BRAND STYLE GUIDE
Free to do what’s right for you.
SM
TABLE OF CONTENTS
ABOUT THIS GUIDE
CAMPAIGN OVERVIEW
CAMPAIGN OBJECTIVE
CAMPAIGN IDEA
CAMPAIGN PHASES
CAMPAIGN TONE
CAMPAIGN ELEMENTS
TRUSTED CHOICE BRAND NAME
KEY MESSAGES
COLOR PALETTE
LOGO USAGE
• PREFERRED LOGO
• SMALL LOGO
• LOGO BUG
• AFFILIATE USE
• PARTNER USE
• LOGO GROUPINGS
• LOGO CLEAR SPACE
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14
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INAPPROPRIATE USE
ONLINE LOGO USE
TAGLINE POSITIONING
TYPOGRAPHY
PHOTOGRAPHY
• LEAD PHOTOGRAPHY
• SUPPORT PHOTOGRAPHY
GRAPHIC ELEMENTS
• THE GRADIENT BAR
• THE BANNER
• THE RAYS BACKGROUND
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USE FOR AGENCIES
LEADING WITH THE CAMPAIGN
PROMOTING PROVIDERS
USE IN YOUR OWN MATERIALS
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ABOUT THIS GUIDE
This style guide is designed to help ensure consistency and purity of the brand message and
its visual appeal. Continuity and adherence to these guidelines are critical to the success of the
campaign, as inconsistency can discredit a brand in the eyes of consumers. Visual and messaging
guidelines are provided in this guide as well as tips on how you can support the campaign.
The success of this campaign, for our agencies and agency partners, depends on support from all.
With your shared commitment, we will continue to grow in our communities and as a recognizable
brand nationwide.
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CAMPAIGN OVERVIEW
CAMPAIGN OBJECTIVE
The goal of the Trusted Choice® Freedom Campaign is first and foremost to create awareness,
but also to open up an entirely new pool of potential leads for independent agents by educating
consumers and businesses of their advantages.
By establishing the Trusted Choice brand name, we band together the pool of 140,000 licensed
Independent Insurance Agents & Brokers of America, making Trusted Choice the largest group
of agents bound by a common commitment to do what is right for their customers.
The campaign is designed to tee up the individual agency brand, rather than compete with it.
The goal is not to brand the independent agencies, but connect them to a larger entity that
can add credibility among consumers.
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CAMPAIGN IDEA
FREE TO DO WHAT’S RIGHT FOR YOU.
SM
These days, there’s a lot of noise about finding the right
insurance at the right price. Thanks to companies with big
spending, many people are aware of the benefit of having
an insurance agent to answer questions. But what people
don’t realize is that agents are not all created equal. Trusted
Choice Independent Agents are not trapped by the options
of one company, but can pick and choose from many to
get better deals and more comprehensive coverage, while
still offering truly personalized service that can’t be found
shopping directly online.
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CAMPAIGN PHASES
“Free to do what’s right for you.” is intended to be a long-standing tagline, with many different applications.
At its core, it expresses the unique ability of Trusted Choice Independent Agents to use their flexibility to
their clients’ benefit.
• In the first year of the campaign, materials are solely focused on the comparison of captive agents vs.
independent. The message is particularly eye-opening for consumers.
• The next support materials for the campaign will be focused specifically on how that freedom benefits
commercial and small business owners.
• Next, we will show how the freedom of choice, combined with personal service gets you better options
than direct channels — be it a single company or an online aggregator.
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CAMPAIGN TONE
The tone of this campaign is: BOLD, FUN and INFORMATIVE.
This campaign is unmistakably fresh and meant to cut through the clutter of radio and TV commercials, print,
online and direct mail communications.
The language is friendly and helpful. It uses plain terms to clearly tout the benefits of choosing Trusted Choice over
a “captive” competitor. Using helpful, simple language, while avoiding too much insurance jargon helps reinforce
that Trusted Choice Independent Agents are approachable and committed to helping customers through the
insurance process, from quote through claims.
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CAMPAIGN ELEMENTS
TRUSTED CHOICE BRAND NAME
HOW TO USE THE TRUSTED CHOICE® BRAND NAME
The brand name Trusted Choice should be denoted with a registed mark, “®” at least
once per page. (First mention is preferred, but this can be in body copy.)
• The phrase “Trusted Choice” should not be used in language as anything other than
the brand name. For example, do not say things like, “The Trusted Choice in insurance.”
• Agents should be referred to as Trusted Choice Independent Insurance Agents, except
where the idea of insurance has been clearly and prominently established. In these cases
referring to the agents as Trusted Choice Independent Agents is acceptable.
• When the idea of Independent Insurance Agents has been clearly and prominently
established, referring to the agents as Trusted Choice Agents is acceptable.
• Never create any new taglines or trademarks utilizing the Trusted Choice name.
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KEY MESSAGES
The market is flooded with insurance messaging, most of which is attention-grabbing and entertaining.
But what makes our campaign unique is that we have unique benefit messages to deliver. Consistent
use of the following messages will help us collectively make a strong differentiation for Trusted Choice
Independent Agents.
• “Many insurance agents are stuck with one company, and therefore have limited options to offer.”
• “Trusted Choice Independent Agents have access to multiple providers and more options.”
• “Trusted Choice Independent Agents are free to shop many companies to find you a better deal.”
• “Because they work for themselves, Trusted Choice Independent Agents can offer you unbiased
service from quote through claims.”
• “Trusted Choice Independent Agents can competitively shop around on your behalf.”
• “Trusted Choice Independent Agents offer the benefit of one-stop competitive shopping.”
• “As life changes, you can change your insurance plan without changing agents.”
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COLOR PALETTE
The primary color palette is confident, clean
and optimistic. Pantone 2925C is the primary
Trusted Choice brand color and should
always be used to keep our look consistent.
Pantone 2925C
C 76 M 25 Y 0 K 0
R 0 G 155 B 222
WEB #009bdf
Our secondary colors are Pantone 429C,
Pantone 287C, Black and White. These colors
can be used as compliments to the primary
color for backgrounds, font colors, navigational
bars online, etc.
Our accent color is Pantone 158C, which is
to be used for special circumstances such as
web buttons, where a specific differentiation
from brand colors is needed. If Pantone 158C
is already in use and a second accent color is
needed, use Pantone 186C.
Pantone 429C
C 38 M 27 Y 27 K 0
R 163 G 170 B 174
WEB #a3aaae
Pantone 287C
C 100 M 87 Y 20 K 11
R 0 G 47 B 135
WEB #002f87
Pantone 158C
C 2 M 67 Y 100 K 0
R 238 G 116 B 33
WEB ee7412
Pantone 186C
C 12 M 100 Y 91 K 3
R 207 G 16 B 45
WEB cf102d
BLACK
C 0 M 0 Y 0 K 100
R 255 G 255 B 255
WEB: #000000
WHITE
C0M0Y0K0
R 255 G 255 B 255
WEB #ffffff
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LOGO USAGE
PREFERRED LOGO
The Trusted Choice logo is the primary visual
element of the identity program. The logo is
synonymous with the organization and should be
used prominently on all communications.
The logo can be used in its two-color or one-color
form. The PMS 2925 is most preferred. When brand
colors are not available, use the black only option.
2 color
1 color
Do not use this logo any smaller than the minimum
size indicated. For smaller usage, use the “small
logo” on the following page.
NOTE: It is very important to use the words
“Independent Insurance Agents” with one of the
approved lockups wherever possible, as Trusted
Choice alone does not have enough meaning to
consumers. Doing so will help reduce confusion
that Trusted Choice is a carrier itself, and will allow
the Independent Agency brand to co-exist.
black
.675”
minimum size
1.55”
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LOGO USAGE
SMALL LOGO
Use this logo in smaller spaces when the minimum
size of the preferred logo (see previous page)
cannot be adhered to. This allows clear legibility
of the words, “Independent Insurance Agents.”
This logo should not be used any smaller than the
minimum size indicated here.
LOGO BUG
For smaller spaces, the Trusted Choice bug may
be used alone. This option should be withheld for
unique circumstances such as unusually small spaces.
Do not use the bug any smaller than the minimum
size indicated here.
.35”
.35”
.33”
1.2”
minimum sizes
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LOGO USAGE
AFFILIATE USE
For specific associations that are part of Trusted
Choice (such as state associations), the small/
horizontal logo format should be utilized, simply
replacing the text, “Independent Insurance Agents”
with the more specific description. See example.
This application is ideal for State Associations
or individual agents who would like to utilize the
Trusted Choice logo as their own.
MN INDEPENDENT INSURANCE
AGENTS & BROKERS ASSOCIATION
BILL JOHNSON INSURANCE AGENCY, LLC
examples
In this case, the only font that should be used is
AVENIR 65 MEDIUM font. Please do not use bold
or other fonts in this usage.
PARTNER LOGO USE
To demonstrate a partnership with Trusted Choice
Independent Agents, use the preferred logo
partner lockup.
Proud supporter of
Proud supporter
examples
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LOGO USAGE
LOGO GROUPINGS
There may be occasions where the logo will
be coupled with an agent’s logo. Follow these
guidelines on how to position the agent’s logo
with the Trusted Choice logo.
The space between logos and the line or vertical
space between the top and bottom logos should
equal the height of the capital “T” from the
Trusted Choice logo.
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LOGO USAGE
LOGO CLEAR SPACE
The Trusted Choice logo should not be crowded.
Other logos, graphics and type should not be placed
too close to it. Follow these guidelines for spacing
around the logo.
Lorem ipsum dolor sit amet, consectetuer.
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INAPPROPRIATE LOGO USE
Do not change color of logo under any circumstances.
Do not add drop shadows to the logo.
Do not use the logo as a watermark for any reason.
Do not emboss the logo.
Do not put the logo inside of a graphic element such
as a starburst, etc…
Do not separate the eagle from the lockup.
Do not add words or graphics to the logo.
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ONLINE LOGO USAGE
ONLINE
Whenever possible, the logo/tagline should
be incorporated with your branding above
the fold.
68px
Free to do what’s right for you.
SM
When using the logo within the footer of
the page, the PMS 287 and black colored
logo is to be used.
360px
Recommended for
300 x 250 and 728 x 90
BANNERS
Use the white logo on the 2925 background
for all banners.
For logo sizes on banners follow these two
size requirements.
Recommended for
160 x 600 size banners
75px
80px
INDEPENDENT
INSURANCE
AGENTS
143px
190px
60px
190px
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TAGLINE POSITIONING
When choosing a logo/tagline lockup,
consider its placement on the page:
If the logo is on the right side of the page – such as in
the print ads – use the version with logo on the right.
Free to do what’s right for you.
If the logo is on the left side of the page – such as on
the website – use the version with logo on the left.
Where space is limited horizontally, use the lockup
with tagline below the logo.
SM
Free to do what’s right for you.
SM
Free to do what’s right for you.
SM
If using the lockup over a photo use the
gradient bar for better readability.
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TYPOGRAPHY
Please follow the typography guidelines when
creating any campaign-related material, ie: Posters,
Print Ads, Collateral Pieces and Online Materials.
The campaign typeface is AVENIR. Avenir is
a geometric sans-serif typeface. It is a very
contemporary font that has a classic and stable
look with a future forward feel. The word avenir
is even French for “future.”
If you need to purchase the AVENIR font,
it can be purchased here: fonts.com
Our alternative typeface is FUTURA. It should
primarily be used for Word documents and
PowerPoint presentations if AVENIR is not available.
AVENIR 95 BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 {}?!/@#$%&
AVENIR 55 ROMAN
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 {}?!/@#$%&
AVENIR NEXT
Options for alternate web fonts are FUTURA
and ARIAL.
AVENIR 65 MEDIUM OBLIQUE
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TYPOGRAPHY
HEADLINE COPY
For brand communications, headline copy is always typeset in AVENIR 95 BLACK, in all caps. Alignment
should work best with the placement of the agent. If the space for the headline works best on the right
side, align the copy right aligned. The reverse is true for left aligned copy. Headline should be prominent
and easy to read.
Do not use
initial caps
Is your insurance agent
Do not use
a lighter
font weight
IS YOUR INSURANCE
AGENT
Do not use
a typeface
other than
Avenir 95
Black
IS YOUR INSURANCE
AGENT
In this example all copy is right justified
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TYPOGRAPHY
SUBHEAD
Subhead copy treatment is always typeset in AVENIR BLACK, upper case only. The size should generally be
larger than the body copy and smaller than the headline.
BODY COPY
Body Copy treatment is always typeset in AVENIR MEDIUM, in upper/lower sentence case. Body Copy should
always be below the Subhead.
CALL TO ACTION
The CTA copy treatment is always typeset in AVENIR HEAVY, upper and lower case. CTA should always be
below the body copy.
Alignment of the Subhead, Body Copy and Call To Action should always adhere to the headline’s placement.
For example, if the headline is on the right side of the page and right aligned, the Subhead, Body Copy and
CTA should be placed on the right side and right aligned. The reverse is true for left aligned copy.
NOTE: Copy should never be placed over the image of the entrapped agent.
SUBHEAD
BODY
CTA
In this example all copy is right justified
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PHOTOGRAPHY
LEAD PHOTOGRAPHY
The campaign aims to create a connection with
consumers through the use of humor. Lead
photography for our brand communications
should always be bold and attention-grabbing.
While satirical, the images should not feel dark
or too overtly humorous. The humor is subtle.
The subjects of the photography should be front
and center, rather than distant.
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PHOTOGRAPHY
NOTE: When portraying the captive agent, he/she should not appear to be surprised by his/her situation,
but rather resigned. They should not appear to be unsavory individuals, but simply have signed themselves
up for an unfortunate situation. Expression should be telling, but not pushed to the level of slapstick.
When portraying captive agents or independent agents, diversity should be carefully considered.
Images should not trigger any negative connotations related to the captive nature of the agent.
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PHOTOGRAPHY
SUPPORT PHOTOGRAPHY
Once we have the attention of consumers, secondary photography may be used to support the message
of the freedom campaign. Images that represent customers, both personal and commercial, as well as
Trusted Choice Independent Agents can be used. These images should reinforce the benefit brought to
their lives by the freedom of choice. Photos should be friendly, real and welcoming. People should be
shown in real-life environments, not posed or looking at the camera directly.
Examples of support photography use are inside direct mail pieces, on websites and sales collateral.
Advertising materials should lead first with campaign photography, and use support photography only
as a payoff to the initial message.
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GRAPHIC ELEMENTS
THE GRADIENT BAR
To separate the Trusted Choice name and tagline from darker backgrounds, a gradient bar can be used.
Please use these colors to define the gradient.
PMS 298
PMS 2925
Also, notice the placement of the eagle wing outside the blue bar. This design element is a subtle
cue to the notion of freedom as our agents are not bound to the confines of a single provider.
Free to do what’s right for you.
SM
A shorter blue bar can be used if the tagline is not in place.
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GRAPHIC ELEMENTS
THE BANNER
To celebrate our freedom, we created a flag to mark our independent nature. This banner can be used in
branded communications as another expression of how we are free do do what is right for our customers.
Primary messaging on the banner should speak to freedom. (i.e. “Freedom of Choice” and “Free do to
what’s right for you.”)
In other occasions the banner can be used as a graphic element for directional messages or call to action.
See included examples.
THE BANNER FONT
AMERICAN CAPTAIN
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
1234567890{}?!/@#$%&
General use sample
As a background element,
Lacrosse event
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GRAPHIC ELEMENTS
THE RAYS BACKGROUND
As a graphic addition to backgrounds we have included a “sun ray” treatment. This adds a feeling of
optimism to our freedom story. The use should be limited to backgrounds for posters, sponsored events
materials, community signage, etc. or as supplementary background on brochures, direct mail or website.
Presenting the Trusted Choice® & iSpack
FAN OF THE GAME.
Free to do what’s right for you.
SM
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USE FOR AGENCIES
USE FOR AGENCIES
LEADING WITH THE CAMPAIGN
It’s important for all of us to commit to the Freedom Campaign so leads that are generated from our
television commercials, radio spots or print campaign see familiar messaging coming from you.
So in your communications, it’s vital that the “Free to do what’s right for you” message is prominent
so potential customers can immediately associate you with the Trusted Choice brand.
Remember, the Freedom Campaign is meant to tee up and strengthen your own agency’s brand as
being independent and fully committed to doing what’s right for your customers.
You can customize and download your own branded Freedom Campaign materials with easy to use
templates here: https://trustedchoice.com/agents
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USE FOR AGENCIES
PROMOTING PROVIDER COMPANIES
When creating a co-branded Trusted Choice ad that highlights a particular
provider, always separate that provider name or logo from the Trusted Choice
logo and your own brand logo. You can use the co-branding logo guidelines
or use one of the approved Trusted Choice brand templates. The company
provider logo must never exceed 50% the size of the Trusted Choice logo or
your own agency logo.
To assure that the freedom message is always supported, the provider name
or logo should always be preceded by the language, “Representing many
reputable providers, such as:”
IS YOUR
INSURANCE AGENT
FREE TO GET YOU
A BETTER DEAL?
AN INDEPENDENT AGENT HAS FREEDOM OF CHOICE.
With access to many different companies, Trusted Choice® Independent Agents have more
options at their fingertips. They can competitively shop around for you and put together
a plan that suits both your needs and your budget. The only one they answer to is you.
Find your independent agent. Find a better deal at trustedchoice.com
Free to do what’s right for you.
SM
LET’S SEE WHAT FREEDOM OF
CHOICE CAN DO FOR YOU.
Jim Nasium 800-123-4567
website address
Representing many reputable providers, such as:
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USE FOR AGENCIES
PROMOTING PROVIDER COMPANIES
In addition to print materials, prerecorded radio and TV spots are available to for you to personalize.
Each has alloted time at the end to record your own message. Below is suggested language for
promoting partner companies along with your own agency brand. In television, when using two logos,
always end with your own brand and Trusted Choice.
:08 RADIO TAG TEMPLATE:
VO: Visit the [AGENCY NAME] agency in [town or city], [state] for coverage from reputable
companies like [COMPANY NAME]
: 07 TV TAG VOICE OVER TEMPLATE :
“For coverage from companies like [COMPANY NAME], visit the [AGENCY NAME] agency in [town or city], [state].”
“For coverage from companies like [COMPANY NAME], visit the [AGENCY NAME] agency at [WEBSITE ADDRESS].”
Example: Frame 1
Frame 2
AVO: For coverage from companies like Progressive,”
“visit the Hartland Insurance agency in Chicago, IL.”
Customize and download your own branded Freedom Campaign materials here: https://trustedchoice.com/agents
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USE FOR AGENCIES
LOGO AND TAGLINE USAGE IN YOUR OWN MATERIALS
When creating your own branded materials, adding the Trusted Choice logo and
tagline can help support your messaging, as well as allow your brand to be part of
a larger entity. Please be sure to adhere to all logo and tagline usage guidelines.
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