crawford brand guidelines · 4 crawford company® brand guidelines version 11 january 2020 all...

Crawford®

Brand GuidelinesVersion 1.1 | January 2020

Restoring and enhancinglives, businesses and communities.

Our Mission

Our VisionTo be the leading provider and most trusted source for expert assistance, serving those who insure and self-insure the risks of businesses and communities anywhere in the world.

Crawford & Company® Brand Guidelines | Version 1.1 | January 2020. All rights reserved. | For internal use only.3

About this guide

“Your brand is the single most important investment you can make in your business”— Steve Forbes, editor-in-chief, Forbes Magazine

As Crawford & Company® continues its transformation, our visual brand should reinforce and reflect the direction and personality of the company. The Crawford logo has significant brand equity and meaning to our clients, potential clients, investors, employees and the general public.

By using this guide, our brand can be more easily understood and replicated in all situations. Protection of our brand is vital and can only be accomplished through consistent use of it as described in this guide.

Thank you for your adherence to these guidelines. To access the assets mentioned in this guide, please visit Crawford’s Global Marketing website at www.crawfordglobalmarketing.com.

Should you have any questions on how to use the materials or access the site above, please email us at one of the following:Europe, Asia Pacific and Latin America: [email protected]: [email protected]: [email protected]


LogoIn addition to the primary Crawford logo, we now have a secondary version without the globe. This version is replacing the current word mark and is for limited use only in situations where the primary logo with the globe won’t reproduce correctly, such as a small imprint area.

Crawford Blue287 CC100 M85 Y20 K10RGB 0-47-135 / HEX #193971

White White

Crawford Blue287 CC100 M85 Y20 K10RGB 0-47-135 / HEX #193971

Primary Secondary


Logo guidelinesClear space is the area that is required around the outside of our logo. Always maintain clear space around the Crawford logo to protect the logo fromdistracting graphics or typography.

The minimum required clear space for the logo is defined by the measurement “O” as shown. This measurement is equal to the height of the letter O in the logo.

The minimum size for the primary Crawford logo is 1.25˝ wide for print and 125 px for digital applications. Violating this standard compromises the integrity and legibility of the logo due to the thin longitudinal lines in the globe.

The minimum size for the secondary Crawford logo is 0.75˝ wide for print and 100px for digital applications. This logo is for limited use only. The primary Crawford logo should always be your first option.

O

1.25” 125px

0.75” 100px

O


Logo usage with backgroundsConsistent usage of the Crawford logo helps build brand recognition and ensures that our logo is always rendered with maximum impact and clarity. The Crawford blue logo should only be used on white background, while the white logo should be used only on approved brand colors and on imagery where the logo is clear and legible.

The Crawford logo can never be placed on backgrounds that distract from or compete with the logo.

Crawford Blue on white backgroundReversed white on blue

Secondary color options

Crawford® Innovative VenturesWe’re not just embracing change.

We’re leading it.

Every day, new technologies and innovations emerge with the potential to improve our industry, our clients’ businesses, and the lives of customers and policyholders everywhere. Crawford & Company® has established Crawford Innovative Ventures (CIV) as a strategic catalyst to uncover this potential and to disrupt the claims handling industry with practical, intelligent solutions that benefit us all. Through CIV, we are pursuing strategic acquisitions and partnerships that diversify our service capabilities and enable us to be even more responsive to our clients.

Technology + PeopleWe’re thinking beyond the traditional and bringing together innovative solutions to meet our customers’ needs today while anticipating the needs of tomorrow. From the industry’s first and largest gig economy platform, to predictive analytics, virtual reality, artificial intelligence, and more — Crawford’s unique combination of technology with industry-leading expertise delivers value to our customers and our industry.

in operationYears75+

as publically traded company

Years50

Drones

2,000+

“Technology is the most critical enabler for intelligent solutions, and we are committed to being on the cutting edge of enabling technology in the insurance industry.”Greta Van | Chief Strategy Officer | Crawford & Company


Incorrect logo usageDiscontinued logosPlease do not use these logos on any internal or external materials.

Don’t modify logosAny variations to our Crawford logos diminishes their impact and compromises brand awareness. Never alter our logos in any way. The following list of incorrect usages should always be avoided:

Do not change the color of our logos

Do not use logos on busy backgrounds

Do not place our logo near objects without defined clear space.

Do not place text near the logo without defined clear space.

Do not alter the proportions of the globe

Do not distort or alterour logos in any way.

Lorem Ipsum dolor

Do not add graphics to our logos

Do not replace the font with a different one


Discontinued lockup treatmentsNew graphic treatments have been created for individual service lines to maintain our One Crawford approach, while proudly displaying and elevating our elite services.

Correct logo for these services

Vehicle Services


Logo lockupsA logo lockup is a typographic design where brands, services or products are “locked together” in a specific style.

Our primary Crawford logo is our unifying visual element and serves as the first impression. Locking up services with our logo is reserved only for services and service lines listed on our global website www.crawco.com/services. Creation of new lockups or logos is strictly prohibited.

For any questions or to request the creation of a new lockup or identity, please contact [email protected].

The Services Lockup can’t be altered and should only be used in particular situations when we need to list everything Crawford offers in a language that our customers will universally understand.

Global Technical ServicesSM

1.20” minimum size Adelle regular 10pt

Adelle regular 6.5 pt

o

Loss Adjusting | Third Party Administration | Managed Repair

Medical Management | On-Demand Services | Catastrophe Response

Loss Adjusting | Third Party Administration | Managed Repair

Medical Management | On-Demand Services | Catastrophe Response

Application example


When disaster strikes, experience makes all the difference. Seasoned expertsProven processes for development, assessment, staging, deployment, induction and delivery of strategic action plans.

Pro-ActSM TeamHighly-trained response task force of multidisciplinary professionals empowered to leverage all of Crawford’s corporate resources to handle large-scale events.

Command CenterA team of business analysts who constantly monitor key performance indicators of all open claims using custom-developed software and the latest technology.

Innovative TechnologyAccess to our on-demand network of drones providing aerial data and image capture across a wide landscape. Assisted self-service application allowing policyholders to capture property and auto damage through their mobile device.

About Crawford & Company®

For over 75 years, Crawford has solved the world’s claims handling challenges and helped businesses keep their focus where it belongs – on people.

9,000 employees | 50,000 field resources | 70 countries | $14B annual claims payments

LossAdjusting

ManagedRepair

On-DemandServices

Third PartyAdministration

MedicalManagement

CatastropheResponse

Catastrophe ServicesTM

Learn more atwww.crawco.com/cat

CRAW-CAT-SS-0119

Global ScaleAvailable 24/7 – all around the world. Scale up or down as needed to meet any demand.

Rapid mobilizationDedicated adjusters centralized onsite at a moment’s notice.

On-demand staffingStaff augmentation before and after events providing faster recovery.

New Service Line TreatmentThe new treatment for services will feature related imagery and catchy headlines that demonstrate

the service line’s unique value proposition. Each treatment will prominently feature the name of the

service prominently opposite of the logo to maintain brand integrity.

Catastrophe Services

Whether it’s a hurricane bearing down on the coastline, a wildfire ripping through a neighborhood or a massive power outage effecting millions, these events can leave trails of devastation in their paths. A deft, timely responses are critical to getting policyholders on the road to recovery.

Crawford’s Catastrophe ServicesTM delivers transparent, rapid and scalable resources with one of the largest trained and credentialed field forces in the industry. Our experts can quickly respond to any natural or man-made disaster anywhere in the world.

Catastrophe Response Services The path to recovery begins and

ends with Crawford

combined years in CAT adjusting experience

Thousand35+

field resources

Thousand50

claims calls handled

175 Thousand

Hurricanes | Floods | Wildfire | Tornado | Earthquakes | Winter Storms | Man-made

Service call out

Service lockup

Service call out

CAT portalwww.crawco.com/cat.

CAT Sales Sheet


Brand VoiceCrawford & Company has five key audiences: current clients, potential clients, shareholders, current employees and potential employees. While the tone or manner of “speaking” on each channel may differ, Crawford should have a persona that is consistent and recognizable.

The tone should be trustworthy, global and diverse, service-oriented and empathetic and use non-corporate, consumer-friendly language.

In addition to an on-brand voice, company messages should present a clear call-to-action, where applicable, and provide the information necessary to complete the action.


Crawford believes in giving back to the communities we serve and responsibly stewarding our resources.

- Clearly states the company position and demonstrates why we are trustworthy

Diversity comes in many forms–in thought, culture, gender, age, ethnicity, experience–it is our goal at Crawford to create an organization that challenges the status quo, celebrating diversity in the best way possible.

- Correct tone that includes all the ways in which Crawford is diverse and represents a global workforce

Our team quickly identified steps to restore damaged vineyards, so that the winemaker could begin growing crops again for the next season.

- Clear take-away and simple language

Our claims handling process ensures that policyholders are greeted by a real person within 24 hours of receiving a claim to ensure that they feel supported as they begin the recovery process.

- Shows instead of tells how Crawford is empathetic during times of need using clear vocabulary

Crawford gives back on a regular basis and operational costs are reviewed.

- It is not clear what the target audience should do with this information or how the company demonstrates its trustworthiness

Crawford ensures inclusivity is a part of its supply chain management process.

- Jargon present throughout

At Crawford, we want to succeed at winning your business because we are service-oriented and have a great track record.

- Does not address client needs or demonstrate results

Our claims handling process maintains high levels of quality assurance for your policyholders so that your retention levels remain high.

- Jargon and advanced vocabulary present throughout; doesn’t demonstrate empathy for client’s customers

Brand voice

Proficient UnsatisfactoryTone

Trustworthy

Diverse

Service-Oriented

Empathetic


Color identity Our use of color needs to be consistent across all applications. The Crawford Blue is our primary brand color and should be used as often as possible to help drive consistency across all communications.

The supporting color palette should be used to assist delivery of our brand personality and works in support of Crawford Blue. Try to avoid using more than two supporting colors with the primary color palette in any one layout.

Principalcolor palette

Supportingcolor palette

Crawford Blue287 C100 M85 Y20 K10RGB 0-47-135

Crawford Periwinkle665C17 M20 Y0 K1RGB 198-188-208

Crawford Gold7406C0 M20 Y100 K2RGB 241-196-0

Crawford Berry2040C0 M96 Y43 K0RGB 219-10-91

Crawford Light Graywarm gray 1C3 M3 Y6 K7RGB 215-210-203

Crawford Blue 2285 C90 M48 Y0 K0RGB 0-114-206

Crawford GrayCool gray 8C50 M40 Y39 K4RGB 136-139-141


Examples of color application

Partner with Crawford www.crawco.com/civ

We’re not just embracing change, we’re leading it.

Crawford® is bringing together innovative

solutions to meet our customers’ needs today

while anticipating the needs of tomorrow.

When it comes to claims, one size never fits all. Navigating emerging claims handling options can be complex and confusing. That’s why we’ve developed TruLook™ — a revolutionary claims process that puts your claims in the right hands from the start. By leveraging our triage process and cutting-edge technology, we can reduce time-in-process, cut costs and gather more precise information. From mobile self-service to traditional field adjusting, we ensure that each claim is processed with maximum efficiency.

TrulookTM

The right process for your claims. Anytime. Anywhere.

Lookers®

Adjusters

Drones

40,000

5,000

2,000+

Reduce costs byup to 30%

Reach claimants anytime and anywhere

Process claims in as little as 3.7 days

Increase customer satisfaction


Color identity – web and digital applications



Crawford BlueHEX #204486

Crawford PeriwinkleHEX #C6BCD0

Crawford GoldHEX #F1C300

Crawford BerryHEX #DF195C

*Crawford Blue 3HEX #4D699E

Crawford Light GrayHEX #D7D2CB

Crawford Light GrayHEX #EFEFEF

Crawford Blue 2HEX #0071B9

Crawford GrayHEX #555555

The hex color values listed below should only be used for web and mobile applications. If you need to create an online application, or if you have a request for a webpage, please email us [email protected] for additional information and guidelines.

*Crawford Blue 3 should only be used in a specific situation where additional contrast is needed. E.g.: The navigation menu on the Crawford website.


Examples of color application – web and digital applicationsTo ensure consistency, any website request should go through the Global Marketing team first for approval. For more information, guidelines and additional assets, please email us at [email protected].


Typography – printTypography is a strong extension of our brand personality. We use Neue Haas Grotesk as our primary corporate typeface for body copy and Adelle as a accent font for titles and headlines.

The application of these fonts communicates to our audience on several levels. We are demonstrating that our company is One Crawford, approachable and modern in every interaction.

Neue Haas Grotesk regular (default weight)

abcdefghijklmnopqesruvwxyzABCDEFGHIJKLMNOPQESRUVWXYZ1234567890

Adelle regular (default weight)


Neue Haas Grotesk medium


Adelle semibold


Neue Haas Grotesk bold



Typography – web and digital applications For any web and digital applications, we use Roboto as our primary corporate typeface for body copy and Roboto Slab as a accent font for titles and headlines.

Roboto light


Roboto Slab regular


Roboto regular


Roboto Slab bold


Roboto bold



John Doe TitleCrawford & Company

P 000.000.00 M 000.000.000E [email protected] www.crawco.comA Address, City, State Postal Code

Calibri


Typography – system fontOur alternate typeface is Calibri. This font should be used in applications such as Word, Excel, Powerpoint presentations, email and as a substitute when Neue Haas Grotesk is not available.

Calibri should be used in email signatures and formatted like the example shown.

Calibri bold 12 pt | RGB 0-114-206

Calibri regular 11 pt | RGB 0-114-206

Calibri regular 11 pt | 80% black

Calibri regular 10 pt | 80% black

Calibri regular 10 pt | RGB 0-114-206

signature bannerSize: 280x90px


Discontinued typefacesIn order to move forward with a more unified brand, the following fonts will be discontinued from use in all instances and replaced with the approved fonts on the previous page.

Futura Std


Forza



Photography

We use photography to convey our brand personality and establish a meaningful emotional connection with our clients. The images we select should make a statement about who we are and what we do.

Lifestyle photographyBy using imagery that focuses on people and what is important to them, we demonstrate our mission: to restore and enhance lives, business and communities. Our photography should capture authentic life interactions and expressions between people. Avoid imagery where people are intentionally looking at the camera as this loses the spontaneity of capturing a moment in time.

People, environment and objects should always appear realistic and not overly staged.Avoid images that are cliché, complex, negative or sexual in nature.

Show authentic, real-life interactions between people.

Show natural expressions and depth of field.

Include a diversity of people based on ethnicity, gender and age

Capture people in authentic lighting and environments.


The world’s greatest innovations do not come from minds that accept the status quo. Rather, they come from minds that see what can be — minds that view the world from a different lens. We believe that celebrating diversity -- in thought, culture, gender, age, ethnicity and experience – maximizes each employee’s potential and expands our perspective.

Congratulations to the 2017 Women to Watch, including our own Erica Fichter and Andrea Fregona. We applaud your contributions to the advancement of women in business and for the betterment of us all.

To us, every woman isa woman to watch.

Learn more atwww.crawco.com

9,000 employees | 40,000 WeGoLook Lookers | 70 countries | $14B annual claims payments

Photography application examples

Key Contacts

Benedict BurkeGlobal Client DevelopmentM: +44 (0) 7919 [email protected] Michael HobermanCrawford TPA[M: [email protected] Lindsey KnudsonLoss Adjusting and Catastrophe ServicesM: [email protected] Jack SchaferManaged RepairM: [email protected] Kenneth KnollOn-Demand ServicesM: [email protected]

Lives. Restored.They’re not just claims.They’re people. They’re family.

v

www.crawco.com

Learn more at www.crawco.com

5335 Triangle Parkway NW, Peachtree Corners, GA 30092

404.300.1000 | [email protected] | www.crawco.com

For over 75 years, Crawford

has solved the world’s claims handling challenges and helped businesses keep their focus where it belongs — on people.

9,000 employees | 70 countries | $14B annual claims payments


Illustration & iconographyOur graphics and illustration style are genuine and simple representations of our services, innovations and processes. Graphics should support the message in a clear and intentional way.

When creating graphics or illustrations, only use the Crawford color palette or white. Solid colors translate the best in graphic representations and patterns should not be used.



We’re leading it.





Years50

Drones

2,000+




9,000 employees | 40,000 WeGoLook Lookers | 70 countries | $14B annual claims payments

We bring together experts from around the world to offer comprehensive, intelligent solutions to our customers.

Third Party Administration

ManagedRepair

On-DemandServices

LossAdjusting

Disability & LeaveManagement

CatastropheSupport

CRAW-TECH-SS-0918

Investing in practical, intelligent solutions

If you’re innovating in the Insurtech or claims-handling industries, we’d love to talk with you about how a partnership with Crawford can offer stability and support while exposing your solutions to thousands of potential customers.

Learn more at www.crawco.com/civ

Mobile Apps Virtual Reality

Drones Telematics

Wearables Blockchain

Artificial Intelligence 3D Imaging

Iconography and messaging

cross-sell messaging on the back of a sales sheet

The Crawford “boilerplate” is the simple and consistent way we promote all of our services. It should be included in all marketing and promotional materials.




LossAdjusting

ManagedRepair

On-DemandServices


MedicalManagement

CatastropheResponse




LossAdjusting

ManagedRepair

On-DemandServices


MedicalManagement

CatastropheResponse


Incorrect illustration usageTo maintain brand continuity, please avoid the use of the types of illustrations shown below. Exceptions can be made for specific themed events, but should be used sparingly. For ques-tions regarding when the use of these types of illustrations are acceptable, please email [email protected].

Do not use low-qualityor pixelated images.

Do not use sinister or offensive illustration styles

Do not use illustrationsthat are non-functional or just for decoration

Do not use gradients or gloss effects in printed collateral.

Do not use clip artof any kind.

Do not change the ratioof the curve to increase the

depth of the curve


Graphic elementAdding a curve to a design layout is a simple way to create a unique look and make our communications and documents recognizable across all of our global service lines. This graphic element doesn’t need to be present in all of our branding efforts, but it’s an effective tool to add visual interest and enhance our storytelling.

Below are specs to help you include this graphic element in the design of your document.

Between 0.45” to 0.3” from the lowest to the highest point of the curve, depending on the proportions of the piece

8.5x11”4.5x11”

8x5.5”

5.5x8”

Between 0.45” to 0.3” from the lowest to the highest point of the curve depending on the proportions of the document


When major losses occur, you don’t just need an adjuster, you need a leader. Crawford’s Global Technical ServicesSM (GTS) group features the largest, most experienced team of strategic loss managers and technical adjusters in the world. Covering virtually every industry and every geographic region, Crawford employs more nominated senior technical adjusters than any other independent adjusting resource.

GTS also offers expertise in a variety of specialties and industries, including:

Large Complex LossCrawford’s Global Technical ServicesSM group meets

the world’s most challenging claims head-on.

large loss claims processed annually

30K+

in indemnity dollars annually

75B+

Cyber incident reported daily1

Global Technical Services

• Reducing cost and time in process

• Increasing policyholder satisfaction

• Effortlessly scaling to meet demand

• Responding to catastrophic events

• Expanding geographic reach• Processing claims of any

size or complexity

• Marine and transportation• Mining• Power and energy• Public entity• Real estate• Retail• Technology• Telecommunications


We’re leading it.





Years50

Drones

2,000+


Examples of graphic element applications

Key Contacts

Benedict BurkeGlobal Client DevelopmentM: +44 (0) 7919 [email protected] Michael HobermanCrawford TPA[M: [email protected] Lindsey KnudsonLoss Adjusting and Catastrophe ServicesM: [email protected] Jack SchaferManaged RepairM: [email protected] Kenneth KnollOn-Demand ServicesM: [email protected]

Lives. Restored.They’re not just claims.They’re people. They’re family.

v

www.crawco.com

Learn more at www.crawco.com

5335 Triangle Parkway NW, Peachtree Corners, GA 30092

404.300.1000 | [email protected] | www.crawco.com

For over 75 years, Crawford

has solved the world’s claims handling challenges and helped businesses keep their focus where it belongs — on people.

9,000 employees | 70 countries | $14B annual claims payments


Sales sheet template

1

4

2

5

3

6

7

8

9

10Crawford & Company® offers an end-to-end property claims solution specifically designed to take the complexity and worry out of claims management. Whether the damage is cosmetic or catastrophic, Crawford delivers the right response every time.

Infused by Crawford innovations including TruLookTM and WeGoLook®, our services adapt to each and every claim, leveraging technologies such as self-service mobile apps and drones to maximize efficiencies for you and your policyholders.

PropertyRestoring and rebuilding for businesses

and individuals around the world.

claims processed through Crawford.

Million1.2+

nationally from a Crawford on-demand resources.

Miles12

reduction in cost through our TruLookTM model.

Percent30I want to express my appreciation for the outstanding professional services that Crawford provided us in the aftermath of the largest loss in our 80 plus year history.Program Manager, National Corporate Insurer

From first notice of loss through payment and repair, Crawford is there.Perfect for• Reducing cost and time in process• Increasing policyholder satisfaction• Effortlessly scaling to meet demand• Responding to catastrophic events• Expanding geographic reach• Processing claims of any size or complexity

• Trusted appraisal services across low to high complexity property claims• The most comprehensive network of licensed adjusters• Unmatched commitment to ongoing training• Global coverage with a regional touch• TruLook – the right process for every claim. Anytime. Anywhere.• Contractor Connection – The world’s largest and most experienced managed repair network• WeGoLook – providing on-demand field services anytime and anywhere• 24/7 omnichannel claims intake• Industry-leading innovations including mobile claim submission, aerial photo capture, and more

Learn more at www.crawco.com/services/property

CRAW-PROP-SS-0918




LossAdjusting

ManagedRepair

On-DemandServices


MedicalManagement

CatastropheResponse

1

2

3

4

7

8

109

6

5

Primary Crawford logo should always be on the top left

corner. Size: 1.3” wide

Title: Adelle Regular, 25 pt

Subtitle: Neue Haas Grotesk Text Std, Roman, 16pt.

Leading 34pt. for the first line, and 23pt for the second line

BodyCopy: Neue Haas Grotesk Text Std, Roman, 10.5pt.

Leading at least 15pt. | Color: 70% black

Factoids column

Header: Adelle Regular, 25 pt | leading 25pt | Color:

Crawford Blue

Subheader: Neue Haas Grotesk Text Std, Roman, 10.5pt.

Color: Crawford Blue 2

Cross-sell messaging

Secondary logo: Bottom left | Size: 1.3” wide

Contant info and social media icons: Bottom right

0.5” margin

0.6

5” m

argi

n

If you need assistance creating or accessing any sales or marketing material, please email us at one of the following:Europe, Asia Pacific and Latin America: [email protected] | Canada: [email protected] | U.S: [email protected]


Social mediaBranding across Crawford’s social media platforms should align with our company website and other web channels.

When creating a graphic or an illustration to share on our social media channels, refer to our brand guidelines to maintain brand continuity. The tone, voice and look should be consistent across all platforms. Consistency is a vital part of brand recognition and success.

Social media cover photos are the most significant piece of real estate on our company’s social media channels. This is an excellent opportunity to demonstrate the core benefits of a product, showcase social responsibility, highlight upcoming events, or other global company initiatives

Social media posts: Make sure that fonts, colors, and designs are consistent in all graphics we share or create.


Social Media do’s and dont’s

DO use visual hierarchy.

Apply stylistic elements

like color, type size and

positioning to convey the

relative importance of

information on a page.

DON’T forget about white space.

White space (the unmarked areas

of an image) is a fundamental

principle of design. Properly

used, it can drastically enhance

the appeal of an image.

DO make sure your text is

easy to read.

A large share of your

content will be consumed on

smartphones. Keep that font

size up.

DON’T overwhelm your visual.

Don’t use the image as extra

space for text descriptions,

or you risk deterring your

audience before they even get

to the bulk of your content.

DO use consistency.

If your social media content

looks and feels connected,

your audience will form a clear

understanding of your brand

and its message.

DON’T over design.

It’s really easy to get carried

away. Sometimes simplicity can

have more of an impact.


Trade shows and other live eventsLive-event communications such as trade shows, client events and conferences are some of the most effective opportunities to build brand awareness. As you review your exhibit, be especially aware of how the Crawford brand is presented. All graphic treatments should align with the Crawford brand guidelines, and personal presentations should adhere to the brand voice and tone.

Keep these tips in mind when you are designing your trade show or live event exhibit:

1. Ensure that the display design is consistent with Crawford brand guidelines and correctly reflects our mission.

2. Use simple designs rather than complex designs. Choose a single focal point image and a clear

message.

3. Design all displays and messages for your audience.

4. Divide graphics collateral into four sections: • The top quarter should be reserved for a large version of the Crawford logo. • The second quarter should have a catchy headline or marketing tagline. • The third quarter should be at eye level and contain images and a few value propositions

based on the audience. • The bottom quarter should not have important text or images, but supplemental images or

text are acceptable.

5. Hang a sign featuring the Crawford logo prominently, so it’s easy to spot in a crowded area.


Tradeshows branding examples

Crawford Branded Co-branded pieceOur primary Crawford logo should serve as the first impression.

Crawford sub-brandsThe secondary Crawford logo should always be present on all promotional materials for any of its subrands.

Specialize or elite service A service call-out and/or service lockup can be used when promoting a specialized service like Catastrophe Services or Global Techical Services.


1234 Street name City name, State 654321

Branded materials

Crawford & Company®

5335 Triangle Parkway NW Peachtree Corners, GA 30092

FOR IMMEDIATE RELEASE

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Duis interdum turpis lorem, nec feugiat eros ultricies quis. Etiam sit amet volutpat nibh. Pellentesque sed porttitor leo. Praesent iaculis neque augue, ut semper nisi egestas sed. Mauris purus quam, maximus ut tortor vitae, lacinia tincidunt urna. Sed pretium semper nulla ac ultricies. Donec luctus viverra nisi, quis aliquam arcu pellentesque in. Aenean in arcu vitae nisl tincidunt interdum ac id enim. Donec viverra finibus est, vitae fermentum augue facilisis at. Maecenas tincidunt tempor gravida. Nam consequat tincidunt eros id condimentum.

Suspendisse in fermentum massa, et accumsan augue. Aliquam hendrerit turpis vitae dui aliquet elementum. Etiam scelerisque justo id cursus suscipit. Etiam ac leo eget ipsum auctor pharetra non a lacus. In gravida mauris vel diam euismod suscipit. Etiam mollis sodales metus a laoreet. Donec id arcu vehicula justo mollis fringilla. Proin iaculis arcu sit amet velit efficitur sagittis. Quisque id massa at purus luctus faucibus.

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Morbi tempor eu lectus eget condimentum. Duis bibendum pellentesque eros imperdiet luctus. Sed elementum dapibus risus sit amet volutpat. Suspendisse convallis, nisi nec vehicula vehicula, tortor lacus vestibulum lacus, sed tincidunt purus libero non mi. Maecenas ipsum quam, aliquam eu sodales ac, interdum non purus. Quisque a quam at tellus placerat lobortis id eget ex. Cras at ipsum libero. Praesent tristique nunc dui, sit amet consectetur nulla porta fringilla. Aliquam commodo aliquam metus eu malesuada. Donec semper tempus lectus, in porta nisl tristique a.

For further information regarding this press release, please contact [email protected].

# # #

Press release templateFor information, or submissions of press releases, please email [email protected]

Letterhead & letter size envelopeword brochure

To download the most recent designs, please visit crawfordglobalmarketing.com/branded-materials.

* These templates can only be used for internal or client/prospect facing materials such as RFPs, letters or PowerPoint presentations. They cannot be used for press releases, marketing or sales materials used to promote Crawford or its sub-brands (e.g., sales sheets, brochures, banners, trade show booths, etc.)


Using our PowerPoint templatesOur templates are designed to help create professional presentations that represent Crawford to internal and external audiences.

1. Before filling in stats, facts and figures, think about your message and the narrative that will be discussed. What is the overall goal of the presentation?

2. Do not crowd slides with excess information. Packing too much content into a slide will ultimately undermine its purpose.

3. Maintain a strong contrast between text and background colors. A stronger contrast makes presentations easier to read.

4. Limit your designs to a single image with simple or no text.

5. A harmonious palette enhances the look of your entire presentation. There is no need for complex gradients or textures. Make sure you are using the Crawford color palette correctly. Please refer to pages 13-14 in this guide for information on the Crawford color palette.

Powerpoint presentation sample




Our Brands Our brands carry meaning within our industry. To maintain our legacy and build visibility, we have evolved our architecture and sub-brands — bringing them closer together under a unified Crawford master brand.

If outside the U.S., it is mandatory to use the “By Crawford & Company” version of the Broadspire, Contractor Connection, and Wegolook logo.If you have any questions about our logos, trademarks, and registrations, or if you are not sure which version you should use for your country, please email us at one of the following:

Europe, Asia Pacific and Latin America: [email protected] | Canada: [email protected] | U.S: [email protected]

A CRAWFORD COMPANYA CRAWFORD COMPANY


Sometimes the Crawford brand leads, sometimes it endorses

When Crawford is endorsing a sub-brand, you should always use the secondary Crawford logo. This logo should appear on all communications and branded materials.


Back

Front

Business Cards

Business cards options will vary per country, based on the services provided.


Our sub-brands in context


Broadspire logo guidelinesBroadspire logo guidelinesClear space is the area that is required around the outside of our logo. Always maintain clear space around the Broadspire logo to protect it from distracting graphics or typography.

The minimum required clear space for the logo is defined by the measurement “O” as shown. This measurement is equal to the height of the letter O in the logo.

If outside the U.S., and it is a service provided by Broadspire, it is mandatory to use the version of the Broadspire logo, “By Crawford & Company”.

O O

The minimum size for the Broadspire logo is 1.5 inches wide for print and 225px for digital applications.

The minimum size for the Broadspire logo is 1.5 inches wide for print and 225px for digital applications.

1.5”1.5” 225 px225 px

The Broadspire logo should never be used without “A Crawford Company” in the U.S., or without “By Crawford & Company” outside the U.S.

Crawford & Company® Brand Guidelines | Version 1.1 | January 2020. All rights reserved. | For internal use only.40 If handled incorrectly, employee leave programs can result in financial strain and dissatisfied employees. Fortunately, Crawford’s highly experienced team of professionals and comprehensive scope of services offer a better way to facilitate employee recovery and return to work, while helping employers manage overall disability and leave costs.

Whether for short or long-term disability, FMLA, IDM – or anything in between – Crawford, through its global TPA and medical management provider, Broadspire, helps improve your program’s efficiency and financial health. This, coupled with our intense focus on customer service and satisfaction, allows you to trust that your program is managed in a consistent, compliant, and high-touch manner every step of the way.

Disability and LeaveComprehensive, industry-leading programs to drive

better outcomes for employees and employers

of working age adults not working due to disability

5%

probability of returning to work one year after a disabling injury

32%

disabled individuals worldwide

Billion1

When it comes to disability, time is not on our side and the health consequences to the individual can be significant.Dr. Marcos Iglesias | Chief Medical Officer | Crawford / Broadspire

Logo usage with backgroundsConsistent usage of the Broadspire logo helps build brand recognition and ensures that our logo is always rendered with maximum impact and clarity. The Broadspire blue logo should only be used on a white background, and the white logo should only be used on approved brand colors or on imagery where the logo is clear and legible.

The Crawford logo can never be placed on backgrounds that distract from or compete with the logo.




Broadspire color identity

The Broadspire and Crawford brands share the same color palette.The Crawford Blue is Broadspire’s primary brand color and should be used to help drive consistency across all communications.




Crawford Periwinkle665C17 M20 Y0 K1RGB 198-188-208


Crawford Berry2040C0 M96 Y43 K0RGB 219-10-91





Broadspire color identity –web and digital applications




Crawford PeriwinkleHEX #C6BCD0


Crawford BerryHEX #DF195C

*Crawford Blue 3HEX #4D699E








Broadspire sales sheet template

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If handled incorrectly, employee leave programs can result in financial strain and dissatisfied employees. Fortunately, Crawford’s highly experienced team of professionals and comprehensive scope of services offer a better way to facilitate employee recovery and return to work, while helping employers manage overall disability and leave costs.

Whether for short or long-term disability, FMLA, IDM – or anything in between – Crawford, through its global TPA and medical management provider, Broadspire, helps improve your program’s efficiency and financial health. This, coupled with our intense focus on customer service and satisfaction, allows you to trust that your program is managed in a consistent, compliant, and high-touch manner every step of the way.

Disability and LeaveComprehensive, industry-leading programs to drive

better outcomes for employees and employers

of working age adults not working due to disability

5%

probability of returning to work one year after a disabling injury

32%

disabled individuals worldwide

Billion1

When it comes to disability, time is not on our side and the health consequences to the individual can be significant.Dr. Marcos Iglesias | Chief Medical Officer | Crawford / Broadspire

Providing the right solution at the right timeOur disability and leave services include:• Federal Medical Leave Act (FMLA) Administration• State Leaves• Short-term Disability (STD)• Long-term Disability (LTD)• Clinical Case Management• Vocational Case Management• Workers Compensation• Military Leaves• Americans with Disabilities Act (ADA) (ADAAA)• Physician Review Services

Learn more at www.crawco.com/disability

CRAW-D&L-SS-1118




LossAdjusting

ManagedRepair

On-DemandServices


MedicalManagement

CatastropheResponse

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Primary logo should always be on the top left corner.

Secondary Crawford logo






Mention of Crawford in the body copy

Factoids column


Crawford Blue




Secondary logo: Bottom left | Size: 1.3” wide

Contact info and social media icons: Bottom right

0.5” margin

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1234StreetnameCityname,State654321

Broadspire branded materials

PowerPoint template

Letterhead and envelopeWord Brochure




Contractor Connection logo guidelinesClear space is the area that is required around the outside of our logo. Always maintain clear space around the Contractor Connection logo to protect the logo from distracting graphics or typography.

The minimum required clear space for the logo is defined by the measurement “C” as shown. This measurement is equal to the width of the letter C in the logo.

If outside the U.S., and it is a service provided by Contractor Connection, it is mandatory to use the version of the Contractor Connection logo,“By Crawford & Company”.

The minimum size for the Contractor Connection logo is 1.5 inches wide for print and 225px for digital applications

The minimum size for the Contractor Connection logo is 1.5 inches wide for print and 225px for digital applications

C C

C C

1.5” 1.5”225 px 225 px

The Contractor Connection logo should never be used without “A Crawford Company” in the U.S., or without “By Crawford & Company” outside the U.S.


Logo usage with backgrounds

The Contractor Connection blue logo should only be used on a white background, and the white logo should only be used on approved brand colors or on imagery where the logo is clear and legible.

The Contractor Connection logo can never be placed on backgrounds that distract from or compete with the logo.



When damages occur, your policyholders aren’t just looking for payments – they’re looking to get their lives back in order.

Crawford®’s Contractor Connection® is the largest independently managed network of

contractors servicing the property insurance industry. Our time-tested model helps you

manage claims adjustment expenses, reduces claim cycle times, and improves estimate

accuracy.

Join the national leading insurance carriers who deliver on their promise by offering the

best possible policyholder claim experience.

General Contractor and Emergency Services

6,000 contractors globally | 350,000 assignments annually | $2.5B annual project costs

Don’t just write a check.

Repair & Restore

24/7/365 | [email protected] | contractorconnection.com/insurance-programs | 800.690.0174


Contractor Connection color identity



The Contractor Connection and Crawford brands share the same color palette with some variations on the supporting color palette to enhance the brand’s unique personality.



BlackPantone BlackC63 M62 Y59 K94RGB 45-41-38


CCC Accent Red7621C0 M98 Y91 K30RGB 171-35-40




Contractor Connection color identity –web and digital applications





CCC Accent RedHEX #AB2328

*Crawford Blue 3HEX #DF195C


BlackHEX #0c0c0c







End the search for reliable repairEvery contractor in our network has passed our rigorous credentialing process and is fully licensed, insured, and financially stable. Instead of making endless phone calls searching for the perfect contractor, your policyholder will already be on their way to a renewed home or business.

Available to clients in the US, Canada, the UK, Australia and Germany, Crawford Contractor Connection only works with industry-leading general and specialty contractors. Our network contractors provide emergency response, general contractor restoration and specialty contractor services for commercial and personal property

Learn more at contractorconnection.com or 800.690.0174

CC-GENERIC-SS-0918

Contractor Connection’s Contact Center has been recognized

by J.D. Power by providing “An Outstanding Customer Service

Experience” for the Live Phone Channel.

Faster service Accurate estimates

Improved efficiency Unmatched quality




LossAdjusting

ManagedRepair

On-DemandServices


MedicalManagement

CatastropheResponse

Contractor Connection sales sheet template

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project costs processed annually

$2.5B

annual assignments

350k+

contractors in network

6,000+

A focus on technology, continuous improvement, and a customer-centric culture has made Contractor Connection integral to the success of our property claims departmentTim Engman | Property Vendor Manager | Mutual of Enumclaw Insurance

Most claims handling processes end when the check is cut, but with Crawford’s managed repair services, your policyholders enjoy full support throughout the process.

Crawford’s Contractor Connection is the largest independently-managed network of contractors servicing the insurance industry. With over 6,000 rigorously-vetted contractors in the network, Crawford is the only claims handling company able to deliver a world-class customer experience to your customers from first notice of loss all the way through to finished repair.

Plus, our time-tested model reduces time-in-process, cuts claims handling expenses, and improves estimate accuracy — all through a program that costs our clients nothing.

Repair and RestoreWhen damages occur, your policyholders aren’t just looking for

payments, they’re looking to get their lives back in order.

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Factoids column

Subheader: Neue Haas Grotesk Text Std, Bold, 21 pt.

Color: Crawford Blue


Contractor Connection logo: Bottom left | Size: 1.5” wide


0.5” margin

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Contractor Connection branded materials

PPT template Letterhead and envelopeWord Brochure




WeGoLook logo guidelines

Clear space is the area that is required around the outside of our logo. Always maintain clear space around the WeGoLook logo to protect the logo fromdistracting graphics or typography.

The minimum required clear space for the logo is defined by the measurement “W” as shown. This measurement is equal to the width and height of the letter W in the logo.

The minimum size for the WeGoLook logo is 1.5 inches wide for print and 125px for digital applications. Violating this standard compromises the integrity and legibility of the logo.

W W

W W

The minimum size for the WeGoLook logo is 1.5 inches wide for print and 225px for digital applications.

The minimum size for the WeGoLook logo is 1.5 inches wide for print and 225px for digital applications.

The WeGoLook logo should never be used without “A Crawford Company” in the U.S., or without “By Crawford & Company” outside the U.S.

1.5” 1.5”225px 225px


On-demand field servicesthat turn the impossible into the expected.

average age (in years) of Lookers

42.3

verage travel distance (in miles) for US Looks

12.5

of those who apply actually become Lookers

36%“ The more you know about the assets you’re insuring, the more accurately you can price their risk.”

Robin Smith, Co-Founder

orem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur vel

purus consectetur, convallis urna eget, tincidunt magna. Curabitur

ultricies ipsum lacus, id hendrerit nunc lacinia vitae. Aliquam

ornare nibh ac porttitor finibus. Nulla ullamcorper porttitor lorem

dignissim volutpat. Mauris semper maximus erat, eget molestie erat

venenatis vel. Sed iaculis convallis feugiat. Nunc ac sapien mollis,

tincidunt tellus a, eleifend ex. Aliquam et sagittis nisl. Vivamus

blandit scelerisque varius. Etiam fringilla, mi a eleifend luctus, lacus

erat accumsan justo, vel elementum leo sapien at neque. In non

consequat est. Integer semper massa et tortor ultrices, vel tristique

ipsum auctor. Fusce interdum nunc hendrerit massa venenatis mattis.

Nunc id leo augue.

Logo usage with backgroundsConsistent usage of the WeGoLook logo helps build brand recognition and ensures that our logo is always rendered with maximum impact and clarity. The WeGoLook blue logo should only be used on a white background, and the white logo should only be used on approved brand colors or on imagery where the logo is clear and legible.

The WeGoLook logo can never be placed on backgrounds that distract from or compete with the logo.




WeGoLook color identityThe WeGoLook and Crawford brands share the same principal color palette with some variations on the supporting color palette to enhance the brand’s unique personality.



WeGoLook Accent300C96 M35 Y21 K52RGB 63-86-102

WeGoLook Orange021C0 M45 Y86 K0 RGB 255-108 -47

WeGoLook Neutral657C10 M4 Y0 K0RGB 214-226-242

The color values listed above should only be used for print.If you need to create an online application, or if you have a request for a webpage, please email us at [email protected] for additional information and guidelines.






WeGoLook sales sheet template

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On-demand field servicesthat turn the impossible into the expected.

average age (in years) of Lookers

42.3

verage travel distance (in miles) for US Looks

12.5

of those who apply actually become Lookers

36%“ The more you know about the assets you’re insuring, the more accurately you can price their risk.”

Robin Smith, Co-Founder

orem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur vel

purus consectetur, convallis urna eget, tincidunt magna. Curabitur

ultricies ipsum lacus, id hendrerit nunc lacinia vitae. Aliquam

ornare nibh ac porttitor finibus. Nulla ullamcorper porttitor lorem

dignissim volutpat. Mauris semper maximus erat, eget molestie erat

venenatis vel. Sed iaculis convallis feugiat. Nunc ac sapien mollis,

tincidunt tellus a, eleifend ex. Aliquam et sagittis nisl. Vivamus

blandit scelerisque varius. Etiam fringilla, mi a eleifend luctus, lacus

erat accumsan justo, vel elementum leo sapien at neque. In non

consequat est. Integer semper massa et tortor ultrices, vel tristique

ipsum auctor. Fusce interdum nunc hendrerit massa venenatis mattis.

Nunc id leo augue.

WeGoLook Quick Facts

Founded: 2009Number of On-demand Field Workers: 40,000+Serving: United States, Canada, UK, AustraliaAvg. Delivery Time: 0.83 days for 1-Day Service

WeGoLook combines mobile technology with an on-demand workforce of over 40,000 Lookers to help businesses and individuals gather and validate information anytime, anywhere.

Contact Us8.55-265-LOOK | wegolook.om




LossAdjusting

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MedicalManagement

CatastropheResponse

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Factoids column




Crawford Blue


WeGoLook Logo: Bottom left | Size: 1.5” wide


0.5” margin

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WeGoLook branded materials

PPT template Letterhead and envelopeWord Brochure





Crawford®

Brand GuidelinesVersion 1.1 | January 2020

crawford brand guidelines · 4 crawford company® brand guidelines version 11 january 2020 all...

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