Brand Identity Guidelines

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Introduction

Welcome to the Velocity Risk Brand Guidelines.

This document explains how our Brand Positioning and Brand Visual Identity are aligned and how they can be used to create communications that properly project our our distinctiveness in a consistent way. It contains clear and practical guidance for anyone using our brand in any form of communications, both internally and externally. Please follow the guidance provided and do not alter any of the elements in this toolkit under any circumstances.

Please seek help if you are uncertain about anything in this document by emailing your query to DDunn@velocityrisk.com.

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Our Brand Positioning

We have a strong sense of purpose and a clear understanding of what sets us apart in our market. The full details are set out in our Brand House below. We also have a strong brand culture and personality which is reflected in our Brand Story:

The road less traveled.

Taking the road less traveled makes all the difference.

We look at our world and continually ask how we can do things differently and better. Pushing the edge. Embracing volatility and change. We connect capital more closely with risk to create uncommon returns and smart solutions; we connect technology and innovative thinking to transform old practices; and we connect human values to business objectives. And we do all of this in some of Nature’s most unpredictable and destructive places. Because where Nature does its worst, we can create the best opportunities for our people and our partners.

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Our Brand Identity

Our Brand Identity reflects our Brand Positioning in an uncommon, authentic and distinctive way. Ours is a dynamic identity, because so much of our communication now takes place on screens. Motion is a key element to bringing our brand personality alive in this digital world. The contemporary world communicates with a combination of images and written or spoken word. For example the use of gifs and emojis in messaging to exaggerate, reinforce or clarify a piece of text. Our brand identity reflects this principle. Wherever possible in digital presentations, social media posts and any other screen-based communications, you should use animated logo versions and imagery. Where this is not possible, static versions have been created.

03.1_Brand Identity Summary

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Our Logo

Our logo is composed of two distinct elements, our wordmark and our symbol. The wordmark has been uniquely created from our corporate typeface, Archia. It has been significantly redrawn from the base font, and as such, cannot and must not be recreated using or typing with this live font.

Set alongside this wordmark is our symbol. The symbol is a 16 x 9 proportioned box, with a choice of graphic symbols set within. These represent environmental elements that are core to our offer.

We have 4 dynamically animated logo symbols - Isobars, Hurricane, Wind and Earthquake and 3 static versions- Isobars, Hurricane, or Wind.

The wordmark and the symbol should always be used together – never separated one from the other.

The variety of approved color versions are shown below and can be downloaded using the download button at the bottom of this section.

There is artwork for the wordmark and symbol variants to suit all types of backgrounds and reproduction methods. This includes a Favicon and a simplified Isobars version for embroidery. Be sure to use the correct version.

Each one has been meticulously crafted to create balance and harmony, while ensuring legibility and easy reproduction. They should never be altered in any way. No other logo versions should be created.

Static Logos

Isobars

Hurricane

Wind

Animated Logos

Isobars

Hurricane

Wind

Earthquake

For access to the animated and static logos contact Doris Dunn at DDunn@velocityrisk.com

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03.3_Clear Space

Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

Shown here is the minimum clear space requirement.

03.4_Stacked Logos

When space is limited, and it is not possible to use the horizontal version of the static logo, there are stacked versions available.

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Color Palette

Our unique color palette is striking and flexible to create impact and pace in communications.

Our two primary colors are Violet and Mint, supported by White, Lilac, Lime and Cool Gray.

The color breakdowns for both print and screen applications are shown below.

Always ensure there is good contrast and that the use of Violet isn’t overpowering.

Choosing the best combinations of our color palette & allowed tints

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Imagery

Our image library contains both static and moving images to use in all internal and external communication. To help us create visually engaging messages, this library contains images that represent

• The people we deal with and our people

• Our world and the environment (including weather systems)

• Data Visualisation

•Visual Metaphors

These four content types should cover most subjects you will need to communicate. However, the image library will continue to grow over time, and provide a wider variety of images to choose from. If you need a specific type of image not included in the library then please contact Doris Dunn at DDunn@velocityrisk.com

Please refer to the Headline style section for guidance on how these images are combined with typography.

For access to the image library contact Doris Dunn at DDunn@velocityrisk.com

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Moving

Images

Our moving image library represents the same subject matter as the static images:

• The people we deal with and our people

• Our world and the environment (including weather systems)

• Data Visualisation

• Visual Metaphors

Motion is a key element to bringing our brand personality alive in the digital world. Wherever you can, use moving image as loops in digital presentations, social media posts, online and any other screens based communications.

For access to the moving image library contact Doris Dunn at DDunn@velocityrisk.com

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Typography

Archia is an uncommon sans serif typeface, based on geometric shapes, which gives it a modern and unorthodox look.

Our recommended web safe replacement for Archia, should it be needed (e.g. for PowerPoint) is Arial.

The Archia Family

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Using The Archia Family

The breadth of weights in the Archia family allow us to be flexible and use appropriate weights to keep messages clear, but also differentiate sections of communication, from headlines, sub heads, body copy and calls to action. The visual opposite shows how you can use a variety of weights to display and contrast headlines, body copy and a call to action.

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Setting out the headline and image style

The visual below shows how the images, either static or moving, should sit in line with the text in a headline. Headlines should be kept as short as possible, and careful consideration given to how many and which words are supported with an image.

The next section shows good examples of line length, image selection and placement.

Hover over the image above to hide the setting out rules.

03.11_Choosing the best combinations of image / word for headlines

Visual Metaphors

Visual metaphors can be used when the word you wish to support with an image is difficult to match in a literal way.

For example here we match the word ‘flourish’ - which is being used to explain the positive development of staff - with a gif of seeds taking root.

In the full headline, we have used an image of someone watering plants as an accompaniment to the word ‘Empowered’. The two images work nicely as a pair, as well as supporting the text.

People

People and human interactions are at the heart of our business. Whether we are looking to visually represent customers, agents, staff or future staff,

they and the situation they appear in, should feel authentic and be set in the real world. These images will often sit alongside pronouns or verbs, as below.

Data Analysis

Data Analysis underpins and informs our approach to catastrophe insurance. For example finance and the financial markets, or how weather systems are charted, tracked and understood.

When using an image for data analysis, make sure that image is uncommon and not one that uses clichéd simulations of data.

Our World and the Environment

Our World and the Environment is referenced many times in our communication material. Whilst the imagery of storms and potentially catastrophic weather systems can be visually dramatic, it's very important to be sympathetic to the lives that can be affected by these natural occurrences.

For example, we prefer to show the power of a weather system in progress as opposed to the devastation it leaves behind. The image below shows a storm building and is supporting the word 'Risk' - the potential risk of a future event, rather than the destruction left behind by an event in the past.

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Pictograms

Please use the pictograms provided to add visual impact to your data or help make a message more memorable.

There are 2 sets of pictograms, to sit on both light and dark backgrounds. They have been designed in a unique style that complements our visual identity system.

Please don't change or adapt them. If your need a pictogram that isn't shown, please contact Doris Dunn at DDunn@velocityrisk.com.

Download Pictograms

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Tone of Voice

Our Tone of Voice is:

Smart

Bold

Personal

An example of how we write is shown opposite.

Velocity Risk is fully focused on improving property catastrophe risk for all stakeholders - investors, carriers, brokers, and end-insured businesses and communities.

Because when it comes to category risk we live it, we love it and we shape it.

What we do:

Velocity Risk provides best-in-class specialty property insurance for catastrophe-prone communities.

Who we serve:

We are fully dedicated to supporting brokers and agents with hard-to-place customers. And we enable capital providers to achieve high-returns from low-frequency severe risk.

How we work:

With a bold and consistent appetite for uncommon risk, we deploy an agile, underwriting model and provide outstanding claims management. Our swift, responsive and cost-efficient service is underpinned by smart analytics, transparent pricing and a deep commitment to our stakeholders. And by dealing directly with investors, we bring risk and capital closer together to take out cost and increase self-determination.

Why we matter:

As a dedicated, data-smart team we provide unswerving commitment, increased capacity, and enhanced certainty for those who live and work in the most uncertain locations.

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Applications

This section shows a range of applications that illustrate how all the elements described above come together. Hopefully these will inform and inspire you to create new on-brand communication pieces that correctly project our distinct Velocity Risk personality.