Zurich coreelements

Our guide to the Zurich core elements

01 Zurich Core Elements GuidelinesIntroduction

Contents

Introduction 02

Our mark 05

Our colors 13

Our photography 22

Our typography 30

Our tone of voice 38

Need help? 44

One company, one identity, one Zurich.

Our identity captures our brand in one powerful design. It sets us apart from our competitors and is a lasting, memorable and compelling signpost for customers, employees, shareholders and communities.

This guide takes you through our core elements that, together, bring our Zurich brand to life in a strong and distinctive way.


Introduction

In an ever more crowded and competitive marketplace, it is vital we stand out. The good news is that we have what it takes.


Building a strong brand

With the help of our employees, we have defined what our brand stands for – it’s intelligent protection. We are here to help our customers understand and protect themselves from risk by providing the intelligent protection for the things they truly love. This is our DNA and it’s right at the heart of our brand.

Intelligent protection not only guides who we are and how we behave, it also gives us standout in a crowded marketplace. It underpins our core elements and strengthens our brand and it allows us to act as One Zurich.

Help us live up to our ambition of being the best global insurance brand by applying the principles in these guidelines with pride and consistency.

We are a blue and white brand, we have a clear, confident tone and we keep it simple


It is our brand identity that enables us to create a strong and distinctively Zurich look and feel. To create consistent communications, we need to make sure we get to know each of the core elements – their essential qualities and how best to use them and look after them.

Let’s start with our mark.

Contents

We have a great mark. Cherish it! 06

Saying it with a smile 07

Be visible! 08

Meet the family 10

Co-branding 11

Oops! 12

Our mark

05 Zurich Core Elements GuidelinesOur mark

The Zurich mark is the combination of the word mark ZURICH and the ‘Z’ logo (smiling ‘Z’).

Our mark’s timeless qualities continue to serve us well – carrying our name and character and acting as our universal signature for what makes us special and different.

Did you know?

We’ve used the name Zurich since 1875. More than a century!

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The Zurich mark is great as it is, so look after it. There is no need to recreate or modify it in any way. We’ve already created artwork for all versions of our mark which are available online. Please refer to page 44 for details.

Wherever possible, always use the stacked mark. On the very few occasions when you can’t, you must use only approved variations.

Our mark is locked together in spacing, size, color and proportion, and must not be altered.

We have a great mark. Cherish it!

Did you know?

Using the Zurich mark exactly as it has been registered helps to maintain its legal protection.

Ranged mark

The ranged mark may only be used when the space is horizontal and the stacked mark does not fit e.g. signage on buildings, stadium billboards, give-aways such as pens, mobile apps or transactional web applications.

Protective sign ®

The Zurich mark is registered as a trademark. The master artwork files include the protective sign ® so there is no need to redraw it.

Where to use the ®The protective sign ® should always be used on brochures, stationery (e.g. letters), reports, advertising, websites, videos.

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Stacked mark

The primary and preferred version is the stacked mark, in blue on a white or light background. The mark uses our two blues: Zurich Blue 1 (‘Z’ logo)Pantone 2728 c C100 M70 Y0 K0 R0 G51 B153 #003399 Zurich Blue 2 (wordmark)Pantone 281 c C100 M83 Y0 K42 R0 G0 B102 #000066

The mark must never beprinted using the same colorblue for both the ‘Z’ logo and the wordmark.

Where not to use the ®The protective sign ® should not be used on any exterior or interior signage (e.g. building or agency signage, stadium billboards etc.). It should also not be used where the ® is not legible either because it’s too small (e.g. mobile apps, small give-aways) or when it is not well reproduced (e.g. on embroidered items).

Our ‘Z’ logo is a key part of our mark – a protective circle around a Z that smiles. It has qualities of simplicity, distinctiveness and friendliness which are readable and recognizable in all cultures.

The ‘Z’ logo (smiling ‘Z’)The ‘Z’ logo can sometimes be used alone e.g.: – Agencies and environments

which are clearly branded as Zurich (once the viewer has been exposed to the full Zurich mark)

– Small digital applications (e.g. mobile app icons, social media profile pictures)

– Merchandising items where space is limited and the stacked mark will not fit

– Certain animations or videos where the ‘Z’ logo transforms into the full Zurich mark.

Saying it with a smile


Our mark is definitely worthy of some love. We show it in a number of ways. They’re all designed to give our mark the prominence it deserves, rather than hiding it away.

Bevisible!

Visibility check

Backgrounds

Make sure the Zurich mark is only placed on white or light backgrounds. This means it can really stand out.

Exceptions

Whenever possible, use the Zurich stacked mark in blue. However, when this isn’t possible, these secondary options are permitted.

Just right Too dark


White out version To be used if the background is too dark. When possible always use a blue background.

Monochrome versionUse the monochrome version when printing black only, e.g. low-budget printing.

Advertising logo tab Used in print, outdoor and digital advertising only,excluding TV. For specific guidance please refer to ‘Our Advertising Guidelines’.

Minimum clear space

We make sure there is always enough clear space around our mark, so it has enough room to breathe and be noticed. The last thing we want to do is crowd it out or suffocate it.

The clear space is the diameter of the ‘Z’ logo. This is the minimum and should be increased wherever possible.

Recommended mark size

We should always make sure our mark is the right size. Never too small, or too big. Just right.

The tables opposite show recommended mark heights for common page formats.

This is worked out by dividing the diagonal length of the page by 16, and rounding to the nearest whole number.

The protective sign ® becomes illegible at the minimum size and should not be used.

Position

We always put our mark where it can be easily noticed – either top right or bottom right.

The mark positioning on web and digital applications may vary. For specific guidance please refer to ‘Our Digital Guidelines’.

Absolute minimum size for the Zurich ranged mark

Absolute minimum size for the Zurich stacked mark 12mm

60 px

6mm 30 px

= x ÷ 16

Diagonal length = x

European mark height

A5 16 mm

B5 18 mm

A4 22 mm

A3 32 mm

A2 44 mm

American mark height

A/Letter 0.75 in

Legal 0.75 in

B/Ledger 1.25 in

Super B 1.50 in

C 1.75 in



Like all families, our companies around the world have a great deal in common and we naturally want to emphasize this through our mark.

At the same time, to take account of our local family differences we have a few set variations – the ones you see here. It’s the best way to make our mark stay consistent everywhere.

Meet the family

Brand Level 1

Level 1 comprises the majority of Zurich companies around the world. They use the Zurich mark.

Where the local alphabet is other than Latin, the local language translation of ‘Zurich’ may appear underneath the Zurich mark, reproduced in the same color as the ‘Z’ logo.

In specific cases where there is a legal requirement in the country, the translation of ‘Insurance’ into a local language may also appear underneath the mark. Approval by Group Legal and Group Marketing and Communications is needed in all cases. All master artworks are centrally available and should not be redrawn or modified in any way.

Brand Level 1 companies must follow the Zurich brand identity on all applications.

Brand Level 2

Level 2 comprises acquired companies where we want to retain the equity from the existing name for a given period. The former company name is placed directly underneath the Zurich mark. Level 2 is a transitional level. Brand Level 2 companies must be approved by Group Legal and Group Marketing and Communications.

Brand Level 2 companies must follow the Zurich brand identity on all applications.

English

French

German

Italian

Spanish

Brand Level 3 endorsement mark

These companies are part of Zurich Insurance Group but need to maintain a certain autonomy for business and commercial reasons. The affiliation to Zurich is mentioned in the endorsement mark. They must follow Zurich’s guidelines when it comes to the usage of the endorsement mark. However, Level 3 companies do not need to follow the Zurich brand identity as they may retain their existing visual identity. The endorsement marks exist as master artwork in English, French, German, Spanish and Italian. These marks must be used at all times and should not be redrawn or modified in any way.


Sometimes, our mark will need to sit next to other companies, brokers or organizations for different events or communications. There are three different circumstances that need to be considered to know how and where to place the Zurich mark.

The examples used here are for illustrative purposes of the position of the marks only. For specific guidance on design and layout please refer to ‘Our Literature Guidelines’ and ‘Our Advertising Guidelines’.

Co-branding

When Zurich is the lead brand

The overall look and feel should follow the Zurich guidelines.

Ensure that the partner’s mark is not visually bigger in size than the Zurich mark. The recommended position is at the bottom left or bottom right of the page.

When Zurich is equal to the partner brand

When Zurich is equal to the partner, it is preferable for Zurich’s identity to be used. If the partner’s identity is to be followed, please ensure our mark is used correctly (minimum sizes, clear space and visibility).

Ensure that the partner’s mark is not visually bigger than the Zurich mark. The recommended position is on the top left corner – opposite the Zurich mark.

When a partner is the lead brand

When the partner is the lead brand we use their identity. Ensure that our mark is used correctly (minimum size, clear space and visibility).

Never create a hybrid of the two company’s identities – or force them to use ours if they are producing the communication.

The recommended position for our mark is on the right hand side of the document (top or bottom). However, this is subject to the guidelines and placements of the lead partner brand.

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Oops!

Don’t place text, other marks or graphics within the Zurich mark’s clear space

Where space is limited In special circumstances you may need to use the ranged version of the mark (see page 06). Use the stackedmark in all other cases.

Don’t use the white out version of the mark on a color not in our palette

Don’t add any taglines Don’t create new marks or sponsorship titles

Don’t replace the ‘Z’ logo with another graphic

In advertising onlyWe have a special ad logo tab for advertising only. Find out more in ‘Our Advertising Guidelines’.

Title sponsorshipWe have specifically designed lock-ups for our title sponsorship events. Approval from Group Marketing and Communications is needed.

Don’t outline the mark

Don’t place the mark on a dark or cluttered area of an image

Don’t place the mark on an image with a strong or contrasting color

An obvious one – but don’t change the colors

The Smarter Insurance ProviderSpecial

paRTNeRSHip

Don’t increase or decrease the size of the ‘Z’ logo

Don’t add shadows or effects

Don’t alter the relationship between the two elements

Don’t use the ‘Z’ logo to create a pattern

Don’t place light effects or graphics behind the ‘Z’ logo

Don’t create sub-brands with the ‘Z’ logo

Don’t use the ‘Z’ logo in names. Please refer to our naming guidelines

Exceptions

We are one company, one brand with one mark. Our mark is perfect the way it is, so there is no need to recreate it or modify it in any way.

Z-sureHOme Solution

13 Zurich Core Elements GuidelinesOur colors

Our colors

Contents

The world’s favorite color 14

Our world of blue and white 15

Complementing our blues 16

How to use secondary colors 17

Chart and diagram colors only 18

How to use color in charts 19 and diagrams

Where we use our colors 20

Ouch! 21

Our world of blue and white is a critical part of what makes us look and feel different – they are our stand out colors. Let’s make them outstanding.


The world’s favorite color

Darker blue signifies

Premium

Trust

Security

Professionalism

Reliability

Intelligence

Light blue signifies

Protection

Warmth

Honesty

Caring

Welcoming

Blue is the world’s favorite color, the color of the sky and of the oceans. Across our industry, it is a color of great range and appeal.

Our world of blue and white

Blue is at the heart of our brand. What kind of blue? We have two blues: Zurich Blue 1 and Zurich Blue 2, each reflecting different aspects of our brand.

White is also a key color for us, it gives our mark breathing space and standout.

Zurich Blue 1

Zurich Blue 1 is lighter and more radiant. We want to make the most out of it – so feel free to put it to good use. It is used as a metaphor of protection in our photography.

Zurich Blue 2

Zurich Blue 2 is deeper and darker reflecting our professionalism and premium nature. We use it most in typography.

White

We are a blue and white brand. We use white to help our blues stand out.

No tints Our primary colors work best at 100% strength, please don’t use tints.

Primary colors

Did you know?

We are blue and white just like the Zurich city flag.

?

Zurich Blue 1PMS 2728 CC100 M70 Y0 K0 R0 G51 B153#003399

Zurich Blue 2PMS 281 CC100 M83 Y0 K42 R0 G0 B102#000066

WhitePMS –C0 M0 Y0 K0 R255 G255 B255#FFFFFF



Complementing our bluesWe also have a handful of secondary colors. Their role is to add warmth and to complement rather than distract from our blues.

They add stand out and distinction on backgrounds, tabs and page dividers, charts and diagrams and in event spaces and interiors.

Mid bluePMS 659 CC70 M35 Y0 K0R79 G144 B200#4F90C8

Light bluePMS 278 CC45 M15 Y0 K0R151 G193 B227#97C1E3

Sky bluePMS Cyan CC100 M0 Y0 K0R0 G158 B254#009EE0

20% 40% 60% 80% 20% 40% 60% 80% 20% 40% 60% 80%

Dark stonePMS Warm Grey 7 CC0 M9 Y14 K44R168 G159 B150#A89F96

DovePMS 7541 CC5 M0 Y3 K8R231 G236 B235#E7ECEB

Sand stonePMS 2310 CC15 M15 Y30 K0R213 G206 B181#D5CEB5

20% 40% 60% 80% 20% 40% 60% 80% 20% 40% 60% 80%

Secondary colors

Tints If you need more variation, tints of our secondary colors can be used at 20%, 40%, 60% and 80%.

Always use primary and secondary colors for charts and diagrams before resorting to the charts and diagram colors.

Please see next page for examples of how our colors work in the real world.


1 Global

Group:• bullet• bullet• bullet

Local Marketing:• bullet• bullet• bullet

Local / Global Brand Activation Workflow• bullet• bullet

2 Country Planning 3 Country Execution

21

Experts

Financially solid

Stable International

Global

Swiss

Sustainable

Diversity

A technical company

Strong ethics

DedicatedBoring

Conservative

Intelligent

Disciplined

Pioneering

Proud

Smart

Precise

Wise

High-quality products

Customer understanding

Focused

Process-driven

Political

Not customer-focused Complicated

Distant

Bureaucratic

Old-fashioned

Risk-averse

Serious

Classy

Resilient

A B2B player

Word cloud

Intelligent Protection DNA

We asked Zurichers from around the world to share their thoughts on who we are and we’ve captured their responses.

Drawing on research with Zurichers and our company history, we capture and define our DNA – intelligent protection.

ExpertiseWisdomIntelligenceDiscipline

UnderstandingSwissness

ClassyZurichers

Stability

Focus

Experience

Resilience

Conservative

Intelligent protection

ZurichDNA

ZurichDNA

Our brand DNA

Sales & D

istributionService

Appetites &

Contacts

Our Values – O

ur PeopleIndex

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About ZurichStronger Together

Broker’s guide to Zurich About Zurich

02 / 03

Helping your customers understand and protect themselves from risk

Key Fact or Pull outZurich Insurance Group (Zurich) is a leading

multi-line insurance provider with a global

network of subsidiaries and offices in Europe,

North America, Latin America, Asia-Pacific

and the Middle East as well as other markets.

It offers a wide range of general insurance

and life insurance products and services for

individuals, small businesses, mid-sized and

large companies as well as multinational

corporations. Zurich employs about 60,000

people serving customers in more than 180

countries and territories. The Group, formerly

known as Zurich Financial Services Group, is

headquartered in Zurich, Switzerland, where

it was founded in 1872. The holding company,

Zurich Insurance Group Ltd (ZURN), is listed

on the SIX Swiss Exchange and has a level I

American Depositary Receipt program which is

traded over-the-counter on OTCQX.

In print

Secondary color tints work well as backgrounds in print materials

As backgrounds

Secondary color is used for backgrounds in portraits as well as in textures for exhibition stands and events

In charts and diagrams

On the web

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USD 9.7bn USD 3.1bn 84%

8.5% 362% USD 4.3bn

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How to use secondary colors

About us 01 A global insurer

Zurich operates globally and locally, according to our customer’s needs. We deliver insurance products and services in more than 170 countries.

more

02 Our business

We offer a wide range of general and life insurance products and services for individuals, small businesses, and mid-sized and large companies, including mulitnational corporations.

more

03 Our strategy

Zurich’s strategy for 2014 – 2016 is designed to deliver sustainable, profitable growth in a changing and more competitive business environment.

more


So do we have any other colors? Yes, but these can only be used for charts and diagrams after the primary and secondary color palettes have been exhausted or when we wish to highlight specific areas in a chart or diagram.

Chart and diagram colors only

Chart and diagram colors only

TurquoisePMS 3262 CC76 M0 Y38 K0R0 G191 B179#00BFB3

SalmonPMS 178 CC0 M65 Y50 K0R234 G99 B92#EA635C

TealPMS 633 CC98 M6 Y10 K29R0 G115 B150#007396

OrangePMS 2010 CC0 M36 Y100 K0R246 G156 B0#F69C00

20% 40% 60% 80% 20% 40% 60% 80%

LemonPMS 586 CC10 M0 Y59 K0R224 G226 B124#E0E27C

20% 40% 60% 80% 20% 40% 60% 80% 20% 40% 60% 80%

Chart and diagram colors onlyThese colors should only be used alongside the primary or secondary palettes to highlight a specific area in a chart or diagram. This will help to keep a consistent Zurich look and feel.

These colors should never be used anywhere else, e.g. headlines, backgrounds etc.

Tints If you need more variation, tints of our secondary colors can be used at 20%, 40%, 60% and 80%.

Please see next page for examples of how our colors work in the real world.

TipTeal and Turquoise blend best with our primary and secondary palettes and should be used first when creating charts and diagrams.


How to use color in charts and diagrams

Colors from all three palettes can be used for charts and diagrams.

Preference should always be given to the primary and secondary colors, which best represent the Zurich look and feel. The chart and diagram colors should be used only:

– When the primary and secondary color palettes have been exhausted

– When we wish to differentiate specific areas in a chart or diagram to set them apart – particularly when representing competitors or external organizations. Zurich should always be represented in one of our primary blues.

Graphs

These examples demonstrate how we show competitors or external organizations in chart and diagram colors. Zurich is always represented in blue.

Charts

Use chart and diagram colors once primary and secondary colors have been exhausted or to represent a competitor or external organization.

Zurich 10%

-10%

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Q4 05 Q4 06 Q4 07 Q4 08 Q4 09 Q4 10 Q4 11 Q4 12 Q4 13

Q4 11 Q4 12 Q4 13

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Industry

Competitor

Zurich country A10%

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0%

Industry

Zurich country B

280.0 CHF

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3,000k

Oct 2013 Nov 2013 Dec 2013

Zurich Insurance Group Ltd

DJIA 30

FTSE 100

DAX 30

S&P 500

SMI

DJSTOXX Insurance

Compare with indices

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500k0k

Zurich 10%

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Zurich country B

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3,000k

Oct 2013 Nov 2013 Dec 2013


DJIA 30

FTSE 100

DAX 30

S&P 500

SMI

DJSTOXX Insurance


2,500k2,000k1,500k1,000k

500k0k

Zurich 10%

-10%

-15%

Q4 05 Q4 06 Q4 07 Q4 08 Q4 09 Q4 10 Q4 11 Q4 12 Q4 13

Q4 11 Q4 12 Q4 13

5%

-5%

0%

Industry

Competitor

Zurich country A10%

-10%

-15%

Q4 05 Q4 06 Q4 07 Q4 08 Q4 09 Q4 10

5%

-5%

0%

Industry

Zurich country B

280.0 CHF

270.0 CHF

260.0 CHF

250.0 CHF

240.0 CHF

230.0 CHF

220.0 CHF

3,000k

Oct 2013 Nov 2013 Dec 2013


DJIA 30

FTSE 100

DAX 30

S&P 500

SMI

DJSTOXX Insurance


2,500k2,000k1,500k1,000k

500k0k


Where we use our colors

Primary Logo Icons Headlines Backgrounds Charts & diagrams

Secondary

Chart and diagram colors only*

Zurich Blue 1 Zurich Blue 2 White

Sky Blue

Sand Stone

Mid Blue

Dark Stone

Light Blue

Dove

Teal

Orange

Turquoise

Salmon

Lemon

Here is a quick checklist to ensure you are using the right colors in the right applications.

* To be used only after the primary and secondary colors have been exhausted.



Don’t use tints of our primary palette, Zurich Blue 1 and 2. If you need a light color (e.g. for a background), use the secondary colors.

Don’t use colors that are not in our palettes

Don’t use only level 3 colors in charts and diagrams

Don’t use colors or tints of colors which do not contrast enough

Don’t use white or light type on a light background – always ensure legibility

Don’t use level 3 colors for backgrounds, headlines or body copy


Ouch!We are a blue and white brand. To protect our identity, here are some of the things to avoid when creating designs using the Zurich color palettes.

100% 30%

22 Zurich Core Elements GuidelinesOur photography

Our photographyContents

Simple, clear and calmly 23 arresting

Primary photography 24

Secondary photography 27

Never! 29

We are a business that revolves around people so we always aim to be calmly arresting and have elements of humanity and warmth.

Where appropriate, we use a touch of intelligent humor that brings a gentle smile to the faces of all our audiences.

Simple, clear and calmly arresting


We create and select distinctively Zurich images that help us build better recognition and a stronger emotional connection to our brand.

Primaryphotography


We are a blue and white brand and we use these colors strategically to bring our products and services to life in a distinctive and recognizable way.

All our primary photography uses blue as a metaphor for protection, so the protective element is always highlighted in our signature Zurich Blue 1.

Retouching

The element of protection should be colored to match Zurich Blue 1. There are various ways to recolor an image – but aways ensure it appears natural in its scene and never artificially tinted or photoshopped.


Primary photography

Protection is – guidance e.g. Global Corporate

Protection is – ensuring your business can deliver e.g. B2B

Protection is – always being there e.g. Global Life

Protection is – feeling secure when traveling e.g. General Insurance

Checklist Blue as the protective element

Simple

Classy and warm

Well composed

Calmly arresting

Creates an emotional response

Wit – subtle humor

(where appropriate)

Protection is – covering your first car e.g. General Insurance

Protection is – knowing your work is safe in cyberspace e.g. Cyber Security


Primary photography

Protection is – being prepared for the unexpected e.g. Global Life, General Insurance and Global Corporate

Protection is – looking after your people e.g. B2B

Protection is – making sure you have a worry-free holiday e.g. General Insurance

Protection is – flood resilience around the globe e.g. Corporate responsibility

Protection is – making you feel safe e.g. Global Life

Protection is – caring about the growth of your family or business e.g. B2B, Global Life

Secondary photography


These images capture and celebrate unique moments around the world in a natural, eye-catching way. Interesting angles. Different takes. Great complements to our primary images.

Our secondary photography can be used in communication when it is not necessary to demonstrate an element of protection through the strategic use of blue.

Secondary images work well within clearly branded Zurich communications or environments e.g. internal pages of a brochure or technical document and secondary pages on our website.

The secondary images use colors from our secondary color palette. These images don’t use a blue element of protection. However, blue can be featured as the natural color of the sky and sea.

The colors overall should appear muted and warm. Avoid using images with colors that are too vibrant or bright.


Checklist Blue as the protective element

Tones taken from secondary color palette

Simple

Classy and warm

Well composed

Calmly arresting

Creates an emotional response

Wit – subtle humor

(where appropriate)

e.g. General Insurance (Travel)

e.g. Global Life e.g. Corporate responsibilitye.g. Global Life (Savings and pensions)

e.g. Global Corporate e.g. B2B

Secondary photography

Never!Please take care to ensure all of our images are of a premium nature to best reflect our brand.

Don’t choose iconic images to recolor as Zurich blue, where for example it does not make sense, or confuses meaning

Don’t use overly funny images

Don’t use clip art, cheaply produced or unprofessional images

Don’t add blue as the protective element without care – the image should look natural

Don’t choose overly technical, abstract or complex images

Don’t use generic, overly staged images Don’t use inappropriate images

Don’t use poor quality images

Don’t highlight objects in blue if they do not clearly symbolize protection


Our typography

30 Zurich Core Elements GuidelinesOur typography

Contents

Talking type 31

How we use our typography 32

Not just a pretty face 33

Creating a narrative 34

When all else fails 35

Where we use typography 36

Oops! 37

Our character comes through not just in the words we use but also in how those words look and feel. In our two key typefaces (or fonts) – Frutiger and Garamond – we have a great way to bring Zurich to life on the page, in signs, online – in all kinds of places and situations around the world.

Our primary typeface

Our narrative typeface

Frutiger

Garamond

Talking type


Garamond is our secondary typeface, it adds a human touch. It’s the friendly, elegant face of Zurich.

Frutiger is our primary typeface. It is clear and strong – it’s the powerful, reliable face of Zurich.

We express our brand in a quietly powerful way. That means using our typography subtly to create a premium look and feel. Impact with a light touch.

Headlines: Frutiger 45 Light

Body copy headings: Frutiger 65 Bold

Body copy: Frutiger 45 Light, 55 Roman or Garamond

Callouts: Frutiger 55 Roman

To help create clarity, readability and navigation, always make sure you create a clear typographic hierarchy between the different levels of information, e.g. headlines, body copy headings, body copy, quotations and callouts.

Always take care to ensure typography is styled simply, appears well balanced and the tone is appropriate for the content. For further guidance please refer to ‘Our Literature Guidelines’.

How we use our typography


No need to shout!Headings should be clear, but not shout loudly, so the bigger you go, the lighter the weight of the typeface.

Heading number one

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etur adipisicing elit, sed do eiusmod

tempor incididunt ut labore et dolore

magna aliqua. Ut enim ad minim ven

iam, quis nostrud exercitation ullamco

laboris nisi ut aliquip ex ea commodo

consequat. Duis aute irure dolor in

reprehenderit in voluptate velit esse

cillum dolore eu fugiat nulla pariatur.

Excepteur sint occaecat cupidatat

proident, sunt in culpa qui officia

deserunt mollit anim id est laborum.

Totam rem aperiam, eaque ipsa

quae ab illo inventore veritatis

et quasi architecto beatae vitae

dicta sunt explicabo. Nemo enim

ipsam voluptatem quia voluptas sit

aspernatur aut odit aut fugit, sed quia

consequuntur magni dolores eos qui

ratione voluptatem sequi nesciunt.

Sed ut perspiciatis unde omnis iste

natus error sit voluptatem accusantium

doloremque laudantium. Neque porro

quisquam est, qui dolorem ipsum quia

dolor sit amet, consectetur, adipisci

velit, sed quia non numquam eius modi

tempora incidunt ut labore et dolore

magnam aliquam quaerat voluptatem.

Heading number two

Sed ut perspiciatis unde omnis iste

natus error sit voluptatem accusantium

doloremque laudantium. Neque porro

quisquam est, qui dolorem ipsum quia

dolor sit amet, consectetur, adipisci

velit, sed quia non numquam eius modi

tempora incidunt ut labore et dolore

magnam aliquam quaerat voluptatem.

“Our commitment

to society is: to use

our insurance and risk

management expertise

to help society better

understand and protect

themselves from risk. ”Heading number three

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tetur adipisicing elit, sed do eiusmod

tempor incididunt ut labore et dolore

magna aliqua. Ut enim ad minim ven

iam, quis nostrud exercitation ullamco

laboris nisi ut aliquip ex ea commodo.

Stronger Together

Broker’s guide to Zurich

About Zurich

02 / 03

Key Fact or Callout

Zurich Insurance Group (Zurich) is a leading

multi-line insurance provider with a global

network of subsidiaries and offices in Europe,

North America, Latin America, Asia-Pacific

and the Middle East as well as other markets.

It offers a wide range of general insurance

and life insurance products and services for

individuals, small businesses, mid-sized and

large companies as well as multinational

corporations. Zurich employs about 60,000

people serving customers in more than 180

countries and territories. The Group, formerly

known as Zurich Financial Services Group, is

headquartered in Zurich, Switzerland, where

it was founded in 1872. The holding company,

Zurich Insurance Group Ltd (ZURN), is listed

on the SIX Swiss Exchange and has a level I

American Depositary Receipt program which is

traded over-the-counter on OTCQX.

Helping your customers

understand and protect

themselves from risk

Quotations: Garamond

Frutiger is a strong, clear typeface with a humanist design. We use Frutiger extensively; in headlines, body copy, callouts and captions. We also use Frutiger in signage.

For non-Latin languages, e.g. Arabic and Chinese, use fonts which visually match in weight and style to the ones on this page.

Our primary typeface

Frutiger 45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%

Frutiger 46 Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%


Not just a pretty face

Did you know?

Frutiger is named after the Swiss typographer Adrian Frutiger. He created this distinctive and legible font in 1968 for internal signage at the Charles de Gaulle Airport in Roissy, France.

?

Frutiger 45 Light should be used for headlines and sub headings.

Frutiger 55 Roman can be used for body copy.

Frutiger 65 Bold should be used for body copy sub headings.

Frutiger 75 Black is used for advertising only in headings, sub headings and taglines.

Exceptions

Frutiger is not used on websites and digital applications. For specific guidance please refer to ‘Our Digital Guidelines’.

Frutiger 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%

Frutiger 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%

Frutiger 75 Black ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%

Frutiger 56 Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%

Frutiger 66 Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%

Frutiger 76 Black ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%


Creating a narrative

Garamond’s thin, elegant strokes are renowned for its readability and character. It is considered among the most legible and readable serif typefaces for use in print applications.

We use Garamond to add a human touch and when a more conversational approach is needed.

Our narrative typeface

Garamond Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Garamond Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Garamond BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

GaramondUse Garamond for narrative copy when tonality allows (body copy, quotations and callouts).

For efficient reading of extended areas of copy, without tiring the eye, use 8 to 12 words per line and set body copy at a minimum of 8pt.

Garamond Italic can be used for technical terms or foreign language words.

Never use Garamond for numbers in financial reports or charts.

For non-Latin languages, e.g. Arabic and Chinese, use fonts that visually match in weight and style to the ones on this page.

Did you know?

Garamond is considered one of the most eco-friendly typeface to print because the letter forms use less ink than other similar faces.

?

When all else fails

Arial can to be used when our primary typefaces are unavailable. Arial is a freely available system font for Microsoft Office® applications.


Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&%

Exception – Arial

Our default typeface

Where we use our typography

This table provides an overview on the use of the typefaces. As this may vary depending on the content and tonality of the communications, please refer to the specific guidelines document for more guidance.

Brochures/Corporate Frutiger Garamond

Headlines

Sub-headings

Introduction (standfirsts)

Quotations / callouts

Body copy

Figures

Captions

Advertising

Headlines

Sub-headings

Legal copy

Details/T&Cs

Signage

Exterior

Interior (directional)


Just as there are a few simple things to do to really bring our brand to life in a quietly powerful way, there are also a few things not to do.

Oops!


Don’t track type e.g. very wide or very tight letter spacing

Don’t use chart and diagram colors for headlines or body copy

Don’t mix Frutiger and Garamond together in headlines

Don’t use Frutiger Condensed (in any weight)

Don’t use Garamond in financial figuresDon’t use Garamond for headlines


$1,222,234,000.00

€1,123.95

£1,000,000.00

Frutiger Frutiger

Frutiger headlineGaramond Italic sub heading

Frutiger Condensed

Garamondheadline

38 Zurich Core Elements GuidelinesOur tone of voice

Contents

A quietly powerful tone 39

Putting it into practice 40

Our tone of voice

This section is all about helping us use the right tone of voice whenever we develop Zurich communications.

It sets out the core tone of voice principles in simple terms. It also has a few before-and-after examples to show how to put the principles into practice and write in a consistent way that is distinctively Zurich.


For Zurich, clear, calm and confident is the natural way to communicate. Our tone of voice principles are rooted in our brand personality – quietly powerful.

This has three core qualities: simple essential elements, calmly arresting and wit (intelligent humor).

Simple essential elements We believe clarity creates confidence, so we use simple language, remove the unnecessary and make sure everything is clear and understandable.

Calmly arresting We capture attention without going overboard, shouting and over-dramatizing. We communicate in a calm and thought-provoking way.

Wit (intelligent humor) When appropriate, we make serious points with a light touch. It demonstrates wisdom and intelligence, but is also memorable, thoughtful and entertaining.

Please use this simple checklist so we all communicate consistently.

A quietly powerful tone

Checklist

Use clear, simple language

Speak directly to your audience, not to yourself

Don’t be overly formal (unless the communication

is of a legal nature). Humanize your language.

Don’t be vague – be precise

Use facts and details when needed to add interest

Clichés imply you are too lazy to think, don’t use them

Summarize to highlight the essential message

Look for opportunities to add a light touch e.g. in headlines


To help you put these principles into practice, here are some examples.

Putting it into practice

Before:

At Zurich Life we recognize that your financial needs and priorities are different at each stage of your life. Perhaps you are at the stage when you need to provide financial protection for your loved ones; build up your savings; plan for your retirement; or make the most of your income when you retire.

No matter what stage you are at in your financial life plan, we have a comprehensive range of solutions designed to help meet your individual needs.

After:

From young free and single to proud grandparent – as your life changes your financial needs and priorities shift too.

Whether you’re saving to buy your first home or planning for a happy retirement, we can give you the protection that really fits in with you.

Before:

Extra peace of mind with Zurich

At Zurich we have over 140 years’ experience of protecting our customers against the unexpected and we pride ourselves on providing high quality insurance solutions to customers in more than 170 countries. As a Zurich customer, you’ll benefit from being with one of the leading and most secure financial services groups in the world. Our global expertise combined with our regional understanding means that you can be sure you will benefit from products and services tailored to your individual needs. This means you’ll get the personalized service and expertise that you’d expect from a truly global insurance company.

After:

Bringing you peace of mind

Are you enjoying the drive? Great, because at Zurich, we make sure you have the motor insurance you need, so you can keep your attention on the road ahead.

For over 140 years customers around the world have trusted us to provide protection. That’s a long time to get to know each other and for us to learn what you value most – comprehensive motor cover that’s always the best fit for you.


Example 1: LifeSave customer brochure

How to make it better

– Speak from the audience’s perspective, not from Zurich’s.

– Don’t be overly formal.

– Avoid clichés or corporate speak.

Example 2: Motor insurance solutions overview


– Speak from the audience’s perspective, not from Zurich’s.

– Be as concise as possible – don’t waste words.


Before:

Dear Mary Shaw,

Your employer has notified us of your accident 11.08.2011. We have registered it under the reference number 272/11-409-458.

Please inform each of your medical providers of this reference number, so that we may be billed for your medical treatment.

We will provide compulsory benefits under mandatory accident insurance, as well as any additional insurance benefits your employer may have under LAI coverage. Medical expenses will be directly reimbursed.

In order to evaluate our compulsory obligation to provide benefits, we will process your personal data to the extent required and will gather any necessary information from medical providers, public authorities etc.

Please call us if you have any questions.

Yours faithfully

John Grange, Zurich Insurance Company Ltd

After:

Dear Mary,

We are sorry to hear of your accident on August 11. Your employer let us know about it and we have registered it under this reference number: 272/11-409-458.

Please give the number to each of your medical providers, so they can bill us for your medical treatment.

To confirm, your cover includes compulsory benefits under mandatory accident insurance plus any additional insurance benefits your employer may have under LAI coverage. We will also directly reimburse any medical expenses.

So we can be sure we provide the right benefits, we will use the data we have for you and also gather any additional information we need, for example, from medical providers.

We’re here to help. If you have any questions please don’t hesitate to call us on +44 20 1234 5678. Yours sincerely

John Grange, Zurich Insurance Company Ltd

Example 3: Customer letter


– Speak directly to your audience, not to yourself.


– Look for opportunities to add a light touch.


Example 4: Call Center greeting


– Speak directly to your audience, not to yourself.


– Use clear simple language.

Example 5: Call Center accident script



– Use clear simple language.

– Look for opportunities to add a light touch.

Before:

“ Welcome to Zurich HelpPoint Service. My name is John Grange, how may I help you?”

Before:

“ Good morning/afternoon/Evening, Zurich HelpPoint John speaking (first name only), how can I help you? if caller does not state that they wish to report a claim then ask: Are you looking to report a new claim? Could I take your name please? Are you our policyholder Mrs/Mr……? Could I take your policy number please?” if the policy number is not available: What is the registration number of your vehicle? Could you confirm the first line of your address and the postcode for me please?”

After:

“ Hello. Thanks for calling Zurich HelpPoint Service. My name’s John (first name only) – how can I help you today? if caller does not state that they wish to report a claim then ask: Would you like to report a claim? if yes: OK, thanks, I’ll do everything I can to help you with your claim today. First, I just need to take a few details. To start with, could I please take your name? Thank you Mrs/Mr… I’d just like to check - are you the policyholder? You are - thanks for letting me know... Could I please take your policy number… if the policy number is not available: OK, that’s fine. Could you please tell me the registration number of your vehicle? Thanks… Could you confirm the first line of your address and the postcode for me please? Great, thanks…”

After:

“ Hello. Thanks for calling Zurich HelpPoint Service. My name’s John – how can I help you today?”

Need help?

44 Zurich Core Elements GuidelinesHelp

Contact

Group Marketing and Communications Brand Strategy [email protected]

The Zurich mark in all formats and the brand identity guidelines are available for download on the following locations:

– Group Marketing and Communications intranet page: openly accessible to all Zurich employees, no login needed.

– The BlueRoom (www.zurichblueroom.com) is reserved for use by Zurich marketing and communications departments, as well as advertising agency network.

We also have regular brand audits to ensure that everything we produce feels like part of the family.

© Zurich Insurance Company Ltd 06/2014

Documents

Zurich coreelements