CNA Brand Guidelines JANUARY 2018

Transcription

1 CNA Brand Guidelines JANUARY 2018

2 2 3 Introduction 4 The CNA Brand 5 Brand Positioning 6 Top 10 Things To Remember 7 Communication Guidelines 8 Communication Policy 11 Verbal Identity 12 Content Strategy 13 Brand Voice 14 Target Audiences 15 Messaging Flow 16 Short Form 17 Long Form 18 Editorial Style Guidelines 23 Visual Identity 24 Brand Logo 25 Specifications 26 Digital Logo Usage 27 Correct Logo Use 28 Incorrect Logo Use 30 Tagline with Logo 31 Tagline Formatting 32 Backed by CNA Logo 33 CNA Surety Logo 34 CNA National Logo 35 CNA / Hardy Logo 36 Co-Branding and Endorsements 37 Color Palette 38 Typography 39 Headline Formatting 40 Subhead and Body Copy Formatting 41 Tagline Formatting 43 Corporate Sign-off Formatting 44 Disclaimer Formatting 45 Address and Mailing Panel Formatting 46 Photography 58 General Guidelines 59 Brochure or Folder 60 Sell Sheet 61 Other Common Sizes 62 Signage 63 Premium Items 64 General Production Guidelines 65 Industry / Appetite 66 Construction 67 Financial Institutions 68 Healthcare 69 Manufacturing 70 Professional Services 71 Real Estate 72 Small Business 73 Technology 74 Other Industries/ Appetite 75 Products /Services 76 Claim 77 Risk Control 78 Other Products/Services 79 Presentation Guidelines 81 Digital Guidelines/ 82 How to Use This Guide 83 Typography 89 Color Palette (Digital) 90 Buttons 94 Imagery 95 Iconography - CNA.com 96 Interaction 99 Forms 102 Page Sections 103 Fixed Header/Footer 104 Global Navigation 105 Curation 106 Fat Footer 107 Engagement Zone 108 Carousel 109 Spotlight 110 Shelves 111 Accessibility 112 Digital Guidelines/ Inside CNA/Internal 113 Banners 116 Iconography- Inside CNA 117 Social Media 118 Color 119 Photography 120 Footer 121 Examples 124 Marketing Automation Styles 129 Landing Pages 130 Signature 131 CNA Employee s 133 Video Guidelines 134 Video Requirements 135 Video Production 137 Interviews 138 Lighting 139 Audio 140 Bumpers 141 Text Frames 142 Motion Graphics 143 Video Disclaimer 51 Icon Usage 52 Infographic Usage 53 Notch 54 Notch with Call-out 55 Charts and Graphs 56 Maps - United States 57 Maps - International

3 Introduction These guidelines are published to help you and your approved designer, printer or specialty vendor understand the established look and feel of the CNA brand. They are also intended to provide elements that may be used to create unique designs while maintaining, supporting and enhancing the overall CNA brand. Of course, not every situation will be addressed within these pages. Ultimately, every piece of communication should represent a singular CNA brand. Furthermore, all marketing materials are subject to review and approval by CNA Corporate Communications.

4 INTRODUCTION 4 The CNA Brand CNA has been providing specialized business insurance solutions for more than 100 years. We are trusted advisors, committed to creating a superior customer experience and building lasting relationships through our underwriting expertise and outstanding risk control and claim service. We combine the financial strength and scale only a national carrier can provide with the advantage of local presence and underwriting authority usually associated with regional carriers. The CNA brand is one of our most valuable assets. It communicates our corporate values and strategies to our people, agents, insureds and all other external audiences. The core of our brand is strength, expertise and service. We are a company of experienced professionals dedicated to independent agents and brokers, our customers and the communities we serve. We give our agents and their clients the support they need to protect and grow their businesses. By producing materials that consistently convey this core, we develop a basis of familiarity and understanding within the marketplace and differentiate ourselves from our competitors.

5 INTRODUCTION 5 Brand Positioning Defining the CNA Brand The most successful brands are comprised of a common understanding of what the company stands for and a consistent expression of that meaning across all points of contact with the brand. Following are the core CNA brand attributes and market positioning; how they are relevant for our customers and constituents; and the copy style and approach for communicating to those audiences. CNA s Winning Proposition Customers We promise our customers more that just a policy we deliver distinctive solutions and a superior customer experience, as reflected in our: Deep industry and product expertise Consistency of behavior in appetite, pricing and service Ease of doing business Drive to make the right deal for our customers Employees Our employees are the heart of our business and take pride in every customer interaction. We are committed to shaping a culture of continuous learning and providing a work environment that: Empowers our people with the knowledge, skills and resources to grow their career Encourages collaborative working relationships to deliver a superior customer experience Recognizes and rewards thinking that innovates or simplifies the way we do business Values diverse perspectives in everything we do

6 INTRODUCTION 6 Top 10 Things to Remember The overall CNA look and feel can be best described as clean, open and contemporary. Simply put, less is more. Maintaining this feel requires conscious use of white space as a design element and a reduction of design elements overall. In this schema, a single powerful image has more value than multiple images, and use of secondary colors should be kept to a minimum. 1. Never recreate or alter the CNA logo. Downloadable logos can be found on Inside CNA and The correct CNA logo must appear on everything produced. 2. Never use the logo as a graphic element within a sentence. CNA must always be capitalized, except in reference to the website. 3. Avenir is the typeface for all printed CNA communications. Avenir should be substituted by Arial on the web and in Microsoft Word and PowerPoint. See page 43 for typography guidelines. 4. The primary corporate colors are PMS 1797 (CNA red), PMS 423 (CNA gray) and PMS 5405 (CNA blue). One of the most important colors to use in all CNA communications is white. All designs should use as much white space as possible. In copy-heavy situations, it is better to downsize graphics and photos than to have the entire page full of text and images. See page 42 for color palette guidelines. 5. The tagline must be placed in all external materials. CNA s tagline, we can show you more., can be used with the logo or as part of the body copy. See page 37 for tagline guidelines for the logo and see page 38 for tagline guidelines for body copy. 6. Always speak from a customer-needs perspective. Benefits first, supported by features. 7. Be friendly and emphasize service. Use the words you and we. 8. Avoid category selling. All copy should highlight the unique benefits of working with CNA to provide coverage (i.e., our core brand attributes) as opposed to selling a specific product or service category. 9. Treat the tagline consistently in body copy. In advertising and marketing materials, the tagline we can show you more. should be bold-faced and used in context at the end of body copy and separated with a space, an ellipsis and another space. For tagline guidelines, see page When in doubt about our brand, just ask. If you need additional information or assistance, please corporatemarketing@cna.com. Remember, as a market-driven company, our standards will continue to evolve. Please visit for updates.

7 Communication Guidelines The Corporate Communications team develops a strategic communications approach that ties messaging to our enterprise strategies, involves all appropriate stakeholders and leverages the full depth and breadth of our communication vehicles. In this section, you'll find a collection of tools that will help you prepare for your internal and external communications needs.

8 COMMUNICATION GUIDELINES 8 CNA Communication Policy Policy Highlights Corporate Communications ensures consistent and coordinated messages for all external and internal communications sent on behalf of CNA. Communications are prioritized and scheduled, which allows appropriate emphasis for major announcements and limits distribution of multiple communications on the same day. The Corporate Communications team follows a protocol of informing the appropriate internal audiences prior to any external communication. All content is vetted in advance for necessary subject matter expert or legal approvals. Corporate Communications governs all communications that are sent to broad internal and external audiences regarding updates to policy, pricing, appetite, etc. As required by the CNA Human Resources Policy Manual, Corporate Communications manages all contact with the media and external presentations. Media Relations All contact with the news media must be managed by CNA's Corporate Communications Media Relations staff. CNA employees who have been contacted by the news media are required to immediately contact Media Relations by calling If possible, please provide the following information: Date and time of call Media caller s name Name of publication, station and location (city, state) Phone number Specific question Deadline The Media Relations Policy is intended to ensure consistent and coordinated corporate and business messages, improve the flow of information to the news media and offer contact information for knowledgeable spokespersons regarding any CNA subject matter. The Media Relations Policy can be found in its entirety in the Human Resources Policy Manual. Media activities include: Interviews with media Written and oral statements News conferences and news releases Articles on CNA products, services and events Company positions on public issues Requests for news releases and reprints of previously published news materials, and requests for speech reprints from any CNA meetings Contracting and managing any outside public relations agencies Key Contacts All inquiries from the media should be directed to: Sarah Pang at (cell ) or sarah.pang@cna.com Brandon Davis at or brandon.davis@cna.com If you have a question about this Communication Policy, or have a question not related to the media, please contact your established Corporate Communications lead or: David Baugh at (cell ) or david.baugh@cna.com Josh Clifton at or joshua.clifton@cna.com

9 COMMUNICATION GUIDELINES 9 Public Presentations and Professional Publications All public presentations and professional publications must be approved in advance by Corporate Communications. The Communications team works to support and encourage public presentations by and professional publication of CNA employees. These activities reinforce the company s reputation as a leader in the industry and the communities where it does business. Please note: External/public presentations and publications include speeches, panel discussions, teleconferences and other similar public forums. External/public presentations do not include closed business meetings that are not open to the general public or the media. Professional publications include print and electronic media directed to a professional audience. During the approval process, Corporate Communications may require the addition of appropriate disclaimers as well as copyright protections. CNA speakers at an external/public event are responsible for providing a copy of presentation materials to Brandon Davis (brandon.davis@cna.com) at least four (4) weeks in advance of the presentation date along with presentation materials. Speakers are expected to provide information on the speaking event, the sponsoring organization, the location and the audience, as well as a name and phone number of a contact person at the sponsoring organization. CNA authors seeking publication in a professional publication are responsible for providing a copy of their manuscript to Brandon Davis (brandon.davis@cna.com) at least four (4) weeks in advance of the publication deadline. In addition, authors are expected to provide information on the publication, the publication date and the name and phone number of the editor. Underwriting Directives / Underwriting Communications Bulletin All underwriting directives to the Field are updated exclusively on the Underwriting Desktop. The goal is to highlight and explain directive updates in one place, simply and clearly, so that employees in the Field can begin using them immediately. Employees should be mindful to print these directives at their own risk as they will be updated in real time responding to CNA s unique position within the market. To help the Field stay on top of the latest developments, a monthly summary of our appetite and pricing activity is sent via as part of the Underwriting Communications Bulletin. Please contact David Baugh at or Josh Clifton at with any questions; or for underwriting guidance please contact Julie Stephenson, Chief Underwriting Officer, Commercial; or Chris Leisz, Chief Underwriting Officer, Specialty.

10 COMMUNICATION GUIDELINES 10 Business Communications Messages to broad audiences announcing policy changes must go through Corporate Communications to ensure adherence to our business strategies. Corporate Communications will make sure to secure underwriting, legal and compliance approvals, and will send these communications via Agent enews. Social Media In the rapidly expanding world of electronic communication, social media can mean many things. We deem social media as including all communication methods or posting information or content of any sort on the Internet. The use of social media presents certain risks and carries with it certain responsibilities. To assist you in making decisions about your use of social media, refer to the Social Media Policy for appropriate use of social media. If you have questions or need further guidance, please contact Brandon Davis at or Lauren Reiniger at

11 Verbal Identity It is not enough to inform customers about our brand, products and services; we must actively engage them and sell the advantages of working with CNA. First and foremost, that means being benefit-driven in all communications. Emphasize the specific end benefit of why CNA matters to our agents and their clients, and how we can help them (how their business will benefit). Then, support it with the what and how of the CNA brand (i.e., highlighting our core attributes, such as longevity, expertise, superior customer service and financial strength, that help us deliver on this promise).

12 VERBAL IDENTITY 12 Content Strategy CNA s content strategy is fed by: Business goals Communication goals and differentiators by segment Winning proposition and winning behaviors Brand positioning and personality Brand differentiators Audience prioritization Audience behaviors and needs Content goals: Supporting CNA s business objectives: CNA content has three main goals: Enhance relationships with agents, brokers and insureds Build awareness of the CNA brand, and market preference for products, services and key differentiators Maximize ROI by creating publishing efficiencies within communication channels All of these business goals serve the broader CNA business objectives to build strong and effective business relationships, demonstrate our expertise and write more profitable business in our chosen industry segments. Supporting CNA s user objectives: Our content must be: Relevant User-centric Engaging Dynamic It should also: Highlight an ease of doing business with CNA for our agents/brokers Add value by helping our customers better assess and mitigate their risks In addition this strategy should help provide: Thought leadership Relevant, easy-to-find content Creative, engaging and interactive content A comprehensive evolving library of curated content both on and offline

13 VERBAL IDENTITY 13 Brand Voice An Approachable Expert All marketing communications should reflect these structural elements: Straightforward, simple communications are a must. Lead with the benefit explain how we may help save time or money, or increase success or security. Be familiar. Use the words you and we. Headlines and subheads should be benefit-driven and offer a compelling reason to choose CNA over alternative carriers. Copy should explain exactly how or why the business or service would improve the customers or agents experience with CNA. Supporting body copy should highlight the features that make the benefit possible. Body copy may include the tagline, as appropriate, but it should be used no more than once per piece. The language should reflect that used by the target audience. It should be conversational in tone and sales-focused. All communications should include a clear call to action. The AP Style should be used as the standard for punctuation and grammar. CNA exceptions can be found in the Editorial Style Guidelines. Brand Personality Approachable, consultative experts with deep knowledge of the customers needs Reliable and trustworthy professionals who care A stable, solid, committed organization with a powerful legacy Brand Voice and Tone Use straightforward communication Lead with the benefit Are familiar and approachable Demonstrate our knowledge of the customer and subject matter Use an active voice

14 VERBAL IDENTITY 14 Communicating with Our Target Audiences Agents/Prospective Agents When speaking to agents and distribution partners, emphasize the business advantages of working with CNA. Express our commitment to the long-term success of our distribution partners and the independent agent system. Highlight how we enhance the interaction among our underwriters, agents and their clients by providing disciplined underwriting with local authority, superior claim service and excellent risk control services. Give concrete examples of how we support these capabilities with industry expertise and market- and industry-focused programs. Communicate how our financial strength (as evidenced through our ratings), appetite, and scale allow us to write almost any size business and risk, nationally and internationally. And, when appropriate, convey dedication to the communities we serve (demonstrated through local and national sponsorships and CNA corporate charitable giving. Visit socialresponsibility to learn more). Insureds/Prospective Insureds When communicating to insureds, speak to the reasons why CNA is the right carrier to serve their industry and business such as financial strength and longevity. Give examples of how our expertise enables us to understand our insureds businesses, anticipate their needs and respond with the unique, industry-specific coverages and services that can help them be successful. Explain how, together with independent agents, we help ensure customers get the products they need to help minimize their risk, as well as how we provide responsive service, information and support to help minimize the business impact of any claim. And, when appropriate, convey dedication to the communities we serve (demonstrated through local and national sponsorships and CNA corporate charitable giving. Visit socialresponsibility to learn more). Employees Communications to employees should promote CNA s commitment to providing a fulfilling and diverse work experience. We should reinforce that we are professionals dedicated to providing excellent customer service; we are responsive to client needs; and we value the development and advancement of our employees through educational services and programs. We should stress CNA s competitive benefit package and employee recognition programs. And, when appropriate, highlight how we are dedicated to the communities we serve and support that dedication through volunteer opportunities, charity drives and CNA's matching gift program (visit to learn more).

15 VERBAL IDENTITY 15 CNA Brand Message Messaging Flow When crafting a message, first lead with the brand, then follow with specialized messaging. Specialized Capabilities Approach-specific (Unique CNA divisions with unique specialization and focus with targets that are comprised of multiple industries, and not one specific industry segment) Strength/capabilities/benefits message of a specific division Directed to varied targets/specific needs Experts at executing core business practices Easy to do business with Trusted, experienced advisors (100+ year history of financial strength) A builder of strong relationships Committed to customer service Specialized Expertise Industry-specific History/Expertise Industry-specific programs Specialized Coverage Monoline-specific Product- specific Industry- or Segment-specific Product- specific OR Subsegment- specific Industry- specific Market Size- specific Market Size- Market Size- Product- Subsegment- specific specific specific specific

16 VERBAL IDENTITY 16 Short Form (headlines and calls to action) Headlines should always be a short synopsis of the overall piece and should be very benefit oriented. Calls to action should be specific to the audience and drive the action or response we would like the audience to take. Examples of headlines Technology has the power to change the world. Shouldn t your business insurance have the power to change with it? We have the expertise and experience to build a stronger set of coverages for manufacturing. Three flexible ways to access solid business coverage for the precast industry. When it comes to the right coverages for every small business we can show you more. Examples of calls to action Agent/Broker Call to Action: To discover all of the products and services available from CNA, contact your local branch office or visit General Audience Call to Action: To discover all of the products and services available for your business from CNA, contact your local independent agent or visit

17 VERBAL IDENTITY 17 Long Form (body copy) Body copy should always emphasize the specific end benefit of why CNA matters to our agents and customers. This benefit should be supported with the what and how of CNA s core attributes. Example of body copy As one of the most trusted names in commercial insurance, CNA provides protection to more than 1 million businesses and professionals in the U.S. and internationally. Founded in 1897, CNA is committed to its relationships with customers, distributors and business partners alike. As a result, CNA is the eighth largest U.S. commercial insurer and the 14th largest U.S. property and casualty insurer, and the carrier of choice for the industries and markets we serve. We provide the right insurance solutions that customers need to manage their risks and grow profitably. Our experienced and knowledgeable Commercial and Specialty Lines underwriters have the expertise to address the specific risks for a number of industries and businesses of all sizes. Whether in the public or private industry sector, in today s litigious society, business owners and professionals face many exposures that are associated with alleged wrongful acts or omissions related to the performance of their duties. General Liability policies often do not cover exposures that could lead to devastating judgments and even financial ruin. CNA s Specialty coverages can be combined with our Commercial Property and Casualty policies to provide a more complete level of protection that businesses and professionals require today. In addition, our risk control and claim services are among the best in the industry. Our goal is to provide business insurance that combines critical protection with competitive pricing, superior service and expert claim handling.

18 VERBAL IDENTITY 18 CNA Editorial Style Guidelines The Associated Press (AP) Stylebook should be used as the standard for all questions related to editorial style, punctuation and grammar. CNA s preferred dictionary is Webster s New World College Dictionary, which can be found online at For a better understanding of insurance terminology, visit The Rough Notes Company s insurance glossary at Exceptions to the AP Stylebook and preferred CNA usage for industry terms and lines of business are included below: Acronyms Follow an organization s full name with an abbreviation or acronym set off in parentheses. Names not commonly known to your audience should not be reduced to acronyms solely to save a few words. All acronyms should be spelled out on first reference. Example: CNA s Spa and Pool Contractors program is now endorsed by the Association of Pool and Spa Professionals (APSP). Ampersand (&) Generally use and, but & is acceptable in appetite descriptions (e.g., oil & gas) and abbreviations on second reference (e.g., P&C for property and casualty). Do not put character spaces around the ampersand. Billion(s) Lowercase and always spell out when in text. It is preferable to spell out in headlines, but for space reasons, B may be used with no space between the numeric figure and the letter. Bulleted, numbered items The AP Stylebook dictates that dashes set off parts of a list. However, CNA uses bullets or numbers. When using bullets or numbered lists, remember to: Capitalize. Each item (whether or not it is a full sentence) should start with the first word capitalized. Bulleted items can begin with numerical percentages. Punctuate correctly. Generally, each item in a bulleted or numbered list should end with a period. The exception to this rule would be certain instances where items in a list are three words or less. Maintain consistency throughout. Leave equal space. Make sure the space between the bullet and the text is equal throughout the document. Use numbers when appropriate. Use numbers instead of bullet points only when referring to a specific amount. Example: Here are five ways to improve the productivity of your sales staff: Make sure items are parallel. Bulleted or numbered items should be parallel in structure. Writing in parallel means that each bulleted or numbered item: - Starts with the same part of speech (e.g., noun, verb). - Uses the same verb tense (e.g., present, past, future). - Uses the same voice (e.g., active or passive). - Uses the same sentence type (e.g., statement, question). Calls to Action Calls to action should be specific to the audience and drive the action or response we would like the audience to take. Examples: Agent/broker call to action: To discover all of the products and services available from CNA, contact your local branch office or visit General audience call to action: To discover all of the products and services available for your business from CNA, contact your local independent agent or visit Commercial Affiliated Markets (CAM) Spell out. Abbreviation CAM acceptable on second reference.

19 VERBAL IDENTITY 19 CNA Editorial Style Guidelines (continued) Capitalization CNA must always be capitalized, except in reference to the website. For websites, if the www. is left off the URL, CNA should be capitalized, such as CNA.com. Titles: Capitalize a title before a person s name when it is an official title or when referring to a particular person. The exception is titles used in press releases. Examples: Secretary of Labor Hilda Solis and Vice President John Doe. Do not capitalize titles that are more descriptive in nature. Examples: The policy service representatives attended training; Contact your local field sales specialist for more information. Use lowercase when the designation for the insurance marketplace or the specific designation for job positions is used in a general sense. Examples: property and casualty marketplace; risk control specialists and claim handlers. When you are referring to a specific CNA entity in conjunction with a job function, use upper case for the entity, but lowercase the position designation. Examples: CNA Risk Control specialists; CNA Small Business field sales specialists. Office Locations, Branches And Zones: Capitalize both Home Office and Field in internal communications. Lowercase company when referring to CNA. When referring to CNA insurance companies, the i and c are lowercase. Capitalize branch only when referring to a specific branch. Example: The Los Angeles Branch is focusing on a new strategy. Capitalize regions, zones and specific parts of the country. Example: His territory includes the Mid-Atlantic Zone. For official branch location names, please see page 29. Products And Coverages: Capitalize products and coverages when you are referring to a specific CNA offering, such as General Liability. Lower case general liability when referring to it in a general way. Claim Always refer to the business unit as the singular Claim, not Claims. Example: We discussed P&C Worldwide Claim. When referring to the function of the department, the singular should also be used. Example: CNA provides experienced claim support. The plural claims should only be used when referring to multiple claim submissions. Example: The insured filed multiple claims. Commas Use commas to separate elements in a series, but do not put a comma before the conjunction in a simple series. CNA does not use the Oxford comma. Example: The flag is red, white and blue. Composition titles Use italics for composition titles, including books, computer games (but not software titles), magazines, movies, newspapers, operas, plays, poems, publications, songs and television programs. This is an exception to the AP Stylebook. Articles should be italicized only when part of the proper name. Do not italicize or put quotation marks around conference, audio conference or webinar titles. Courtesy titles Do not use courtesy titles (Mr., Miss, Mrs., etc.), even on second reference. Use titles such as Dr. or Judge on first reference only. Drop on second reference. Customer Segments Capitalize when referring to CNA s Customer Segments Construction, Financial Institutions, Healthcare, Manufacturing, Professional Services, Small Business and Technology. Customer Segments should be used in lieu of Industry Segments. Decision-making Two words and hyphenated. Examples: decision-maker, decision-making. Ellipses Treat an ellipsis as a three-letter word, constructed with three periods with no spaces in between, but a space before and after it.

20 VERBAL IDENTITY 20 CNA Editorial Style Guidelines (continued) No hyphen, lowercase. Em dashes Em dash is represented by a longer dash ( ), and should not be mistaken as figure dash (-) or en dash ( ). Figure dash is used as a hyphen. AP makes great use of the em dash, but omits the en dash. Therefore, at CNA, we will stick with the em dash in all formats headlines, text, graphics, marketing materials, etc. Use a space before and after the em dash in all situations. Healthcare One word and lowercase, unless referring to CNA s Healthcare Customer Segment. We no longer use the name HealthPro. HealthPro was transitioned to Healthcare to fully represent CNA s portfolio of products and services. i.e. and e.g. Use comma after each. Examples: i.e., and e.g., Job titles Capitalize a job title before or after a person s name when it is an official title or when referring to a particular person. Examples: Assistant Vice President John Doe will visit the Home Office on Tuesday; George Smith, Senior Vice President, Claim, will speak at the conference. Do not capitalize titles that are more descriptive in nature. Examples: The policy service representatives attended training; Contact your local field sales specialist. When referring to a specific CNA entity in conjunction with a job function, capitalize the entity but lowercase the position designation. Example: CNA Risk Control specialists. Locations When referring to CNA s regions, office and branch locations, capitalize Home Office and Field for internal communications. For external communications, refer to the Home Office as (CNA's Global Headquarters) or CNA Center if building. Capitalize regions and specific parts of the country. Examples: His territory includes the Mid-Atlantic Zone; She lives in Northeast Ohio. Global headquarters is an acceptable option for Home Office. Use lowercase when zone is used in an across-the-board manner. Example: All six zones are working on formalizing their transition plans. Capitalize branch only when referring to a specific branch. Example: He will be visiting the Los Angeles Branch next month. Use lowercase when branch is used in an across-theboard manner. Example: The New York Branch and all the branches are working hard to increase CNA s Manufacturing book. For official branch location names, please see page 29. Middle Market When referring to our business, capitalize and spell out when space allows. Otherwise, MM is acceptable. Million(s) Lowercase and always spell out when in text. It is preferable to spell out in headlines, but for space reasons, M may be used with no space between the numeric figure and the letter. New business Lowercase. Abbreviation NB acceptable on second reference. P&C Acceptable abbreviation on second reference for property and casualty insurance. Not P/C. Partner Avoid using the term partner when writing about our producers/distributors. Percentages Percent is spelled out in all uses in body copy, never hyphenated, and is necessary in both components of a range. Use numerals when indicating percentages. Examples: The budget is 2 percent higher; It was a 20 percent increase; The budget will be between 10 percent and 20 percent higher.

21 VERBAL IDENTITY 21 CNA Editorial Style Guidelines (continued) Products and services Capitalize products and coverages when you are referring to CNA offering a specific product. Example: CNA offers General Liability and Workers Compensation. Lower case when referring to it in a general way. Example: The workers compensation market is stable. Protect Do not use protect or protection in describing CNA s insurance coverage. Insurance doesn t protect or provide protection, but covers against risk. Wrong: Protects your business against... Right: We help your business manage its risks against... Professional Liability When referring to our business, capitalize and spell out when space allows. Lowercase when speaking generally about the coverage. Abbreviation PL is acceptable on second reference. Return to work Hyphenate as an adjective. Example: return-to-work program. Segment names Initial capitalization the same way we handle the name of a business unit. Examples: Technology Segment, Healthcare Segment, Small Business Segment. Segment Lowercase when we use the word by itself, e.g., segment strategy. Capitalize when referencing CNA s Customer Segments. Service marks (, TM, SM, etc.) If applicable, make sure the appropriate legal registration (copyright, trademark, service mark, etc.) is associated with a product or service; for example, CNA Connect. It is acceptable to use service marks only on the first appearance of a protected term on the page. If it is a multi-page document, such as a marketing sell sheet, the service mark must be used on the first use of the protected term on each page. Slash (/) No space before and after. Example: Take the cloud data/ ShareFile survey. Small Business Capitalize when referring to our Customer Segment. Strategic priorities Lowercase. Subsegment No hyphen, lowercase. Superlatives Avoid superlatives that are not concrete and verifiable. Examples: best in class, best practice, etc. Tagline Launched in 2007, We can show you more. implies that in all areas of comparison with competing carriers, CNA offers a more compelling offering and customer experience. It suggests that CNA is willing to look more deeply into a customer s business needs, offers a broader array of specialized coverages and delivers service and support that goes beyond what is expected. The tagline is intended for use only within external marketing materials that target agents or insureds. In advertising and marketing materials, the preferred treatment of the tagline we can show you more. should be bold-faced and used in context at the end of body copy and separated with a space, an ellipsis and another space. Telephone numbers Use hyphens to separate the area code, prefix and suffix. For catchy 800 numbers, also provide a numeric version. Use ext. to designate a phone number for employees at the location. Examples: ; HELP ( ); , ext Underwriter Lowercase. Abbreviation UW is acceptable on second reference.

22 VERBAL IDENTITY 22 CNA Editorial Style Guidelines (continued) vs. Include period. Web web, webpage, webcam, webcast, webinar, weblink, website. Winning Behaviors Capitalize in internal materials. Winning Proposition Capitalize in internal materials. Workers compensation Spell out in full on first reference. Workers comp or abbreviation WC acceptable on second reference. When referring to our business, capitalize.

23 Visual Identity

24 VISUAL IDENTITY 24 Brand Logo The logo is the main visual brand identifier of CNA and must be displayed on the front of all materials. Examples include: All print advertising and collateral material Business cards Pre-printed letterhead, forms and checks Tradeshow signage Name tags Table tents Meeting signage PDF distributed forms Presentations (electronic and print) Web Video Architectural signage Imprinted premium items Embroidery

25 VISUAL IDENTITY 25 Specifications Clear Zone 1/2 x The clear zone is the protected area surrounding the four sides of the CNA logo on all printed and electronic materials. No visual elements, including the edge of the piece, may violate the clear zone. x Logo Size and Positioning On an 8.5" x 11" piece, the logo should measure 1.125" in width. Adjust the size of the logo according to page sizes. Avoid using multiple logo sizes within one printed piece. To maintain a consistent level in the reproduction of this mark, always use the electronic art provided on Do not recreate the logo. Always enlarge and reduce the logo proportionally. The logo itself may not be reduced smaller than 0.5" in width. Ideal Size 1.125" Minimum Size 0.5"

26 VISUAL IDENTITY 26 Digital Logo Usage Use of gradient in logo to give more depth on screen is acceptable. Avoid use of tagline with logo for readability on screen Designs have the option to use the gradient logo in notch shape the call-out, it must be featured in the notch artwork.

27 VISUAL IDENTITY 27 Correct Logo Use The preferred use of the logo is PMS 1797 (Example A). It should always appear on a white background, unless no alternative is available. In such instances, it may be reversed out of the primary colors red and gray. (Example B). Only use a black and white logo if color is unavailable. The black and white logo may be reversed in white; however, avoid reversing the logo out of a photograph. When the logo occurs on a screen of over 40 percent black, it should be reversed. On a screen of under 40 percent, it should be black. Example A Example B

28 VISUAL IDENTITY 28 Incorrect Use Do not change the color of the logo. Do not use an older version of the CNA logo. Do not reverse out the logo from a patterned background or photograph (unless placement over a full-bleed photo is required). If a reverse logo is the only option, avoid using CNA red and refrain from using any other typographic elements within the photo frame. Do not use a black and white logo over unacceptable contrast. See page 103 for digital logo usage. Do not stretch or change the dimensions of the logo. Do not place a black or red logo on a dark background. Do not form containing shapes around the logo that imply new outlines.

29 VISUAL IDENTITY 29 Lines of Business/Department Identities In cases where we create industry-specific marketing materials, we will not create an industry-specific brand identity. In some rare instances, it may be appropriate to emphasize specific lines of business based on their distribution model. Even in these cases, the multi-line, broad-portfolio CNA brand should remain dominant. No line of business (with the exception of those explicitly designated above) or internal department should create/ produce individual logos. No type treatments for department or line of business names should appear as part of the CNA logo, and all associated names/designations should follow all clear zone requirements delineated on page 32.

30 VISUAL IDENTITY 30 Tagline with Logo There are two ways to use the brand tagline: 1. The preferred usage of the tagline is at the end of a sentence, ending a paragraph of body copy, especially on copy-heavy pieces. 2. The other method is as a logo/tagline lockup. The two examples should never appear together on the same page. The logo/tagline lockup should only appear once per piece, either on the cover or front side (if it appears at all). For typographic tagline guidelines, see page 43. The logo/tagline lockup must always appear in Avenir Heavy. It must be center positioned. The width of the tagline must remain in constant proportion to the width of the logo. A logo sized at a width of 1.125" would require a tagline size of 8.5 point. The tagline should appear in PMS 423 (CNA gray). If necessary, it may also appear in black or white. No other colors may be used. A downloadable EPS graphic of the logo/tagline lockup is available at 1/2 x x Ideal Size 1"

31 VISUAL IDENTITY 31 Tagline Formatting The tagline should not be treated as a graphic element. Do not use the tagline alone; it should only be used at the end of a line of copy or tied to the CNA logo. Do not incorporate the tagline into letterhead, business cards or other foundational corporate identity materials. We can show you more. Do not set the tagline in italics. The tagline should never be associated with any company other than CNA. It should never be used in co-branded marketing materials where the CNA logo will appear alongside an agent/partner logo. We can show you more. We can show you more.

32 VISUAL IDENTITY 32 Ideal Size 2.25" Backed by CNA Logo Backed by the underwriting and claim excellence of When creating agent-branded materials using the CNA logo, you must include the backed by CNA logo. It must appear in 100 percent black and be placed near the call to action or disclaimer of the piece. 1/2 x x Backed by the underwriting and claim excellence of We made great business insurance a whole lot easier to nd Quick Quote Form Register to win a new GPS system * COMPANY three lucky winners will be chosen from the rst 75 applications received! STREET ADDRESS CONTACT 1. Give your business card to a representative at our booth during the Minuteman Press convention. 2. Pick up our Kraus-Anderson Insurance/CNA business insurance application from our booth. 3. Fax your completed Kraus-Anderson Insurance/CNA business insurance application to Tami Howarter, Kraus-Anderson Insurance, at or the information to thowarter@kainsurance.com. Completed applications must be received at Kraus-Anderson Insurance by 5:00 PM CST on Friday, September 12, To be eligible to win, you must: Hand in your business card to us at the convention, and fax or your completed application to us by the deadline. Incomplete applications will not qualify. * Actual unit not shown. A comprehensive business insurance program hot off the press Customizable business insurance designed around Minuteman Press owners unique CURRENT POLICY EFFECTIVE DATE business risks With the broad range of printing and design services you provide for your customers comes a unique FEDERAL and EMPLOYER complex ID set (FEIN) of business NUMBER OF FULL-TIME EMPLOYEES NUMBER OF PART-TIME EMPLOYEES ANNUAL PAYROLL ANNUAL SALES VOLUME YEARS IN BUSINESS risks: press errors and breakdown, missed delivery deadlines, a small typographical error. At Kraus-Anderson Insurance, we BUILDING INFORMATION: understand that no matter how careful and diligent you are, sometimes things happen that can potentially threaten your business, your reputation and your profitability. YEAR BUILDING WAS BUILT SQ. FEET NUMBER OF STORIES Tailored insurance with premium savings for Minuteman Press shops Because we understand your business BURGLAR and ALARM: your risks, we are YES NO able to create a customized program that delivers specialized coverages you need, like Printer s SPRINKLERS: Errors & Omissions, and YES NO none of those you don t. Most existing franchise owners realize significant premium savings over more generalized business insurance programs. YEAR OF UPDATES: ROOFING PLUMBING HEATING ELECTRICAL Backed by the nancial strength of an A rated national carrier CITY STATE ZIP TELEPHONE FACSIMILE FIRE ALARM: YES NO CONSTRUCTION TYPE: FRAME JOINTED MASONRY NON-COMBUSTIBLE FIRE RESISTIVE CNA has been protecting businesses across the nation for more BUSINESS PERSONAL PROPERTY LIMIT than 100 years. More importantly, they are rated A for financial strength by A.M. Best so you can be sure that in the event you need to file a claim, you can depend on CNA to be there. Putting it all together. Backed by the underwriting and claim excellence of Kraus-Anderson Insurance 420 Gateway Boulevard Burnsville, MN Phone: Fax: One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA reserves the right to discontinue this promotion at any time without prior notice. Payments under the promotion will be made for eligible transactions only and are subject to the final approval of CNA. Any and all disputes will be resolved by CNA in its sole discretion. Any and all taxes that may be due as a result of the promotion reward are the sole responsibility of the recipient. Use of the term partnership and/or partner should not be construed to represent a legally binding partnership. CNA is a service mark registered with the United States Patent and Trademark Office. Copyright 2008 CNA. All rights reserved. KA GPSBRO

33 VISUAL IDENTITY 33 CNA Surety Logo Colors for the CNA Surety logo cannot be substituted. The typeface for CNA Surety is Avenir 85 Heavy Oblique, and the size and placement in relation to the logo are fixed. Clear zone specifications are the same as those applying to the logo. Never recreate the CNA Surety logo. It can be downloaded from styleguide. The CNA Surety logo must always appear over a white background. Horizontal and a vertical versions of the logo have been created. Depending on the space available, either logo may be used. Never mix the horizontal and stacked logos in the same printed piece. Horizontal Vertical 4 color 2 color PMS 423 may be substituted with 44% black on two-color materials 1 color 100% black and 44% black on one-color materials

34 VISUAL IDENTITY 34 CNA National Logo Colors for the CNA National logo cannot be substituted. The typeface for CNA Surety is Avenir 85 Heavy Oblique, and the size and placement in relation to the logo are fixed. Clear zone specifications are the same as those applying to the logo. Never recreate the CNA NAtional logo. The CNA National logo must always appear over a white background. Please Note: Whe logo is used with"warranty Corporation" there is no registered trademark in the logo. Horizontal Vertical 2 color PMS 423 with 100% black on two-color materials 1 color 100% black on one-color materials

35 35 CNA Hardy Logo Colors for the CNA Hardy logo cannot be substituted. The typeface for CNA Hardy is Avenir 85 Heavy Oblique, and the size and placement in relation to the logo are fixed. Clear zone specifications are the same as those applying to the logo. Never recreate the CNA Hardy logo. It is preferred that he CNA Hardy logo appear over a white background.

36 VISUAL IDENTITY 36 Co-Branding and Endorsements Co-branding refers to occasions where CNA co-sponsors a program or activity with another entity, such as an agent/broker, association, program administrator or third-party administrator. Below are rules to follow in these situations: When CNA co-sponsors a program with another entity, the use of the CNA logo with additional logos is acceptable. Co-branding partner logo with CNA logo The CNA logo should appear to be at least equal to the size of the co-branding partner logo. The CNA logo should be placed to the right of other logos. The layout of the combined logos must be approved by CNA Corporate Communications. Commercial Affiliated Markets (CAM) Materials developed to promote CNA CAM programs should incorporate both the CNA logo and the logo of the endorsing association/organization, and give both equal weight. For programs where no association logo exists (ex: FOOD, BEAR) a type treatment (using the CNA typeface) may be used in conjunction with the CNA logo. No logos may be developed for such programs. BEAR CNA logo with existing association logo CNA logo with created association type treatment

37 VISUAL IDENTITY 37 Color Palette Click here for Digital Color Palette Primary Colors PMS 1797 (CNA red) is used in the CNA logo and as an accent color. CNA red should never be screened at a percentage. PMS 423 (CNA gray) for print and web/internet and PMS 5405 (CNA blue) for web/internet only, are the primary corporate colors and should be used in every design where it is possible to use color. CNA gray can be screened at any percentage (usually 50 percent). CNA blue should be used at 100% (but can be screened as an accent color if used for smaller amounts). Avoid using large fields of CNA gray and blue to maintain white space. CMYK PMS 1797 RGB HEX CC Secondary Colors CMYK PMS 423 RGB HEX CMYK PMS 5405 RGB HEX On all electronic applications, such as PowerPoint presentations, refer to the RGB builds of the color palette and use 44 percent black instead of PMS 423. Secondary colors have been developed for use in collateral materials and information graphics. In video, corporate red should have the look and feel of 1797 on display. Avoid using large amounts of a secondary color, which should never overpower the CNA red, gray and blue. Avoid using multiple secondary colors within a single piece. The colors are designed to complement CNA red and CNA gray, but when all are used in the same piece, they detract from the importance and impact of the primary colors. Secondary colors should only be screened in charts and graphs. See page 58 for notch guidelines. CMYK PMS 7548 PMS 1595 RGB HEX CC CMYK RGB HEX FF CMYK PMS 280 RGB HEX One of the most important colors to use in all CNA communications is white. All designs should use as much white space as possible. In copy-heavy situations, it is better to downsize graphics and photos than to have the entire page full of text and images. CMYK PMS 390 RGB HEX BF D2 2B CMYK PMS 470 RGB HEX CMYK PMS 5125 RGB HEX

38 VISUAL IDENTITY 38 Typography Corporate Fonts Avenir (Primary Font) Arial (Electronic Font) The CNA corporate typeface is Avenir. It should be used on all CNA materials. Body text should be black. Headings should be set in black or CNA red; subhead colors are the choice of you and your designer. Due to the limited number of computers with the Avenir typeface installed, if you are sending an electronic document (i.e., Word.doc) outside CNA or publishing HTML to the web, Arial should be used as a substitute headline and body copy typeface. Avenir 35 Light ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir 35 Light Oblique ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir 45 Book ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir 85 Heavy ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir 85 Heavy Oblique ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir 95 Black ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Arial Regular ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Arial Italic ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir 45 Book Oblique ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir 95 Black Oblique ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir 65 Medium ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir 65 Medium Oblique ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz

39 VISUAL IDENTITY " x 11" or 9" x 12" Brochure Headline Formatting The headline must appear consistently across all marketing and advertising pieces. All marketing pieces must display headline copy in sentence case. Exceptions include: Brand print ads Brand banner ads Field ads Manufacturing segment-specific marketing executions CNA Paramount -specific marketing executions that are not segment specific Call-out: The call-out is the name of the industry, appetite, product or service the piece is featuring. This primarily happens in the headline. If it does not, it must be featured in the notch artwork. Avenir 85 Heavy, 24 point size, 27 point leading, -25 point kerning, 100% PMS 423, call-out 100% PMS 1797 (CNA red), sentence case The expertise and resources to protect your property and your bottom line. 8.5" x 11" Sell Sheet Avenir 85 Heavy, 22 point size, 25 point leading, -25 point kerning, 100% PMS 423, call-out 100% PMS 1797 (CNA red), sentence case The expertise and resources to protect your property and your bottom line. 5.5" x 8.5" Brochure Avenir 85 Heavy, 18 point size, 21 point leading, -25 point kerning, 100% PMS 423, call-out 100% PMS 1797 (CNA red), sentence case The expertise and resources to protect your property and your bottom line. 600 pixel width Arial Bold, 22 pixel height, # (CNA gray), call-out #CC3333 (CNA red), sentence case The expertise and resources to protect your property and your bottom line.

40 VISUAL IDENTITY 40 Subhead and Body Copy Formatting Subheads must be consistent across all marketing and advertising pieces. Avenir 85 Heavy, 12 point size, 14.4 point leading, 0 kerning, avoid hyphenation, avoid widows, left aligned, 0.125" space after hard return. Subheads can appear in initial case or in sentence case, and in either red or black font, as long as it is used consistently throughout the piece. Body copy must be consistent across all marketing and advertising pieces. Avenir 45 Book, 9 point size, 13 point leading, 0 kerning, avoid widows, left aligned, 0.125" space after hard return. Hyphenation is not to be used in any marketing or communications piece, with the exception of newsletters if it cannot otherwise be avoided. When reversing out body copy increase weight to Avenir 55 Roman. Do not use indents for paragraphs. Example of body copy formatting At CNA, we believe that in order to be successful, we have to focus on what we do best providing the right insurance solutions that customers need to manage their risks and grow profitably. Our experienced and knowledgeable Commercial and Specialty Lines underwriters have the expertise to address the specific risks for a number of industries and businesses of all sizes. Whether in the public or private industry sector, in today s litigious society, business owners and professionals face many exposures that are associated with alleged wrongful acts or omissions related to the performance of their duties. General Liability policies often do not cover such exposures which could lead to devastating judgments and even financial ruin. CNA s Specialty coverages can be combined with our Commercial Property and Casualty policies to provide a more complete level of protection that businesses and professionals require today.

41 VISUAL IDENTITY 41 Tagline Formatting Launched in 2007, We can show you more. implies that in all areas of comparison with competing carriers, CNA offers a more compelling offering and customer experience. It suggests that CNA looks more deeply into a customer s business needs, offers a broader array of specialized coverages and delivers service and support that goes beyond what is expected. The tagline is intended for use only within external marketing materials that target agents or insureds. Examples include, but are not limited to: We can show you more. External brochures and marketing collateral CNA websites Advertising External presentations Event signage (only as approved by Corporate Communications) Video Any usage not specified within these guidelines is subject to review and approval by CNA Corporate Communications.

42 VISUAL IDENTITY 42 Tagline Formatting (continued) In advertising/marketing materials the tagline may be used in one of two ways: Once per piece at the end of a single paragraph of body copy (preferred) Locked to the CNA Logo (see page 37) If used within body copy, it should be bold-faced and used to complete a thought at the end of body copy, separated by a space, an ellipsis and another space. It should not be used as a stand-alone graphic element. The preceding sentence should establish what more we will be showing the reader. The registered symbol ( ) should appear in all references and should follow the period. For externally addressed correspondence, the sign-off copy may be appended at the end of the communication. Any other sign-off is subject to review and approval by CNA Corporate Communications. Example in brand ad body copy For more than 100 years, CNA has worked with independent agents to help our customers maintain a higher level of performance by proactively managing risk. From our A rating for financial strength to our world-class reputation for claim handling, when you re looking for an insurance carrier with the support you need to conduct your business with confidence we can show you more. Example as a final statement at the end of a statement or paragraph When it comes to creating a safer work environment we can show you more. When it comes to creating new opportunities for your success we can show you more. Example in an external sign-off CNA is committed to creating a superior customer experience and building lasting relationships through our expertise in underwriting, risk control and claim service. When it comes to creating new opportunities for your success we can show you more. Example as a single frame as part of an online banner ad We can show you more.

43 VISUAL IDENTITY 43 Corporate Sign-off Formatting The corporate sign-off includes the CNA logo, call to action, horizontal rule, disclaimer and item code. The corporate sign-off should always be separate from the body text and, ideally, should appear at the end of all communications. The call to action should be set in Avenir 85 Heavy, 11 point size, 13.2 point leading, left aligned and in 100% black. The lowercase cna within the web address should always appear in PMS 1797 (CNA red). The baseline of the call to action must align to the bottom of the CNA logo. The horizontal rule should be 100 percent black and set to 0.5 point stroke. It should be the same width as elements in the corporate sign-off and placed just out of the clear zone of the CNA logo. For disclaimer guidelines, see page 23. Example of Corporate Sign-off on Brochure/Sell Sheet Proper sign-off area doluptaquat quuntorem aut prae lat. Piet ressit es ipit, odi ulparum volupti umendunt ditendigenis vento temo optatios mo blabo. Da sequiatur rerum eos et expel eum que si unt et que pererest maio. Alianda exercipit, occati site sam faciunt empora iduciis quasimusam, cuptis vellandipis pero modit et reptat esti alitaeratem fugit ut lam idis est occuptatque dolor reroribus distrumet fugia in repturi asperiatibus doluptur? Um fugiaspe officae essit rehenet hiliqua tendant, sunto magnisc ipsapie ntissim denim utemper natur, nonsequ aspedi sequatio. For more information, call or visit Nam qui dollorum fugia quis resequodit, que volorpo rehent qui nis rest quosto quam harum, to blaborit ut moluptatur sus, quam volecus, omnihil ibusto minctia inti blaceped untia post, volessunt. Sam int mollatis quate eos porrunti occusdamet ut lanit acepro est volo officius volorro mil ium lit, in eseque moluptatur alit fugiaeriam quo eat quis eturepe diaestrum volor rehent alis aut invenim ium in pelessinis a a il ilibuscid que eari cus. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. GPE SS Example of Corporate Sign-off on evelit, ulla nis repelita dolecti sundis exernatiur? Ad molut que opta porerna tataqua teculla boratur reiustem eostota tature, corrovid maios et labori quiam nata volor senis acius dolent dolorepudio blamus, eatatur? Quianda ndipiduntur sitiande doluptatet quassin nam, quam reicien tibus.volest dolupis ma quae commolor ad quos escident.lor ehent. For more information, click here. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved.

44 VISUAL IDENTITY 44 Disclaimer Formatting Print formatting: Avenir 45 Book, 5.5 point size, (6.6 point auto) leading, 0 kerning, no hyphenation, avoid widows, left aligned. Fulfillment warehouse code appears on separate line. Digital formatting: Arial Regular, 9 point size,10.8 (auto) point leading, 0 kerning, no hyphenation, avoid widows, left aligned. To find the proper disclaimer, please see page 23. Example of print disclaimer One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Certain CNA Financial Corporation subsidiaries use the CNA service mark in connection with insurance underwriting and claims activities. Copyright 2017 CNA. All rights reserved. Example of digital disclaimer One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Certain CNA Financial Corporation subsidiaries use the CNA service mark in connection with insurance underwriting and claims activities. Copyright 2017 CNA. All rights reserved.

45 VISUAL IDENTITY 45 Address and Mailing Panel Formatting The CNA logo (PMS 1797) should be used in combination with the return address when print specifications allow. The logo should measure 1.125" in width, and the clear zone (specified on page 32) should be adhered to. Print formatting: Avenir 45 Book, 7 point size, 10 point leading, 0 kerning, no hyphenation, avoid widows, left aligned. 333 South Wabash Ave., 44th Floor Chicago, Illinois 60604

46 VISUAL IDENTITY 46 Photography There are two categories for CNA brand photography: lifestyle and industry. Lifestyle photography is the primary category that should be used in all brand communications. For lifestyle photography guidelines, see page 52. When a specific industry is being featured, the industry category may be used in place of, or together with, lifestyle photography. For industry photography guidelines, see page 54. All photography must be full color, unless the piece is printed in only black and white. Use only properly licensed images. Do not download images that have not been purchased. Lifestyle Industry

47 VISUAL IDENTITY 47 Lifestyle Photography When choosing lifestyle photography, try to select images with diversity among gender, age and ethnicity. In most instances, lifestyle photography should feature at least two people or items in a situation or scenario that is directly or metaphorically representative of a mutually supportive relationship (avoid implied hierarchy or superiority). Otherwise, lifestyle photography should directly relate to the industry or appetite for which the materials are being created. In these cases, models must be wearing the appropriate safety gear for the scene. Overall, lifestyle photography should be contemporary in look and feel, engaging and tell a story.

48 VISUAL IDENTITY 48 Lifestyle Photography Incorrect Use Avoid intentionally posed situations. Avoid using montages. Avoid illustrations or clip art. Avoid implied superiority or servitude. Avoid duotones. Avoid using industry-focused lifestyle without the proper safety equipment. Avoid photos with intentionally skewed colors. Avoid using black-and-white images in jobs that allow four colors.

49 VISUAL IDENTITY 49 Industry Photography When choosing industry photography, try to select images with rich color, natural lighting, interesting composition and repetition. Industry photography should feature items related to the industry or appetite for which the materials are being created. People shouldn t be present in industry photography, unless they are a secondary element in the composition. Overall, industry photography should be contemporary, interesting in composition and have an abstract look and feel.

50 VISUAL IDENTITY 50 Industry Photography Incorrect Use Avoid duotone or black and white. Avoid illustrations or clip art. Avoid photos with intentionally skewed colors. Avoid posed items. Avoid showing unsafe conditions.

51 VISUAL IDENTITY 51 Icon Usage All CNA materials must convey a consistent, contemporary look and feel. The use of illustrations, clip art or icons ultimately erodes the overall brand image by introducing stylistically inconsistent graphics. A product or service attribute should never overshadow the overall CNA brand identity. Icons should never incorporate cartoons or hand drawn elements. To build hierarchy, draw attention and communicate new offerings, use the graphic tools supplied in the CNA style guide or refer to the alternatives below. Examples of proper use of icons: Examples of icons to avoid: Industry specific icons Icon used to feature benefit Use icons for: Universally understood digital communications i.e., print, close, share, play/pause, reply Avoid using icons for: Delineating industry segments, products or services Conveying product benefits or features Identifying specific audiences Icons used to emphasize a point Overly characterized icons Attracting attention to specific headlines or copy points Adding visual interest or emphasis Alternatives to icons: Larger font treatment Photographic insets CNA notch element with or without call-out Secondary colors

52 VISUAL IDENTITY 52 Infographic Usage Used properly, graphics can be a powerful tool for conveying information. Opportunities to sell, entertain and educate may be enhanced by using animated or static graphics. Entire paragraphs of copy can be communicated in one well-executed, informational graphic or chart. However, it's important that the style of the graphic reflects CNA brand standards and are used sparingly. If human figures are represented in an infographic, they should not have any specific emotional qualities. The style of the infographic should never overshadow the content. Use infographic styles that: Are clean, refined and consistent with the existing CNA brand style guide Convey specific data points that would be difficult to communicate without graphics Make complex ideas easier to understand Examples of proper use of infographics: Human figures convey information without emotion. Charts and images are used to communicate specific data points. Examples infographics to avoid: Avoid using infographic styles that: Are stylistically inconsistent with the CNA aesthetic Convey a sense of whimsy Do not reflect the CNA contemporary corporate style Are rich in style but lack real benefit Cartoon-like, overly stylized or whimsical in nature.

53 VISUAL IDENTITY 53 Notch notch graphic The CNA notch element was developed to echo the slant of the N in the CNA logo. This element should be applied to materials whenever possible. Although it is a simple graphic, it has a strong visual identity and should be used with restraint (i.e., every photo box need not have the notch.) The notch should incorporate CNA red as well as gray in the bar. Avoid using the notch in a secondary color. notch shape mirrors the angle of the N in CNA logo = notch graphic height should correspond to height of the CNA logo The notch can be used to define the shape of a photo frame. In order to call attention to specific text, copy may be applied inside the dimensions of the notch. notch graphic length is unrestricted Do not reverse the angle of the notch notch graphic can define photo box shapes

54 VISUAL IDENTITY 54 Notch with Call-out The call-out is the name of the industry, appetite, product or service the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. The call-out is set in Avenir 65 Medium in all caps. Tracking is set to 50. The notch length is determined by the length of the word(s) of the call-out. The length of the notch may fluctuate depending on layout; however, it should remain proportional to the length of the call-out. The call-out text should be right aligned within the notch on the right-hand side of the layout. It is usually reversed, unless the notch color is a light gray, in which case the call-out should be PMS 1797 (CNA red) or black. The callout only appears on one line. The point size is determined by the height of the notch, which is determined by the logo size. The cap-height of the call-out is ¼ of the height of the notch. In most brochures and sell sheets the callout will be 6.5 point size. Multiple notch elements should be avoided. However, a reflected notch may be used to offset the call-out notch. An example is included on the right. CLAIM Notch with Call-out SMALL BUSINESS Notch with Call-out Notch with Call-out and Reflected notch element SMALL BUSINESS

55 VISUAL IDENTITY 55 Charts and Graphs All charts and graphs should be simple, clean and readable. Use the secondary colors identified in page 42. Other colors may be used; however, it is preferable to screen a secondary color rather than introduce a new color. Do not screen any CNA secondary color more than 50 percent. Never screen PMS 1797 (CNA red). When developing graphs with text, readability is the highest priority. Communicating information is the primary purpose. Never compromise readability for visual impact. Pie chart example Bar chart example

56 VISUAL IDENTITY 56 Maps United States Maps are a very effective way to showcase our branches and their locations (see page 29 for a list of our locations). You can choose to highlight regions or zones using our color palette or using grayscale only. Please avoid using maps for reasons other than representing our zones, areas of service or branch locations.

57 VISUAL IDENTITY 57 Maps International Vancouver Calgary Winnipeg Seattle Portland Montreal Toronto Sacramento Salt Lake City San Francisco Denver Los Angeles Orange County Albuquerque San Diego Phoenix Sioux Falls Minneapolis Kansas City Oklahoma Wisconsin Illinois Chicago St. Louis Arkansas Michigan Grand Rapids Ohio Indiana Kentucky Nashville Atlanta Birmingham Syracuse Albany Boston Connecticut Westchester Long Island New Jersey New York City Pittsburgh Philadelphia Baltimore Richmond Charlotte Washington, DC Glasgow Manchester Birmingham London Paris Amsterdam Brussels Cologne Milan Copenhagen Singapore Shanghai Dallas Austin New Orleans Houston Florida San Antonio Guaynabo, PR CNA Field Office

58 Section General Name Guidelines The following pages show examples of general CNA creative guidelines.

59 GENERAL GUIDELINES 59 Brochure or Folder Cover The top third of a standard brochure cover will be dedicated to the headline and CNA logo. The cover must also include the notch, with or without the call-out. Brand logo is 1 inch wide when used with tagline lockup. Logo is 1 inch from top and right trim 1/3 height of brochure General headline goes right here. Avenir 85 Heavy, 24 point size, 27 point leading, -25 point kerning, 100% PMS 423, call-out 100% PMS 1797 Height of notch matches height off logo Space around color block and photos is 3pt

60 GENERAL GUIDELINES 60 Sell Sheet W Ideal size The top portion of a standard sell sheet will be dedicated to the headline and CNA logo. Both sides of the sell sheet must include the notch, with or without the call-out. The back of the sell sheet should include the corporate sign-off, including the call to action and the disclaimer at the very bottom of the page. For corporate sign-off guidelines, see page H Headline and Logo e vertically red in this space General headline goes right here. CALL-OUT Logo is.5 from top and right trim Height of notch matches height of logo Back Subhead goes right here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor rat.... we can show you more. CALL-OUT Height of notch matches height of logo Subhead goes right here. Front Ihilicipiento im quia consedion conetur, officid ipient et as etus sequibusa velecerro volorem am is amusa iundaerovit eum volut apedignim iliquam ea sumquis citatur adipsunt laborem cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti simenisquam autem sitatur? Giaeper ferume nima alist ipsant voluptio odiscimus, voluptia venienet exerferios doles ut est volum autem nsequatem eum sequatur aborepu dandentio quis explaut magnam aciis sequiatur autectotatem sae ventium fuga. Itam, volores et vollupta volende bitianim unt pa se vel magnimp orerumquia quam laceres tibusandelit offici officide voluptas remporia que coreicient imolora in perferum quat que dic te omnimil magnihit, simpos dolest quid qui volorpo restion sequatur? Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui cum repra veni ducius reptatectur? Quiandi dolut et ma inimi, omnimagnis aperum sus dolorio. Nem volum eturepudis sam fugiae cullabo reraeria voloristia porrovid ea dolupta temoluptur aut in core ne cum sunt volupti sit quat autas dis eatibus, omnis seque verchil itiatin post dolorpor a voluptas ut aut aborat aut modic temquas doloribus. Di sitinihil minvele sequibus, aut et poris es dolor auditati si consequid molorer ovitas es volendamus et faccusdam, simagniam aut utest et as rerum est ut quam, to ent et quatur? Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut atin comnia diti aut eum aliantia voloria tquias ra qui aditate mporem sant arcipsam accumenda doluptati corum quam, sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad eliquaepudi omnis magnam quam volupti aspictemod quodia Subhead goes right here. ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea que vernamet derita quidel mi, odist aut Ed porem et rem faceatur ullo dus apiet dolesequam rem volorer itatissim sum volore rempe eturi ipit auda sime serum fugitas corum eosapedis quaspelitio dolenis doluptas aut vendest iberovidust hiciend quatinis aut aut verit volor sus aut la derovitis erepedi ea vollit quisincta aceperias verio volendae. Sedis estrunt doluptisi re quiam eos ne venisti te volorporit arum rehenim inctes que cust doluptata sunt re milias dolorporem. Accabo. Ehenimil il mil ilibusti consectia volest officidundi doluptae init qui iderum simus invellut que et que et antia earibus voloriat faccatinia doles molore porehendis ulpa ius, nit, corent as ent. sinciet, consequam exerit faciati nctatem quiandae aut ad etus Harum, officie niatureperum suntibearunt eatum elition untumen emoles volut ecture volorent eum que si dit, cus nobisquatem re pa quibusam, soloreh endundis rem ut eostes quam alitinis fuga. Ur, dios ut renisti ssimaxi mporatem conesequi volore, maximus andelenis autatis cilisqu isimin porumen sitaquatium, dignatur aliquam utes aditaqu atumque ped ullecae. Obis autempo rentect atatio. Nus preiciliquam aliquae. faccate Ut caborero estem ratiatur? con Quid qui tes dolorit emquas del is nectiore cus. doluptios aut aut in repudant renis acipien delleste lab int lab into eum vitiam ut rempers perfersperum des vellibus, susam Loreiusa sinulla pra venectur acescidis dolecessi corehenessi aliquam, dent occae offic totat. aspienime apit latur abo. Et acesequatem si dolorio nsequid quodit occuptas coratis imint, omni dolore Obitatibus. poreri dionet, Ebisque senis cullore comnis voluptas maximporia porum doluptianda vollati atendaecti si voluptatiis autas ulpa evero voloriam, voloriore et unt aut eos excerum acestia aperion consenda qui is aliquis doluptisto veritat seceaquae eum errum solor alignatum repudam resequam, sinisci antiusdandam etur, velendi imo dolut pel invenis quibus, sae sequam, volorestem anias qui et sin est mi, adigendamus ate nonseque con pro rectur? bea qui to molore, sitaspid qui is es quidunt iorerum sed quam rerum, tem est untis excerspid mo eatis mossuntio cor a doluptas inis alit ad ut lab idem volupta quam, atectusae explige nienis mi, optatur modi con exeribusape consentota vollaut que con nos doluptaquat quuntorem aut prae lat. Piet ressit es ipit, odi ulparum volupti umendunt ditendigenis vento temo optatios mo blabo. Da sequiatur rerum eos et expel eum que si unt et que pererest maio. Alianda exercipit, occati site sam faciunt empora iduciis quasimusam, cuptis vellandipis pero modit et reptat esti alitaeratem fugit ut lam idis est occuptatque dolor reroribus distrumet fugia in repturi asperiatibus doluptur? Um fugiaspe officae essit rehenet hiliqua tendant, sunto magnisc ipsapie ntissim denim utemper natur, nonsequ aspedi sequatio. Nemos dolor remporibus volorehenis sin re, nimenis aut aliquodit am eos modigent mo maiossint, quia vent et volorempor alita issitam qui ipsandebis ea posani re diciis ne deris es rehenim incium vento omnia voloruptat. Illorem corum que latur, qui verum ullitem sequasped et reremol orpore cus renisque que corumquod quae nis volor rem sitatur, aspient, sintiae ipsapie ndignih ilitatur? Ugit ra quid eos alicipicil moluptae voluptatus dolorumquiam nullat imolum am, in reriberumet rem illissitat. Subhead goes right here. Ibus pel iliqui volupta num apit, tem. Et asinvel essitati at re volut delent doluptatibea conet liquodionem expeditate cumquis et exerehendae ma niamus rest etus doluptam estisquo esto quo ipsandisi dolore, alis modis il mint aut et volores sinvendandi doloribus etur, occatiis quis vollupis ea abo. Mincto blant aut ute est etus imint am alibus int, que corem. Everissit officia volorit enimus, apitatur a voluptataest faccus esto que velluptaquas mint.udis ide nimus audis untium quo corehen digendiciet mos excea voluptiore, non consequam audae volore incil enis dolorib ustibus doluptati renimagnia ditem essecum quias quiscitasi blabo. Nat preius. Nam qui dollorum fugia quis resequodit, que volorpo rehent qui nis rest quosto quam harum, to blaborit ut moluptatur sus, quam volecus, omnihil ibusto minctia inti blaceped untia post, volessunt. Sam int mollatis quate eos porrunti occusdamet ut lanit acepro est volo officius volorro mil ium lit, in eseque moluptatur alit fugiaeriam quo eat quis eturepe diaestrum volor rehent alis aut invenim ium in pelessinis a a il ilibuscid que eari cus. For more information, call or visit Proper sign-off area One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. GPE SS

61 GENERAL GUIDELINES 61 Other Common Sizes Logo is 3" from top and right trim Logo is.375" from top and right trim Headline goes right here. Call-OUT General headline goes right here. Subhead goes right here. Odit aut ipsae volupid emporep ernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit eosamusti alique net voluptaes ent auditibea dolo ipsam net eos si non ionseca borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep errunt ut aperaec essimilicia we can show you more. Subhead goes right here. Odit aut ipsae volupid emporep ernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit eosamusti alique net voluptaes ent auditibea dolo ipsam net eos si non ionseca borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep err. Dernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep errunt ut aperaec essimilic. 5.5" x 8.5" Small Brochure RISK CONTROL For more information, call or visit CNA is a registered trademark of CNA Financial Corporation. Copyright 2012 CNA. All rights reserved. 24" x 36" Poster

62 GENERAL GUIDELINES 62 Signage Permanent corporate signage must be requested through Corporate Real Estate. Signage posted on CNA property, including lobbies, elevator banks, etc., must conform to the design guidelines set forth in this document and must be posted with permission from Corporate Real Estate. Logo for signage Whenever possible, the red letter forms should be used. However, if the CNA red clashes with an interior space, the logo may be created in an alternate material. For logo guidelines, see page 31. Specifications for this approach are available through Corporate Real Estate. Embossed steel for signage (Logo illustrated at an angle to show dimension. Never distort shape of logo.)

63 GENERAL GUIDELINES 63 Premium Items When choosing a premium item to imprint with the CNA logo, consider the messaging inherent in the product itself. Obviously, items such as shot glasses, gambling paraphernalia or weapons should not bear the CNA logo. Not so obvious are products such as yo-yos, boomerangs, etc. that convey underlying messages of instability. Whenever possible, the red letter forms should be used on white. For example, a white shirt with red letters. If an item is of similar color to the CNA logo (i.e., a red golf shirt), the logo may be reversed in white. However, this should be avoided whenever possible. If the red letter forms clash with a specific color of the material, the black letter forms may be used. This choice is available only on premiums and does not apply to standard printed materials.

64 GENERAL GUIDELINES 64 General Production Guidelines Paper Stocks External audience (sell sheets, post cards, etc.) Utopia 2 silk cover/text + overall satin aqueous coating is the standard paper stock. Internal audience (sell sheets, post cards, etc.) House digital silk cover/text is the standard for low-quantity or low-end projects. It is a less costly paper stock. Event signage (posters, table signs, etc.) Heavy bond or glossy paper (semi gloss) is Aloha s house stock and is typically mounted to white foam core. Standard Stocks by Project Sell sheets/flyers 100# text 4 12 page brochures 80# cover 16+ Page brochures/catalogs 100# cover exterior cover, 100# text interior pages Direct mail postcards 100# or 130# cover Desk reference guides 100# cover throughout Folder 100# or 120# cover Inserts 100# text Shipping memos 60# text Inks 4/0 (single-sided, 4 color process) Single-sided sell sheets, posters, CD/DVDs, banners, pull-up banners, etc, when a coating typically is not needed. 4/4 (double-sided, 4 color process) Double-sided sell sheets, folders, etc. when a coating typically is not needed. 5/5 (double-sided, 4 color process + overall aqueous coating) Double-sided sell sheets, folders, etc. when a coating is desired (long shelf life) and when the job calls for offset printing (typically larger print runs) 6/6 (double-sided, 4 color process + PMS 1797C (to be used for color correctness and consistency throughout several pieces) + overall aqueous coating)

65 GENERAL GUIDELINES 65 Industry/Appetite Guidelines All industry/appetite creative must follow CNA brand standards. In addition, to give each industry/appetite a unique look, the guidelines on the following pages must always be applied to specific industry/appetite creative.

66 * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 66 Construction Like every thing else in your toolbox, business insurance works better when it s built for the task at hand. PMS 1795 PMS 423 Construction Color Palette All Construction creative must conform to CNA brand standards as well as to the following guidelines, which give this segment a unique look. Color Palette: The Construction creative uses the CNA primary color palette. No other colors may be used. ConstruCtion Photography: The Construction creative is built on large lifestyle portraits of workers in the construction industry. LIfestyle photography should meet brand standards on page 52. Industry-specific images may also be used, but as secondary photography. See page 54 for industry photography guidelines. Layout Standards: When space allows, the Construction creative typically features a sub-segment bar. The notch must be included in all layouts. For notch guidelines, see page 58. Building Equipment Installation and Repair Contractors Concrete Contractors Electrical Contractors General Contractors Grading/Excavation Contractors Landscaping and Lawn Care Contractors Renewable Energy Contractors Road Contractors Roofing Contractors Sheet Metal, Mechanical, A/C and Plumbing Contractors Spa and Swimming Pool Contractors Utility and Excavation Contractors Construction Brochure Cover Headline goes right here. Headline goes right here. Construction Photography Examples CONSTRUCTION Headline goes right here. Call-out: The call-out is the name of the industry or appetite the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. Building Equipment Installation and Repair Contractors Concrete Contractors Electrical Contractors General Contractors Grading/Excavation Contractors Landscaping and Lawn Care Contractors Renewable Energy Contractors Road Contractors Roofing Contractors Sheet Metal, Mechanical, A/C and Plumbing Contractors Spa and Swimming Pool Contractors Utility and Excavation Contractors Subhead goes right here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor rat.... we can show you more. CONSTRUCTION Rate volupta spicit et magnimus explaccus. Ad que estiam quiditae explab imusciis dem ut preceroriae sum fuga. Nemque que occab iur, sit officimo id molum latestr umquis ratium ab is millore rumetur sui ilicaep erferionest, consed quas expedit vollatius dolorum nes simi, solorem que parciate venimol estios mi, es magnatquatur repudiatecum hilitis estio que am fugiam re, que liquibus, untume mo moloribus. Temporem. Edis molest ut laborent ati si tore sincima pla con nem eius niscipi cipsae et eos rate nobitati torro millutem re porem imillistibus nem faceaqui dolupiderum aliquas peritatum quasper ionsedi tatio. Tendi dolupta dolupis maion nim fugia sit, odi ra velibustinti dolupta spidebisitis ea evelit, ulla nis repelita dolecti sundis exernatiur? Ad molut que opta porerna tataqua teculla boratur reiustem eostota tature, corrovid maios et labori quiam nata volor senis acius dolent dolorepudio blamus, eatatur? Quianda ndipiduntur sitiande doluptatet quassin nam, quam reicien tibus.volest dolupis ma quae commolor ad quos escident.lor ehent. CONSTRUCTION Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus sequibusa velecerro volorem am is amusa iundaerovit eum volut apedignim iliquam ea sumquis citatur adipsunt laborem cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti simenisquam autem sitatur? Giaeper ferume nima alist ipsant voluptio odiscimus, voluptia venienet exerferios doles ut est volum autem nsequatem eum sequatur aborepu dandentio quis explaut magnam aciis sequiatur autectotatem sae ventium fuga. Itam, volores et vollupta volende bitianim unt pa se vel magnimp orerumquia quam laceres tibusandelit offici officide voluptas remporia que coreicient imolora in perferum quat que dic te omnimil magnihit, simpos dolest quid qui volorpo restion sequatur? Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui cum repra veni ducius reptatectur? Quiandi dolut et ma inimi. Di sitinihil minvele sequibus, aut et poris es dolor auditati si consequid molorer ovitas es volendamus et faccusdam, simagniam aut utest et as rerum est ut quam, to ent et quatur? Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut atin comnia diti aut eum aliantia voloria tquias ra qui aditate mporem sant arcipsam accumenda doluptati corum quam, sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad eliquaepudi omnis magnam quam volupti aspictemod quodia ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea que vernamet derita quidel mi, odist aut porem faceatur apiet rempe eturi ipit auda sime serum fugitas eosapedis dolenis quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias quiam eos ne venisti te volorporit arum rehenim inctes que cust ilibusti consectia volest officidundi doluptae init qui iderum simus molore porehendis ulpa ius, nit, corent as ent. Odit aut ipsae volupid emporep ernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit eosamusti alique net voluptaes ent auditibea dolo ipsam net eos si non nus alicturias a que nobis illandel ipsam et veris esequi quia imus et voluptate velluptas quo con evernatin consequunt laborpor alitem voluptatecto que voluptati nonectus aut pra quas audantur? Pudigent occum, nonsecaborum que nis re, num exeribus. Pos es et dolendam, ommo escipsam eaqui a atist, quaeculles ullupta testenis voltae. Nempori quam, toribus andelit atibus et volorporndi conest, quo berio cusda dessit ut is que volum il ellorem rem. Ilicilis soluptum rerum ni quasi solorum ratur, esenime dolenec ullam, ulpa autectusae dero molorepe et, illam, omnima vero cuscide aut everem eume dis as et eos eumque praection corrum quam volorep we can show you more. For more information, click here. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. For more information, contact your field sales specialist or visit Endorsed by: Construction Small Brochure Construction Sell Sheet Construction

67 * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 67 Financial Institutions Strong communities are built with strong community banks. PMS 1795 PMS 423 PMS 390 Community Banks Color Palette All Financial Institutions creative must conform to CNA brand standards as well as to the following guidelines, which give this segment a unique look. Insurance Solutions for Community Banks Color Palette: The Financial Institutions creative uses the CNA Primary Color Palette with Secondary Color PMS 385 as an accent color. No other colors may be used. Photography: The Financial Institutions creative is built on large lifestyle images supplemented by industryspecific detail images. Lifestyle photography should meet brand standards on page 52. Photography highlighting details of a small community are recommended. See examples to the right. Financial Institutions Brochure Cover Financial Institutions Photography Examples Layout Standards: The Financial Institutions creative features a color block grid and large photos. A white rule (generally 0.05" in width) separates the elements. The notch must be included in all layouts. For notch guidelines, see page 58. Headline goes right here. Insurance Solutions for Community Banks Headline goes right here. COMMUNITY BANKS Headline goes right here. COMMUNITY BANKS Call-out: The call-out is the name of the industry or appetite the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. COmmUNITy banks Odit aut ipsae volupid emporep ernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit eosamusti alique net voluptaes ent auditibea dolo ipsam net eos si non nus alicturias a que nobis illandel ipsam et veris esequi quia imus et voluptate velluptas quo con evernatin consequunt laborpor alitem voluptatecto que voluptati nonectus aut pra quas audantur? Pudigent occum, nonsecaborum que nis re, num exeribus. non nus alicturias a que nobis illandel ipsam et veris esequi quia imus et voluptate velluptas quo con evernatin consequunt laborpor alitem voluptatecto que voluptati nonectus aut pra quas audantur? Pudigent occum, nonsecaborum que nis re, num exeribus. Pos es et dolendam, ommo escipsam eaqui a atist, quaeculles ullupta testenis voltae. Nempori quam, toribus andelit atibus et volorporndi conest, quo berio cusda dessit ut is que volum il ellorem rem. Ilicilis soluptuminvelit re con expero et voluptatibus alit ea nos eum, que sin eicipsam idero tem qui a cus a cusciet ditae volorer atibus, omnihitibus inimusam acid minimol upturibusdae labora sequian duntis des ma ate nis eos ene eicias erehentur sequist ionseca borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep errunt ut aperaec essimilicia we can show you more. Subhead goes right here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor... we can show you more. Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus Di sitinihil minvele sequibus, aut et poris es dolor auditati sequibusa velecerro volorem am is amusa iundaerovit eum si consequid molorer ovitas es volendamus et faccusdam, volut apedignim iliquam ea sumquis citatur adipsunt laborem simagniam aut utest et as rerum est ut quam, to ent et quatur? cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut simenisquam autem sitatur? Giaeper ferume nima alist ipsant atin comnia diti aut eum aliantia voloria tquias ra qui aditate voluptio odiscimus, voluptia venienet exerferios doles ut est mporem sant arcipsam accumenda doluptati corum quam, volum autem nsequatem eum sequatur aborepu dandentio sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad quis explaut magnam aciis sequiatur autectotatem sae ventium eliquaepudi omnis magnam quam volupti aspictemod quodia fuga. Itam, volores et vollupta volende bitianim unt pa se vel ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea magnimp orerumquia quam laceres tibusandelit offici officide que vernamet derita quidel mi, odist aut porem faceatur apiet voluptas remporia que coreicient imolora in perferum quat que rempe eturi ipit auda sime serum fugitas eosapedis dolenis dic te omnimil magnihit, simpos dolest quid qui volorpo restion quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias sequatur? quiam eos ne venisti te volorporit arum rehenim inctes que cust ilibusti consectia volest officidundi doluptae init qui iderum simus Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui molore porehendis ulpa ius, nit, corent as ent. cum repra veni ducius reptatectur? Quiandi dolut et ma inimi, omnimagnis aperum sus dolorio. Nem volum eturepudis sam Loreiusa sinulla pra venectur acescidis dolecessi aliquam, occae fugiae cullabo reraeria voloristia porrovid ea dolupta temoluptur aspienime apit latur abo. Et acesequatem si dolorio nsequid aut in core ne cum sunt volupti sit quat autas dis eatibus, omnis quodit occuptas coratis imint, omni dolore poreri dionet, senis seque verchil itiatin post dolorpor a voluptas ut aut aborat aut doluptianda vollati atendaecti si voluptatiis ulpa voloriam, endi modic temquas doloribus. imo dolut pel invenis quibus, sae volorestem qui sin rectur? Rate volupta spicit et magnimus explaccus. Ad que estiam quiditae explab imusciis dem ut preceroriae sum fuga. Nemque que occab iur, sit officimo id molum latestr umquis ratium ab is millore rumetur sui ilicaep erferionest, consed quas expedit vollatius dolorum nes simi, solorem que parciate venimol estios mi, es magnatquatur repudiatecum hilitis estio que am fugiam re, que liquibus, untume mo moloribus. Temporem. Edis molest ut laborent ati si tore sincima pla con nem eius niscipi cipsae et eos rate nobitati torro millutem re porem imillistibus nem faceaqui dolupiderum aliquas peritatum quasper ionsedi tatio. Tendi dolupta dolupis maion nim fugia sit, odi ra velibustinti dolupta spidebisitis ea evelit, ulla nis repelita dolecti sundis exernatiur? Ad molut que opta porerna tataqua teculla boratur reiustem eostota tature, corrovid maios et labori quiam nata volor senis acius dolent dolorepudio blamus, eatatur? Quianda ndipiduntur sitiande doluptatet quassin nam, quam reicien tibus.volest dolupis ma quae commolor ad quos escident.lor ehent. For more information, click here. For more information, contact your field sales specialist or visit One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. Financial Institutions Small Brochure Financial Institutions Sell Sheet Financial Institutions

68 * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 68 Healthcare Proven business coverages in an ever-changing healthcare environment. PMS 1795 PMS 423 Healthcare Color Palette All Healthcare creative must conform to CNA brand standards as well as to the following guidelines, which give this segment a unique look. HealtHPro Color Palette: The Healthcare creative uses the CNA primary color palette with secondary color palette as accent colors. Photography: The Healthcare creative is built on industryspecific lifestyle images. Lifestyle photography should meet brand standards on page 52. Layout Standards: The Healthcare creative features thin rules and lifestyle images specific to the healthcare industry. The notch must be included in all layouts. Healthcare has a simplified notch, as seen in the examples on this page. Healthcare Brochure Cover Headline goes right here. Healthcare Photography Examples Call-out: The call-out is the name of the industry or appetite the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. Headline goes right here. HEALTHPRO Subhead goes right here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor... we can show you more. Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut sequibusa velecerro volorem am is amusa iundaerovit eum atin comnia diti aut eum aliantia voloria tquias ra qui aditate volut apedignim iliquam ea sumquis citatur adipsunt laborem mporem sant arcipsam accumenda doluptati corum quam, cusa quis iducips andae. Ita nimodis ma corporempor autas aut sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad exeriae non pre, cones etus autam reratendi nectus molupti eliquaepudi omnis magnam quam volupti aspictemod quodia simenisquam autem sitatur? Giaeper ferume nima alist ipsant ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea voluptio odiscimus, voluptia venienet exerferios doles ut est que vernamet derita quidel mi, odist aut porem faceatur apiet volum autem nsequatem eum sequatur aborepu dandentio rempe eturi ipit auda sime serum fugitas eosapedis dolenis quis explaut magnam aciis sequiatur autectotatem sae ventium quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias fuga. Itam, volores et vollupta volende bitianim unt pa se vel quiam eos ne venisti te volorporit arum rehenim inctes que cust magnimp orerumquia quam laceres tibusandelit offici officide ilibusti consectia volest officidundi doluptae init qui iderum simus voluptas remporia que coreicient imolora in perferum quat que molore porehendis ulpa ius, nit, corent as ent. dic te omnimil magnihit, simpos dolest quid qui volorpo restion sequatur? Loreiusa sinulla pra venectur acescidis dolecessi aliquam, occae aspienime apit latur abo. Et acesequatem si dolorio nsequid Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui quodit occuptas coratis imint, omni dolore poreri dionet, senis cum repra veni ducius reptatectur? Quiandi dolut et ma inimi, doluptianda vollati atendaecti si voluptatiis ulpa voloriam, endi omnimagnis aperum sus dolorio. Nem volum eturepudis sam imo dolut pel invenis quibus, sae volorestem qui sin rectur? fugiae cullabo reraeria voloristia porrovid ea dolupta temoluptur aut in core ne cum sunt volupti sit quat autas dis eatibus, omnis seque verchil itiatin post dolorpor a voluptas ut aut aborat aut modic temquas doloribus. Di sitinihil minvele sequibus, aut et poris es dolor auditati si consequid molorer ovitas es volendamus et faccusdam, simagniam aut utest et as rerum est ut quam, to ent et quatur? Headline goes right here. healthpro HEALTHPRO Rate volupta spicit et magnimus explaccus. Ad que estiam quiditae explab imusciis dem ut preceroriae sum fuga. Nemque que occab iur, sit officimo id molum latestr umquis ratium ab is millore rumetur sui ilicaep erferionest, consed quas expedit vollatius dolorum nes simi, solorem que parciate venimol estios mi, es magnatquatur repudiatecum hilitis estio que am fugiam re, que liquibus, untume mo moloribus. Temporem. Edis molest ut laborent ati si tore sincima pla con nem eius niscipi cipsae et eos rate nobitati torro millutem re porem imillistibus nem faceaqui dolupiderum aliquas peritatum quasper ionsedi tatio. Tendi dolupta dolupis maion nim fugia sit, odi ra velibustinti dolupta spidebisitis ea evelit, ulla nis repelita dolecti sundis exernatiur? Ad molut que opta porerna tataqua teculla boratur reiustem eostota tature, corrovid maios et labori quiam nata volor senis acius dolent dolorepudio blamus, eatatur? Quianda ndipiduntur sitiande doluptatet quassin nam, quam reicien tibus.volest dolupis ma quae commolor ad quos escident.lor ehent. Odit aut ipsae volupid emporep ernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit eosamusti alique net voluptaes ent auditibea dolo ipsam net eos si non nus alicturias a que nobis illandel ipsam et veris esequi quia imus et voluptate velluptas quo con evernatin consequunt laborpor alitem voluptatecto que voluptati nonectus aut pra quas audantur? Pudigent occum, nonsecaborum que nis re, num exeribus. non nus alicturias a que nobis illandel ipsam et veris esequi quia imus et voluptate velluptas quo con evernatin consequunt laborpor alitem voluptatecto que voluptati nonectus aut pra quas audantur? Pudigent occum, nonsecaborum que nis re, num exeribus. Pos es et dolendam, ommo escipsam eaqui a atist, quaeculles ullupta testenis voltae. Nempori quam, toribus andelit atibus et volorporndi conest, quo berio cusda dessit ut is que volum il ellorem rem. Ilicilis soluptuminvelit re con expero et voluptatibus alit ea nos eum, que sin eicipsam idero tem qui a cus a cusciet ditae volorer atibus, omnihitibus inimusam acid minimol upturibusdae labora sequian duntis des ma ate nis eos ene eicias erehentur sequist ionseca borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep errunt ut aperaec essimilicia ernam isquidebit facculpa vel endicit litatiis we can show you more. For more information, click here. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. For more information, contact your field sales specialist or visit Healthcare Small Brochure Healthcare Sell Sheet Healthcare

69 * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 69 Manufacturing Appetite, expertise and a smarter approach to manufacturing. PMS 1795 PMS 423 PMS 5405 Manufacturing Color Palette All Manufacturing creative must conform to CNA brand standards as well as to the following guidelines, which give this segment a unique look. Color Palette: The Manufacturing creative uses the CNA primary color palette with secondary color PMS 5405 as an accent color. No other colors may be used. Photography: The Manufacturing creative is built on large, industry-specific images. Industry photography should reflect the Manufacturing color palette when possible and should meet brand standards in page 54. Industry-specific lifestyle images may also be used, but the models must be wearing the appropriate safety gear for the scene. See page 52. for guidelines. Manufacturing Brochure Cover Manufacturing Photography Examples Layout Standards: The Manufacturing creative features a color block grid and large photos. A white rule (generally 0.05" in width) separates the elements. The notch must be included in all layouts. For notch guidelines, see page 58. Headline goes right here. Headline goes right here. MANUFACTURING Subhead goes right here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur Headline goes right here. MANUFACTURING Call-out: The call-out is the name of the industry or appetite the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. manufacturing Odit aut ipsae volupid emporep ernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit eosamusti alique net voluptaes ent auditibea dolo ipsam net eos si non nus alicturias a que nobis illandel ipsam et veris esequi quia imus et voluptate velluptas quo con evernatin consequunt laborpor alitem voluptatecto que voluptati nonectus aut Pos es et dolendam, ommo escipsam eaqui a atist, quaeculles ullupta testenis voltae. Nempori quam, toribus andelit atibus et volorporndi conest, quo berio cusda dessit ut nos eum, que sin eicipsam idero tem qui a cus a cusciet ditae volorer atibus, omnihitibus inimusam acid minimol upturibusdae labora sequian duntis des ma ate nis eos ene eicias erehentur sequist ionseca borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep errunt ut aperaec essimilicia we can show you more. solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor... we can show you more. Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus Di sitinihil minvele sequibus, aut et poris es dolor auditati sequibusa velecerro volorem am is amusa iundaerovit eum si consequid molorer ovitas es volendamus et faccusdam, volut apedignim iliquam ea sumquis citatur adipsunt laborem simagniam aut utest et as rerum est ut quam, to ent et quatur? cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut simenisquam autem sitatur? Giaeper ferume nima alist ipsant atin comnia diti aut eum aliantia voloria tquias ra qui aditate voluptio odiscimus, voluptia venienet exerferios doles ut est mporem sant arcipsam accumenda doluptati corum quam, volum autem nsequatem eum sequatur aborepu dandentio sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad quis explaut magnam aciis sequiatur autectotatem sae ventium eliquaepudi omnis magnam quam volupti aspictemod quodia fuga. Itam, volores et vollupta volende bitianim unt pa se vel ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea magnimp orerumquia quam laceres tibusandelit offici officide que vernamet derita quidel mi, odist aut porem faceatur apiet voluptas remporia que coreicient imolora in perferum quat que rempe eturi ipit auda sime serum fugitas eosapedis dolenis dic te omnimil magnihit, simpos dolest quid qui volorpo restion quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias sequatur? quiam eos ne venisti te volorporit arum rehenim inctes que cust ilibusti consectia volest officidundi doluptae init qui iderum simus Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui molore porehendis ulpa ius, nit, corent as ent. cum repra veni ducius reptatectur? Quiandi dolut et ma inimi, omnimagnis aperum sus dolorio. Nem volum eturepudis sam Loreiusa sinulla pra venectur acescidis dolecessi aliquam, occae fugiae cullabo reraeria voloristia porrovid ea dolupta temoluptur aspienime apit latur abo. Et acesequatem si dolorio nsequid aut in core ne cum sunt volupti sit quat autas dis eatibus, omnis quodit occuptas coratis imint, omni dolore poreri dionet, senis seque verchil itiatin post dolorpor a voluptas ut aut aborat aut doluptianda vollati atendaecti si voluptatiis ulpa voloriam, endi modic temquas doloribus. imo dolut pel invenis quibus, sae volorestem qui sin rectur? Rate volupta spicit et magnimus explaccus. Ad que estiam quiditae explab imusciis dem ut preceroriae sum fuga. Nemque que occab iur, sit officimo id molum latestr umquis ratium ab is millore rumetur sui ilicaep erferionest, consed quas expedit vollatius dolorum nes simi, solorem que parciate venimol estios mi, es magnatquatur repudiatecum hilitis estio que am fugiam re, que liquibus, untume mo moloribus. Temporem. Edis molest ut laborent ati si tore sincima pla con nem eius niscipi cipsae et eos rate nobitati torro millutem re porem imillistibus nem faceaqui dolupiderum aliquas peritatum quasper ionsedi tatio. Tendi dolupta dolupis maion nim fugia sit, odi ra velibustinti dolupta spidebisitis ea evelit, ulla nis repelita dolecti sundis exernatiur? Ad molut que opta porerna tataqua teculla boratur reiustem eostota tature, corrovid maios et labori quiam nata volor senis acius dolent dolorepudio blamus, eatatur? Quianda ndipiduntur sitiande doluptatet quassin nam, quam reicien tibus.volest dolupis ma quae commolor ad quos escident.lor ehent. For more information, click here. For more information, contact your field sales specialist or visit One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. Endorsed by: Manufacturing Small Brochure Manufacturing Sell Sheet Manufacturing

70 * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 70 Professional Services Headline goes right here. PMS 1795 PMS 423 PMS 1595 Professional Services Color Palette Professional ACCOUNTANTS services All Professional Services creative must conform to CNA brand standards as well as to the following guidelines, which give this segment a unique look. Color Palette: The Professional Services creative uses the CNA primary color palette with secondary color PMS 1595 as an accent color. No other colors may be used. Photography: The Professional Services creative is built on large, lifestyle portrait images. Lifestyle photography should meet brand standards in page 52. THE NATION S #1 PROVIDER OF PROFESSIONAL LIABILITY INSURANCE FOR PROFESSIONALS Layout Standards: The Professional Services creative features a large photo with a standard notch above and a specialized notch below that incorporates the PMS 1595 color. The notch must be included in all layouts. For notch guidelines, see page 58. Call-out: The call-out is the name of the industry or appetite the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. Professional Services Brochure Cover Headline goes right here. PROfeSSIONal SeRvICeS Headline goes right here. Professional Services Photography Examples PROFESSIONAL SERvICES THE NATION S #1 PROVIDER OF PROFESSIONAL LIABILITY INSURANCE FOR PROFESSIONALS Subhead goes right here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor... we can show you more. Headline goes right here about professional services. Professional services THE NATION S #1 PROVIDER OF PROFESSIONAL LIABILITY INSURANCE FOR PROFESSIONALS THE NATION S #1 PROVIDER OF PROFESSIONAL LIABILITY INSURANCE FOR PROFESSIONALS Subhead goes right here. Odit aut ipsae volupid emporep ernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit eosamusti alique net voluptaes ent auditibea dolo ipsam net eos si non ionseca borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep errunt ut aperaec essimilicia we can show you more. Subhead goes right here. Odit aut ipsae volupid emporep ernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit eosamusti alique net voluptaes ent auditibea dolo ipsam net eos si non ionseca borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep err. Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus sequibusa velecerro volorem am is amusa iundaerovit eum volut apedignim iliquam ea sumquis citatur adipsunt laborem cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti simenisquam autem sitatur? Giaeper ferume nima alist ipsant voluptio odiscimus, voluptia venienet exerferios doles ut est volum autem nsequatem eum sequatur aborepu dandentio quis explaut magnam aciis sequiatur autectotatem sae ventium fuga. Itam, volores et vollupta volende bitianim unt pa se vel magnimp orerumquia quam laceres tibusandelit offici officide voluptas remporia que coreicient imolora in perferum quat que dic te omnimil magnihit, simpos dolest quid qui volorpo restion sequatur? Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui cum repra veni ducius reptatectur? Quiandi dolut et ma inimi, omnimagnis aperum sus dolorio. Nem volum eturepudis sam fugiae cullabo reraeria voloristia porrovid ea dolupta temoluptur aut in core ne cum sunt volupti sit quat autas dis eatibus, omnis Di sitinihil minvele sequibus, aut et poris es dolor auditati si consequid molorer ovitas es volendamus et faccusdam, simagniam aut utest et as rerum est ut quam, to ent et quatur? Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut atin comnia diti aut eum aliantia voloria tquias ra qui aditate mporem sant arcipsam accumenda doluptati corum quam, sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad eliquaepudi omnis magnam quam volupti aspictemod quodia ate repre lam, offic te occsapedis dolenis quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias quiam eos ne venisti te volorporit arum rehenim inctes que cust ilibusti consectia volest officidundi doluptae init qui iderum simus molore porehendis ulpa ius, nit, corent as ent. Loreiusa sinulla pra venectur acescidis dolecessi aliquam, occae aspienime apit latur abo. Et acesequatem si dolorio nsequid quodit occuptas coratis imint, omni dolore poreri dionet, senis doluptianda vollati atendaecti si voluptatiis ulpa voloriam, endi imo dolut pel invenis quibus, sae volorestem qui sin rectur? Rate volupta spicit et magnimus explaccus. Ad que estiam quiditae explab imusciis dem ut preceroriae sum fuga. Nemque que occab iur, sit officimo id molum latestr umquis ratium ab is millore rumetur sui ilicaep erferionest, consed quas expedit vollatius dolorum nes simi, solorem que parciate venimol estios mi, es magnatquatur repudiatecum hilitis estio que am fugiam re, que liquibus, untume mo moloribus. Temporem. Edis molest ut laborent ati si tore sincima pla con nem eius niscipi cipsae et eos rate nobitati torro millutem re porem imillistibus nem faceaqui dolupiderum aliquas peritatum quasper ionsedi tatio. Tendi dolupta dolupis maion nim fugia sit, odi ra velibustinti dolupta spidebisitis ea evelit, ulla nis repelita dolecti sundis exernatiur? Ad molut que opta porerna tataqua teculla boratur reiustem eostota tature, corrovid maios et labori quiam nata volor senis acius dolent dolorepudio blamus, eatatur? Quianda ndipiduntur sitiande doluptatet quassin nam, quam reicien tibus.volest dolupis ma quae commolor ad quos escident.lor ehent. For more information, click here. Dernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep errunt ut aperaec essimilic. For more information, contact your field sales specialist or visit One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. Professional Services Small Brochure Professional Services Sell Sheet Professional Services

71 * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 71 Real Estate Go find the up and coming. We ll watch for the out of nowhere. PMS 1795 PMS 423 PMS 5125 Professional Services Color Palette All Real Estate creative must conform to CNA brand standards as well as to the following guidelines, which give this segment a unique look. Color Palette: The Real Estate creative uses the CNA primary color palette with secondary color PMS 5125 as an accent color. No other colors may be used. REAL ESTATE Photography: The Real Estate creative is built on tightly cropped, lifestyle portrait images combined with images of business people on the go. Lifestyle photography should meet brand standards on page 52. Layout Standards: The Real Estate creative features a large photo within a notch contained paired with a secondary supporting image. The standard notch is paired with a specialized notch that incorporates the PMS 5125 color. The notch must be included in all layouts. For notch guidelines, see page 58. Professional Services Brochure Cover You invest in the up-side. We ll watch the blindside. Professional Services Photography Examples Call-out: The call-out is the name of the industry or appetite the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. REAL ESTATE Proactive risk control resources to minimize liabilities. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor rat. Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus Di sitinihil minvele sequibus, aut et poris es dolor auditati sequibusa velecerro volorem am is amusa iundaerovit eum si consequid molorer ovitas es volendamus et faccusdam, volut apedignim iliquam ea sumquis citatur adipsunt laborem simagniam aut utest et as rerum est ut quam, to ent et quatur? cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut simenisquam autem sitatur? Giaeper ferume nima alist ipsant atin comnia diti aut eum aliantia voloria tquias ra qui aditate voluptio odiscimus, voluptia venienet exerferios doles ut est mporem sant arcipsam accumenda doluptati corum quam, volum autem nsequatem eum sequatur aborepu dandentio quis sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad explaut magnam aciis sequiatur autectotatem sae ventium fuga. eliquaepudi omnis magnam quam volupti aspictemod quodia Itam, volores et vollupta volende bitianim unt pa se vel magnimp ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea orerumquia quam laceres tibusandelit offici officide voluptas que vernamet derita quidel mi, odist aut porem faceatur apiet remporia que coreicient imolora in perferum quat que dic te rempe eturi ipit auda sime serum fugitas eosapedis dolenis omnimil magnihit, simpos dolest quid qui volorpo quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias restion sequatur? quiam eos ne venisti te volorporit arum rehenim inctes que cust ilibusti consectia volest officidundi doluptae init qui iderum simus molore porehendis ulpa ius, nit, corent as ent. For more information, contact your field sales specialist or visit Professional Services Sell Sheet

72 * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 72 Small Business PMS 1795 PMS 423 PMS 444 Small Business Color Palette All Small Business creative must conform to CNA brand standards as well as to the following guidelines, which give this segment a unique look. Color Palette: The Small Business creative uses the CNA primary color palette with secondary color PMS 444 as an accent color. No other colors may be used. Clearing the way for small business success. SMALL BUSINESS Photography: The Small Business creative is built on a large lifestyle image, usually featuring a singular business owner, along with a cluster of small industry-specific photos that highlight detail, color and repetition for visual interest. Lifestyle photography should meet brand standards in page 52. Industry-specific images may also be used, but as secondary photography. See page 54 for industry photography guidelines. Layout Standards: The Small Business creative features a block grid of small photos. A white rule (0.05" in width on standard sized pieces) separates the elements. A large angle element and the notch must be used on all layouts. The large angle element always matches the angle of the N in the CNA logo. For notch guidelines, see page 58. The tagline must be included in the first logo and never used in body copy. For logo/tagline lock-up guidelines, see page 37. Call-out: The call-out is the name of the industry or appetite the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. Small Business Brochure Cover Efficient, powerful data breach coverages. Unleashed profitability. Subhead goes right here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor rat. Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus sequibusa velecerro volorem am is amusa iundaerovit eum volut apedignim iliquam ea sumquis citatur adipsunt laborem cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti simenisquam autem sitatur? Giaeper ferume nima alist ipsant voluptio odiscimus, voluptia venienet exerferios doles ut est volum autem nsequatem eum sequatur aborepu dandentio quis explaut magnam aciis sequiatur autectotatem sae ventium fuga. Itam, volores et vollupta volende bitianim unt pa se vel magnimp orerumquia quam laceres tibusandelit offici officide voluptas remporia que coreicient imolora in perferum quat que dic te omnimil magnihit, simpos dolest quid qui volorpo restion sequatur? Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui cum repra veni ducius reptatectur? Quiandi dolut et ma inimi, omnimagnis aperum sus dolorio. Nem volum eturepudis sam fugiae cullabo reraeria voloristia porrovid ea dolupta temoluptur aut in core ne cum sunt volupti sit quat autas dis eatibus, omnis seque verchil itiatin post dolorpor a voluptas ut aut aborat aut modic temquas doloribus. For more information, contact your field sales specialist or visit Small Business Sell Sheet SMALL BUSINESS Di sitinihil minvele sequibus, aut et poris es dolor auditati si consequid molorer ovitas es volendamus et faccusdam, simagniam aut utest et as rerum est ut quam, to ent et quatur? Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut atin comnia diti aut eum aliantia voloria tquias ra qui aditate mporem sant arcipsam accumenda doluptati corum quam, sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad eliquaepudi omnis magnam quam volupti aspictemod quodia ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea que vernamet derita quidel mi, odist aut porem faceatur apiet rempe eturi ipit auda sime serum fugitas eosapedis dolenis quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias quiam eos ne venisti te volorporit arum rehenim inctes que cust ilibusti consectia volest officidundi doluptae init qui iderum simus molore porehendis ulpa ius, nit, corent as ent. Loreiusa sinulla pra venectur acescidis dolecessi aliquam, occae aspienime apit latur abo. Et acesequatem si dolorio nsequid quodit occuptas coratis imint, omni dolore poreri dionet, senis doluptianda vollati atendaecti si voluptatiis ulpa voloriam, endi imo dolut pel invenis quibus, sae volorestem qui sin rectur? Small Business Photography Examples Small Business

73 * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 73 Technology A flexible collection of coverages as innovative as the technology industry. PMS 1795 PMS 423 PMS 5405 Technology Color Palette All Technology creative must conform to CNA brand standards as well as to the following guidelines, which give this segment a unique look. Color Palette: The Technology creative uses the CNA primary color palette with secondary color PMS 5405 as an accent color. No other colors may be used. Photography: The Technology creative is built on large, industry-specific images. Industry photography should reflect the Technology color palette when possible and should meet the guidelines on page 42. TECHNOLOGY Technology Photography Examples Layout Standards: The Technology creative features a color block grid, large photos and a pixel graphic (see example to the right). A white rule (generally 0.05" in width) separates the elements. The notch must be included in all layouts. For notch guidelines, see page 58. Technology Brochure Cover Headline goes right here. Headline goes right here. Technology Pixel Graphic Call-out: The call-out is the name of the industry or appetite the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. TeChNOlOgy TECHNOLOGY Subhead goes right here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor... we can show you more. Headline goes right here. TEChNOlOGY Odit aut ipsae volupid emporep ernatem consero ducipsanda esenim ius. Ficilli gnatur? Unt lacere nobis aborit eosamusti alique net voluptaes ent auditibea dolo ipsam net eos si non nus alicturias a que nobis illandel ipsam et veris esequi quia imus et voluptate velluptas quo con evernatin consequunt laborpor alitem voluptatecto que voluptati nonectus aut pra quas audantur? Pudigent occum, nonsecaborum que nis re, num exeribus. non nus alicturias a que nobis illandel ipsam et veris esequi quia imus et voluptate velluptas quo con evernatin consequunt laborpor alitem voluptatecto que voluptati nonectus aut pra quas audantur? Pudigent occum, nonsecaborum que nis re, num exeribus. Pos es et dolendam, ommo escipsam eaqui a atist, quaeculles ullupta testenis voltae. Nempori quam, toribus andelit atibus et volorporndi conest, quo berio cusda dessit ut is que volum il ellorem rem. Ilicilis soluptuminvelit re con expero et voluptatibus alit ea nos eum, que sin eicipsam idero tem qui a cus a cusciet ditae volorer atibus, omnihitibus inimusam acid minimol upturibusdae labora sequian duntis des ma ate nis eos ene eicias erehentur sequist ionseca borupictia aut aliqui omnient re pro blaccus dolorit eos ation corem dolorep errunt ut aperaec essimilicia we can show you more. Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus Di sitinihil minvele sequibus, aut et poris es dolor auditati sequibusa velecerro volorem am is amusa iundaerovit eum si consequid molorer ovitas es volendamus et faccusdam, volut apedignim iliquam ea sumquis citatur adipsunt laborem simagniam aut utest et as rerum est ut quam, to ent et quatur? cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut simenisquam autem sitatur? Giaeper ferume nima alist ipsant atin comnia diti aut eum aliantia voloria tquias ra qui aditate voluptio odiscimus, voluptia venienet exerferios doles ut est mporem sant arcipsam accumenda doluptati corum quam, volum autem nsequatem eum sequatur aborepu dandentio sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad quis explaut magnam aciis sequiatur autectotatem sae ventium eliquaepudi omnis magnam quam volupti aspictemod quodia fuga. Itam, volores et vollupta volende bitianim unt pa se vel ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea magnimp orerumquia quam laceres tibusandelit offici officide que vernamet derita quidel mi, odist aut porem faceatur apiet voluptas remporia que coreicient imolora in perferum quat que rempe eturi ipit auda sime serum fugitas eosapedis dolenis dic te omnimil magnihit, simpos dolest quid qui volorpo restion quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias sequatur? quiam eos ne venisti te volorporit arum rehenim inctes que cust ilibusti consectia volest officidundi doluptae init qui iderum simus Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui molore porehendis ulpa ius, nit, corent as ent. cum repra veni ducius reptatectur? Quiandi dolut et ma inimi, omnimagnis aperum sus dolorio. Nem volum eturepudis sam Loreiusa sinulla pra venectur acescidis dolecessi aliquam, occae fugiae cullabo reraeria voloristia porrovid ea dolupta temoluptur aspienime apit latur abo. Et acesequatem si dolorio nsequid aut in core ne cum sunt volupti sit quat autas dis eatibus, omnis quodit occuptas coratis imint, omni dolore poreri dionet, senis seque verchil itiatin post dolorpor a voluptas ut aut aborat aut doluptianda vollati atendaecti si voluptatiis ulpa voloriam, endi modic temquas doloribus. imo dolut pel invenis quibus, sae volorestem qui sin rectur? Rate volupta spicit et magnimus explaccus. Ad que estiam quiditae explab imusciis dem ut preceroriae sum fuga. Nemque que occab iur, sit officimo id molum latestr umquis ratium ab is millore rumetur sui ilicaep erferionest, consed quas expedit vollatius dolorum nes simi, solorem que parciate venimol estios mi, es magnatquatur repudiatecum hilitis estio que am fugiam re, que liquibus, untume mo moloribus. Temporem. Edis molest ut laborent ati si tore sincima pla con nem eius niscipi cipsae et eos rate nobitati torro millutem re porem imillistibus nem faceaqui dolupiderum aliquas peritatum quasper ionsedi tatio. Tendi dolupta dolupis maion nim fugia sit, odi ra velibustinti dolupta spidebisitis ea evelit, ulla nis repelita dolecti sundis exernatiur? Ad molut que opta porerna tataqua teculla boratur reiustem eostota tature, corrovid maios et labori quiam nata volor senis acius dolent dolorepudio blamus, eatatur? Quianda ndipiduntur sitiande doluptatet quassin nam, quam reicien tibus.volest dolupis ma quae commolor ad quos escident.lor ehent. For more information, click here. Technology Small Brochure For more information, contact your field sales specialist or visit One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. Technology Sell Sheet Technology

74 GENERAL GUIDELINES 74 Other Industries/Appetites All other industries and appetites must follow CNA brand standards. For guidelines, see page 30. In addition, the following guidelines must always be applied to industry or appetite creative. Call-out: The call-out is the name of the industry or appetite the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork.

75 GENERAL GUIDELINES 75 Products/Services Guidelines All product/service pieces must follow General CNA brand standards. If the piece is not industry- or appetitespecific, the styles outlined in this section must be used.

76 One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trade mark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. CL SAT SS CLAIM * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 76 CNA Claim Every claim is an opportunity to improve our service. CLAIM satisfaction Claim At CNA, we understand that no matter how prepared you are for the unexpected, there s always the possibility you may need to file a claim. And should you ever need to, our experienced claim team is ready to handle your claim accurately and efficiently, so you can get back to doing what you do best. But equally important to your claim s timely resolution is ensuring your satisfaction, every step of the way. That is why we created our claim survey program in 2007 to obtain valuable customer feedback. And in each year since we started the survey, customer satisfaction has markedly improved. PMS 1795 PMS 423 Claim Color Palette All Claim creative must conform to CNA brand standards (see page 63). When the subject of claim involves a specific industry/appetite, it must take on the look of that industry/appetite. In these cases, the call-out must say Claim. Color Palette: Claim creative uses the CNA color palette. See page 42. Photography: The claim photography story is built on small lifestyle images. Lifestyle photography should meet brand standards on page 52. For more information, contact your independent agent or visit It s only great claim service if our policyholders think it s great. In our 2010 Commercial Claim First Party Auto and Property surveys, we received the following customer satisfaction ratings: 94% for promptness; 98% or courtesy and professionalism; 94% for fair and proper handling; 94% of our Workers Compensation policyholders said they would recommend CNA to a business associate; and 96% of our Specialty claims customers said they would recommend CNA to a colleague. For claims that required assistance from our Litigation attorneys, customers surveyed had this to say: 97% of the customers surveyed agreed their overall satisfaction level was excellent, very good or good; 99% said the quality of legal services was excellent, very good or good; And when asked, If the decision were yours, what is the likelihood you would send additional work to the firm? 99% advised they would. Every survey is a valuable improvement tool. We review each survey for positive, negative and general feedback. A positive response to a claim service topic gives us the opportunity to reward our dedicated professionals for a job well done. A negative response tells us we ve fallen short of expectations, and we need to follow up to find out how we can improve. This feedback helps us decide when and how to add to or optimize our services. Here are two recent examples of how candid customer feedback helped improve our service: Based on feedback from an interviewed client, our claim services team now sends letters to customers at the beginning of the claim process to explain each step of the process in more detail and provide a framework for expected timing on all First Party Property claims. Thanks to feedback from another CNA policyholder, we sought the counsel of a new third-party vendor for our commercial auto appraisals. With more the 100 years of experience and an A rating for financial strength, CNA policyholders know we ll be there for them when they need us most. When it comes finding ways to deliver greater customer satisfaction we can show you more. Layout Standards: Claim sell sheets feature a color and photo grid that includes a red square that holds the callout (see example to the right). Call-out: The call-out is the name of the product or service the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. Claim Sell Sheet Headline goes right here about manufacturing as it relates to claim. ClAIM Headline goes right here about technology as it relates to claim. Headline goes right here about construction as it relates to claim. Building Equipment Installation and Repair Contractors Concrete Contractors Electrical Contractors General Contractors Grading/Excavation Contractors Landscaping and Lawn Care Contractors Renewable Energy Contractors Road Contractors Roofing Contractors Sheet Metal, Mechanical, A/C and Plumbing Contractors Spa and Swimming Pool Contractors Utility and Excavation Contractors CLAIM Subhead goes right here. Rate volupta spicit et magnimus explaccus. Ad que estiam quiditae explab imusciis dem ut preceroriae sum fuga. Nemque que occab iur, sit officimo id molum latestr umquis ratium ab is millore rumetur sui ilicaep erferionest, consed quas expedit vollatius dolorum nes simi, solorem que parciate venimol estios mi, es magnatquatur repudiatecum hilitis estio que am fugiam re, que liquibus, untume mo moloribus. Temporem. Edis molest ut laborent ati si tore sincima pla con nem eius niscipi cipsae et eos rate nobitati torro millutem re porem imillistibus nem faceaqui dolupiderum aliquas peritatum quasper ionsedi tatio. Tendi dolupta dolupis maion nim fugia sit, odi ra velibustinti dolupta spidebisitis ea evelit, ulla nis repelita dolecti sundis exernatiur? Ad molut que opta porerna tataqua teculla boratur reiustem eostota tature, corrovid maios et labori quiam nata volor senis acius dolent dolorepudio blamus, eatatur? Quianda ndipiduntur sitiande doluptatet quassin nam, quam reicien tibus.volest dolupis ma quae commolor ad quos escident.lor ehent. For more information, click here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor rat.... we can show you more. Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus Di sitinihil minvele sequibus, aut et poris es dolor auditati sequibusa velecerro volorem am is amusa iundaerovit eum si consequid molorer ovitas es volendamus et faccusdam, volut apedignim iliquam ea sumquis citatur adipsunt laborem simagniam aut utest et as rerum est ut quam, to ent et quatur? cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut simenisquam autem sitatur? Giaeper ferume nima alist ipsant atin comnia diti aut eum aliantia voloria tquias ra qui aditate voluptio odiscimus, voluptia venienet exerferios doles ut est mporem sant arcipsam accumenda doluptati corum quam, volum autem nsequatem eum sequatur aborepu dandentio quis sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad explaut magnam aciis sequiatur autectotatem sae ventium fuga. eliquaepudi omnis magnam quam volupti aspictemod quodia Itam, volores et vollupta volende bitianim unt pa se vel magnimp ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea orerumquia quam laceres tibusandelit offici officide voluptas que vernamet derita quidel mi, odist aut porem faceatur apiet remporia que coreicient imolora in perferum quat que dic te rempe eturi ipit auda sime serum fugitas eosapedis dolenis omnimil magnihit, simpos dolest quid qui volorpo quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias restion sequatur? quiam eos ne venisti te volorporit arum rehenim inctes que cust ilibusti consectia volest officidundi doluptae init qui iderum simus Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui molore porehendis ulpa ius, nit, corent as ent. cum repra veni ducius reptatectur? Quiandi dolut et ma inimi. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. For more information, contact your field sales specialist or visit Manufacturing Claim Technology Claim Brochure Cover Construction Claim Sell Sheet

77 RISK CONTROL * Not all coverages are available in all states. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2011 CNA. All rights reserved. SB WHY CONN GENERAL GUIDELINES 77 Risk Control General headline goes right here. PMS 1795 PMS 423 Risk Control Color Palette All Risk Control creative must conform to CNA brand standards page 63. When the subject of risk control involves a specific industry/appetite, it must take on the look of that industry/appetite. In these cases, the call-out must say Risk Control. RISK CONTROL Color Palette: Risk Control creative uses the CNA color palette. See page 42. Photography: The risk control photography story is built on lifestyle and industry-specific images. Lifestyle photography should meet brand standards on page 52. Industry photography should meet brand standards on page 54. Risk Control Brochure Cover Layout Standards: Risk Control creative features a color block grid and large photos. A white rule (generally 0.05" in width) separates the elements. The notch must be included in all layouts. For notch guidelines, see page 58. Headline goes right here about manufacturing as it relates to risk control. RISK CONTROl Headline goes right here about technology as it relates to risk control. Headline goes right here about construction as it relates to risk control. RISK CONTROL Call-out: The call-out is the name of the product or service the piece is featuring and is usually noted in the headline. If the headline does not feature the call-out, it must be featured in the notch artwork. Rate volupta spicit et magnimus explaccus. Ad que estiam quiditae explab imusciis dem ut preceroriae sum fuga. Nemque que occab iur, sit officimo id molum latestr umquis ratium ab is millore rumetur sui ilicaep erferionest, consed quas expedit vollatius dolorum nes simi, solorem que parciate venimol estios mi, es magnatquatur repudiatecum hilitis estio que am fugiam re, que liquibus, untume mo moloribus. Temporem. Edis molest ut laborent ati si tore sincima pla con nem eius niscipi cipsae et eos rate nobitati torro millutem re porem imillistibus nem faceaqui dolupiderum aliquas peritatum quasper ionsedi tatio. Tendi dolupta dolupis maion nim fugia sit, odi ra velibustinti dolupta spidebisitis ea evelit, ulla nis repelita dolecti sundis exernatiur? Ad molut que opta porerna tataqua teculla boratur reiustem eostota tature, corrovid maios et labori quiam nata volor senis acius dolent dolorepudio blamus, eatatur? Quianda ndipiduntur sitiande doluptatet quassin nam, quam reicien tibus.volest dolupis ma quae commolor ad quos escident.lor ehent. Building Equipment Installation and Repair Contractors Concrete Contractors Electrical Contractors General Contractors Grading/Excavation Contractors Landscaping and Lawn Care Contractors Renewable Energy Contractors Road Contractors Roofing Contractors Sheet Metal, Mechanical, A/C and Plumbing Contractors Spa and Swimming Pool Contractors Utility and Excavation Contractors Subhead goes right here. Facepere cumquaestore renis siti ommodist dessusandi omnis dolupta tibus, adisqui atempos et molupti re eatem qui beatentio tet ut et eicatem sunt es ut occab iur? Ut officiis mosam di voluptur maximusa non enducipsum nusandaepre suntur? Equiam cupicatur, ut od quaesti umquunt maxim se et haribusape exceptassum rem quasit, adi dellabo rehenisint. Ro to iderspit, sequi dent voloritatur, occatur, consequam quam errorro duciatquatem ad ut accabo. Epudigendem explaborunt repe earcia cumet assus, sectur? Ur solorescil mos volest arum dolorpor sus ditem reptus, omnia sedit volor rat.... we can show you more. Subhead goes right here. Ihilicipiento im quia consedion conetur, officid ipient et as etus Di sitinihil minvele sequibus, aut et poris es dolor auditati sequibusa velecerro volorem am is amusa iundaerovit eum si consequid molorer ovitas es volendamus et faccusdam, volut apedignim iliquam ea sumquis citatur adipsunt laborem simagniam aut utest et as rerum est ut quam, to ent et quatur? cusa quis iducips andae. Ita nimodis ma corporempor autas aut exeriae non pre, cones etus autam reratendi nectus molupti Ximus delesto ipsundunt evenditat re si blabo. Ut doluptate aut simenisquam autem sitatur? Giaeper ferume nima alist ipsant atin comnia diti aut eum aliantia voloria tquias ra qui aditate voluptio odiscimus, voluptia venienet exerferios doles ut est mporem sant arcipsam accumenda doluptati corum quam, volum autem nsequatem eum sequatur aborepu dandentio quis sitatius ut quiatiam, quam, inctam facid et aut everchit latur ad explaut magnam aciis sequiatur autectotatem sae ventium fuga. eliquaepudi omnis magnam quam volupti aspictemod quodia Itam, volores et vollupta volende bitianim unt pa se vel magnimp ate repre lam, offic te occatus anditam fuga. Et aute pelectatibea orerumquia quam laceres tibusandelit offici officide voluptas que vernamet derita quidel mi, odist aut porem faceatur apiet remporia que coreicient imolora in perferum quat que dic te rempe eturi ipit auda sime serum fugitas eosapedis dolenis omnimil magnihit, simpos dolest quid qui volorpo quatinis aut aut verit volor sus aut la derovitis ea vollit aceperias restion sequatur? quiam eos ne venisti te volorporit arum rehenim inctes que cust ilibusti consectia volest officidundi doluptae init qui iderum simus Itatemporio maximag nimusdaerum re voluptat. Xim quaspit, qui molore porehendis ulpa ius, nit, corent as ent. cum repra veni ducius reptatectur? Quiandi dolut et ma inimi. For more information, click here. One or more of the CNA companies provide the products and/or services described. The information is intended to present a general overview for illustrative purposes only. It is not intended to constitute a binding contract. Please remember that only the relevant insurance policy can provide the actual terms, coverages, amounts, conditions and exclusions for an insured. All products and services may not be available in all states and may be subject to change without notice. CNA is a registered trademark of CNA Financial Corporation. Copyright 2010 CNA. All rights reserved. For more information, contact your field sales specialist or visit Manufacturing Risk Control Technology Risk Control Brochure Cover Construction Risk Control Sell Sheet

78 GENERAL GUIDELINES 78 Other Products/Services Any other Product or Services must follow CNA brand standards. See page 63. In addition, to give this Product/ Service a unique look, the following guidelines must always be applied to Product/Service creative. Call-out: The call-out is the name of the Product/Service the piece is featuring. This primarily happens in the headline. If it does not, it must be featured in the notch artwork.

79 GENERAL GUIDELINES 79 Presentation Guidelines Like all CNA pieces, when it comes to PowerPoint presentations, less is more. Use plenty of white space and avoid flooding the slides with an endless stream of bullet points, sentences or even full paragraphs. When the presenter lists too much detail on the slides, few people will be able to retain any of it. Presentation Title Subhead or byline A great presentation should really just give the highlights. It's also good to segment presentations in places where your audience's mind can sum up and process the information, so that they're actually able to think about what you're telling them. On the right, you'll find an approved template that consists of title page, section page and a sample slide. For templates, please visit The title page uses our primary color red, PMS 1795, or gray, 423, along with the notch and the logo in the bottom. The title font is in Arial, 72 pt size, white; the date is in Arial, 18 pt size, white. Date Presentation Title Subhead or byline Date Subhead or byline Presentation Title Date

80 GENERAL GUIDELINES 80 The section page uses a shade of gray 50% black. The title font is in Arial, 60 pt size, white. The slide page uses our logo and notch header at the top. The slide title font is in Arial, 28 pt size, red; the copy is in Arial, 18 pt size, PMS 423 or 50% black. You may add charts and graphs to enhance your presentation. Please refer to our charts and graphs section and our photography section for more information. Section separator Subhead About CNA Headquartered in Chicago, Illinois Eighth largest U.S. commercial insurance writer and the 14th largest property and casualty company $6.4 billion of property & casualty net written premium in 2015 Provide insurance protection to more than one million businesses and professional across a range of industries, in the U.S. and internationally Long-standing market presence with more than 118-year history Broad-based geographic footprint and multi-channel distribution network Local underwriting authority in 64 offices around the world, with access to 200 countries or territories Long-standing relationship with over 3,300 U.S. brokers and agents, and 1,400 brokers outside the U.S. Rated A by A.M. Best, Fitch and Standard & Poor s, A3 by Moody s, all with a stable outlook 4

81 81 Digital Guidelines The digital guidelines section is comprised of three main parts: CNA.com, Inside CNA, Marketing Automation (Marketo) and social media. These three channels have a lot in common in terms of look and feel, but they also have their distinct characteristics, which are highlighted in the following pages. Please refer to these guidelines for all digital material, even if they don't fall in the above categories.

82 DIGITAL GUIDELINES 82 How to Use This Guide The guidelines in this document function as an extension of the CNA brand, demonstrating the appropriate expression of brand elements logos, color, typography, etc. in a consistent and purposeful fashion. The guidlines should promote a consistent look, feel and style across all CNA digital assets, as well as increase the speed of the design and development process. Who should use this guide Business analysts, developers and designers Use this document as a practical tool to reference the visual information necessary for completing wireframes, mockups, and finished applications. Digital stakeholders Use this document as a point of reference and to answer any questions pertaining to the look and feel of digital projects. How the guide is divided The guidelines that follow are broken into three categories: Brand, Interaction and Information Design. Brand Elements such as colors, fonts, icons, and buttons that are reused across the entire website. Interaction These are components that respond to the user, most notably forms. Information Design This is the overall structure of the site.

83 DIGITAL GUIDELINES 83 BRAND Typography CNA.com 1.0 uses Avenir as the CNA s default web font for both headers and body copy. Avenir Avenir Book ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Avenir Heavy ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz Text Rollovers NORMAL STATE COLOR: # Sample text ROLLOVER STATE COLOR: # A7212A Sample text Avenir Black ABCDEFGHIJKLMNOPQRSTUZ abcdefghijklmnopqrstuvwxyz

84 DIGITAL GUIDELINES 84 BRAND Recommended Book type sizes Avenir Book 75px 67PX LEADING/-2PX LETTER SPACING/LOWERCASE Avenir Book 40px -2PX LETTER SPACING/LOWER CASE Avenir Book 26px 30PX LEADING/1PX LETTER SPACING/SENTENCE CASE Avenir Book 22px 24PX LEADING/1PX LETTER SPACING/SENTENCE CASE Avenir Book 20px 22PX LEADING/0PX LETTER SPACING/SENTENCE CASE OR CAPS Avenir Book 18px 21PX LEADING/ 2PX LETTER SPACING/SENTENCE CASE OR CAPS

85 DIGITAL GUIDELINES 85 BRAND Recommended Book type sizes Avenir Book 17px 19PX LEADING/ 0 PX LETTER SPACING/SENTENCE CASE OR CAPS Avenir Book 16px 17PX LEADING/ 0 PX LETTER SPACING/SENTENCE CASE Avenir Book 15px 18PX LEADING/ 0PX LETTER SPACING/SENTENCE CASE Avenir Book 14px 16PX LEADING/ 1PX LETTER SPACING /SENTENCE CASE Avenir Book 13px 18PX LEADING/ 1PX LETTER SPACING/SENTENCE CASE OR CAPS Avenir Book 12px 15PX LEADING/ 0PX LETTER SPACING/SENTENCE CASE OR CAPS Avenir Book 11px 15PX LEADING/ 0PX LETTER SPACING/SENTENCE CASE OR CAPS

86 DIGITAL GUIDELINES 86 BRAND Recommended Heavy type sizes Avenir Heavy 43px 0PX LETTER SPACING/SENTENCE CASE Avenir Heavy 26px 30PX LEADING/2PX LETTER SPACING/SENTENCE CASE Avenir Heavy 20px 24PX LEADING/1PX LETTER SPACING/CAPS Avenir Heavy 16px 18PX LEADING/0PX LETTER SPACING/SENTENCE CASE OR CAPS Avenir Heavy 13px 15PX LEADING/ 0PX LETTER SPACING/CAPS OR LOWERCASE Avenir Heavy 12px 15PX LEADING/ 0PX LETTER SPACING/CAPS Avenir Heavy 11px 14PX LEADING/ 0PX LETTER SPACING/CAPS Avenir Heavy 10px 14PX LEADING/ 0PX LETTER SPACING/CAPS Avenir Heavy 9px 18PX LEADING/ 1PX LETTER SPACING/LOWERCASE

87 DIGITAL GUIDELINES 87 BRAND Recommended Black type sizes Avenir Black 26px 30PX LEADING/2PX LETTER SPACING/SENTENCE CASE Avenir Black 18px 25PX LEADING/2PX LETTER SPACING/LOWERCASE OR SENTENCE CASE OR CAPS Avenir Black 17px 1PX LETTER SPACING/SENTENCE CASE OR CAPS Avenir Black 16px 18PX LEADING/0PX LETTER SPACING/CAPS Avenir Black 15px 2PX LETTER SPACING/CAPS Avenir Black 14px 16PX LEADING/2PX LETTER SPACING/CAPS AND CAN BE UNDERLINED Avenir Black 13px 15PX LEADING/ SENTENCE CASE OR CAPS

88 DIGITAL GUIDELINES 88 BRAND Recommended Black type sizes Avenir Black 12px 15PX LEADING/ SENTENCE CASE OR CAPS Avenir Black 11px 14PX LEADING/ 2PX LETTER SPACING/SENTENCE CASE OR CAPS Avenir Black 10px 14PX LEADING/ 0PX LETTER SPACING/CAPS Avenir Black 9px 2PX LETTER SPACING/SENTENCE CASE OR CAPS Avenir Black 8px (PDF LABEL ONLY) CAPS ONLY

89 DIGITAL GUIDELINES 89 BRAND Colors and Gradients COLOR GRADIENTS A7212A CC0000 3B6E8E 5AA0C1 GRADIENT (TOP) CC0000 TO A7212A GRADIENT (TOP) 5AA0C1 TO GRADIENT (TOP) TO SECONDARY 1A1A1A FFCA10 FF B5BD00 D1D1D1 FFFFFF

90 DIGITAL GUIDELINES 90 BRAND Buttons BUTTON CHARACTER LIMIT (SHOULD NEVER GO TO 2 LINES) 30 CHARACTER COUNT MAX DIAGONAL EDGED BUTTON REQUIRES AN IMAGE/10 PX PADDING AROUND COPY LARGE ROLLOVER STATE GRADIENT SWITCHES DIRECTIONS FONT AVENIR BLACK, 10 PX, CAPS 24px 115px SMALL ROLLOVER STATE GRADIENT SWITCHES DIRECTIONS FONT AVENIR BLACK, 13 PX, CAPS 30px 58px RECTANGLE BUTTON (RED) CSS GRADIENT STYLING/10 PX PADDING ON TOP & BOTTOM OF COPY AND CENTERED LARGE GRADIENT CC0000 TO A7212A (TOP) ROLLOVER STATE GRADIENT SWITCHES DIRECTIONS FONT AVENIR BLACK, 17 PX, CAPS 37px 287px SMALL GRADIENT CC0000 TO A7212A (TOP) ROLLOVER STATE GRADIENT SWITCHES DIRECTIONS FONT AVENIR BLACK, 17 PX, CAPS 37px 95px

91 DIGITAL GUIDELINES 91 BRAND Buttons (continued) BUTTON CHARACTER LIMIT (SHOULD NEVER GO TO 2 LINES) 30 CHARACTER COUNT MAX RECTANGLE BUTTON (BLUE) CSS GRADIENT STYLING/10 PX PADDING ON TOP & BOTTOM OF COPY AND CENTERED LARGE GRADIENT 5AA0C1 TO (TOP) ROLLOVER STATE GRADIENT SWITCHES DIRECTIONS FONT AVENIR BLACK, 17 PX, CAPS 37px 287px SMALL GRADIENT 5AA0C1 TO (TOP) ROLLOVER STATE GRADIENT SWITCHES DIRECTIONS FONT AVENIR BLACK, 17 PX, CAPS 37px RECTANGLE BUTTON (GREY) CSS STYLING/10 PX PADDING ON TOP & BOTTOM OF COPY AND CENTERED 95px LARGE SOLID D1D1D1 FONT ROLLOVER STATE SOLID FONT AVENIR BLACK, 17 PX, CAPS, FFFFFF 37px 287px SMALL SOLID D1D1D1 FONT (TOP) ROLLOVER STATE SOLID FONT AVENIR BLACK, 17 PX, CAPS, FFFFFF 37px 95px

92 DIGITAL GUIDELINES 92 BRAND Buttons (continued) BUTTON CHARACTER LIMIT (SHOULD NEVER GO TO 2 LINES) 30 CHARACTER COUNT MAX RECTANGLE BUTTON (OUTLINE) CSS GRADIENT STYLING/10 PX PADDING ON TOP & BOTTOM OF COPY AND CENTERED LARGE 1PX BORDER, FONT ROLLOVER STATE BORDER COLOR FONT AVENIR BOOK, 17 PX, CAPS, LOAD MORE LOAD MORE 37px 287px SMALL 1PX BORDER, FONT ROLLOVER STATE BORDER COLOR FONT AVENIR BOOK, 17 PX, CAPS, FIND FIND 37px 95px RECTANGLE BUTTON (OUTLINE REVERSE) CSS STYLING/10 PX PADDING ON TOP & BOTTOM OF COPY AND CENTERED LARGE SOLID D1D1D1 FONT D1D1D1 ROLLOVER STATE SOLID FFFFFF FONT AVENIR BLACK, 17 PX, CAPS, FFFFFF LOAD MORE LOAD MORE 37px 287px SMALL SOLID D1D1D1 FONT D1D1D1 ROLLOVER STATE SOLID FFFFFF FONT AVENIR BLACK, 17 PX, CAPS, FFFFFF FIND FIND 37px 95px

93 DIGITAL GUIDELINES 93 BRAND Buttons (continued) OTHER BUTTONS REQUIRES AN IMAGE 1A1A1A ROLLOVER STATE A7212A FONT AVENIR BLACK, 9 PX, CAPS 1A1A1A ROLLOVER STATE A7212A FONT AVENIR BLACK, 9 PX, CAPS

94 DIGITAL GUIDELINES 94 BRAND Imagery All photography should be editorial in nature. People should be engaged in their work, reflecting the typical activity of a busy and productive day. Lighting should appear natural. GENERAL BUSINESS RF RF RF When choosing lifestyle photography, try to select images with the following: Diversity among gender, age and ethnicity. At least two people or items in a situation or scenario that is directly or metaphorically representative of a mutually supportive relationship (avoid implied hierarchy or superiority) directly related to the industry or appetite for which the materials are being created. In these cases, models must be wearing the appropriate safety gear for the scene. Overall, lifestyle photography should be contemporary in look and feel, engaging and tell a story. TS TS RM For more information regarding the appropriate use of imagery for the CNA brand, please refer to the full CNA Styleguide. INDUSTRY SPECIFIC (MANUFACTURING) RF RM RM

95 DIGITAL GUIDELINES 95 Iconography CNA.com MORE BACK NEXT GOOGLE+ FACEBOOK TWITTER LINKEDIN PRINT SHARE DOWNLOAD RED PIN GRAY PIN RED CIRCLE GRAY CIRCLE SEARCH PLAY ARROW DOWN BREADCRUMB - 1 BREADCRUMB -2 BREADCRUMB -3 ACTIVE BREADCRUMB COOKIE INFO COOKIE CLOSE CLOSE REGISTER REQUIRED EMERGENCY ICON TOP OF PAGE

96 DIGITAL GUIDELINES 96 INTERACTION Interaction Design DISPLAY MASKING When display masking is required, each masked character should be replaced with an asterisk (*). ERROR MESSAGING Standard error messaging appears when: a form is submitted with invalid data a form is submitted before all required fields are completed Standard error messaging consists of: a red border (#ED282C) around the relevant field a message above the form that says Please complete required fields as indicated before continuing." FIELD FOCUS The first field in a form should be in focus when the form opens. When a field comes into focus, the cursor should always be placed at the beginning of the field. If input masking is applied to the field, the formatting should become apparent once the field comes into focus. Label Fields that are in focus should be highlighted according to CNA s Digital Visual Design standards. Focus should not shift automatically. User input is required to move focus from one field to the next. If a user enters the maximum number of characters into the field, the field should remain in focus but no additional characters should be entered. Error messaging should not be applied to the field. A user can shift focus by: Touching a field (mobile) Clicking the Tab key (shifts focus to the next interactive element) Clicking into a field If a user shifts focus from a field with an invalid or incomplete entry, the characters entered should remain visible and the field should become highlighted in red (#ED282C). Fields with input masks should show the entry with formatting applied.

97 DIGITAL GUIDELINES 97 INTERACTION Interaction Design FIELD LABELS For reduced completion times & familiar data input, place form labels on top of form fields and left-justify When vertical screen space is a constraint, place form labels to the left of the fields and right-justify For unfamiliar, or advanced data entry, place form labels to the left of the fields and left-justify All field labels should be in mixed case Standard labels: Phone Fax ZIP Code (12345) (abc@ .com) SEND TO: address MESSAGE: (2000 characters) INPUT MASKING Input masks integrate formatting cues directly into an input field to help signal how to correctly answer a question. These formatting instructions are automatically included in an input and cannot be removed by a user. More importantly, a user cannot enter other non-valid characters into the input field. Formatting should be apparent as data is entered into the field. It should not appear as users input data into the field. See watch?feature=player_embedded&v=bmatigkykl8 If a user shifts focus from a field with an invalid entry, the characters entered should remain visible and the field should become highlighted in red (#A7212A). Input mask formatting: Dollar amount Upon coming into focus, a dollar symbol ($) should be displayed at the left of the field. The cursor should be placed directly to the right of the dollar symbol. Amount: $ As the user types, commas should be placed as appropriate. If a user does not enter cents, no cents should appear. The user should be able to enter cents by typing a period (.) and two characters. Phone numbers Upon coming into focus, parentheses and dashes are displayed with Xs in place of numbers. The Xs are replaced as the user enters data. The parentheses and dashes remain visible. (XXX) XXX-XXXX (312) Social Security numbers Upon coming into focus, dashes are displayed with Xs in place of numbers. The Xs are replaced as the user enters data. The parentheses and dashes remain visible. XXX-XXX-XXXX Amount: $1,000 Amount: $1,000.25

98 DIGITAL GUIDELINES 98 INTERACTION Interaction Design Dates Upon coming into focus, forward slashes are displayed with Ds, Ms and Ys in place of numbers. The letters are replaced with numbers as the user enters data. The forward slashes remain visible. MM/DD/YYYY 06/15/2015 Time Upon coming into focus, a colon is displayed Xs in place of numbers. The Xs are replaced with numbers as the user enters data. The colon remains visible. AM and PM selections are made using radio buttons. XX:XX INLINE VALIDATION Fields should not accept non-valid characters. For instance, ZIP Code fields should only accept numerals. If a user enters the maximum number of characters into the field, the field should remain in focus but no additional characters should be entered. Error messaging should not be applied to the field. If a user shifts focus from a field with an invalid entry, the characters entered should remain visible and the field should become highlighted in red (#A7212A). ZIP Code (required) 60 A "ZIP Code" contains 5 numbers. If a form is submitted with invalid data or before all required fields are completed, standard error messaging should be displayed. NO THANKS. RETURN TO PREVIOUS PAGE. LINKS Clicking the No thanks. Return to previous page. link causes the form to close Clicking the RETURN key while the No thanks. Return to previous page. link causes the form to close No data persists if a form is closed before it is submitted REQUIRED FIELDS When usability is a priority, avoid including optional fields in a form. This is especially true for mobile experiences. If most fields are required indicate optional fields by placing "(Optional)" in black to the right of the field label If most fields are optional indicate required fields by place "(Required)" in red to the right of the field label If all fields are required, include the message "All fields are required." in red below the introductory text. With this message in place, it is not necessary to indicate required fields as described above The labels of dropdown fields should simply identify the type of information required and should not contain actionable language (e.g. "Select a Role") since this language appears in the default selection

99 DIGITAL GUIDELINES 99 INTERACTION Forms DROPDOWN CHARACTER LIMIT 30 CHARACTER COUNT MAX LG DROPDOWN REQUIRES AN IMAGE FOR CARROT 37px USED FOR CLAIM, CONTACT US, AGENT CENTER AND MOBILE FONT AVENIR BLACK, 17 PX, CAPS 559px SM DROPDOWN REQUIRES AN IMAGE FOR CARROT 30px USED FOR HOME PAGE VALIDATION & GENERAL FORMS FONT AVENIR BLACK, 14 PX, CAPS 284px RED SM DROPDOWN REQUIRES AN IMAGE FOR CARROT 321px 20px USED FOR TOP VALIDATION FONT AVENIR BLACK, 14 PX, CAPS

100 DIGITAL GUIDELINES 100 INTERACTION Forms Forms are a critical part of the CNA web experience as they provide the most direct area of interaction on the website. Well-designed forms also encourage our users to provide their information, creating opportunities for leadgeneration and thought-leadership. Generally speaking, forms on cna.com usually manifest in a lightbox format, overtaking the screen. Subscription Center (as seen to the right) provides the best overview of a standard cna.com form. For more extensive information regarding form implementation on CNA.com, See pages for form interaction standards.

101 DIGITAL GUIDELINES 101 INTERACTION Forms FORM AND LOGIN DROPDOWNS AND TEXT FIELDS Label 34px USED FOR ALL FORMS AND FIND AN AGENT FORM FONT AVENIR BLACK, 14 PX, CAPS 610px FORM FIELD CHARACTER LIMIT (SHOULD NEVER GO TO 2 LINES) 30 CHARACTER COUNT MAX Label 34px USED FOR FORMS, AGENT CENTER AND ESIGHT FONT AVENIR BLACK, 14 PX, CAPS 610px FORM FOCUS Label FORM ERROR Label BORDER 0086DD BORDER A7212A FORM INPUT MASKING Label (XXX) XXX-XXXX FONT AVENIR BLACK, 14PX, CAPS

102 DIGITAL GUIDELINES 102 INFORMATION DESIGN Page Sections Primary content pages across the CNA web landscape consist of the following zones, broken into two types: Global and Content Global Fixed Header Fixed Footer Global Nav Curation Content Engagement Zone Carousel Spotlight Shelves Fat Footer

103 DIGITAL GUIDELINES 103 INFORMATION DESIGN GLOBAL Fixed Header & Fixed Footer These areas feature actions that users can take no matter where they're currently on the website. FIXED HEADER Available actions: Link to home FIXED FOOTER Report a claim Contact us Pay my bill Search CNA Agent center Find an agent Links to social media

104 DIGITAL GUIDELINES 104 INFORMATION DESIGN GLOBAL Global Nav This section directs users to the major content areas. It also features the ability for a user to find or get matched to an agent. Available actions: Look for insurance products & services Find Resources to manage & reduce risk Find information about CNA Find an agent Match me to an agent Promotional content

105 DIGITAL GUIDELINES 105 INFORMATION DESIGN GLOBAL Curation The curation area allows user to curate the content across the website to their specific industries, specializations and business sizes. Once chosen, those curation attributes persist on the site, so a user sees only the content pertinant to their interests.

106 DIGITAL GUIDELINES 106 INFORMATION DESIGN GLOBAL Fat Footer This area functions as a site map for the website. No matter where a user is on the site, they are able to navigate to a section that may be hidden. The lists of links in the fat footer are divided into sections based on desired user action. Internationalization features and disclaimers are also located in the fat footer.

107 DIGITAL GUIDELINES 107 INFORMATION DESIGN CONTENT Engagement Zone The engagment zone allows for expanded content or options for interactivity on a content page. Engagement zone content can take the form of an interaction map, calculator tool, heat map (see example to the right) or an image. It should further enhance and strengthen the content on the page.

108 DIGITAL GUIDELINES 108 INFORMATION DESIGN CONTENT Carousel The carousel affords the business unit an opportunity to push a variety of messages. These messages can be tweets, promotional text and imagery, event notifications, etc. Ideally, content in the carousel would have a shorter shelf life than the content in either the engagement zone or the shelves.

109 DIGITAL GUIDELINES 109 INFORMATION DESIGN CONTENT Spotlight Content items in the spotlight should help the user expand on the content they're reading in the shelves. This content encourages users to sign up for additional information or download resources that are closely related to the overarching content on each page.

110 DIGITAL GUIDELINES 110 INFORMATION DESIGN CONTENT Shelves Shelves are where users access the persistant content on the site. By clicking on the title of each section, the user reveals a deeper level of content where they can access specifics and details about their areas of interest.

111 DIGITAL GUIDELINES 111 Accessibility Web Accessibility refers to steps that organizations can take within the code and content of websites to make them accessible to people with disabilities. Many countries including Canada, Australia, China and Finland have begun to require that businesses make their websites accessible. To facilitate this, the World Wide Web Consortium (W3C) has established the Web Accessibility Initiative (WAI) to document best practices for web accessibility on its website ( Examples of these Web Content Accessibility Guidelines (WCAG) include: Alternative text for images that can be read by screen readers The ability to navigate a website using only a keyboard To help governments evaluate the accessibility of websites, the WAI has established three levels of conformance: A, AA and AAA. Since Canada s government has stated that beginning January 1, 2021 all public websites and web content posted after January 1, 2012 must meet WCAG 2.0 Level AA, CNA has taken steps to make CNACanada.ca meet the AA standard. The resulting documentation has been published to Sharepoint. This includes: Accessibility workflow Accessibility Strategy Accessibility Standards Transcripts for podcasts

112 Section Inside CNA Name

113 113 Banners Home page banners Fiae sincti sum et unt est est aborro evellessit volecto mosandit aboreperchit este peri tendit quatur? Nam si dollend elitate ndigendi naturestotas et ut licabor ad Featured News Articles (Limit 2) Image size 88 x 88 px, jpg or png File size less than 30kb Left Column Banner Image size 329 x 329px, jpg or png Height can be anything needed. File size less than 50kb Right Column Banner Image size 688w x 329 px, jpg or png File size less than 80kb

114 114 Human Resources Page Banners Fiae sincti sum et unt est est aborro evellessit volecto mosandit aboreperchit este peri tendit quatur? Nam si dollend elitate ndigendi naturestotas et ut licabor ad HR Overview Right Column Image size 339 x 339 jpg or png File size less than 45kb

115 115 Right Rail Banners Fiae sincti sum et unt est est aborro evellessit volecto mosandit aboreperchit este peri tendit quatur? Nam si dollend elitate ndigendi naturestotas et ut licabor ad HR Overview Right Column Image size 339 x 167 jpg or png File size less than 45kb

116 DIGITAL GUIDELINES 116 Iconography

117 Section Social Media Name

118 DIGITAL GUIDELINES 118 Color Social media graphics should follow the digital brand color palette. However, the use of red, gray and charcoal (with gradient) should be prominent. Gradients are also used to fill text. RED GRADIENT GRAY GRADIENT BLUE GRADIENT CHARCOAL GRADIENT

119 DIGITAL GUIDELINES 119 Photography Weave texture should be applied to all full bleed images. This adds a special element to the (stock) photography that makes it ownable by CNA. It is important to choose photos with a strong contrast, flood of natural light and a large amount of negative space. Cut-out images are used on a gradient background. Weave Texture Image Guidelines Place the image file blueweave.tif over the image you wish to use. Set the opacity to 50 percent. Add the gradient feather effect to the image where the opacity is 0 percent over key areas of the underlying image. Web Photo treatment: High contrast photography with a web weave overlay. Close up of web weave

120 DIGITAL GUIDELINES 120 Footer The footer is one of the ways that helps keep our social media graphics consistently branded throughout the different social media channels. The footer consists of the dark bar, the white notch and logos at the bottom of the graphic.

121 DIGITAL GUIDELINES 121 Facebook Examples TIP CHARTS/DATA QUOTE Sandunte magnimp orunt.suntur, consect eturio officiissum ea qui qui quate cus apelicilis que volenitium et, aut pa nis autatios et laborrum si autas il ellupti bustion nonet ex #CNAPolarPrep Sandunte magnimp orunt.suntur, consect eturio officiissum ea qui qui quate cus apelicilis que volenitium et, aut pa nis autatios et laborrum si autas il ellupti bustion nonet ex #CNASmallBiz Sandunte magnimp orunt.suntur, consect eturio officiissum ea qui qui quate cus apelicilis que volenitium et, aut pa nis autatios et laborrum si autas il ellupti bustion nonet ex #CNARiskControl Maintain adequate heat throughout your building. Stay prepped all winter season. The number of small businesses in the U.S. has increased 49% since % SOURCE: THE U.S. SMALL BUSINESS ADMINISTRATION

122 DIGITAL GUIDELINES 122 Twitter Examples TIP CHARTS/DATA QUOTE QualifiedEnda voluptation endandunt porepero omnihil ideri aut optat mi, nis iderro blacessundis sam facesseque parios volorec uscipsa musdae QualifiedEnda voluptation endandunt porepero omnihil ideri aut optat mi, nis iderro blacessundis sam facesseque parios volorec uscipsa musdae QualifiedEnda voluptation endandunt porepero omnihil ideri aut optat mi, nis iderro blacessundis sam facesseque parios volorec uscipsa musdae TIP Maintain adequate heat throughout your building. The number of small businesses in the U.S. has increased 49% since % Stay prepped all winter season. SOURCE: THE U.S. SMALL BUSINESS ADMINISTRATION

123 DIGITAL GUIDELINES 123 LinkedIn Example QUOTE Sandunte magnimp orunt.suntur, consect eturio officiissum ea qui qui quate cus apelicilis que volenitium et, aut pa nis autatios et laborrum si autas #

124 Section Maketing Name Automation (Marketo)

125 DIGITAL GUIDELINES 125 Marketing Automation Our chosen marketing automation platform allows us to design and send personalized digital communications to our target audiences. The two main vehicles are s and landing pages. Mobile Landing Page

126 DIGITAL GUIDELINES 126 Below are examples of how color and images can be used within campaigns. Each must include the CNA logo with the notch and charcoal line above the header. We refrain from putting call to action or key messaging text in images since most corporate clients turn off images automatically. A messge from Dino E. Robusto Use GRAY when color is part of campaign theme BLUE is primary template for campaigns Use RED for Breaking News or when color is part of campaign theme Use WHITE template when using a headshot &/or signature

127 DIGITAL GUIDELINES 127 White, Arial font. Vehicle (top line) uppercase 22 px Title 40 px (2 lines or approx 10 words). Always have 1 row margin above and below copy Styles Colors are an important element of our campaigns. Not only are they employed to differentiate templates and to create consistencies with other vehicles, but if they're used properly, they enhance readability and the overall user experience. Title text should be white unless you are using a white background in which case title text should be gray # Body text should be gray # Text within gray spotlights can be black. Red #ED282C is reserved for hyperlinks. We refrain from putting text in images since most corporate clients turn off images automatically. If your audience cannot view images, they might miss the call to action which is the purpose of your Images can vary depending on their location in the . Full width banners are 540 px wide (no higher than 200 px). Left and right aligned images are 194px width (any height) and images in gray sidebars can be a max of 225px. Employee headshots are 127px width. Black, Arial 16, 14, or 12 depending on length. Images no wider than 150px. Use spaces to keep margins equal around all sides (top, sides, bottom). Ensure 2 grey equal columns and white & grey columns are equal heights White, Arial font Vehicle (top line) uppercase 22 px Title 40 px (2 lines or approx 10 words) Always have 1 row margin above and below copy Full width banners are 540 px wide (no higher than 200 px). Call-To-Actions can be red hyperlinked text or value proposition with a call to action button. (remove the other 2 sentences)

128 DIGITAL GUIDELINES 128 Tucked Untucked Banner Image Options There are two main types of banner options: tucked and untucked. Tucked is when the rectangular image is "tucked" behind the logo graphics area. If using the tucked banner with image, you must provide a file with the the logo area layered above the image. The image width should be 600 px wide and no more than 250 px high. If using an untucked banner, the image should be 540 px wide and no more than 200 px high. Fero vendae nataspi ctiun to dolor a id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il Fero vendae nataspi ctiun to dolor a id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il

129 DIGITAL GUIDELINES 129 Landing Page White, Arial font. Vehicle (top line) uppercase 16 px Title 26 px Landing Page Formatting Guidelines Landing pages use many of the same characteristics as the . Below are a few characteristics that highlight the main differences and similarities. Colors: Red is reserved for hyperlinks (#ED282C) Images should be no wider than 194 px. If an image is required in the header (untucked only), it should be 700 px wide and no larger than 250 px tall. Call-To-Actions are either red hyperlinked text value or value proposition + CTA button. Black, Arial font. Sub-headlines 20 px, bold. Body copy 14 px. Images no wider than 600 px (recommend right alignment when possible). When large quantity of text (4 lines or more), change background to white. Ideal size for images: 194x125 No wider than: 194 Text # Arial 14 px centered Ideal size for images: 700 x250 Fero vendae nataspi ctiun to dolor a id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il id quate preris dolorem quam quis eaqui vel et illendi volorem il. id quate preris dolorem quam quis eaqui vel et illendi volorem il

130 Section Signatures Name

131 DIGITAL GUIDELINES 131 CNA Signature and Template Reminder is the most widely used form of communication with our agents and customers. Aside from the content of the message itself, the importance of our signatures cannot be overstated. The goal of our signature is to provide pertinent contact information, enhance ease of doing business and create a common experience across CNA. When done well, an signature establishes our professionalism, our goal of serving our customers and our brand. The signature format illustrated on this page is the preferred CNA standard. s should have a white background and the stationary selector should be set to none. Text should be displayed in size 9 Arial font and should be colored Black (Auto). Signature Guidelines Name, Credentials Title, Department or Area Department or Area (if applicable) Extra line space to separate name and logo Logo (optional, available here) Branch (link to branch listing) Address, Suite number (if applicable) City, State, Zip Office: XXX-XXX-XXXX Mobile: XXX-XXX-XXXX Insert extra line space here to separate mobile number and tagline When it comes to business insurance we can show you more. Insert extra line space here to separate tagline and CNA.com CNA.com Nicole Johnson Marekting Automation Consultant Corporate Communications Sample

132 DIGITAL GUIDELINES 132 CNA Signature Do s and Don ts and Template Reminder Do: Keep it simple. Be concise. Basic things to include are your name, position and contact information. Use your signature only once in an string. It should not appear on every response to your message. Make it easy for people to reach CNA by giving them the fewest number of contact points and numbers to call. Follow local laws. Some European countries require certain information to be included on all correspondence. Check with your local marketing contact. Don t: Include political, environmental, religious, or inspirational quotes or statements, or other personal statements, at the end of your messages. Depending on the recipient, these may be unwelcome and may not reflect our desired brand. Promote personal social media pages. Use script fonts to mimic your signature or use different colors for your signature. Include clip art or any graphics other than those listed in our signature guidelines (link to guidelines). If you are unsure about variations or specific situations, please contact Corporate Communications at insidecna@cna.com. Looking for Templates for Your PowerPoint Presentations? Don t forget, our Appetite and Sales Center contains corporate templates and other materials to help you in your sales, marketing and communications efforts. Templates will be regularly updated. Please always download the latest version on Inside CNA (Tools, Corporate Communications, Templates) or Appetite and Sales Center before starting your presentation, rather than using former versions which may have been altered. Please remember: If you require images, or need design assistance, please contact your Corporate Communications liaison. All presentations that are being given externally must be sent to (Brandon Davis) in Corporate Communications at least four weeks in advance of the presentation date. Corporate Communications will manage all Legal and Compliance reviews. Delete any slides you don t need prior to presenting. Don t forget to add your contact details at the end. If you have any questions regarding the new PowerPoint templates, please contact your Corporate Communications liaison.

133 Video Guidelines These guidelines are meant to adapt the visual representation of the CNA brand to video and motion graphics as experienced through contemporary external delivery channels. An internal or external organization that routinely produces professional quality video and motion graphics should be engaged. Section Name Content should be reflective of key corporate messaging.

134 VIDEO GUIDELINES 134 Video Design Requirements Intro/Outro (Head and Tail) CNA uses a standard animated Intro and Outro. Please contact Mort Neikrug at for assistance in obtaining video files suitable for specific project workflows. Standard Intro/Outro Color Video productions for CNA must be designed to relate to the overall look and feel of all CNA branded communications. The CNA print and color palettes as described in previous sections of this guide have been adapted for video and motion graphics distributed as video presentations: HAVE YOU THOUGHT ABOUT PREVENTION? identify and minimize risks inspection schedules Red - 211,15,6 Blue - 59,90,111 Typefaces Gray - 145,145,145 Typefaces Use fonts representing the Avenir typeface family only. See page 43. Photography or Footage Still or kinetic images should meet the overall requirements for photography See pages HAVE YOU THOUGHT ABOUT PREPARATION? Photography and Footage Example

135 VIDEO GUIDELINES 135 Video Production Considerations The technical aspect of a video production is to be done with considerations to the constantly evolving distribution and viewing technologies. The highest technical capabilities of the production equipment and the matching postproduction workflow available at the time of production are to be used. The post production workflow specifications should always match that of the original production. For distribution, downsampling of image and frame-rates using high quality codecs and adequate data streams is permitted. Upsampling is to be a last resort only for project recovery situations. The video image is to be broadcast legal with an overall aspect ratio of 16x9. Maximum available dynamic range of the recording, graphic generation equipment and production software should be taken advantage of. Avoid excessive black crushing and highlight compression. Colors, especially skin tones, should be consistent throughout the production. The rules of thirds should be adhered to for frame composition. The video image should appear properly exposed for all playback situations. The visual representations of the CNA brand should be subtle though easily perceived throughout. Heavy, overbearing elements such as the constant display of the logo, or graphic devices associated with the placement of the logo should not be used. 16x9 All new video and motion graphic production is to be created in the 16 x 9 aspect ratio. Transitions should add to the flow of the story and not become a distracting event.

136 VIDEO GUIDELINES 136 On-camera speakers and presenters must be identified by a text superimposition the first time they appear on screen. Text visibility for quick, easy reading is of the utmost importance. Translucent backgrounds backing up the type are acceptable if the main background of the image either competes with or dilutes the visibility of the text. Avoid drop shadows. NAME OF PERSON Title of Person Business Area NAME OF PERSON Title of Person Business Area Acceptable placement of speaker identifiers ("lower thirds") Standard intro and outro. Also available with white backgrounds and red text / logo.

137 VIDEO GUIDELINES 137 Interviews The framing of a talking head image should not remain static for a long period of time. If necessary, change the focal length of the shot using the change of content as the edit points. Minimize enlarging the image in post production unless adequate pixel capacity is available (4K, etc.), Backgrounds should not appear out of perspective or incongruous giving away an after-thought edit or framing decision. Through either live action or green screen composite, place the person in an environment that relates to and enhances the subject matter of the interview. If appropriate, the interview should be done in the environment the subject works in or the subject matter takes place. Decide on the style of eye direction before the interview starts Either look into the camera or look at a person off to the side of the camera. Keep this positioning constant throughout the interview. Ideally, a light make-up powder should be applied to exposed skin areas on the head to reduce the effects of unwanted reflections. The application should be done by someone with experience in the application of television make-up. Also, this specification is not to be construed as a permit to supersede any CNA HR Manual rule concerning personal employee interactions. Attire Acceptable: Solid Colors. Pastel tones that compliment the CNA color palette are preferred. Have the subject wear colors that are close to their skin tone. If they are dark skinned, they should avoid wearing white or very light colors. If they are light skinned, they should avoid wearing very dark colors. Have the subject wear what they would in their professional setting. Unacceptable: Solid black. If dark colors are preferred: grays, browns or navy blue. Solid white. Instead: off white, cream, beige, soft yellow or light blues. Small stripes, small patterns, busy patterns, close high contrast pin stripes, corduroy and herringbone. These patterns potentially create very distracting moiré patterns. Clothing with logos or written words. Unless the logo or words are explicitly part of the interview or enhance the message (e.g., a CNA lapel pin, CNA community volunteer shirts.) Shiny jewelry or watches. The glossy metallic surfaces can reflect the light back to the camera and create glare. Jingly jewelry (especially bracelets and earrings.) These can produce very distracting sounds on the audio tracks. If the session is to be recorded in front of a green background for post production purposes, DO NOT WEAR THE COLOR GREEN OF ANY KIND OR SHADE. Hats should not be worn unless important to the message. If necessary, make sure the garment does not block the light on, or the subject s eyes.

138 VIDEO GUIDELINES 138 Lighting Lighting should be high key but with enough contrast ratio to easily suggest form modeling. Avoid low key mood lighting or other high contrast theatrical effects. Natural light coming from a window at 90 degrees to the point of view is acceptable. Appropriate fill either through reflectors or the natural environment must be used so detail is maintained in the shadow areas. If artificial fill light is used, the illumination source must be color balanced to the key light. Under no circumstances should office ceiling fluorescent or LCD lighting be used as the primary illumination source. See samples. Uncorrected fluorescent and incandescent room lighting - not permitted Balanced artificial lighting set-up. Artificial light balancing natural light from window. Portraiture lighting set for background inserted in post production (chroma-key) Natural light from window being reflected back for fill.

139 VIDEO GUIDELINES 139 Audio All audio should be professionally recorded and clearly understood throughout the production. The majority of playback sources at CNA are laptop or desktop computers and low cost headphones. The sound of the final mix should be targeted toward clear reproduction through the low fidelity audio facilities inherent in these devices. Soundtracks should be free of distracting background noises (trains, sirens, building construction, people talking or screaming in the background, etc.) Sound effects should be used only to enhance the storyline. A lavaliere microphone should be used for recording the audio of interview subjects. one speaker over the other. Music Music should enhance the intended feeling and flow of the storyline and not overpower the visuals or spoken word. For interviews and productions using a narrating voice, songs that have sonic elements competing with the human voice should be avoided. All music and other purchased sound recordings must be used in accordance with all requirements of the copyright owners. The audio engineer should supply about seconds of (relatively) quiet room tone at the time of recording Audio tracks generated by microphones internal to, or mounted on the body of cameras should only be used for recording reference audio tracks. During post production of interviews, audible pauses such as like, um, and ya know should be removed. Intentional background audio (such as music) should be well balanced against, and not overpower, the main sound track. If there is more than one speaking subject, the audio levels should be balanced so that emphasis is not given to

140 VIDEO GUIDELINES Bumpers (Titles) Bumpers All external facing CNA videos must use approved title graphics. All titles should have two type treatments that are intermixed. The primary title should use Avenir Book in mixed case. The secondary or supporting title should be half the point size in Avenir Black upper case. 3 4 Avoid title's that are more than seven words in length. Titles should include keywords that support the SEO strategy and overall corporate messaging. Files are available for downloading: Red Opening Bumper.aep.mov Red Closing Bumper.aep.mov Gray Opening Bumper.aep.mov Opening Bumper 1 2 TO SEE MORE IN-DEPTH INFORMATION, VISIT cna.com/emergencyprep Gray Closing Bumper.aep.mov 3 4 We can show you more. Closing Bumper

141 VIDEO GUIDELINES 141 Text Frame For scenes composed of text elements only, external facing CNA videos must use approved text frame graphics. There are different backgrounds and colors you can choose from. To download the appropriate title files, please click on the link below that best suits your title needs. Text Frame 1.ai Text Frame 2.ai Text Frame 1 HAVE YOU THOUGHT ABOUT PREVENTION? identify and minimize risks inspection schedules emerging industry risks CNA RISK CONTROL CAN HELP HAVE YOU THOUGHT ABOUT prevent losses recovery? avoid risks improve profitability NOTIFYING INSURER keep workers safer Text Frame 2 Risk Control ACCIDENT PREPAREDNESS Video Title

142 VIDEO GUIDELINES 142 Motion Graphics CNA videos that include the use of typographical motion graphics must abide by the following guidelines. Must only use Avenir font. See page 43. Icons should be avoided if the idea can be expressed with the animation of type. Icons can be used sparingly to highlight a major theme of the video. Motion graphics must only use CNA red, gray and white. See page 30. Tints and gradients using only these colors are allowed. Animations should be created judiciously, with simplicity in mind. Avoid over complicated, or busy animations. Example 1 Example 2 Example of icons Example 3

143 VIDEO GUIDELINES 143 Video Disclaimer Legal review is required for external presentations. The required disclaimer preferably displayed after the outro should have type at least xx pixels high and should appear on the screen for at least xx seconds. Disclaimer can be white type on black background and can scroll.