Visual Identity Guidelines

A Unique
Perspective

As our strategic vision drives us to become the broker of the future, our identity has evolved to support this audacious goal.

This rethought visual identity highlights IMA’s unique approach to consulting, honors our heritage and drives us forward.

More than just insurance

This new visual architecture is the platform which highlights the firepower of our human capital and our intellectual capital.

More than just a color scheme

Brand architecture allows IMA to build a clear, consistent, professional image setting the stage for the company’s future.

More than just photography

Our keen vetting of imagery initiates sharp attention to telling a story, evokes emotion and communicates IMA's unique perspective.

More than just a broker

Our dedication to professionalism, relationships, expertise, balance, results and equity has created an industry leader dedicated to serving the best interests of our clients.

Select One

Color in Practice

Our primarily blue palate stays true to IMA’s longstanding identity, while bringing modern splashes of contrast to create a dynamic visual experience.

We bring clarity to the complex, and effective use of negative space helps support our clear, concise content.

Audacious
Blue

  • Hex: #00b5e3
  • Pantone: 2995
  • CMYK: 71, 7, 4, 0
  • RGB: 0, 181, 227

Usage: Image Overlay, Buttons, Callouts

Loyal
Blue

  • Hex: #003665
  • Pantone: 534
  • CMYK: 100, 84, 34, 23
  • RGB: 0, 54, 101

Usage: Logo, Backgrounds, Headlines, Buttons

Bill
Blue

  • Hex: #002442
  • Pantone: 533
  • CMYK: 100, 83, 45, 50
  • RGB: 0, 36, 66

Usage: Backgrounds, Headlines

Foundation
Gray

  • Hex: #464e55
  • Pantone: 7540
  • CMYK: 71, 59, 51, 33
  • RGB: 70, 78, 85

Usage: Body Copy, Headlines

Groundbreaker
Gray

  • Hex: #8a8e96
  • Pantone: Cool Gray 8
  • CMYK: 49, 39, 34, 2
  • RGB: 138, 142, 150

Usage: Pattern, Monoline, URL, Backgrounds

Heritage
Gold

  • Hex: #b78a1c
  • Pantone: 1255
  • CMYK: 27, 43, 100, 6
  • RGB: 183, 138, 28

Usage: Data, Stats, Callouts

Composition

Each of IMA’s touchpoints have the flexibility to be diverse with the brand system. Different designs become cohesive while utilizing the same brand assets according to the polices.

Composition

Structured layout

Each new layout does not need to feature every design asset available. Rather, feature the elements that work best for the application and apply correctly.

Composition

Header section

For consistency, the title for each slick should be in contrast in the upper left of the first page, can be contained within a graphic box. Logo should be opposite side of the title within the header.

Composition

Content section

Content should flow left to right and start in the left 3/5 area. High contrast of 85% black text on a white background is preferable. Titles and callout sections can be dark loyal blue to stand apart from the main content.

Composition

Imagery section

Imagery which helps to support the story of the content should be on the right 2/5 column of the first page of each piece of collateral. If a supporting image is used, it should be contained in the blue graphic box and always be anchored to the right of the page, overlapping the main image at the top or bottom.

Composition

Footer section

The bottom of the page should contain the IMA disclaimer language in the bottom left and URL graphic asset in the bottom right. NOTE: The disclaimer and URL should only be applied to the bottom of the final page of a multi-page document or the first page of a single-page document.

Graphic Assets

The graphic assets have been designed to establish a consistent visual language for IMA and its subsidiaries.

It begins with the shape of the protective IMA shield. The logo reverberates through all of the elements.

Graphic Assets

Graphic Box

The graphic box element derives from the corner of the swoosh in the primary IMA logo. Using a subtle element within this logo we’re able to create a consistent family of visual language – all tying back to the foundation.

When used consistently, this builds brand recognition throughout all IMA applications.

Graphic Assets

Monoline

The element is used a divider for callouts and titles. It is a simplified version of the corner of the swoosh in the primary IMA logo. It develops a consistent family of visual language.

Should only be used in Groundbreaker Gray, Foundation Gray or White.

Graphic Assets

Plus Pattern

IMA is more than just insurance. The plus pattern is used to underline this concept of being “more than”.

The pattern should be used sparingly and as an element which does not distract, but helps to tie in the overall composition.

Graphic Assets

URL asset

The URL is a call to action asset which helps to draw attention to IMA’s website and is contained in the monoline.

Iconography

The monoline form of the iconography points back to the monoline asset matching the curve of the IMA logo.

We have denoted all IMA icons by adding a plussign to them, again pointing back to IMA being more than just insurance. Preferential colors are white, gray, golden hour or loyal blue.

Photography

Being more than just insurance, we are constantly working to push our imagery to more accurately reflect the communities we serve.

Each of IMA’s touchpoints have the flexibility to be diverse with the brand system.

Different designs become cohesive while utilizing the same brand assets according to the polices.

Telling a story

IMA storytelling uses a combination of photos to further communicate and support a larger narrative.

Telling a story

IMA storytelling uses a combination of photos to further communicate a narrative.

When pairing photography, there are two differentiating images that bring this story to life:

  1. A larger view of the message

Telling a story

IMA storytelling uses a combination of photos to further communicate a narrative.

When pairing photography, there are two differentiating images that bring this story to life:

  1. A larger view of the message
  2. The second image often views closer to the subject matter, or focuses clearly on the point

Unique perspective

Support the content in a fairly straight-forward manner. When necessary, look for images that have a unique perspective or people to further the message of the content. Using people when possible reinforces the primary reason for insurance.

Unique perspective

Being more than just insurance means we place an emphasis on imagery selection to reflect our audience base in the communities and industries we serve.

Talent – improve IMA’s practices related to building, retaining and advancing a diverse workforce
Culture – ongoing diversity awareness education to truly make IMA the most welcoming place it can be for its associates, clients and community partners
Community – commitment to supporting and serving diverse communities through volunteerism, financial support and building employment pathways
Client – to benefit IMA clients through different perspectives on products and services and expand the diversity of IMA’s client base

Unique perspective

When necessary, imagery without people in it should retain the unique perspective approach. This drives consistency and continuity while maintaining the story telling aspect.

Unique perspective

IMA does not create general products for each industry, rather we take a specific approach for helping exceed our clients’ unique needs.

Unique perspective

Each industry we serve has unique challenges that need specialized solutions for our diverse audience. Our imagery reflects not only these challenges, but the diversity of our audiences as well.

Videography

Unique perspective video shows how IMA has a unique way of looking at situations and providing solutions. Starting with close intimate shots of a scene shows IMA’s interest and understanding their clients and their needs on a personal level. Juxtapose this with a high-level view to show the bigger picture, the peace of mind that IMA is also able to see what lies ahead (future, industry experts).

Typography