EZLynx Brand Guidelines
As of July 15, 2023
These brand guidelines serve as a toolbox filled with visual components, which offer direction for creating strong, recognizable, and effective communications. Pay close attention to the core assets and guidelines in this resource to help ensure consistent application of the brand.
If you have any questions about this guide or its visual contents, email rebrand@appliedsystems.com.
Table of Contents
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1. Our Brand Story
For more than 20 years, EZLynx has been devoted to solving insurance agents’ most pressing problems by providing simple, approachable, and straight-forward all-in-one software that can be used by anyone, anywhere, at any time. EZLynx is focused on making the lives of agents simpler so they can focus on what matters most for their businesses.
Today, EZLynx is your most productive employee. We stand as a leader in our field, serving more than 20K agencies in the US. However, keeping pace with innovation will be crucial to maintaining our relevance. Uniquely positioned to stand beside Applied as the go-to solution for entrepreneurial agencies, we need a brand that communicates simplicity and directness —while maintaining the reputation of being approachable, and comprehensive.
We are committed to simplifying and connecting every facet of agency life by providing the most innovative solutions to improve how independent insurance agents work every day.
2. Brand Strategy
This is how we express ourselves. Our brand is more than a logo. It’s what we say, how we say it, and how we show up for each other.
Target audience
Entrepreneurial Agency Owner
A tech-minded owner of an entrepreneurial independent agency that wears multiple hats. Always doing more with less, this buyer feels comforted by the prospect of all-in-one software that serves as a digital partner to make work-life more manageable. By automating the straightforward aspects of his office’s work, his employees can spend more time growing their book of business.
"The rater and management system work together seamlessly, and all on one platform. In addition, the price is very affordable, it's easy to use, and their customer support is outstanding! I now use EZLynx for everything."
Differentiation
EZLynx is widely used as a Personal Lines Rater and now, through our expansive solution offerings, has become the fastest-growing all-in-one management system.
Personality attributes
Simple
We take the complicated aspects of the insurance business and provide a simple all-in-one cloud-based platform where agents can sell, service and grow their business.
Approachable
Playful yet friendly, we afford our customers a level of comfort that is both intuitive and accessible to users.
Comprehensive
We provide the right tools to our customers so that they can work efficiently without separate technologies.
Direct
We approach innovation head on to provide our customers with uncomplicated and straight-forward tools to solve their most pressing challenges.
Innovative
We are focused on regularly delivering you new capabilities that automate more of your agency's daily workflows, lowers overhead costs, and grows a more profitable book of business.
3. Visual Identity
Our visual identity comprises core elements such as brandmark, color, type, photography, pattern, and iconography. This complete range of visual tools are designed to be flexible and expandable to help us bring our visual identity to life in creative and cohesive ways.
To effectively define the EZLynx brand experience, these core elements must be aligned across every touchpoint.
Brandmark
Primary Brandmark
Our brand marks provide clear and recognizable identification of our brand. They are the primary visual assets of our brand, helping us stand apart from our competition.
The EZLynx brandmark consists of two elements— Lynx symbol and the EZLynx logotype. Our symbol is paired with custom typography to create a one-of-a-kind brandmark.
Additional Colorways
The one-color reversed brandmark is an alternative mark that can be used on dark backgrounds to increase contrast. This all-white mark can also be placed on simple backgrounds in photography. The two-color carmine and white brandmark can be used on darker backgrounds.
Clear Space & Minimum Size
To preserve EZLynx's logo integrity, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing for graphic elements such as other logos, copy, photography, or background patterns that may divert attention.
The minimum clear space for the EZLynx logo and the alternate is defined as the height of the E in the wordmark.
The minimum width for the EZLynx logo is .375".
Our Symbol
EZLynx's symbol is a lynx in forward leaping motion, which implies speed and movement. This symbol communicates both our growing market leadership and our constant focus on innovation.
Our symbol can be shown by itself only if the full brandmark is represented elsewhere on the application.
Misuse
The proportion and arrangement of the symbol and wordmark have been specifically determined. The logo should never be typeset, recreated, or altered, causing inconsistencies that dilute the impact of the brand’s power.
– Do not recreate the logotype
– Do not rearrange the brandmark
– Do not change the scale relationship
– Do not fill with a pattern
– Do not stretch/skew the brandmark
– Do not change the color of the brandmark
– Do not add additional elements to the brandmark
– Do not add drop shadow
– Do not apply gradients to the brandmark
Color Palette
Primary Color Palette
The EZLynx color palette consists of a primary and secondary palette. Our primary color palette leads with Carmine and is supported by a series of neutrals.
Carmine
Charcoal
Chrome
White
Secondary Color Palette
The EZLynx secondary color palette consists of a series of energizing colors to represent innovation and technology. They can be combined with the 100% value or paired with additional tints. Additional tints also can be generated to expand our palette.
Rosewood
Jam
Lagoon
Jade
Amber
Tinted Color Palette
The EZLynx tinted color palette consists of a series of muted colors that can be paired with the primary and secondary palette to allow for further use.
Crepe
Mauve
Sky
Lime
Canary
Typography
Open Sans has a neutral, yet friendly appearance. This font was optimized for print, web, and mobile interfaces, so there is no alternate Windows font. It has excellent legibility and great mobile readability.
4. Visual Tools
The EZLynx Brand has a series of visual tools to express the personality and offerings of EZLynx. Not one tool can represent EZLynx on its own but requires a culmination of visual tools on specific applications.
Iconography
Product Iconography
Use our product iconography when speaking about products EZLynx offers such as Automation Center or Communcations Center.
Capabilities Iconography
Use our capabilities icons when speaking about the benefits or capabilities of EZLynx products.
Photography
Photography can be a powerful tool to relate to our audiences, showing them that we understand their world and eliciting authentic emotional responses.
EZLynx photography is playful, relatable, and authentic. When referencing product capabilities limit stock photography and show product beauty shots in devices with a mix of iconography. When stock imagery is used, the people should show candid imagery of insureds and end users with devices in the composition however limit the use of photos where people are interacting with a device.
Metaphorical imagery and illustrations can be used but must be based on headline copy and where appropriate. Illustrations should have a realistic 3D design In plastic cartoon style.
Pattern
EZLynx pattern represents the many singular automations that EZynx offers our customers that make their lives easier and task faster. Through single changes, an agency can create a workflow that is faster, more nible, and puts innovation at the forefront.
The pattern can be used as a textural background or broken apart as a graphic treatment to headlines or in photography.
5. Brand Asset Bank
For internal staff, the brand assets can be accessed and downloaded from the EZLynx Confluence page. For external request, please email ezlynxrebrand@appliedsystems.com.