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Brand Book _hero Image

Positioning & Voice

BRAND PERSONALITY

NAIFA is:

  • Optimistic
  • Helpful
  • Resourceful
  • Determined
  • Authentic
  • Trustworthy
  • Straightforward
  • Relatable

 

  • Rallies others to band together and help one another achieve security, peace of mind, and brighter futures for all

 

Brand Voice

voice

 

Brand Goals by Audience

audience

 

Images

Photos

  • Full-color photos of people with permissions
  • Images of Main Street USA—show examples of streets, flags, statuary, that can be used when a photo of person not found

 

Not Preferred Imagery

  • Clipart
  • Cartoons
  • Lack of Diversity (depending on project)
  • Manipulation of a state shape mixed with our logo

Typography

Fonts


ROBOTO FONT

This is the primary typeface for headlines (uppercase), titles, and call-to-action buttons.
It can also be utilized for section heads or limited narrative text that requires emphasis (i. e. section introductions, pull quotes).

Download font

robotofont

 

LATO FONT
This is the secondary font and is utilized for body copy, narrative text, lists, and captions. Limited use for headlines, section introductions, and pull quotes is acceptable.

Download font

latofont

 

Web Styles

webfontstyles