August 2021

Simplifying
how we face
the market
Global Brand Architecture Guidelines
MetLife Global Brand Architecture Introduction 2

Contents The following guidelines are meant to provide instruction and illustrate best
practices for global identity system creation and usage at MetLife. The examples
that are shown have been selected to provide context and represent best practices.
Although detailed, this document is not exaustive. Other key factors when designing
include budget, audience, and key executive stake holders.

For further guidance, please contact your regional marketing leads.

The topic covered, include:

The MetLife Global Brand

Architecture Guidance

- MetLife Master Brand

- Products and Services
- Co-Sponsor/Promotion
- Internal Programs and Initiatives
- App Icon
MetLife Global Brand Architecture Introduction 3

Visual Identity
Philosophy While we continue to establish our new
global brand design system, it is important
to be unified in our approach to MetLife's
visual identity. Introducing new branding
and logos can create dissonance and
confusion for our customers. Furthermore,
the more logos we introduce the more
diluted our brand becomes.
MetLife Global Brand Architecture Introduction 4
May 2021

Brand Architecture framework

Masterbrand

Products/Services Co-branding & Partnerships

Product Name Company Name

MetLife Global Brand Architecture 5
May 2021

MetLife Masterbrand
MetLife Global Brand Architecture Masterbrand 6
May 2021

Primary Logo

Partnership “M” Symbol Wordmark

MetLife Logo
Our symbol and our wordmark always appear together to form our logo.

Reflecting our role as our customers' trusted partner, our new

symbol comprises two simple shapes that come together to create
an “M.” The blue color reflects our brand heritage, while the
vibrant green–new to our color palette–represents growth and vitality.
Our symbol and our wordmark always appear together
to form our logo.

Whenever possible, reproduce our logo in full color

on a white background.
MetLife Global Brand Architecture Masterbrand 7
May 2021

Logo Reproduction Versions

Primary Secondary Logo Exception

Our primary logo is full-color on a white background.

Reversed On Color Stacked

Our reversed logo is white text, primarily on a Our "transparent logo" is an all-white Our stacked logo is the full-color
black background, and used only when an version that accurately expresses the Partnership “M” symbol with the MetLife
application on white is not an option. translucent overlap in the Partnership word mark text below.
“M” symbol.
This logo should ONLY be used in special
circumstances where the space for the
logo is square and limited in size.
MetLife Global Brand Architecture Masterbrand 8
May 2021

Clear Space Clear Space for Primary Logo Minimum Size

and Minimum Size

Print Digital
0.75” wide 54px wide
(19mm)

Clear Space Minimum Size

Maintaining an appropriate amount of clear space around our logo Careful consideration should be given when determining the size
creates a positive impression and impact. Therefore, a minimum amount of the MetLife logo. If it is too small, it will be ineffective. The
of clear space must always surround the MetLife logo, in order to minimum size of the logo should be 0.75” wide (19mm) for print
separate it from other elements such as headlines, text, or imagery. The materials and 54px wide for digital applications.
clear-space area is equal to the cap height of the MetLife “M” and is
proportional to the size of the logo being used. The same clear-space rule
applies to all dual-language logos and tagline lockups.
MetLife Global Brand Architecture Masterbrand 9
May 2021

Dual-Language Logos
and Taglines

Japanese Traditional Chinese Simplified Chines Arabic

‫ﻣﺘﻼﯾﻒ‬

There are four approved dual-language logos: Lockups in other countries may differ based on operating
Japanese, traditional Chinese, simplified Chinese, and names and legal entities. These situations will be addressed
Arabic. All other regions should use the English logo. on a case-by-case basis.

Dual-language logos and tagline lockups are provided

as master artwork, and proportions should not be
altered in any way.

For master artwork, see appendix.

MetLife Global Brand Architecture Masterbrand 10
May 2021

Dual-language English
Stacked Logos

Japanese Traditional Chinese Simplified Chines Arabic

‫ﻣﺘﻼﯾﻒ‬

There are four dual-language logos for social media:

Japanese, traditional Chinese, simplified Chinese,
and Arabic. All other regions should use the English-
language logo.

Social media logos are provided as master artwork,

and proportions should not be altered in any way.

For master artwork, see appendix.

MetLife Global Brand Architecture Masterbrand 11
May 2021

Stacked Logo Twitter Facebook

Usage

Dock/Shortcut

A special stacked version of our logo has been created, as an exception, to allow
our brand to stand out on social media.

Stacked versions of dual-language logos are available.

MetLife Global Brand Architecture Masterbrand 12
May 2021

Favicon Website

Our Partnership “M” symbol may be used as

a favicon on our websites. This is the only time
that our symbol should appear without
our logotype.

This is the only instance when our Partnership “M” symbol may be used
without the MetLife word mark.
MetLife Global Brand Architecture 13
May 2021

Logo Misuse

Do not flip the Partnership “M” symbol. Do not use any other color combination. Do not remove any part of the logo. Do not use the logo as a supergraphic.

Do not resize any logo elements. Do not use alternate colors. Do not outline the logo. Do not create a repeat pattern with
the Partnership “M” symbol.

is the leading...

Do not use gradients on the logo. Do not lock up the logo with Do not use the logo in a sentence.
graphic elements.

Department name

Do not put the new symbol next to Do not rotate the partnership Do not attach MetLife internal
the legacy logo. “M” symbol. department names to the logo.

To maintain the integrity and clarity of our brand, do not modify the MetLife
logo in any way or associate it with conflicting elements. Above are some
examples of executions that are prohibited.

Always use master artwork when reproducing our logo.

For master artwork, see appendix.

MetLife Global Brand Architecture Co-Sponsor & Partnerships 14
May 2021

Products and Services

When we sell our products through an external channel
MetLife Global Brand Architecture ([DPSOHV 15
May 2021

MetLife product lockup

This lockup provides consistency for individual
Products and Services products across all markets.

These guidelines define the appropriate

relationship between the MetLife brand and
our individual products.
Supplemental Term Life
Objectives
Define a clea relationship between
the MetLife brand and our products:
• O
 ur one brand is MetLife.
(Do not create individual product logos.)
• D
 rive equity between products Protection
when you
and MetLife.
• Create consistency across our portfolio. Headline reflects
the product benefit

See the next page for when to use the

MetLife product lockup.

need it most
MetLife Global Brand Architecture ([DPSOHV 16
May 2021

When to Use the MetLife The MetLife product should be used on all print collateral. On digital materials such as banner
ads and website, products are applied slightly di erently due to space limitations, as
Product Lockup illustrated below.

Print Digital

Brochure Ad Slipsheet Buck slip Banner ads Website

Supplemental Term Life

Full
protection
Protection to enhance
when you Auto Insurance
your life
need it most Supplemental Term Life

MetLife TakeAlong Dental

SM

A new, innovative dental program for

part-timers, consultants, and retirees

Get a quote

Brochure: Individual product Ad: Individual product Slipsheet: Individual product Buckslip: Individual product Banner ad: Individual product Website: Multiple products
Product lockup is positioned on the Product lockup is positioned on top left Product lockup is positioned on top left. Product lockup is positioned on bottom left *No product lockup due to space No product lockup. Product names
top left. Tagline is left-aligned and appears whenever possible. Single sheets have no tagline unless as a sign-o . No tagline, unless space allows. limitations. The product are listed in live text. Tagline appears
on the bottom/back as a sign-o . space allows. name is styled to match product as headline in main carousel.
lockup type and color.
No tagline, unless space allows. For detailed guidance on product
application on the website, please
reference the digital guidelines.
MetLife Global Brand Architecture ([DPSOHV 17
May 2021

MetLife Product MetLife Product Lockup Principles

Lockup
MetLife primary logo Font: MetLife Circular Light
Our product lockup is comprised Y Y/3
of the MetLife logo and an
individual product name. Only

Product Name
individual products are allowed
Product name cap height:
to be locked up with the
height of letter “t” in the MetLife
MetLife logo.
wordmark

The product lockup relationship

provides consistency for individual Divider rule: height of partnership “M” symbol
products across all markets. For
communications promoting multiple
products, no product lockup
is used. Font color and divider rule: MetLife Blue

Whenever possible, always

reproduce our logo in full color
on a white background.

The MetLife logo is locked up with the product name and has the same
hierarchical prominence. This mutually reinforced relationship is critical
to the brand moving forward. Products should never be separate
and distinct from the brand.
For master artwork, see appendix.
MetLife Global Brand Architecture ([DPSOHV 18
May 2021

Product Lockup Misuse Do not create your own product logo. Do not alter the MetLife product lockup.

When creating product lockups,

please make sure to follow the
guidelines as accurately as possible. PRODUCT
Product Product
Do not take creative liberties beyond
what is outlined in this chapter.
NAME
Here are some examples of product
lockup treatments to avoid. Do not create a product logo using all caps. Do not use any other color combination. Do not remove the divider rule.

Product Name Product

Product Name
Name

Do not put the product name in a holding shape. Do not stack the product name. Do not change the weight of the product name.

Product Name
Product Product

Do not create a product logo using core brand elements. Do not add graphic elements to the product lockup. Do not put the product name before the MetLife logo.

Product Name PRODUCT NAME Product

Do not create a new product logo. Do not write the product name in capitals. Do not change the weight of the divider line.
MetLife Global Brand Architecture Sponsor/Promotion 19
May 2021

Co-Branding &
Partnerships
When we partner with other companies
MetLife Global Brand Architecture Co-Sponsor & Partnerships 20
May 2021

Co-promotion in Application MetLife sponsorship

When MetLife sponsors another y

party, MetLife is the lead brand.
As demonstrated here, please use y .3y
the MetLife logo and visual system.
.3x
The MetLife logo should also x
come before the other party logo, .3x
either to the left of the other
x .3x
party logo in a horizontal format
as demonstrated here, or at top, .3x .3y
above the other party logo
in a vertical format.

A pencil line can be used to show

the relationship between MetLife
and the other party logo as seen
at right.

y .3y y

.3x .3x
x x

.3x .3x
.3y
.5x

x
MetLife Global Brand Architecture Co-Sponsor & Partnerships 21
May 2021

Co-promotion in MetLife Co-promotion Type Lockup Principles

Application
MetLife primary logo Font: MetLife Circular Light
When MetLife sponsors another
Y Y/3
party, MetLife is the lead brand. As
demonstrated here, please use the

Company Name
MetLife logo and visual system.
Company name cap height:
height of letter “t” in the
The MetLife logo should also come
MetLife wordmark
before the other party logo, either
to the left of the other party logo in
a horizontal format as Divider rule: height of partnership “M” symbol
demonstrated here, or at top, above
the other party logo
in a vertical format.
Font color and divider rule: Black
A pencil line can be used to show
the relationship between MetLife
and the other party logo as seen at
right.
MetLife primary logo Font: MetLife Circular Light
Y Y/3

Company Name Example Long company name height:

height of letter “t” in the
That Is Very Long MetLife wordmark

Divider rule: height of partnership “M” symbol

Font color and divider rule: Black

The MetLife logo is locked up with the product name and has the same
hierarchical prominence. This mutually reinforced relationship is critical
to the brand moving forward. Products should never be separate
and distinct from the brand.
MetLife Global Brand Architecture Co-Sponsor & Partnerships 22
May 2021

Key Co-promotion Scenarios

Evaluate on a case-by-case basis.

Relationship

Endorsed by other party Endorsed by MetLife MetLife sponsorship

What is it?

MetLife brand is an endorser to materials that MetLife is sponsoring content/event

Another third-party brand endorses MetLife led content/offering
are generated and led by a selected third party with another partner

Dental Insurance

More for car insurance

your smile

In partnership with

Brought to you by

MetLife visual system Other brand visual system MetLife visual system
MetLife Global Brand Architecture 23
May 2021

Co-promotion in Application Lead by MetLife, endorsed by other party

When an individual product is lead

by MetLife and endorsed by other 1.5in
party, please use the MetLife logo
or category lockup and visual
x Dental Insurance
system.

More for
In all cases, whenever MetLife
is the lead brand, the MetLife
category lockup or logo is always
positioned before the other party

your smile
logo. In a vertical format, the
MetLife brand is positioned on top
whereas the other party logo is
positioned on the bottom. In a
horizontal format, MetLife
category lockup or logo is always
to the left of the other party logo.

A descriptor is used above

the other party logo to describe
their relationship to MetLife if
space permits.

x Dental Insurance

1.5x

Brought to you by 8pts type

0.5x
1.5x
Other party logo is aligned
to the baseline of MetLife's tagline
MetLife Global Brand Architecture Sponsor/Promotion 29
May 2021

App Icon
App icon theory
Global master application
features the Partnership M and
all subsequent apps feature
pictogram derived icon.

Currently there is no global master

app for reference.

Boundries should include

significa t core consumer facing
function that ties to the broadest
o ering of the Global brand.

MetLife Global Master Application

(currently no app fulfills a truly
global functionality

US Mobile App US Infinit US Auto &Home US Cary Technology Hub ProVida Pension App
Document Storage App My JourneyTransponder App Campus Directory App

METLIFE MOBILE
REBRANDAPP
DESIGN
ICON GRID
VISUAL
PRESSURE
GUIDE TEST 2
App icon design
specific tion
Measurements based on
1024 x 1024px icon logo 720px wide,
centered vertically and horizontally

top 341 px for logo and

clear space.

logo centered vertically

and horizontally
opaque white background

lower 683 px for follow pictogram design

pictogram art specs for form and color.

pictogram MUST bleed

o the bottom.

pictogram MAY bleed

left and right.

if pictogram does not bleed o both sides, then it

must be centered and allow at least 90px clear space
90 px 90 px
on either side

METLIFE MOBILE
REBRANDAPP
DESIGN
ICON GRID
VISUAL
PRESSURE
GUIDE TEST 3
Thank you.