Brand Guidelines

NFP Brand
Guidelines
Table of Contents
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1 Introduction...................................................................................... 4 3 Our Voice........................................................................................... 98
Brand Idea............................................................................................ 6 Content............................................................................................ 100
Brand Character.............................................................................. 8 Elevator Speech......................................................................... 102
NFP Purpose & Way..................................................................... 18 Boilerplate...................................................................................... 104
Rules of the Road......................................................................... 22 Tone................................................................................................... 106
2 Visualizing NFP.............................................................................. 24 Communication Rules............................................................ 108
Our Basic Brand Elements....................................................... 26 Key Questions to Ask............................................................... 110
Brand Signature..................................................................... 28 Smart Writing................................................................................ 112
Do Nots............................................................................... 32 4 Checklist.......................................................................................... 114
Typography.............................................................................. 34 5 Contact............................................................................................. 116
Colors........................................................................................... 38
Underlying Grid System................................................... 42
Title Block.................................................................................. 48
Visual Identifier............................................................... 52
Imagery...................................................................................... 54
Imagery Do Nots........................................................... 58
Icons, Charts and Graphs................................................ 60
Putting the Pieces Together.................................................. 64
Print System............................................................................. 66
40,000-Foot View.......................................................... 68
20,000-Foot View.......................................................... 72
10,000-Foot View.......................................................... 76
On the Ground.............................................................. 80
Stationery System................................................................ 84
Business Card.................................................................. 86
Letterhead......................................................................... 88
Envelope........................................................................... 90
Mailing Label................................................................... 92
Presentations.......................................................................... 94
3
1 Introduction
Introduction
4
The NFP brand is the story of our business. And what At the end of the day, our vision for this company isn’t
a story it is! We’re a leading insurance broker and a financial metric or a top 10 list. It’s that the name “NFP”
consultant that cares deeply about our employees’ becomes synonymous with a world-class company
and clients’ well-being. We’re honest, hardworking, that’s authentic, genuine and real. A company whose
dedicated professionals who love what we do and passion for building enduring relationships built on
strive to lead by example. But in the end, what truly trust and communication is in its very DNA. Our brand
separates our company from the rest is that for us, is the most effective way to communicate our unique
business is personal. That’s what our brand celebrates. culture alongside our expertise and scale.
I hope you feel tremendous pride in the NFP identity
you’ve helped build through your exceptional
“These brand guidelines are a blueprint work and commitment to excellence. Follow these
guidelines carefully, and we’ll continue to achieve
that will help you amplify the power that great things together!
Thank you for all you do each day to make us a
comes with being different.” company like no other.
Used correctly, these guidelines tell a clear story of Best,

what we do, what we stand for and our core values.
They provide rules around the use of our brand
signature and design system, which convey the NFP
brand as approachable, creative and forward-thinking. Doug Hammond
They also provide carefully thought out messaging that Chief Executive Officer
ensures we all talk about NFP in the same way.
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1 Introduction Brand Idea
Brand Idea
Our Brand Idea defines NFP and captures the values that set us apart
from our competitors. It drives the content of our written and verbal
communications and guides all expressions of our brand.
These words aren’t intended to be used verbatim.
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“For us, it’s personal. We’re a world-class
insurance brokerage, consulting and wealth
management firm. Our passionate and
collaborative team is dedicated to delivering
the best possible solutions to our clients.
We accomplish this by developing and
nurturing relationships built on trust and open
communication. We’re strategic partners,
not vendors. It’s our personal touch and
genuine care that creates enduring relationships.”
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1 Introduction Brand Character
Brand Character
NFP has unique character attributes that set us apart from our competitors
and help us stand out. These attributes set the tone and style for all NFP
actions, from digital or printed marketing materials and client conversations
to the way we approach business in general.
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NFP has unique
character.
9
10
STRONG
Uses company scale and expertise
to deliver the best solutions for
our clients.
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NIMBLE
Responds quickly and flexibly, tailoring
solutions for each client. Not held back by
bureaucracy or rigid structures.
12
13
THOUGHTFUL
Takes the time to understand each
client’s needs and deliver smart,
customized solutions.
14
15
16
CREATIVE
Develops inspired solutions to help
clients realize their goals.
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1 Introduction NFP Purpose & Way
NFP Purpose & Way

As NFP grows and continues to expand its products and services, our
distinct way of serving our clients and valuing our employees forms the
foundation of who we are. Our common purpose unites us as one NFP,
in every relationship and every transaction.
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19
1 Introduction NFP Purpose & Way
The NFP Purpose
Our passion is building strong personal relationships based on trust,

transparency and open communication. This creates the best possible work
environment for our employees and delivers the best possible solutions to
our clients.
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The NFP Way
N
Nimble
– Listen well to understand what’s important.
– Encourage creativity and fresh perspectives.
– Look to the future, anticipating the needs of our employees

and clients.
F
Fantastic Results
– Collaborate and work as a team.
– Earn trust by exceeding expectations.
– Deliver peace of mind through amazing performance.
P
Personal
– Respect each other. We all matter.
– Build enduring relationships.
– Give back.
– Be real. Be authentic. Be genuine.
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1 Introduction Rules of the Road
Rules of the Road

Your commitment to presenting a – Make sure all written materials are approved
cohesive and compelling view of
our brand is essential. Your efforts and branded.
will help us build and maintain
an accurate image of NFP. We – Comply with the guidelines in the most current
understand the need to develop
communications quickly at times, versions of our visual and verbal guidelines.
but keep in mind the rules of
the road: – Avoid creating alternate business product or service
brands. A formal business case for the creation of
such brands must be submitted to Marketing for
review.
– Submit marketing and advertising materials to
brand@nfp.com for brand governance review
prior to compliance submission, if required.
Please allow five working days for review.
Questions regarding any

of the above?
For general marketing
inquiries, contact:
marketing@nfp.com
For brand-specific inquiries
and approvals, contact:
brand@nfp.com
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23
2 Visualizing NFP
Visualizing NFP
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25
2 Our Basic Brand Elements
Our Basic Brand Elements
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A kit of parts has been developed to accurately portray The basic elements are:
the NFP brand. When assembled correctly with care Colors. Approved colors must be used for all internal and external
–
and precision, these parts create a strong, unique and printed and online communications.
recognizable look for NFP.
Typography. A particular font has been specified for use on
–
all NFP materials.
Images. Images used must follow a distinct style.
–
Graphics. Visual design elements have been defined to create a
–
unique style and look for all of our materials.
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2 Our Basic Brand Elements Brand Signature
Brand Signature Our Brand Signature is a prominent identifier of NFP. It represents what we
stand for and what we deliver. The Signature is made up of two distinct
parts: the NFP Wordmark and the Nexus Symbol. These parts should
never be used independently. The proportion of these elements and their
relationship to each other may never be altered. Use official master artwork
files to ensure that our Signature is reproduced consistently.
The Signature should always be presented in approved color schemes,
with the appropriate color assigned to each element. Always refer to this
document when applying the Signature to anything, no matter the size,
application or how inconsequential you may think it is.
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The Signature, used with care and consistency, will help build further
awareness of our brand.
Always use approved Brand Signature artwork. Signature artwork is
available at brandcentral.nfp.com. Never attempt to redraw or recreate
any part of the Signature, as each element has been precisely configured.
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2 Our Basic Brand Elements Brand Signature
Brand Signature We’re proud of what we do and what we stand for. We let our clients
know that by using our Brand Signature on all communications. The NFP
Signature consists of two elements:
– T he Nexus Symbol
– N FP letters with the registered trademark symbol(®)
Our Signature is one of our most valuable assets. We must use it with care
and consistency.
Nexus Symbol NFP letters
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Clear Space
Even in the tightest spots, we should maintain a minimum
area of clear space around our Signature. This minimum area of
=x 1x
“breathing room” is equal to the height of the Nexus Symbol, as
shown to the right. Don’t let anything infringe upon this space.
Remember, this is a minimum. More room is better.
1x 1x
1x
Minimum Size
To maintain Signature legibility we determined minimum sizes. Print Minimum Digital Minimum
Always ensure the lines within the Nexus are clear and visible.
If visibility of those lines is questionable, increase the size of
the Signature.
Note that multiple sizes of RGB artwork have been created as 4p6 or 0.75˝
part of the Master Signature Artwork library, which is available 90px
at brandcentral.nfp.com. Always choose artwork with a width
greater than your intended size and scale it down. Never scale RGB
artwork up in size, as it will pixelate.
Signature Colors
Use our Signature in NFP Green – PANTONE® 363C – whenever
possible. When you can’t use our green – on forms and limited
color communications – use black. Our Signature can also be
reversed out to white for use on solid and dark backgrounds. The
reversed Signature should not be used on complex backgrounds
or a background without sufficient contrast.
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2 Our Basic Brand Elements Do Nots
Do Nots Changing the NFP Signature in any way will weaken its impact and
detract from the consistent image we want to project. The examples
below demonstrate some of the more common misunderstandings
and misdirected good intentions in using the NFP Signature.
Don’t use an older version

Don’t redraw any elements.
of our Signature.
Don’t modify or change

Don’t add a stroke.
the color.
Don’t place on complex Don’t add effects or

backgrounds. drop shadows.
Don’t create lockups with Don’t use our Signature as

How cares...
any other logos. a “read through.”
Acme Brothers
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NFP
Don’t modify the letter
forms or use another Don’t distort the logo.
typeface.
Don’t use the full-

Don’t add graphics
color logo on colored
or drawings.
backgrounds.
Don’t use the NFP

Wordmark without the Don’t decorate.
Nexus Symbol.
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2 Our Basic Brand Elements Typography
Typography
The words and numbers typeset in NFP materials use the Myriad Pro Family.
Myriad Pro and its various weights and styles have an honest tone that is
strong and professional but not imposing. The NFP Corporate Font Family
is comprised of multiple weights and styles. Details on those styles and
weights are on the following spread.
Use Myriad Pro for all materials, excluding day-to-day communications
such as emails, letters, spreadsheets and on-screen presentations. In
instances where Myriad Pro isn’t available, such as in Microsoft® Word®
and Microsoft® PowerPoint®, Arial may be used.
Serif typefaces shouldn’t be used within any NFP branded materials.
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Myriad
Pro
35
2 Our Basic Brand Elements Typography
— Light
— Regular
Semibold
— Bold
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— Myriad Pro Light
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890-=!@#`~!@#$%^&*()_+ 1234567890-=!@#`~!@#$%^&*()_+
— Myriad Pro Regular

1234567890-=!@#`~!@#$%^&*()_+ 1234567890-=!@#`~!@#$%^&*()_+
— Myriad Pro Semibold

1234567890-=!@#`~!@#$%^&*()_+ 1234567890-=!@#`~!@#$%^&*()_+
— Myriad Pro Bold

1234567890-=!@#`~!@#$%^&*()_+ 1234567890-=!@#`~!@#$%^&*()_+
— Myriad Pro Black

1234567890-=!@#`~!@#$%^&*()_+ 1234567890-=!@#`~!@#$%^&*()_+
Condensed weights of all of our fonts are available for use

when space is limited or text is intended to be minimized. Condensed
weights should never be used for primary or secondary content that
appears in marketing materials.
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2 Our Basic Brand Elements Colors
Colors
Color plays an important role in communicating who we are, distinguishing one communication
from another and building a memorable image for NFP.
As we use our colors consistently in the NFP Signature and supporting communications, they’ll
help increase our recognition and audience awareness.
Always refer to a PANTONE PLUS SERIES COLOR BRIDGE® coated swatch book or fan for accurate
color reference and matching.
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2 Our Basic Brand Elements Colors
Color Palette NFP has a broad color palette. There are a few basic rules regarding the use
of color in our communications:
– Each communication should use a single column of color.
– Colors outside of the primary column may be used within
the communication in a secondary capacity for chart elements
and other instances when visual distinction is required to
communicate effectively.
Always refer to a PANTONE PLUS SERIES COLOR BRIDGE® coated swatch
book or fan for accurate color reference and matching.
NFP Light Orange

PANTONE® 155 C
CMYK 0/12/34/0
sRGB 245/215/165
HTML F5D7A5
NFP Light Yellow NFP Light Aqua

PANTONE® 127 C PANTONE® 3105 C
CMYK 0/4/62/0 CMYK 44/0/11/0
sRGB 250/225/123 sRGB 149/207/216
HTML FAE17B NFP Light Green HTML 95CFD8
PANTONE® 359 C
CMYK 40/0/50/0
sRGB 170/208/149
NFP Orange HTML AAD095
PANTONE® 2012 C
CMYK 0/45/100/0
sRGB 235/157/0
HTML EB9D00 NFP Green
PANTONE® 363 C
CMYK 76/3/100/18
NFP Yellow sRGB 79/146/55 NFP Aqua
PANTONE® 7548 C HTML 4F9237 PANTONE® 3125 C
CMYK 0/12/98/0 CMYK 84/0/18/0
sRGB 246/208/58 sRGB 0/170/195
HTML F6D03A HTML 00AAC3
NFP Dark Orange

PANTONE® 2019 C
CMYK 0/69/100/2
sRGB 225/124/15 NFP Dark Yellow
HTML E17C0F PANTONE® 2007 C
CMYK 0/33/92/2
NFP Dark Green NFP Dark Aqua
sRGB 233/168/0
HTML E9A800
CMYK 71/8/100/50 CMYK 100/10/29/20
sRGB 70/113/43 sRGB 0/125/145
HTML 46712B HTML 007D91
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NFP Light Gray
PANTONE® 428 C
CMYK 10/4/4/14
sRGB 201/206/209
HTML C9CED1
NFP Light Navy
PANTONE® 2190 C
NFP Light Red NFP Light Earth
CMYK 70/3/0/0
sRGB 63/177/226
CMYK 0/54/38/0 CMYK 5/10/17/16
HTML 3FB1E2
sRGB 231/148/138 NFP Gray sRGB 202/191/173
HTML E7948A PANTONE® 430 C HTML CABFAD
CMYK 33/18/13/40
NFP Red sRGB 133/143/152
PANTONE® 179 C HTML 858F98
CMYK 0/87/85/0
sRGB 221/81/67
HTML DD5143
NFP Light Purple

PANTONE® 2066 C
CMYK 23/49/0/0 NFP Earth
sRGB 191/145/186 PANTONE® 7531 C
NFP Navy
HTML BF91BA NFP Dark Gray CMYK 16/29/38/53
PANTONE® 2195 C
PANTONE® 432 C sRGB 137/120/99
CMYK 98/40/0/0
CMYK 65/43/26/78 HTML 897863
sRGB 0/116/188
sRGB 60/70/82
HTML 0074BC
HTML 3C4652
NFP Dark Red
PANTONE® 7622 C
CMYK 0/97/89/45
NFP Dark Earth
sRGB 157/48/43
PANTONE® 7533 C
HTML 9D302B
CMYK 37/53/68/83
sRGB 73/59/41
NFP Black
NFP Purple HTML 493B29
PANTONE® Black 6 C
PANTONE® 2069 C
CMYK 0/0/0/100
CMYK 47/81/0/0
sRGB 0/0/0
sRGB 154/73/139
HTML 000000
HTML 9A498B
NFP Dark Navy NFP Dark Purple

CMYK 100/46/0/46 CMYK 67/100/4/5 The PANTONE MATCHING SYSTEM®
sRGB 0/84/131 sRGB 122/50/126 A widely used system of numbered color chips for color control and specification
HTML 005483 HTML 7A327E in printing
CMYK (Cyan, Magenta, Yellow, Black)
Used in four-color process printing
sRGB (Red, Green, Blue)
Used for on-screen electronic applications such as websites and Microsoft® PowerPoint®
Hexadecimal (HEX)
Specified colors are used online
The colors shown here have not been evaluated by Pantone, Inc. for accuracy and may
not match the PANTONE Color Standard. Consult current PANTONE Color Publications for
accurate color. PANTONE® is the property of Pantone, Inc.
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2 Our Basic Brand Elements Underlying Grid System
Underlying
Grid System
Our underlying grid system is the backbone our design system. It has
been developed to aid in the organization and layout of content in our
communications. Its use will help support the consistent image we wish
to portray.
When creating NFP printed or digital communications, use our six- and/or
seven-column grid. The margin and gutter measurements provided on
the following spreads are designed to work on communications as large as
11˝ x 17˝ (U.S. Tabloid size) and as small as a 5˝ x 7˝ (postcard).
The application Adobe® InDesign® supports the use of underlying grids.
When creating a communication larger than or smaller than those sizes, the
grid should be proportionally scaled to fit the desired media.
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43
2 Our Basic Brand Elements Seven-Column Grid System 0.5˝
0.25˝
0.25˝
0.25˝
0.25˝
0.25˝
0.25˝
0.5˝ 0.5˝
44 0.5˝
0.5˝
0.5˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.5˝
0.5˝ 45
2 Our Basic Brand Elements Six-Column Grid System 0.5˝
0.25˝
0.25˝
0.25˝
0.25˝
0.25˝
0.25˝
0.5˝ 0.5˝
46 0.5˝
0.5˝
0.5˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.5˝
0.5˝ 47
2 Our Basic Brand Elements Title Block
Title Block
A central feature of our look and feel is the “Title Block,” a rectangular panel.
The block functions much like a large Post-it® Note to bring immediate
attention to a title, main message or idea.
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Title
goe
s he
re
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2 Our Basic Brand Elements Title Block
Title Block Our Title Block may only be presented using colors from the NFP
Color Palette. As shown to the right, white and gray may also be used
to increase legibility or to convey a certain tone.
The main body of the Title Block should have some opacity. Set the opacity
level to provide sufficient contrast for the Title Block text while ensuring a
transparent effect.
For more details on the typographic standards for the Title Block,
see pages 70 and 74.
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Title Block
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2 Our Basic Brand Elements Visual Identifier
Visual Identifier
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Our audiences need to know and understand the business we’re in.
We need to describe ourselves clearly and consistently at all times.
A visual identifier system has been developed for use on all of our
marketing materials. As shown on this page, it’s always placed precisely
in the upper right corner of our brochures and sell sheets within the
opaque white top margin band.
Our three primary business segments are Commercial Insurance,
Corporate Benefits and Private Client Resources. All products, product
lines and platforms should fall within one of these three business
segment categories.
If you’re unsure about what to use for the visual identifier for the printed
communication you’re developing, please contact brand@nfp.com.
Business Segment
Myriad Pro Bold
10 pt/12 pt
Optical Kerning
Aligned Right
All Caps
Product, Product Line or Platform
Myriad Pro Light
10 pt/12 pt
Optical Kerning
Aligned Right
All Caps
53
2 Our Basic Brand Elements Imagery
Imagery
54
The images we use in our communications say something special about
our company. They should support our brand and set us apart from others
in our industry.
Our images are the opposite of the status quo. They’re unexpected,
arresting at times and creatively connected to the subject matter
being presented.
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2 Our Basic Brand Elements Imagery
Imagery The photographs we use should abstractly and creatively represent the
messages we’re trying to convey. Showing a giraffe to communicate an
unique perspective is just one example.
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2 Our Basic Brand Elements Imagery Do Nots
Imagery Do Nots The imagery we use shouldn’t feel cliché or generic. Avoid common
and expected themes.
Straying from NFP’s corporate imagery style in any way will weaken our
impact and directly affect the consistent image we wish to portray. The
images below demonstrate some of the more common misunderstandings
and misdirected good intentions. Avoid these kinds
of examples.
Don’t use abstract architectural photography. Don’t depict people in staged business settings.
Don’t use business clichés. Don’t depict professionals looking into the camera.
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Don’t use meaningless abstract imagery. Don’t use cliché metaphors.
Don’t use vistas and landscapes with no creative purpose Don’t use cliché illustrations.
or meaning.
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2 Our Basic Brand Elements Icons, Charts and Graphs
Icons, Charts and Graphs
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Our communications should always be clear. Icons, charts and graphs can
help us communicate subject matter when imagery and text alone can’t
do the job.
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2 Our Basic Brand Elements Icons, Charts and Graphs
Icons, Charts Our icons, charts and graphs must be simple and clear. On this page
you’ll see examples of our icon style and information graphics. Use these
examples as inspiration when creating new ones to communicate your
and Graphs subject matter. Always follow our icon style of flat and simple. Ensure charts
and graphs are easy to read and understand. Remember, our readers are
not designers, so be sure your design is easily understood.
In certain situations, icons are used in a pattern when photography isn’t
available or is inappropriate. Patterns should be neatly arranged and not
complicated or overpowering. Examples of acceptable patterns can be
found on pages 76-83.
Please contact marketing@nfp.com if you’d like a pattern developed
for your communication.
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Icons
Charts and Graphs
63
2 Putting the Pieces Together
Putting the
Pieces Together
You’ll be doing your part to build strong positive recognition for the NFP
brand and all it stands for by properly assembling our basic elements to
create communications. Our basic elements, used in concert, form a unique
visual expression that accurately portrays NFP.
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65
2 Putting the Pieces Together Print System
A Print System with Options

for Communicating at a
Range of Levels
The NFP print system allows brochures to focus on broad or specific
subject matter. While subject matter will differ from item to item,
they’ll visually interrelate.
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40,000-FOOT VIEW
CORPORATE BENEFITS
Fresh
perspectives.
Corporate benefits
from a better
vantage point.
The subject matter of this category of
communications discusses a line of business in
its entirety and does not cover specific details on
individual products and services.
20,000-FOOT VIEW
Communications in this category provide an overview
of a single category of products, but don’t provide
explicit details on individual products and services.
10,000-FOOT VIEW
BUSINESS SEGMENT
PRODUCT, PRODUCT LINE OR PLATFORM
This level provides details on an individual product

or service but doesn’t provide long-form or
Affordable
explicit descriptions.
Housing Expertise
ON THE GROUND
BUSINESS SEGMENT
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This classification is reserved for detailed
product information.
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2 Putting the Pieces Together 40,000-Foot View
40,000-Foot View
Our highest-level communications leverage arresting and
content relevant full bleed imagery. Imagery used at this
level may be professionally photographed to avoid use of
stock photography our readers may have seen elsewhere. This
level also features our flexible Title Block to ensure our message
stands out.
A brochure in this category will be at least four pages in length.
Content will be written at a high level.
This level of communication can only be produced by NFP
Corporate Marketing.
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Design
Visual Identifier
CORPORATE BENEFITS
Myriad Pro Bold
10 pt/12 pt
Optical Kerning
Fresh
Not all mishaps All Caps
Title
perspectives.
are big... Myriad Pro Bold/Light
Corporate benefits 35 pt/42 pt

We have you Optical Kerning
from a better 20 Tracking
covered big 1p6 space after
vantage point. Headline
or small Two Lines in Sentence Construction
Uses Storytelling to Support
an Unexpected Image
Caps Only on Initial Words
and Proper Nouns
7p8
CORPORATE BENEFITS
Having a different
Fresh
Not all mishaps perspective can help you
perspectives.
are big... see a lot more.
Corporate benefits
We have you
from a better About NFP
covered big Your business is only as Recruiting and retaining the best talent is a tough job that keeps getting At NFP Corp., our solutions and expertise are matched only
vantage point.
tougher. Changing regulations, high administrative costs, complex legal by our personal commitment to each client’s goals. We’re
good as your employees. compliance, an increasingly competitive talent marketplace — the roster a leading insurance broker and consultant that provides
or small of challenges seems to grow bigger every day.
Building an employee benefits program that can attract high-performing,

employee benefits, property & casualty, retirement, and
individual insurance and wealth management solutions
through our licensed subsidiaries and affiliates. Our registered
loyal employees and satisfy legal, regulatory and other requirements is one investment advisers and broker-dealers empower independent
of your most important – and potentially most daunting – responsibilities. You financial advisors with integrated technology, subject matter
need a program exactly right for you — not an off-the-shelf package. One expertise and a suite of customized services.
that’s based on your size, location, number of employees, demographics and NFP has more than 3,600 employees and global capabilities.
type of business. Our expansive reach gives us access to highly rated insurers,
vendors and financial institutions in the industry, while our
But finding that ideal solution depends on seeing the big picture as well locally based employees tailor each solution to meet our
as the intricate details. That’s where we come in. We have the right people, clients’ needs. We’ve become one of the largest insurance
technology, experience and insights to provide the different perspective that’s brokerage, consulting and wealth management firms by
critical to creating a customized benefits program designed to accomplish building enduring relationships with our clients and helping
your goals. them realize their goals.
The NFP approach to planning, analyzing, designing and implementing a For more information, visit www.nfp.com.
benefits program is comprehensive and rigorous. It starts with getting to
know your business and employee needs, from your vision and strategic goals
down to the details of employee demographics and health care costs. We use
robust analytical and diagnostic tools to model costs, benefits and market
fluctuation. Then we design and implement a program tailor-made for you
and your budget.
We don’t stop there, either. We stay with you throughout the rollout. We
design and manage employee engagement and communications, and assist
in finding superior technology that supports your needs.
Along the way, we monitor and measure performance, making appropriate

program tweaks and refinements.
Most of all, we take the headaches out of the process.

844-ASK NFP1
340 Madison Avenue

20th Floor
New York, NY 10173
NFP Corp. (NFP) provides employee benefits, property & casualty, retirement, individual insurance and wealth management solutions
through its licensed subsidiaries and affiliates to clients across the U.S. and abroad. Securities and investment advisory services may
be offered through NFP Advisor Services, LLC, (NFPAS) member FINRA/SIPC or Executive Services Securities, LLC, member FINRA/SIPC.
PartnersFinancial and Benefits Partners are network platforms of NFP Insurance Services, Inc. (NFPISI), which is a subsidiary of NFP. Fusion
Advisor Network is a network platform of NFPAS. NFPAS and ESS are affiliated with NFP and NFPISI. Some members of the network platforms
are not owned or affiliated with NFP. Please check with your advisor for more information.
168527 01/16 (MKT-18756-15) ©2016 NFP Corp. All Rights Reserved.
70
71
20,000-Foot View
The appearance of this level of communication is of similar quality to
the 40,000-Foot View, still leveraging arresting and content-relevant
imagery. However, images should be sourced from a rights-managed stock
photography library. The cover layout incorporates the flexible Title Block, a
flexible image area and white space to contain our Signature.
A brochure in this category will be at least four pages in length. Content will
be written at a high level.
72
73
Design
Visual Identifier Line One

Myriad Pro Bold
10 pt/12 pt
Optical Kerning
All Caps
Visual Identifier Line Two
Myriad Pro Light
10 pt/12 pt
Optical Kerning
All Caps
Title
Myriad Pro Bold/Light
35 pt/42 pt,
Optical Kerning
20 Tracking
Headline
First Line Names the Service;
Initial Caps on All Words
Second Line Describes the Service
and Uses Storytelling to Support
an Unexpected Image
Sentence Construction with
Caps Only on Initial Words and
Proper Nouns
7p8
PRIVATE CLIENT RESOURCES

PRIVATE CLIENT GROUP
Personal Insurance — And a Whole

Lot More
Personal Insurance At NFP Corp., our solutions and expertise are matched only by our personal
Peace of mind for NFP PROPERTY & CONVERSATIONS BEFORE COVERAGE THE PEOPLE FIRST PROMISE commitment to each client’s goals. We’re a leading insurance broker and consultant
that provides employee benefits, property & casualty, retirement, and individual
insurance and wealth management solutions through our licensed subsidiaries and
people with a lot CASUALTY PRIVATE Do what’s right. It’s the principle that guides everything we From day one, you’ll be assigned a team that will stand by you throughout our relationship. Regardless of their individual affiliates. Our registered investment advisers and broker-dealers empower independent
do. And the only way for us to know what’s right for you is to specialties, each team member has one thing in common: a personal responsibility for getting you the answers, support or financial advisors with integrated technology, subject matter expertise and a suite of
to protect. see the world through your eyes. We take the time to learn services you need, when you need them. This unsurpassed client service means you’ll always talk to one of us — not a call center customized services.
CLIENT GROUP
about you and your needs so we can identify your exposures or voice mailbox.
NFP has more than 3,600 employees and global capabilities. Our expansive reach gives
and vulnerabilities, instead of making assumptions. Because
Your core team is only part of the vast network of knowledge working to help you rest easy. Each member is able to draw on the us access to highly rated insurers, vendors and financial institutions in the industry,
our sole purpose is protecting you and your possessions,
advice of our experts across the country to solve even your most complex insurance needs. while our locally based employees tailor each solution to meet our clients’ needs. We’ve
we’ve built true expertise in assessing goals, gauging risks
EXISTS FOR ONE and helping you secure appropriate coverage.
No matter how unique your coverage requirements, we

SERVICE, NOT SELLING
become one of the largest insurance brokerage, consulting and wealth management
firms by building enduring relationships with our clients and helping them realize
their goals.
REASON: TO PROTECT
have the technical expertise and deep industry knowledge
For more information, visit www.nfp.com.
needed to untangle complexity. Our insurance solutions,
“Selling” just isn’t a word in our vocabulary. We’re too busy working on getting you the right protection at a fair price to throw a
backed by the very best insurance underwriters, include
sales pitch at you. And you’ll never hear us ask for referrals, either. We believe that when you have a great experience with us, you’ll
WHAT MATTERS
high limits of excess liability coverage and protection for:
tell others about it. Our long-standing relationships are the result of the outstanding service we provide at every turn.
• Exceptional homes • Rental properties YOU NEED MORE THAN INSURANCE COVERAGE. YOU NEED A COMMITMENT FROM A PARTNER
• Farm & ranch • Automobile, including WHO HAS YOUR BEST INTERESTS IN MIND — AND YOUR BACK. A PARTNER LIKE NFP.
MOST TO YOU. • Watercrafts / yachts luxury, antique &
• Personal aviation / aircraft

recreational vehicles TALK WITH AN EXPERT TODAY.
• Valuable personal property,
• Secondary &
You want to feel safe. jewelry, fine arts, wines, etc. T 844-ASK-NFP1
seasonal homes
• Personal families /
You want your family to feel secure. • Group excess programs 340 Madison Avenue
kidnap & ransom 20th Floor
That’s why we’re committed to building you a discreetly • Flood insurance /
• Travel
IN IT FOR THE LONG HAUL We’re able to: New York, NY 10173
brokered insurance program personalized to your exact excess flood
• Domestic staff
needs. A program that’s comprehensive enough to prepare REVIEW YOUR COVERAGES AND LOOK FOR COVERAGE GAPS
you for the little surprises that often happen, and the Every day, we work to expand our expertise by gaining We’re not a “once and done” kind of company. Life changes,
challenges you never saw coming. One that combines top new knowledge through in-depth industry training and and so will your protection needs. Once a year – and
coverage with the type of service you probably thought additional certifications. By staying sharp, we help make sure anytime your goals shift or the unexpected happens –
didn’t exist anymore, so you can get what you want most — we take a close look at your entire insurance program. MAKE SURE COVERAGE LIMITS ARE WHERE THEY NEED TO BE
you know about new developments that can improve your
peace of mind. security or make your coverage more valuable.
MARKET YOUR COVERAGE TO ENSURE THE BEST PLACEMENT

AND PRICE
EVALUATE YOUR PROGRAM COMPONENTS AGAINST NEW

MARKETPLACE TRENDS
Insurance services provided through NFP Property & Casualty Insurance Services, Inc.
01/16 PCG-18864-15
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75
10,000-Foot View
The appearance and level of content details is between the 20,000-Foot
View and the On the Ground level. Covers can use arresting and content-
relevant imagery or a graphic solution with iconography. If images are used,
they should be sourced from a royalty-free stock photography library. The
cover layout incorporates the flexible Title Block, a flexible image area and
white space to contain our Signature.
A brochure in this category is most commonly a four-page
self cover.
76
77
Design
Visual Identifier Line One

Myriad Pro Bold
10 pt/12 pt
Optical Kerning
All Caps
Visual Identifier Line Two
Myriad Pro Light
10 pt/12 pt
Optical Kerning
All Caps
Title
Myriad Pro Bold/Light
35 pt/42 pt,
Optical Kerning
20 Tracking
Headline
One Line with Initial Caps
Basic Description of Piece with
Minor Storytelling
7p8
PROPERTY & CASUALTY SERVICES
Having a different
perspective can help you
see a lot more.
About NFP
Your business is only as Recruiting and retaining the best talent is a tough job that keeps getting
tougher. Changing regulations, high administrative costs, complex legal
At NFP Corp., our solutions and expertise are matched only
by our personal commitment to each client’s goals. We’re
good as your employees. compliance, an increasingly competitive talent marketplace — the roster
of challenges seems to grow bigger every day.
a leading insurance broker and consultant that provides
employee benefits, property & casualty, retirement, and
individual insurance and wealth management solutions
Building an employee benefits program that can attract high-performing, through our licensed subsidiaries and affiliates. Our registered
loyal employees and satisfy legal, regulatory and other requirements is one investment advisers and broker-dealers empower independent
of your most important – and potentially most daunting – responsibilities. You financial advisors with integrated technology, subject matter
need a program exactly right for you — not an off-the-shelf package. One expertise and a suite of customized services.
that’s based on your size, location, number of employees, demographics and NFP has more than 3,600 employees and global capabilities.
type of business. Our expansive reach gives us access to highly rated insurers,
vendors and financial institutions in the industry, while our
But finding that ideal solution depends on seeing the big picture as well locally based employees tailor each solution to meet our
as the intricate details. That’s where we come in. We have the right people, clients’ needs. We’ve become one of the largest insurance
technology, experience and insights to provide the different perspective that’s brokerage, consulting and wealth management firms by
critical to creating a customized benefits program designed to accomplish building enduring relationships with our clients and helping
your goals. them realize their goals.
The NFP approach to planning, analyzing, designing and implementing a For more information, visit www.nfp.com.
benefits program is comprehensive and rigorous. It starts with getting to
know your business and employee needs, from your vision and strategic goals
down to the details of employee demographics and health care costs. We use
robust analytical and diagnostic tools to model costs, benefits and market
fluctuation. Then we design and implement a program tailor-made for you
and your budget.
Affordable We don’t stop there, either. We stay with you throughout the rollout. We
design and manage employee engagement and communications, and assist
Housing Expertise
in finding superior technology that supports your needs.
Along the way, we monitor and measure performance, making appropriate

program tweaks and refinements.
Most of all, we take the headaches out of the process.

844-ASK NFP1
340 Madison Avenue

20th Floor
New York, NY 10173
NFP Corp. (NFP) provides employee benefits, property & casualty, retirement, individual insurance and wealth management solutions
through its licensed subsidiaries and affiliates to clients across the U.S. and abroad. Securities and investment advisory services may
be offered through NFP Advisor Services, LLC, (NFPAS) member FINRA/SIPC or Executive Services Securities, LLC, member FINRA/SIPC.
PartnersFinancial and Benefits Partners are network platforms of NFP Insurance Services, Inc. (NFPISI), which is a subsidiary of NFP. Fusion
Advisor Network is a network platform of NFPAS. NFPAS and ESS are affiliated with NFP and NFPISI. Some members of the network platforms
are not owned or affiliated with NFP. Please check with your advisor for more information.
168527 01/16 (MKT-18756-15) ©2016 NFP Corp. All Rights Reserved.
78
79
2 Putting the Pieces Together On the Ground
On the Ground
Communications at this level are reserved for detailed, single-product
subjects. No photographic imagery is used, but graphic forms and
iconography are leveraged.
These tactical communications are single sheets with content
on either one or both sides.
Headline
A Straightforward Title for the Service or Solution Being Described
Initial Caps
80
81
2 Putting the Pieces Together On the Ground
Design
BUSINESS SEGMENT
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Et Ad Que Coria Nulparum Que Denit Endia Dolorem

Quaeped maioratem que laut apitio od molupta dolorrovidus exceptam quid moluptam nonsequi omnim asi
res perupti lipsum dolar sit amet lipsum quis nis ansdew vent non nis ille quam ilstomist little:
• Omnist ipsam quat • Lorem ipsum dolar sit amet

• Qui aute rem et volorpor • Pus pratum quam estem ipiscius quiatibus est
Am, nus pratum quam estem ipiscius quiatibus est, occumquis ma archit lab into quaeped maioratem que
laut apitio od molupta dolorrovidus exceptam quid moluptam nonsequi omnim asi res perupti ncidus, se
dit am facerchitam quis nis sande veniet vent endaersperis am, non nis illes quam im repersped exercil mi,
omnist ipsam quat.
Am Nus Pratum Quam Estem

Eveni omniat. Imin nimaxim inciden ihillor epelic to esequamusam eum quasperi a dolo qui dolor aut am,
sitatiae voluptatur soles si tentias veratiorum qui blaut alit ma doluptat dempore consequid eates et volore
quae. Ut aceribusant liquo torem ius evel esciditam.
Non cuptur aceatis seditatum qui ipsam sa que molupie ndandit aut quidebit alibusdae non nestotas se cum
quam vercipsam, secae ducidel in rescium utatur aligene nonsenistint rerciet vitatio storemqui
Lipsum
Velentio quibusci veni ium aborporest, omniant istrum harcia nonsectori nusdaec temporporrum quas pa non
nihit que porpor aborepta sunt volores endanimus molut vendae post, quiandus comnia si quas res pro mintio
tempor aboriora ide repeliquos eicae reped unt latur aut aspit res dendis aditis etur, totam, si offic tem. Iquatio
nsequia quia nonestium intem volor repedit, ne nonsequam fugias etus.
Sit Amet Lipsum

Am, nus pratum quam estem ipiscius quiatibus est, occumquis ma archit lab into quaeped maioratem que
laut apitio od molupta dolorrovidus exceptam quid moluptam nonsequi omnim asi res perupti ncidus, se
dit am facerchitam quis nis sande veniet vent endaersperis am, non nis illes quam im repersped exercil mi,
omnist ipsam quat.
Icianit mosante ilia nemperest vent inum eicit omnimus, cor apelitiunt latet eum que con commo dolum
quam, quatqui qui con repraturiae. Ost inctem eium hilliquam ut fugitaectes ma doluptium re susandi il molo
omnihil idipisit, occuptatur?
82
BUSINESS SEGMENT
Lipsum Dolar Sit Amet Limps
Caborro illant dellabore resciet molo beaque naturit dest pre molorec ullorum
etur seque nonsequ asimint.
Sumquatur resequam vernatibus reiuntis dolor remposa dus ipsandi officim inctatium quam voluptatum seque
simusae nest ut modit hil ipid ea nonsedi ullam, corias peliat.
EMPOREM GA NEQUID LOPS
70%
Undignatur aut pelignis ut aut
Officaectia num remolor re que voluptas aut facea con nullaut
veligenihic to quis et pro vel
$33b
iliquis volorep ellabo. Les iliquis
Dit, qui officiti nus nis dellaut consequatem il il inustis Is eos
harumqui tora nulparum quis ut es
At praectat exeribus sumquoditat aut remo.

Omnihici enteni veles cus peri ommodio totatest il ipsa dis ditiundamet alique peribus. Ullanis ea dolupta
taquibu samendic to te volorum audaepero quia nonse cum volupta dolore paruptatur. Lipsum dolar sit
amet sequitor veles quia nosense dis ipsa.
Otaquae voluptium cus etur sequaep erferor endaess edisinctotat il ilit porit expliquibus idi rem quost,
consed quibusa nos rem. Ut volo que la qui dolorum quidit pa nullecaescia sitiasimi, cus delicip idellore
prorpor iaestestio. Et pro que deliquam, core, tectaspitem doloreiurepe sus deligni hictatio dolores doluptas
sequatur, sant ium, officip sumquibus.
1
NFP lipsom ommodioa anamamgram sum dolor il corias petit officim
2
Lipsum dolar sit amet
3
Ehenit quate et quid quid quas est re officiet voluptatur?
83
2 Putting the Pieces Together Stationery System
Stationery System
84
Within our company, there’s an enormous daily flow of communications
directed to each of our audiences: prospective and existing clients and
employees. Even in today’s digital age, stationery is still one of the most
common and visible ways we communicate.
Our stationery system provides consistent layouts, color treatments and
information to support of our consistent brand image.
To order stationery, please visit brandcentral.nfp.com.
85
2 Putting the Pieces Together Business Card
Business Card To order business cards visit brandcentral.nfp.com. Never attempt to

recreate business card artwork on your own.
A few things to note:

• The Business Segment field can be used to designate your specific business segment, core competency or department.
• The CA License No. field is only mandatory for advisors working in the state of California.
• For advisors in New York, the License No. field should be replaced with the legal company name.
• Business cards are subject to legal and compliance review. Appropriate disclosures will be added as required.
86
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vollume niendan imincto illendandit, conecus cilicab orrovit quae voluptassin ape
go redor reperciist que magnita sinvent id que reic to exerumq uidebis consequatia
velescienis esto erati suntur lipsum dolar sit amet.
87
2 Putting the Pieces Together Letterhead
Letterhead
To order letterhead or obtain electronic templates, visit

brandcentral.nfp.com. Never attempt to recreate letterhead
artwork on your own.
Word Processing Specifications

Arial Regular
9 pt/14 pt U/lc
Flush left
Ragged right
Single line spaced
Set the top margin to 3˝.
Set the left margin to 1˝.
Set the right margin to 0.5˝.
Set the bottom margin to 1˝.
88
89
2 Putting the Pieces Together Envelope
Envelope To order envelopes or obtain electronic templates, visit

brandcentral.nfp.com. Never attempt to recreate envelope
artwork on your own.

Arial Regular
9 pt/14 pt U/lc
Flush left
Ragged right
Single line spaced
Set the top margin to 2˝.
Set the left margin to 3.5˝.
90
91
2 Putting the Pieces Together Mailing Label
Mailing Label To order labels or obtain electronic templates, visit brandcentral.nfp.com.

Never attempt to recreate label artwork on your own.

Arial Regular
9 pt/14 pt U/lc
Flush left
Ragged right
Single line spaced
Set the top margin to 1.75˝.
Set the left margin to 1.5˝.
92
93
2 Putting the Pieces Together Presentations
Presentations
[Insert Date]
[Company Name]
[Sample Presentation]
94
A flexible presentation format has been developed based upon the same
Confidential principles as our printed materials. The consistency of our materials, printed
and electronic, will help build awareness of our unique brand and set us
apart from our competitors.
95
2 Putting the Pieces Together Presentations
Presentations
Covers
[Insert date]
Lorem ipsum dolar. Lorem ipsum dolar.

Grand ante malesuada Nunoc sit amet odio
Dividers
96
Our presentation cover slides can feature a solid color
image, solid color or icon pattern appropriate for the
subject matter. Guidelines for selecting imagery and
Text Slides using iconography can be found on pages 54-63.
Always build presentations using official NFP Microsoft®
Text Slide Headline Line One Text Slide Headline Line One PowerPoint® templates.
Text Slide Headline Line Two
• Bullet level one
– Bullet level two
• Bullet level three
• Bullet level one
– Bullet level two
Templates are available for download at
– Bullet level four • Bullet level three
– Bullet level four brandcentral.nfp.com.
No matter how simple or complicated the subject
matter of a presentation, it must comply with our Brand
Guidelines. Pay careful attention when cutting and
Presentation Title 2 Presentation Title 3 pasting content or importing legacy slides into the NFP
Microsoft® PowerPoint® template, as prior styles may
carry over and need to be corrected.
Chart Styles
Chart Slide Headline Line One Chart Slide Headline Line One Chart Slide Headline Line One
700 • Bullet level one • Bullet level one •  Bullet level one
– Bullet level two – Bullet level two 7 –  Bullet level two
600
1 • Bullet level three • Bullet level three •  Bullet level three
5
500 2 – Bullet level four – Bullet level four –  Bullet level four
400 2 4
3
300 3
4
200 5 2
7
100 2
0 1 2 2 3 4 5 7 1
0 200 400 600 800

1 2 2 3 4 5 7 1 2 2 3 4 5 7
Presentation Title 4 Presentation Title 5 Presentation Title 6
Break Slides
BREAK SLIDE BREAK SLIDE
Presentation Title 7 Presentation Title 8
For questions or help with a presentation, please

contact marketing@nfp.com.
97
3 Our Voice
Our Voice
98
Powerful brands have a voice that is all their own. When people hear or
read their words, they feel familiar. The key is to understand that voice and
be consistent in its use.
The verbal expression of our brand, which is the way we write and talk
about the company, is as important as our visual identity. Tone of voice,
message and style all reflect who we are and what we stand for. These
verbal guidelines allow us to communicate our powerful story to clients,
partners, the media and each other in a way that provides a consistent,
unforgettable experience.
99
3 Our Voice Content
Content
Content is king. What we say has to have real meaning and resonate with
every audience.
Said another way, this is what we say or write — the actual content of
a communication and the key messages we want to convey. The NFP
Elevator Speech, Boilerplate and Brand Idea should drive the content of our
messages. They define what products and services we offer and how we
deliver them so that all our audiences understand the value we offer and
what makes us unique.
100
101
3 Our Voice Elevator Speech
Elevator Speech
Imagine someone asking you, during a short elevator ride, where you work.
You only have a few seconds to say something meaningful. Smart brands
create language that briefly describes the company you work for and leaves
them asking for more.
The elevator speech is this short description of who NFP is and what we
offer. These are the words you should use when asked.
102
NFP is a leading insurance broker and consultant that
provides employee benefits, property & casualty, retirement
and individual private client solutions through our licensed
subsidiaries and affiliates. Our expertise is matched only by
our personal commitment to each client’s goals.
103
3 Our Voice Boilerplate
Boilerplate
We have to knit together language for each important audience so that the
totality of our messaging shapes one powerful brand.
The NFP Boilerplate sums up our single, powerful suite of coordinated
resources, delivered with our personal touch and genuine care. It’s used on
the backs of brochures and in other materials that require a comprehensive
description of who we are.
At NFP Corp., our solutions and expertise are matched only by our personal
commitment to each client’s goals. We’re a leading insurance broker and
consultant that provides employee benefits, property & casualty, retirement
and individual private client solutions through our licensed subsidiaries
and affiliates.
NFP has more than 4,300 employees and global capabilities. Our expansive
reach gives us access to highly rated insurers, vendors and financial institutions
in the industry, while our locally based employees tailor each solution to meet
our clients’ needs. We’ve become one of the largest insurance brokerage,
consulting and wealth management firms by building enduring relationships
with our clients and helping them realize their goals.
104
Messaging by Audience
Audience What We Want the Audience to Know Products & Services
All At NFP Corp., our solutions and expertise are matched only by our personal Insurance
commitment to each client’s goals. We’re a leading insurance broker and Brokerage
consultant that provides employee benefits, property & casualty, retirement
and individual private client solutions through our licensed subsidiaries Consulting
and affiliates.
NFP has more than 4,300 employees and global capabilities. Our expansive
reach gives us access to highly rated insurers, vendors and financial
institutions in the industry, while our locally based employees tailor each
solution to meet our clients’ needs. We’ve become one of the largest
insurance brokerage, consulting and wealth management firms by building
enduring relationships with our clients and helping them realize their goals.
Corporate NFP is a leader in the provision of HR services and benefits. We offer a Commercial Insurance
Buyers comprehensive package of products and services for clients’ employees, Health Care
including health and welfare and executive benefits. We also offer
Ancillary and Voluntary Benefits
commercial P&C and HR consulting. Our platforms provide a competitive
advantage in attracting and retaining high-quality talent. We work closely HR Consulting
with our clients, becoming strategic partners in the trenches, thinking Retirement and Executive
about their business as much as they do, anticipating needs beyond the Benefits
assignment. Our expertise is matched only by our personal commitment
to each client’s success.
Private Client NFP is a full-service provider of innovative solutions for wealth and risk Personal Insurance
management, retirement planning, estate planning, underwriting and Wealth Management
insurance. Our expertise is matched only by our personal commitment to
Estate Planning
each client’s success.
Life Insurance
Employees NFP is a leading full-service provider of innovative solutions for risk Recognition
management, employee benefits, retirement planning, underwriting, Community
insurance and wealth management. Without our employees, there is no
Finance
NFP. That’s why we put people first and offer tremendous opportunities
for personal and professional growth through recognition, community, Well-Being
finance, well-being and professional development initiatives. We Development
collaborate and work as a team, and we give back to our employees
and communities.
105
3 Our Voice Tone
Tone
Strong brands also have a tone of voice that is unique, consistent

and recognizable.
The NFP tone of voice is the way we write and speak. It’s what we say and
how we say it. The tone of each message should be driven by the NFP
Brand Character. It should reflect how we work and highlight our
personal approach.
What we say is dictated by our values, experiences and aspirations.
How we say it is informed by our character, which should stand alone
as uniquely NFP.
106
Brand Character How to Embody the Brand Character How Not to Sound
Strong Our messages should sound confident, professional and Arrogant, over-promising, self-
responsible. We want our audiences to know that we have the important, patronizing.
scale and expertise to deliver the best solutions and solve even the
biggest challenges.
Nimble Our messages should be clear, uncomplicated and easy to Frivolous, lacking in substance,
understand. They should reflect that we are “light on our feet” generic, cliché, unprofessional.
and can quickly respond to our clients’ needs and the changing
environment.
Thoughtful Our messages should be deliberate and clear. They should reflect Pedantic, stuffy, pompous.
a deep knowledge of the client’s situation and needs and a
willingness and ability to consider all possible solutions before
making a recommendation.
Creative Our messages should sound fresh and original. Don’t use words Unrealistic, living in a fantasy
that are overused or jargon that nobody understands. world, inexperienced,
unprofessional.
107
3 Our Voice Communication Rules
Communication Rules
Having rules that control consistency and also allow for flexibility enables
us to create strong communications.
We communicate with many audiences, each with its own specific needs
and expectations. To make those communications credible and compelling,
our messages need to be relevant to the target — and true to the NFP
brand. Every message should be shaped around our Brand Idea, Brand
Character and Boilerplate language to build a consistent image of NFP.
108
109
3 Our Voice Key Questions to Ask
Key Questions to Ask
As you work on NFP communications, ask these Who is our audience?

–
important questions: Who we’re talking to determines what message we want to deliver.
Is the audience external or internal? Are we talking to an individual
or a company? Someone who knows NFP or is new to us?
Tailoring the message means you end up with a communication
that’s relevant and a lot more effective.
– What’s the audience’s perception of NFP?
Do they have a good understanding of what we do? Are they aware
of our full range of services?
Using clear service descriptions to more clearly communicate what
we do makes sometimes complex information easy to understand.
– What’s the communication’s goal?
Do we just want the audience to better understand us and all the
services we offer? Or do we want them to actively engage with us?
Getting someone to become a new client or accept a job offer
requires more persuasive language than if we just want them to
learn about us.
– In what format should we deliver our message?
Would a mass communication in the form of an email or brochure
be right? Or should it be a personalized letter to an individual?
Does a phone call make more sense?
Breaking through the clutter and achieving your communication
goal requires a relevant message delivered in the right format for
each specific audience.
110
? 111
3 Our Voice Smart Writing
Smart Writing
NFP has a great story to tell. These tips will help you tell it well.
– now what you’re going to write

K Use active rather than passive
–
about and why. Define the point language to communicate that
of view of your piece before you we’re confident and driven.
begin writing.
– Limit a sentence to a single thought
– Be personal and real. Speak to clearly communicate the point
confidently in a personal and you’re making.
authentic voice to instill confidence
in your audiences and make them Avoid repetition.
–
more willing to engage. Address their
Use subheads and bullets to
–
pain points with solutions and answer
separate thoughts/points and
their most important question:
to break up blocks of text, making it
“What’s in it for me?”
easier to read.
Be original and creative by
–
– Use strong, short headlines and
avoiding overused words and jargon.
subheads that convey a clear
Be direct, simple and to the point.
– message. Avoid vagueness.
Big words and long sentences are not
Reread your work. Errors
–
personal or engaging. Make every
can be interpreted as a lack of
word count.
professionalism that takes away
– Be less formal. Our messages and from a message.
word choices should sound warm
and inclusive to help build strong
relationships with our partners and
clients. Use a conversational tone.
For example, write “make sure”
instead of “ensure” or “start” instead
of “commence.”
112
NFP Editorial Style Guide
The NFP Editorial Style Guide ensures that all written
communications developed for internal and external
audiences are consistent and professional. The guide
provides specific information on subjects such as
what to capitalize and what not to, whether a word is
hyphenated or not, the exact name of an NFP business
line or resource, when a number should be spelled
out and what products and service names should
be trademarked.
This easy-to-use, searchable document is updated
regularly. You can find it in NFP Brand Central at
brandcentral.nfp.com under “Brand.”
113
4 Checklist
Checklist
You now have an understanding of how to create NFP communications.

Before sending a communication to be printed, presented or made public
online, please take a moment to view it as a whole and ask yourself:
114
Have you used approved artwork for the NFP Signature?
I s the NFP logo placed and sized correctly and does it

read clearly?
H
ave you maintained the proper clear space around the
NFP Signature?
Are you using colors from the NFP Color Palette?
Have you selected photographs that follow our guidelines?
Are you using the appropriate typographic styles?
Have you captured the distinctive look and voice of NFP?
H
as your communication been approved by NFP Marketing
and your legal compliance contact?
115
5 Contact
Lost?
Need Help?
brandcentral.nfp.com
116
If you have questions regarding the proper use
of the NFP brand, please contact NFP Marketing
at brand@nfp.com.
117
1250 Capital of Texas Highway S.
Building 2, Suite 125
Austin, TX 78746
T 512.697.6026
marketing@nfp.com
brand@nfp.com
brandcentral.nfp.com
© 2018 NFP Corp. All Rights Reserved.

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Brand Guidelines

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NFP Brand

Used correctly, these guidelines tell a clear story of Best,

NFP Purpose & Way

The NFP Purpose

Our passion is building strong personal relationships based on trust,

– Listen well to understand what’s important.

– Encourage creativity and fresh perspectives.

– Look to the future, anticipating the needs of our employees

– Collaborate and work as a team.

– Earn trust by exceeding expectations.

– Deliver peace of mind through amazing performance.

– Respect each other. We all matter.

– Build enduring relationships.

– Be real. Be authentic. Be genuine.

Rules of the Road

Questions regarding any

Our Basic Brand Elements

Nexus Symbol NFP letters

Don’t use an older version

Don’t modify or change

Don’t place on complex Don’t add effects or

Don’t create lockups with Don’t use our Signature as

Don’t use the full-

Don’t use the NFP

­— Myriad Pro Regular

­— Myriad Pro Semibold

­— Myriad Pro Bold

­— Myriad Pro Black

Condensed weights of all of our fonts are available for use

NFP Light Orange

NFP Light Yellow NFP Light Aqua

NFP Dark Orange

NFP Light Purple

NFP Dark Navy NFP Dark Purple

0.5˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.5˝

0.5˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.25˝ 0.5˝

Lorem Ipsum Lorem Ipsum Lorem Ipsum

Lorem Ipsum Lorem Ipsum Lorem Ipsum

Lorem Ipsum Lorem Ipsum Lorem Ipsum

Lorem Ipsum Lorem Ipsum Lorem Ipsum

Lorem Ipsum Lorem Ipsum Lorem Ipsum

Lorem Ipsum Lorem Ipsum Lorem Ipsum

Lorem Ipsum Lorem Ipsum Lorem Ipsum

Lorem Ipsum Lorem Ipsum Lorem Ipsum

Icons, Charts and Graphs

Charts and Graphs

A Print System with Options

This level provides details on an individual product

Lipsum Dolar Sit Amet Limps

EMPOREM GA NEQUID LOPS

At praectat exeribus sumquoditat aut remo.

Corporate benefits 35 pt/42 pt

or small of challenges seems to grow bigger every day.

Building an employee benefits program that can attract high-performing,

Along the way, we monitor and measure performance, making appropriate

Most of all, we take the headaches out of the process.

340 Madison Avenue

Visual Identifier Line One

PRIVATE CLIENT RESOURCES

Personal Insurance — And a Whole

EXISTS FOR ONE and helping you secure appropriate coverage.

No matter how unique your coverage requirements, we

• Personal aviation / aircraft

MARKET YOUR COVERAGE TO ENSURE THE BEST PLACEMENT

– Listen well to understand what’s important.

– Encourage creativity and fresh perspectives.

– Look to the future, anticipating the needs of our employees

– Collaborate and work as a team.

– Earn trust by exceeding expectations.

– Deliver peace of mind through amazing performance.

– Respect each other. We all matter.

– Build enduring relationships.

– Be real. Be authentic. Be genuine.

— Myriad Pro Regular

— Myriad Pro Semibold

— Myriad Pro Bold

— Myriad Pro Black

– now what you’re going to write

I s the NFP logo placed and sized correctly and does it

Are you using colors from the NFP Color Palette?

Have you selected photographs that follow our guidelines?

Are you using the appropriate typographic styles?

Have you captured the distinctive look and voice of NFP?