach that reinforces our core brand idea of being a trusted partner for our customers. The filmstrip images can feature color overlays to connect to our core brand palette.
  • Our pictograms help tell a story by visualizing key concepts and information in an approachable, human way. Used in a supportive role, pictograms help emphasize and navigate important information and make concepts simple and easy to understand.
Iconography
  • We use our simple illustrative style in three ways: as pictograms, web icons, and special-use illustration.
  • Pictograms help tell a story by visualizing key concepts and information in an approachable, human way.
  • Used in a supportive role, pictograms help emphasize and navigate important information and make concepts simple and easy to understand.
  • Pictograms can be used to support and visualize key information.
  • Pictograms should never be used in large scale as a heroic or leading element.
  • Avoid using color backgrounds. Avoid complex or fine details. Avoid monochromatic pictograms. Avoid using too much MetLife Yellow.
  • Only use top-left light sources.
  • Avoid pictograms that reference the tagline with “nautical” navigation metaphors.
  • Do not use pictograms as navigational icons in digital applications. A specific set of icons has been developed for digital use.
  • Do not use any other secondary colors besides our neutrals and MetLife Yellow.
Layout And Composition
  • Whenever possible, reproduce our logo in full color on a white background.
  • The filmstrip is a graphic element that helps bring our design elements together and creates a unique identifier for our brand. The filmstrip is used to capture moments in time and to tell customer stories. A single picture represents a single moment, while an additional photograph can tell a broader story. The pairing of images creates a unique photographic approach that reinforces our core brand idea of being a trusted partner for our customers. The filmstrip images can feature color overlays to connect to our core brand palette.
Filmstrip
  • The filmstrip is a graphic element that helps bring our design elements together and creates a unique identifier for our brand. The filmstrip is used to capture moments in time and to tell customer stories. A single picture represents a single moment, while an additional photograph can tell a broader story. The pairing of images creates a unique photographic approach that reinforces our core brand idea of being a trusted partner for our customers. The filmstrip images can feature color overlays to connect to our core brand palette.
🐛 Report