Allianz-Basics-ASICS 品牌指南

Version 3.0 – November 2007 Basics / Contents 1The brand1.1Who we are1.2What characterizes us 2The design2.1Our modular design principle2.2Basic elements 3The applications3.1Examples 4Appendix4.1Contact 1The brand 1.1Who we are1.2What characterizes us Who we are Founded as an insurance company in Germany in 1890,Allianz is one of the world’s largestfinancial serviceproviderstoday. Our expertise lies in the areas ofinsurance, asset management and banking. How can we be so good at so many different things?We rely on our strong family of brands. We are a large corporation, with subsidiaries andregional partners around the globe. Together, wepool our different areas of expertise to best serveour customers. Our Allianz flagship brand is the“center of gravity” of our group of brands, focusingon insurance and asset management. In some regions, we rely on our joint ventures withregional partners to serve our customers. In othercountries, the Allianz Group is represented bystrong local players – individual corporate brandswho are experts in their respective fields. Despite the different ways in which people recognizeus, every member of our group of brands shares thesame corporate commitment and shows visually therelationship to Allianz. Our corporate commitment:We are trusted to deliver inmoments of truth. Our expertise has made it possible for us to achievesuccess for our customers time and time again.We need to channel our efforts at every level to ensurethat we can keep our promises each and every day.This is how we can give our customers true peaceof mind – as a partner known for theirintegrity,confidenceandhonesty. Fulfilling our corporate commitment – by reflectingkey initiatives – will lead to dedicated and committedemployees, a convinced financial community andconfident customers. The essence of all this is our shared belief inour brand core. What characterizes us The brand core that unites our entire group of brands istrust. Thanks to decades of success in the financial services sector,Allianz has become anicon of trust.We have been partner to ourcustomers around the world, providing them with protection andhelping them to achieve their financial goals. This is captured in ourpromiseto our customers: “With Allianz you will feel confident. Thanks to the supportof your personal advisor who enables you to take the bestdecisions for you that prove Allianz’s value in moments of truth.And who is there for you whenever you need him.” We have taken this promise and our brand core trust to define ourwinning personality. It helps us bring the Allianz brand to life. Our personality We are competitive.As apowerfulprovider of financial and insurance services, we areambitiousin our search to find ways to better serve our customers. In the process, we neverforget that they are the real judge of our performance. People choose Allianz because ofourpassionfor excellence. Our clients know: We only make promises that we can keep. We are committed.We know our customers. By beingresponsiveto them and listeningto their needs and aspirations, we can createinnovativeproducts and services to make theirlives easier. Oursolution-drivenapproach helps us to establish long-lasting relationshipswith our clients to support them every step of the way. We are an understanding and strongpartner dedicated to our customers’ success. We are competent.With locations in many countries, we are at home all over the world.We are aworld-wiseglobal player and anexperiencedlocal partner. The work we have doneover the years enables us to approach new ideas with acquired wisdom. We respect diversity,and never stop learning from the different cultures around us. This unique perspectiveenables us to develop original andoutstandingideas. In our family of brands,trustis the basis for everythingwe say and do. While members of our family have theirown unique personalities and identities, we sharethe same design framework that makes usrecognizable as a group of reliable partners. This design framework is based on the idea ofunity in diversity.Even though all of our brandsuse the same design elements, it is possible foreach of us to express our distinctive personalities. 2The design 2.1Our modular design principle2.2Basic elements Why do we need a unique corporate design? There’s more to corporate design than meets the eye.It involves much more than just making a company look good. A unique look and feel helps to set a company apart fromits competitors. It provides people with orientation. It alsoenables people to develop an emotional connection,making the company more accessible and less anonymous. Corporate design also establishes a favorable and lastingimage of the brand in the mind of the customer.This association promotes brand recognition and tellsthe customer what they can expect. It benefits theawareness, reputation and imageof the company. In the end, effectively implemented corporate designresults in strong visual equ