corporate identity standards - brotherhood mutual · corporate identity applications it's...

Corporate Identity Standards2019 | Version 2.0

Why Branding MattersBranding provides an emotional link between our company and our customers. The brand engages customers, builds loyalty, and makes it easy for people to relate to our company. Branding also makes information about our company meaningful. People make buying decisions based on perceptions that are conveyed through branding, which is why it is so important to integrate the right brand messages at every point of contact.

what does it mean to be Mutual?We hear the word “mutual” all the time – it’s right there in our name. But, you may not know exactly what it means to be mutual. It all goes back to our policyholders. As a mutual insurance company, we’re owned by our policyholders, not shareholders. The insurance premiums our customers pay go into a policy reserve fund, which is used to protect and rebuild after losses.

In our case, this means that the Christian ministries we serve are the true owners of Brotherhood Mutual. They have a vote in the Board of Directors elections and share in any annual dividends. They expect our highest priority to be protecting their interests – and it is. At Brotherhood Mutual, we promise to be here for our policyholders when they need us most. In doing this, we live out Galatians 6:2: “Bear ye one another burdens, and so fulfil the law of Christ.”

Our MissionAdvancing the Kingdom by Serving the Church®.

Brand VoiceAs you interact with people throughout your day, the way that they speak and how they make you feel leaves you with an impression about the kind of person they are and the values they champion. As our customers and partners interact with Brotherhood Mutual employees and marketing materials, they get a similar sense of what Brotherhood Mutual represents. We must speak with one voice to ensure that the impression we make is positive and consistent with our company values. That voice is our “brand voice.”

What are some ways that we can describe the Brotherhood Mutual brand voice?• Grace-filled – never a judgmental tone• Respectful • Knowledgeable • Approachable – not overly formal but still professional• Humble – confident but not arrogant• Nurturing • Sympathetic• Understanding• Honest• Uplifting• Positive• Wise• Passionate

How would Brotherhood Mutual counsel a friend?• With empathy/sympathy and understanding• Offering resources• Offering condolences• With a listening ear – “tell me about what you’re going through”• Sharing experiences

How would Brotherhood Mutual tell a joke?• Tone: Appropriate, G-rated, non-controversial, uplifting, witty, not offensive• Never at the expense of others• Never disrespecting anything sacred

How should people feel after interacting with Brotherhood Mutual?• Reassured• Informed• Supported• Aligned in values

What is a brand? The dictionary defines a brand as the name given to a product or service from a specific source. Today, we define “brand” as what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your company and its brand offerings—both factual, and emotional. A company’s brand can be thought of as a company’s personality and reputation.

Brand positioning statementBrotherhood Mutual is committed to advancing God’s Kingdom by protecting Christian ministries, serving as a risk management resource which frees ministries to focus on reaching their goals and fulfilling their individual missions.

Primary MessagingThere are many ways Brotherhood Mutual stands apart from competitors – our focus on Christian ministries, our ministry-specific products and services, our dedicated team, and our 100 years of experience, to name a few. But most important of all is our calling to serve the Church. That is the core of everything we do.

Protect the brandWe define a brand as the experience and emotional connection created by the consistent delivery of the company’s name. Just as each person has a unique look and personality, a company has a brand that is all its own. However, if a brand is constantly changing its appearance, sending mixed messages, or telling a different story, people may start to mistrust the business, not recognize it, or forget about it altogether.

Every employee and agent is charged with protecting our brand. This Brand Continuity Guide will help by outlining how to tell our unique brand story consistently at every point of contact. By carefully managing logo usage, type direction, color reproduction, tag lines, etc., we ensure that the Brotherhood Mutual brand maintains the highest level of trust and recognition.

Primary Logos Both stacked and horizontal versions of the logo are equally acceptable for use. Choose the option that best fits your layout.

Logo Guidelines In order to maintain brand consistency, the logo must never be altered, stretched, or compressed from its original graphic proportions. It is only to be used in proportion with the typographic element and window as indicated.

Graphic Proportions • When appearing on a color background or photo, the logo must have a difference

in value of at least 50%.

• Alternate versions are available and can be used when design or production issues make it difficult to clearly reproduce the primary logo.

To maintain readability and avoid print production limitations, the logo should never appear smaller than 1” on all traditionally printed marketing materials. While the logo can be located in many different places within a design, it should never be placed less than .5” away from the trim edge. (Please note that the logo may be required to appear smaller without the ® and closer to the trim edge on some specialty marketing materials and labels due to production restrictions.)

1”

Example

Referring to Product names“Brotherhood Mutual” is to be treated as a proper name and should be capitalized whenever it appears in print. This includes brochures, internal and external correspondence, internet applications, press releases, legal documents, and advertisements. Brotherhood Mutual is a registered trademark. A super scripted “®” symbol must be included with the “Brotherhood Mutual” name in any brochure, advertisement, correspondence, websites, etc.

Brotherhood MutualBrotherhood Mutual Insurance Company®

FIRST APPEARANCE: ADDITIONAL APPEARANCES:

MinistryWorksMinistryWorks®


Faith VenturesFaith Ventures®


Co MissionCo MissionFIRST APPEARANCE: ADDITIONAL APPEARANCES:

Legal AssistLegal AssistFIRST APPEARANCE: ADDITIONAL APPEARANCES:

LegalAssistance℠

MinistryFirstMinistryFirst®FIRST APPEARANCE: ADDITIONAL APPEARANCES:

MinistryFirst®

MinistryEssentialsMinistryEssentials®FIRST APPEARANCE: ADDITIONAL APPEARANCES:

MinistryEssentials®

American Church Group®


American Church Group

®

Color UsageColor reproduction is vital to proper usage of the Brotherhood Mutual logo and all marketing materials. Acceptable color options are shown below. Care must be taken when reproducing colors on all communications. Materials and reproduction methods affect color and must be taken into account.

PANTONE 382U#99C221

RBG 153, 194, 33

PrimaryThese are our primary colors. Strong and easily identifiable, these colors should be the first choice when representing Brotherhood Mutual.

SecondaryThese options are used to complement and support the primary colors. These supportive colors should be among your next color choices used in communications and marketing materials, after the primary colors.

PANTONE 7408U#EE9D26

RBG 238, 157, 38

PANTONE 283U#9BC7EE

RBG 155, 199, 238

PANTONE 485U#E45D50

RBG 228, 93, 80

PANTONE 258U#A276AE

RBG 162, 118, 174

PANTONE 11U#7A7D81

RBG 122, 125, 129

PANTONE 1U#DAD9D6

RBG 218, 217, 214

PANTONE 871U#AD986E

RBG 173, 152, 110

PANTONE 2935U#1B5FAA

RBG 27, 95, 170

PANTONE 285U#4982CF

RBG 73, 130, 207

Font UsageOur corporate fonts are the graphic “voice” of the Brotherhood Mutual brand. Our audiences expect to see a certain “look” from our marketing materials. To build brand recognition and eliminate confusion in the marketplace, use these fonts to represent Brotherhood Mutual. The entire font family, including italicized and bold versions of each, may be used.

OPEN SANS

AbCdPRIMARY FOR BODY COPY AND CAPTIONS

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Open Sans is the official sans serif typeface of Brotherhood Mutual and should be used for all internal and external documents and publications whenever possible. This typeface is best used as body copy and in captions. Use of Open Sans in headings should be minimal.

DOMINE

AbCdSECONDARY FOR BODY COPY AND CAPTIONS


Domine is best used as body copy or in captions. Use of Domine in headlines should be minimal.

Arial

AbCd

SUBSTITUTE PRIMARY FOR BODY COPY AND CAPTIONS


Arial is the substitute for Open Sans.

Georgia

AbCd

SUBSTITUTE SECONDARY FOR BODY COPY AND CAPTIONS


Georgia is the substitute font for Domine.

Additional Font UsageSECONDARY FOR HEADINGS*

AbCdSIGNPAINTER


BEBAS

AbCdPRIMARY FOR HEADINGS*

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Bebas is the sans serif typeface that may be used for headings, captions, and other applications in which short sections of copy appear.

Signpainter is the supportive typeface of Brotherhood Mutual and should be used as a supportive heading. Use of Signpainter should be minimal.

* Marketing Only

6400 BROTHERHOOD WAYP.O. BOX 2227FORT WAYNE, INDIANA 46801-2227

ADDRESS SERVICE REQUESTED

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Example Page

MARK A. ROBISON, CPA, CPCUCHAIRMAN AND [email protected]

6400 Brotherhood WayFort Wayne, IN 46825

p. 260.481.9944 f. 260.483.7525 www.brotherhoodmutual.com

Our Perspective

Brotherhood Mutual insures America’s churches

and related ministries. We have for more than 90

years. But there’s more. From our perspective,

insurance is more than a commercial endeavor. It’s

a platform to accomplish our mission: to help

America’s churches and related ministries build

the Kingdom.

Corporate identity applicationsIt's important that the format of our communications, such as letters, business cards, and PowerPoint® presentations remain consistent and easy to navigate. The samples below illustrate how simple communications tools can still be easily recognizable.

6400 Brotherhood Way, P.O. Box 2228, Fort Wayne, IN 46801-2228 | p.800•333•3371| f.800•284•9579| brotherhoodmutual.com

6400 Brotherhood Way, P.O. Box 2227, Fort Wayne, IN 46801-2227 | p.800•333•3735 | f.260•483•7525 | brotherhoodmutual.com

6400 Brotherhood Way, P.O. Box 2227, Fort Wayne, IN 46801-2228 | p.260•482•8668 | f.260•482•3589| brotherhoodmutual.com

COPY

Example Outward-facing print applications

- 1 -

NATIONAL CORPORATE PARTNER SCHOOL LIABILITY INSURANCE, RISK MANAGEMENT SERVICES, AND STUDENT ACCIDENT INSURANCE SERVICES

Proposal:

WHEN EDUCATION IS YOUR MINISTRY

Protecting Your School

Insuring America’s churches and related ministries® | www.brotherhoodmutual.com | 800.333.3735Property & Liability Insurance | Commercial Auto | Workers’ Compensation | Mission Travel Services | Ministry Payroll

6400 Brotherhood Way | P.O. Box 2227 | Fort Wayne, IN 46801-2227

© 2018 Brotherhood Mutual Insurance Company. All rights reserved. Brotherhood Mutual is licensed in most states.

M339 (4/18)

RISK ASSESSMENTSBrotherhood Mutual’s staff of risk management experts can visit your campus, assess your school’s risks, and suggest ways to help protect your people and property.

FREE SAFETY RESOURCESFrom worker screening to social media safeguards, we offer an extensive library of free articles, forms, checklists, and webinars. You also can find help with your legal risk management questions through Legal Assist, a complimentary service provided by our in-house legal team.

BrotherhoodMutual.com

PAYROLL SERVICES

Brotherhood Mutual’s MinistryWorks® is a payroll processing and payroll tax filing service that works exclusively with ministries. Our service stands apart from others for its dedicated customer service, sensible pricing, and seamless transition.

MinistryWorks.com

COMMERCIAL AUTO COVERAGEBrotherhood Mutual covers vehicles that carry your most precious cargo: your children and staff.

MISSION TRIP PROTECTION

With the Faith Ventures® medical insurance program, you can choose trip insurance options for domestic and international mission travelers.

FaithVentures.com

YOUR SCHOOL IS UNIQUE

Your insurance protection should be, too. Whether you have a few dozen students or many more, we can provide the innovative coverage and services you need when education is your ministry.

YOUR PEOPLE

You care for students, educators, administrators, volunteers, and staff. Whatever their role in your school, protecting people is something we understand.

YOUR PROPERTY

We insure small schools, large campuses, and everything in between. Our policies cover school supplies, equipment, vehicles, lab instruments, athletic gear, and much more.

Other Products and Services

YOUR REPUTATION

Every safety measure you implement is an investment in your school’s reputation. We help you safeguard your school by equipping you with safety and risk management resources.

YOUR MISSION

Our mission is protecting yours. Together, we can make a positive impact on those we serve. We want your school to be healthy, thriving, and empowering young people, well into the future.

Brotherhood Mutual Offering products and services that fit your Christian school.

Take the Next Step Today800.333.3735

BrotherhoodMutual.com

We’re here to help you choose the options and make the decisions that

are right for your school.

All property, liability, and accident insurance coverages are subject to conditions, coverage limits, limitations, and exclusions. For precise coverage details, please refer to actual policy forms. All coverages are

not available in all states. Faith Ventures® is a collaboration of Brotherhood Mutual Insurance Company® and Fly For Good.

Optional coverages are available at an additional cost.

More workers —including some ministry workers—soon will become eligible for overtime pay.Failure to adjust to recent changes to the Fair Labor Standards Act (FLSA) could

result in criminal prosecution, fines, and other penalties.

If you’re unsure of how the FLSA applies to your ministry and employees, now is the time to find out.

Insuring America’s churches and related ministries.® | www.brotherhoodmutual.com | 800.333.3735Property & Liability Insurance | Commercial Auto | Workers’ Compensation | Mission Travel Services | Ministry Payroll

Copyright © 2016 Brotherhood Mutual Insurance Company. All rights reserved. Brotherhood Mutual is licensed in most states.

flsawebinar.brotherhoodmutual.com

THE NEW OVERTIME RULES COULD COST YOU.

Example Outward-facing WEB applications

Questions, Requests and FAQIf you have questions about Brotherhood Mutual’s branding efforts, please contact Brandon Geisel, Manager of the Creative Services team at Ext. 5331 or by email at [email protected]. If you have questions about font installation or updating your email signature, please contact IT Support at Ext. 9000 or by email at [email protected].

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