Creating a new, fresh face for our clients is one of the things we do best. LinksIB was looking to rebrand and they came to us to create their image and tone. We built a full brandbook that includes guidelines for future partners of LinksIB.

1. YOUR LINK
TO A SECURE FUTURE
Links Insurance Brokers Reference Guidelines 2015

3. LOGO
ICONS
COLORS
TYPOGRAPHY
PHOTOGRAPHY
BRAND IDENTITY
COPY GUIDELINES
4
12
14
16
20
24
30

4. logo

5. 5
Logo
PRINT wEB
no tagline*tagline
10mm15mm
no tagline*tagline
50px115px
In reproducing the logo, please use common sense when
considering its size and legibility.
Do not use logo smaller than minimum size.
In print logo should not be reduced below a minimum
width of 15mm (or 10mm without the tagline).
In web materials logo should not be reduced below
a minimum width of 115px (or 50px without the tagline).
* use only if conditions don’t allow you to use minium size of 15mm/115px

6. 6
Logo proportions
x x
The image shows logo together with proportions of its individual components.
The measurement is based on size x, which is an equivalent of the total height
of the logo.

7. 7
Logo safety area
x
In order to create maximum impact of the logo a protected zone has been made.
Within this protected zone no other element is allowed. The measurement is
based on size x which is an equivalent of the total height of the logo

8. 8
Logo COLOR VERSIONS
Use original deep blue logo when possible.
When you can’t use color, use greyscale version of the logo.
When you can’t use greyscale version, use black and white version.
positive version
negative version
positive version
negative version
positive version
negative version
original
original
greyscale
greyscale
black and white
black and white

9. 9
Logo. ICON. FAVICON
x
When you need to use the logo as an icon or favicon simply
place the letter L in the center of deep blue square.
The size ratio between square and letter L should be based
on the height of letter “L”.

10. 10
Logo on backgrounds. LOGO DON’Ts
The image shows logo on its desired backgrounds.
Put logo on brand color backgrounds always when it’s possible.
When impossible to put logo on desired background, remember to use logo
version that stands out from the background.

11. 11
LOGO DON’Ts
Always use the logo artwork available, which shouldn’t
be altered or adapted. The mark can be placed upon
a photograph, if the background color can support
the device with clarity.
The mark should never be altered in appearance may
it be in format or color. This includes not using gradients or tints,
stretching, rotating or changing its proportions.

12. ICONS

13. 13
ICONS
Brand icons should reflect security. Always put them
in two rounded shapes.
The icons should also go well together with brand logo.
Always try to use one intersection line to icon symbol.

14. COLORS

15. 15
Colors guideline
primary
Pantone: 294 C
CMYK: 100 / 69 / 7 / 30
RGB: 0 / 47 / 108
secondary
Pantone: 7471 C
CMYK: 37 / 0 / 17 / 0
RGB: 126 / 221 / 211
Tertiary
Pantone: Cool Gray 9 C
CMYK: 30 / 22 / 17 / 57
RGB: 117 / 120 / 123
quaternary
Pantone: 192 C
CMYK: 0 / 94 / 64 / 0
RGB: 228 / 0 / 70
DEEP BLUE
Calm and modern, associated
with authority. Powerful tool
when communicating security.
Strong background color.
Desired usage: backgrounds
cool gray
Neutral, elegant, simple.
Associated with technology.
Neutral and perfect for reading.
Desired usage: body typeface
Midnight Blue
Cyan is calming, fresh and
symbolises relaxation and
protection. As it is eye-catching,
so it is perfect for headlines.
Desired usage: headlines
Red Ribbon
Very emotional, warm and
symbolic. Triggers emotions
such as love and excitement.
Works great as a contrast to
deep blue.
Desired usage: markers

16. TYPOGRAPHY

17. 17
TYPOGRAPHY
AaBbCc012345
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
AaBbCc012345
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Uniform is a multi-width geometric type family designed around the circle.
The O of the Regular width is based on a circle, the O of the Condensed
width is based on 1.5 circles stacked (with straight sides) and the O of
the Extra Condensed width is based on two circles stacked with straight
sides as well, and all other characters are derived from this initial concept.
This unique idea creates a remarkably fresh type family that bridges the
gap between circular geometric typefaces and condensed straight-sided
typefaces. Uniform also includes many opentype features like Old Style
Figures, Tabular Lining Figures, Alternate characters, Ligatures and more.
The three widths of Uniform make an ideal type family for a host of various
uses. From branding to web design, book covers to signage, Uniform is a
very versatile solution to complex typographic needs.
BODY: Uniform REGULAR
HEADLINE: Uniform condensed BOLD
uniform family

18. 18
TYPOGRAPHY COLOR EXAMPLE OF USE
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Sed feugiat tempus mi et
convallis. Morbi eu sapien at erat facilisis
tempor. In hac habitasse platea dictumst.
Fusce sapien ex, sollicitudin id orci ac,
faucibus faucibus nulla. Pellentesque
dignissim id mi vitae volutpat. Donec
sodales velit ac dolor dignissim, eu
tincidunt quam viverra. Cras mollis volutpat
lectus, quis tincidunt lacus rhoncus vel.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Sed
feugiat tempus mi et convallis.
Caption Title
Lorem ipsum dolor sit amet
Caption Title
Lorem ipsum dolor sit amet
“
Lorem ipsum dol or
sit amet , cons ectur
adipiscing eli t.
TRAVEL
INSURANCE
SUBTITLE EXAmPLE
Headline:
Uniform Condensed Bold (cyan)
Key text:
Uniform Condensed Bold
Subtitle:
Uniform Condensed Bold (cool gray)
Caption:
Title: Uniform bold (cool gray)
Text: Uniform (cool gray)
Caption:
Title: Uniform bold
Text: Uniform
Text:
Uniform (cool gray)
Emphasis:
Uniform bold (red)

19. 19
TEXT SIZING GUIDELINES
16,5 pt Text Sample
11 pt Text S ampe
24,7 pt Text Sample
37,1 pt Text Sample
55,6 pt Text Sample
x1,5
x1,5
x1,5
x1,5
When trying to find suitable font sizes start from setting the body text size (for
your main body copy to remain legible, don’t drop below 7.5 pt) then increase
other text sizes with x1.5 ratio.
55,6 pt
24,7 pt
16,5 pt
11 pt

20. PHOTOGRAPHY

21. 21
PHOTOGRAPHY
Photos should always correspond with the topic. Try to use photos with blue tones
and orange/red tones (or make them manualy).
Try to show real people and scenery corresponding with the topic.
Avoid showing unnatural situations.
Avoid black and white pictures.
Avoid boring stock photos.
Avoid “shaking hands” photos.

22. 22
PHOTOGRAPHY
When trying to describe the offer with corresponding pictures
show naturally happy and safe people in natural situations.
Create engagement and intensity by using wide-angle pictures
or short focal-length.
Avoid showing negative message in pictures.
Avoid emotionless pictures.
Avoid unnatural pictures.
Avoid overemphasis in pictures.

23. 23
PHOTOGRAPHY
To empower the trust and professionalism while picturing the team show people
facing the viewer situated in business locations.
People should look trustworthy and friendly.
Avoid glamour and dreamy photos.
Avoid photos on plain backgrounds.
Avoid looking in directions other than viewer.
Avoid overemphasis in pictures.

24. BRAND
identity

25. 25
branding TABLE VOICE
Transparent
Our customers need to know where
their money goes to, so we answer
all their questions. Even those
which they are afraid to ask. How?
We anticipate them.
Anytime
We want our customers to see
us as the first one to call in time
of need. We handle their claims,
because they are our claims too.
We’re in this together. So let’s
start talking now.
Personal
Needs and experience are
personal. So we crossed out
off-the-shelf solutions from
day 1. We take our customers
for what they are - unique
life stories.
Brand Values
Your link to a secure future
Brand tagline
Brand ambition
To provide more than insurance brokerage.
We want our customers to focus on what really
matters to them.
Brand personality
Confident about our ability to help, knowledgeable about everything that moves in the
industry, we are problem-solvers. Our customers know they can approach us to protect their
private or corporate ventures, and see us as a loyal partner. We’re a friendly company: not just
a good listener, but also have a strong can-do approach.

26. 26
At Links IB, we know that in order
to reduce the risk of our clients,
we need to provide more than just
insurance brokerage services.
AMBITION
We are here to help when things get rough.
partnership with first - class insurers
personalised advice, no off-the-shelf solutions
availability in time of need
How?

27. 27
The mission flows into the 3 core values of Links IB.
VALUES
Personal
We built our experience on finding the
best match for your needs. Because
experience, like needs, is a personal
thing. Links IB means personal.
Transparent
We anticipate your questions and
have your answers. All you need to
know is a phonecall or a meeting
away. Links IB means transparent.
Anytime
Start talking to us on a sunny day about
what happens when the storm comes.
Or the hurricane. Links IB means
anytime.

28. 28
Think of Links IB as a human,
who communicates verbally and
nonverbally. This human has
a unique set of characteristics.
Meet Links IB:
Links Insurance Brokers (Links IB) is male, educated in one of the world’s leading
management institutions and has a 20-years experience in risk management and
insurance industry.
He has always been curious and entrepreneurial, and believes that the quality of
experience comes right next to quality of service and knowledge in the field. He’s
up to date with all the new regulations and knows the profiles of local and global
insurance providers. What’s more, he is well-connected and has a personal net-
work in the field. He is 45, has a family - a wife and two children, for whom he cares
for, he provides for and makes decisions for - today, so they can thrive in their
future. Privately, his main interests are new technologies, gadgets and traveling to
locations where he can practice outdoor sports like paragliding.
His needs can be summarized as follows: private happiness, professional security
and a clean organisation of his yearly goals, which keeps him motivated.
CHARACTER
- well-defined
- unique
- demographics
- interests
- needs

29. 29
The human personality traits connected
to Links IB. Make sure that you keep
in line with the 6 features highlighted
in green, while staying away from
the features presented in grey below.
PERSONALITY
problem-solverconfident knowledgeable
NOT arrogant NOT know-it-all NOT problem-identifier
NOT will-do
can doapproachable loyal
NOT best-buddy NOT un-flexible

30. COPY
GUIDELINES

31. 31
DEFINED VOCABULARY
In order to resonate with your audiences, you will
want to stay loyal to a vocabulary set and style,
which sets Links IB apart from the competition.
money cost effective solutions competitive cost
Industry References Links IB
Change the discourse to transparency
“We anticipate your questions. We want you
to be aware where your money goes.”
health Reveal personal aspects “You need to listen
to a man’s story to know a man’s health.”
TOPIC
security risk - management protection composite
insurance services “we”-mode (we strive,
we perfect, we provide, we help, we must …)
Trust based on hands-on experience“
You would not take your grandmother’s
advice when buying a smartphone.”

32. 32
DEFINED VOCABULARY
partnership long-lasting relationship
satisfied customers mutual benefits
for the staff and company
knowledgeable participation in conferences long-term
relationships with authoritiesindustry expertise
Industry References Links IB
Add emotional engagement on top of
fact-and-benefit talk “How do you know
we care? We start with really listening.
We continue with finding something that fits
your needs. We manage your claims, because
they are also our claims to our insurers. How
does it end? It doesn’t. We’re here for the long
run.”
relationship Recognize urgency, let Links IB be the first one
to call. “We’re not in it 9-5. Call our number
anytime and we’ll be there for you.”
TOPIC

33. 33
WORDS TO USE
great passionate simple
awesome cool easy
customers reliable in the long run
personal
clients dependable forever
private
customised around the clock customer focused
company
personalised anytime value experience
wherever you are
transparent
service at your doorstep
independent
Brand communication is more than just talking about what
you do. It’s also about how, why, when, where and for whom
you do it. Use these nouns, adjectives and phrases to keep a
consistent message across Links IB communication materials
and channels.
do:
don’t:
do:
don’t:
do:
don’t:
do: don’t:
do:
don’t:
do:
don’t:
do:
don’t:
do:
don’t:
do:
don’t:
do:
don’t:
do:
don’t:
safe
guaranteed
do:
don’t:
do:
don’t:

34. 34
Be Confident, not Arrogant
CONTEXTUAL COPY
Do:
“We are there for you in every situation. Chances are we’ve
been there before, so we’ve got you covered.”
Don’t:
“No other brokerage company can do what we do. We
provide more than just insurance, we provide everything
around it”.
Add Emotional engagement on top of facts and benefits
Do:
“Our team values your peace of mind. Because
it allows you to focus on things that really matter
to you.”
Don’t:
“Complete security and guaranteed cost-efficiency
have allowed us to grow to a 85 people company.”
Written communications should be clear, concise,
honest. The words used should closely follow
the brand personality and values.

35. 35
CONTEXTUAL COPY
Be authentic.
Avoid cliche phrases like “we are business partners”,
“established and recognized brand”.
Do:
“Our customer’s stories enrich our story and
experience. We are in this together.”
Don’t:
“We are an established and respectable company in the
regions, specialised in` private and corporate insurance
brokerage services.”
Keep it simple.
Talk to your audience about real situations, risks, lessons
learned. Use single contexts (e.g. travel, health, entrepreneurship)
to strengthen the message.
Do:
“Health is a fragile thing. We have learned that
together with 90% of our customers, whose claims
we have managed.”
Don’t:
“Our experts are available to serve our customers through
the most uncertain times, by putting their valuable
experience and expertise to work.”

36. 36
Do:
“Three simple ways to find out whether your broker
is as good as he says:...”
Don’t:
“In 1999, this forward-looking philosophy inspired our
founders to create an insurance brokerage firm based
on one of the major principles of insurance
“Utmost Good Faith”.
CONTEXTUAL COPY
Provide useful and meaningful information wherever possible.
Try to minimize the time that the customer spends jumping over
uninteresting text on your website, in your blog and emails.

37. Tel: +971 4 368 9602 Fax: +971 4 368 9603 Email: info@linksib.com
20th Floor, O14 Tower, Business Bay, P.O. Box 111666, Dubai UAE