Master brand guidelines

July 2023

1 Master brand guidelines

Contents Identity elements

Logo Colour
Introduction...................................................3 Primary.........................................................33
Meaning......................................................... 4 Secondary................................................... 34
Use..................................................................5 Grouping......................................................35
Application....................................................6 Use............................................................... 36
Colour pairings...............................................8 Tints..............................................................37
Colour use......................................................9 RAG.............................................................. 38
Clear space................................................... 10 Gradients.................................................... 39
Construction................................................. 11
Brand architecture
Size / positioning......................................... 12
Introduction................................................ 40
Crops............................................................ 15
Information system..................................... 41
Crops construction..................................... 19
Transition branding.................................... 50
Typography Minority stake branding.............................52
Introduction................................................ 20 Product naming and branding...................53
Primary font................................................. 21
Grid
Secondary font............................................22
Introduction................................................ 54
System fonts................................................23
Communications.........................................55
Hierarchy......................................................24
Back covers������������������������������������������������ 59
Alignment.....................................................26
Editorial....................................................... 60
Headings......................................................27
Body copy................................................... 28 Data visualisation........................................ 61
Tabs............................................................. 29 Iconography................................................ 65
Language support...................................... 30 Photography................................................67
Scaling..........................................................32

Dots beside page names indicate

2 Master brand guidelines an update within the page.
Logo
Introduction
This is the Howden logo.
Uniquely, it is both a wordmark
and a symbol.
It is our primary brand asset and
the core signifier of the Howden
visual identity.
It has been carefully constructed
and should not be altered or
redrawn in any way. Take care
to apply the logo in the ways
outlined within this document.

3 Master brand guidelines

Logo
Meaning
Our logo tells the story of our
company and our approach to
all we do. It draws on one of our
brand truths, Collective power.
Whatever the challenge, our
collective strength means we
rise to it together.
The letter forms of our name
come together to create a single,
unified symbol.

4 Master brand guidelines

Logo
Use
Our logo is the centre of our
identity, symbolising our core
brand truths.
It is a key element of any
communication.

5 Master brand guidelines

Logo
Application
Due to the unique construction
of our logo, not only can it appear
in colour, it can also house
photography and gradients.
Atmospheric
These expressions can be used
to create atmosphere. However,
they can also lessen the logo’s
instant readability, so should be
created with care.

Photography Gradients Lens on white

Named the 'lens' effect, our logo can Similar to the 'lens' effect, our logo Another version of the lens effect
sit on photography and also show can hold gradients. exists where a photograph or
photography within it. gradient can be used inside the logo;
Please see page 39 for more
but only when it appears on a white
When using this effect, the image information on the construction
background.
inside the logo should be optically of gradients.
shifted to ensure the logo is visible. When using photography, use this
The gradient the logo sits atop,
effect when the logo is seen at large
should be mirrored when placed
scale only, e.g. full width portrait A4.
inside the logo, to ensure the logo
remains readable. This effect can also be used for
photography of people. Examples to
follow in next iteration of guidelines.

6 Master brand guidelines Atmospheric

Logo
Application
Solid colour
It is important that our logo
creates enough contrast with its
background to be clearly visible
and readable. This is how our
logo should most commonly be
seen and used.

Colour Colour on photography

Our logo can appear in any brand If an image doesn’t lend itself
colour, but pairings should always to a successful lens effect, a solid
align with the colour grouping rules colour logo can instead be used
detailed on page 35. on a photograph.
Black or white can be used to create When selecting a colour from the
clear contrast with the brand colours brand palette, try to choose one that
if needed. links to a colour in the photograph.
For more information on colour use
in regards to the logo, see page 8.

7 Master brand guidelines Solid colour

Logo
Colour pairings
Our logo can appear in any of the
brand palette colours, but the
background colour it is paired
with should always align with the
colour grouping rules detailed
on page 35.
Hero pairings
For more information on hero
pairings, please see page 9.
Core pairings
Eight simple pairings made using
all the colours within our brand
palette. After the hero pairings,
these should be the most
commonly used colour pairings.

Hero pairings

8 Master brand guidelines Core pairings

Logo Primary Secondary Tertiary
Colour use Hero pairings White Third party
Primary
Whilst our brand palette
consists of eight colours, there
are three colour collaborations
that are strongest. Moss green
/ Pistachio. Cobalt blue / Teal.
Rosewood / Poppy.
If only one pairing can be used to
represent Howden, Moss green /
Pistachio is the most unique and
ownable of the hero pairings.
Secondary
Our logo should be supplied
in white if it is to appear on a dark
or photographic background.
Tertiary
When our logo is required to
be single colour and will likely
appear on a light-coloured
background, it can be supplied
in Moss green or, if specifically
required, Black.

9 Master brand guidelines

Logo
Clear space
Care must be taken to
ensure our brand assets are
always presented clearly and
consistently.
A clear space of at least 50% of
the height of the symbol should
be maintained. 50%
Always keep the clear space free
of any other design elements.

100%

10 Master brand guidelines

Logo
Construction
Due to its construction, our logo
can be split into three sections.
This is the foundation for our
grid system.
Please see the following page
for more information.

1/3 1/3 1/3

11 Master brand guidelines

Logo

Primary Centre-aligned

Secondary Left-aligned

Right-aligned
Size / positioning
1/3
The Howden logo can be used
at one third of a format width
across portrait, square and
landscape layouts.
Our logo will appear most
often at this size, endorsing
typography, colour and image.
The primary logo positioning
is centre-aligned. However, A4
if positioning the logo in the
centre is not possible (e.g.
because the logo becomes
less legible) the secondary logo
positions can be used, either left
or right-aligned.

1×1

12 Master brand guidelines 16×9

Logo

Primary Centre-aligned

Aligned to top

Aligned to bottom
Size / positioning
1/1
The second most commonly
used logo size is 100% of a
format width.
Exception
For landscape formats, such as
16×9, if the logo appears at 100%
of the width, this creates too
large a logo size. Instead the size
of the logo can be reduced to
two thirds of the format width. A4

1×1

13 Master brand guidelines 16×9

Logo Landscape Narrow portrait
Size / positioning 1/6 1/1 or 2/3
Special instances
Some formats have additional
logo size options.
Landscape
For 16×9 and similar formats,
a fourth logo size, 1/6 can be
used. This smaller logo size can
be useful if a more subtle brand
presence is required or if there
is limited space available due
to content.
Narrow portrait
For very narrow portrait formats
such as DL tri-fold, a logo that is
either 100% of the available width
or 2/3 can be used.
When using the logo at 100%
width, it should be centred
to the height of the format.
But, if required, the logo can
alternatively be positioned
at the top or bottom.

14 Master brand guidelines 16×9 DL tri-fold (99×210mm)

Logo Portrait Landscape Square
Crops (tint) E.g. A4 E.g. 16×9 E.g. 1080×1080
Crops of the Howden logo can
be used as an additional visual
asset. Useful in the absence of
photography, they add colour
and texture.
The logo should match the
colour of its container shape
but at a lower tint. This should
be set to 95% (85% for Poppy, For very shallow landscape formats,
Pistachio, Mustard, Teal). These the height of the logo can be set
values relate to on-screen only to 250% of the container shape’s
and should be tested for print. shortest edge.
Portrait
Logo height should be 100%
of the longest edge. E.g. same
height as the container.
Landscape
Logo height should be 200%
of the shortest edge. E.g. twice
as tall as the container.
Square
Logo height should be 100%
of the container’s edge. E.g.
same height as the container.

15 Master brand guidelines

Logo Portrait Landscape Square
Crops (contrast) E.g. A4 E.g. 16×9 E.g. 1080×1080
Additionally, logo crops can
be used in more contrasting
colours. When pairing colours,
please refer to our rules on
colour grouping on page 35.
Portrait
Logo height should be 100%
of the longest edge. E.g. same
height as the container.
Landscape
Logo height should be 100%
for conventional landscape
formats.*
Square
Logo height should be 100%
* For very shallow landscape
of the container’s edge. E.g.
formats, the height of the logo can
same height as the container.
be set to 250% of the container
shape’s shortest edge.

16 Master brand guidelines

Logo Portrait Landscape Square
Crops (imagery) E.g. A4 E.g. 16×9 E.g. 1080×1080
Logo crops can also be used
with photography, somewhat like
the lens effect examples seen on
page 6.
Always ensure the focus of the
image, as well as the logo crops,
are visible.
Portrait
Logo height should be 100%
of the longest edge. E.g. same
height as the container shape.
Landscape
Logo height should be 100%
for conventional landscape
formats.*
* For very shallow landscape
Square formats, the height of the logo can
Logo height should be 100% be set to 250% of the container
of the container’s edge. E.g. shape’s shortest edge.
same height as the container.

17 Master brand guidelines

Logo Portrait Landscape Square
Crops (gradient) E.g. A4 E.g. 16×9 E.g. 1080×1080
Additionally, logo crops can be
used with gradients, somewhat
like the lens effect examples
seen on page 6.
The guidance around gradient
construction found in the Master
guidelines applies here but with
the addition that the gradient is
inverted within the container to
create the desired expression.
Portrait
Logo height should be 100%
of the longest edge. E.g. same
height as the container shape.
Landscape
* For very shallow landscape
Logo height should be 100%
formats, the height of the logo can
for conventional landscape
be set to 250% of the container
formats.*
shape’s shortest edge.
Square
Logo height should be 100%
of the container’s edge. E.g.
same height as the container.

18 Master brand guidelines

Logo Optimum crop
example
Crops construction Portrait
When constructing logo Logo height is equal
crops, make sure you capture to the container
characterful and recognisable shape.
parts of the symbol are captured.
Always aim to create abstract,
interesting crops.
Optimum crop
example

Landscape
Logo height is twice
as tall as the container
shape (250% for shallow
formats).

Optimum crop
example

Square
Logo height is the same
as the container shape.

19 Master brand guidelines

Typography Multiple language support Multiple fonts working
for our local teams collaboratively

Headline
Secondary
System

20 Master brand guidelines

Typography
Primary font
Our primary font is GT

Aa Bb Cc Dd Ee Ff Gg
Ultra Median Regular. It is a
contemporary, friendly and
characterful serif style.
Its visual characteristics contrast

Hh Ii Jj Kk Ll Mm Nn
with and complement the
Howden logo.
This typeface is to be used
by teams who are creating
high-impact documents and

Oo Pp Qq Rr Ss Tt Uu
communications, i.e. Brand,
Creative, Marketing, Digital
Experience, Bid Management,
etc.

Vv Ww Xx Yy Zz
The font is accessible to teams
and employees who need it,
please request access by
contacting:
font@howdengroup.com

1234567890
21 Master brand guidelines
Typography
Secondary font

Aa Bb Cc Dd Ee Ff Gg
Our secondary font is Aktiv
Grotesk. It is a highly legible sans
serif, available in a variety of Latin
and non-Latin languages.

Hh Ii Jj Kk Ll Mm Nn
Aktiv Grotesk has different
weights (e.g. Regular, Semi-Bold)
for different purposes. Please
see the following typography
pages for more details.

Oo Pp Qq Rr Ss Tt Uu
This typeface is to be used
by teams who are creating
high-impact documents and
communications, i.e. Brand,
Creative, Marketing, Digital

Vv Ww Xx Yy Zz
Experience, Bid Management,
etc.
The font is accessible to teams
and employees who need it,

1234567890
please request access by
contacting:
font@howdengroup.com

22 Master brand guidelines

Typography
System fonts
System fonts are required

This is dummy
for instances when our brand
fonts aren’t supported; Headings
such as letters, emails and other Georgia Regular
day-to-day activities.
Georgia Regular and Arial
Regular have been selected
to mimic the characteristics
copy it is not meant
to be read.
of our brand typefaces.
These fonts can be read and
installed as standard on many
computers.
These typefaces should not be Body text This is dummy copy. It is not meant
used for marketing purposes. Arial Regular
to be read. It has been placed here solely
to demonstrate the look and feel of finished,
typeset text. Only for show. These words
are here to provide the reader with a basic
impression of how actual text will appear
in its final presentation.

23 Master brand guidelines

Typography
Hierarchy
For the majority of brand
communications GT Ultra
Median leads, supported by
Aktiv Grotesk for longer read
One
GT Ultra Median
Regular
This is dummy
body text.
Clear hierarchy should always
be used by ensuring there is
copy it is not
sufficient difference between the
size of headings, sub-headings
and body text.
meant to be read.
One
Two
Headings or titles.
GT Ultra Median This is dummy copy.
Two Regular
Sub-headings, introductory text It is not meant to be read.
and pull quotes.
Three Three This is dummy copy. It is not meant to be read.
Any long-read text and additional Aktiv Grotesk It has been placed here solely to demonstrate the
information. Regular
look and feel of finished, typeset text. Only for
show. These words are here to provide the reader
with a basic impression of how actual text will
appear in its final presentation.

24 Master brand guidelines

Typography
Hierarchy (A4)
Headings Body copy

108pt
Headings 13.5pt
This is dummy copy. It is not meant to be read. It has
Multiple type sizes collaborate been placed here solely to demonstrate the look and

to create a flexible typographic feel of finished, typeset text.

system for our primary typeface, Only for show. He who searches for meaning here
will be sorely disappointed. These words are here to
GT Ultra Median Regular. These provide the reader with a basic impression of how

type sizes are multiples of nine

81pt
actual text will appear in its final presentation.

and can also be used for sub- Think of them merely as actors on a paper stage, in
a performance devoid of content yet rich in form.
headings, introductory text and That being the case, there is really no point in your
continuing to read them.
pull quotes.
9pt

Body copy
63pt
This is dummy copy. It is not meant to Meaningless mock-up, mock turtle
be read. It has been placed here solely soup spilled on a mock turtle neck.
to demonstrate the look and feel of Mach I Convertible copy. To kill a

Two type sizes cover our long- finished, typeset text.

Only for show. He who searches
mockingbird, you need only force it to
read this copy.

read text requirements. for meaning here will be sorely

disappointed. These words are here
This is Meaningless filler. (Elvis movies.)
It is not meant to be a forum for value
to provide the reader with a basic judgments nor a scholarly diatribe on

Please note: aim to use only

impression of how actual text will how virtue should be measured. The

45pt
appear in its final presentation. whole point here (if such a claim can
be made in an admittedly pointless

one heading size and keep the

Think of them merely as actors on a
paragraph) is that this is dummy copy.
paper stage, in a performance devoid
Real bullets explode with destructive

number of type sizes on a page

of content yet rich in form. That being
intensity. Such is not the case with
the case, there is really no point in your
dummy bullets.
continuing to read them.

to as few as possible. After all, you have many other things

In fact, they don’t explode at all. Duds.
Dull thuds. Dudley do-wrongs. And

27pt you should be doing. Who’s paying you

to waste this time, anyway?
do-wrongs don’t make a right. Why on

These type sizes are intended

earth are you still reading this?
This is dummy copy. It’s Greek to you.
Unless, of course, you’re Greek, in

as a guide and developed which case, it really makes no sense.

Why, you can’t even read it! It is strictly

specifically for portrait A4.

for mock-ups. You may mock it up as
strictly as you wish.
18pt

9pt

2 3

25 Master brand guidelines A4

Typography Left-aligned
Alignment Primary
Primarily our typographic style
is left-aligned and text should
appear so wherever possible.
In special instances, for example
an infographic, text can be
centre-aligned if this aids the
overall aesthetic and readability
of the content.
When exercising the tabbing
expression, text should be left
This is dummy copy it is
aligned to one of the document’s
vertical grid lines. not meant to be read.
This is dummy copy. It is not meant to be read.
It has been placed here solely to demonstrate
the look and feel of finished, typeset text.

26 Master brand guidelines

Typography
Headings
Font
GT Ultra Median
Weight
Regular
Case
This is dummy
copy it is not
Sentence
Kerning
Metrics

meant to be read.
Tracking
0
Leading
120% (110% above 75pt) 100/110pt = 110% leading
Alignment
Left or centred
Minimum size
9pt
Colour
Any brand colours may be used This is dummy copy it is not
provided the grouping rules are meant to be read.
observed.
40/48pt = 120% leading

27 Master brand guidelines

Typography
Body copy
Font Short line length, this is dummy text, it is
Aktiv Grotesk intended to be read but have no meaning.
Weight As a simulation of actual copy, using ordinary
Regular words with normal letter frequencies,
Semi-bold (for text labels and
highlighting key information) it cannot deceive eye or brain.
Case
Sentence
Kerning
Metrics Medium line length, this is dummy text, it is intended
to be read but have no meaning. As a simulation of
Tracking
0 actual copy, using ordinary words with normal letter
frequencies, it cannot deceive eye or brain.
Recommended size
9.5pt / 13pt leading
Alignment
Left or centred
Minimum size
Longest line length, this is dummy text, it is intended to be read but
6pt have no meaning. As a simulation of actual copy, using ordinary
Colour
words with normal letter frequencies, it cannot deceive eye or brain.
Any brand colours may be used
provided the grouping rules are
Ideal range of 35-60
observed.
characters per line

28 Master brand guidelines

 We’re helping
Typography
Tabs
To add further expression to
GT Ultra Median, we can use tabs

our clients stay

to change the positioning of
words within titles, e.g. ‘ahead’.
This expression is most
successful when highlighting key
words or information or breaking

ahead
up long titles, e.g. creating
separation between a primary
title and additional information.
In some instances, the colour
of the tabbed word(s) may be

of their game.
changed for added emphasis.
Positioning
Where possible, tabs should link
to our grid system following the
rule of thirds defined by our logo.
For more details on grids, please
see page 54.

Column 1 Column 2 Column 3

29 Master brand guidelines
 ‫يبرع‬
Typography
Language support
We are proud to be a network
of international, local teams.
Latin
Our typefaces reflect this.
View the full list of the languages
our fonts support:
More details
We use a combination of our
typefaces, GT Ultra Median
(our primary typeface) and
Aktiv Grotesk (our secondary
typeface) to cater to our

‫תי ִרבִע‬
audiences around the world.

ไทย
The following page details how
we use each typeface.

30 Master brand guidelines

Typography
Headings GT Ultra Median Headings Aktiv Grotesk Medium
Language support Body Aktiv Grotesk Regular Body Aktiv Grotesk Regular

Our primary typeface,

GT Ultra Median supports all
Latin alphabet languages.
Aktiv Grotesk supports all
Latin alphabets as well as nine
additional non-Latin scripts.
Legal sector ‫רזגמל החמומ‬
These typefaces are to be used specialist ‫יטפשמה‬
by teams who are creating
high-impact documents and
insurance ‫חוטיב‬
communications, i.e. Brand, ‫ו םירושיא‬
Creative, Marketing, Digital Credentials and
capabilities
‫תולוכי‬

Experience, Bid Management,

etc. Please request access by
contacting:
font@howdengroup.com

GT Ultra Median Regular is our lead typeface and If a non-Latin language is in use, Aktiv Grotesk should be
should be used for headings whenever possible, used. The Medium weight should be applied for headings.
for all Latin languages. It should be supported by Aktiv
Please note: the Chinese, Japanese, and Korean
Grotesk for body copy.
cut of Aktiv Grotesk requires a separate font license.
31 Master brand guidelines
Typography
Scaling
When creating titles across
various formats, use the A4 title Example title
54pt
size as your reference point. Example title
The width of the text box used 81pt
on an A4 cover can be scaled to
Example title
match the width of the available 117pt
space on the format you are A5 (148×210mm)
designing to.
The type size should then be
rounded up or down to the
Example title A4 (210×297mm)
Reference point
nearest multiple of nine (e.g.
57.2pt becomes 54pt). For text
larger than 75pt, leading should
225pt A3 (297×420mm)
be set to 110%. For text smaller
than 75pt, leading should be set
to 120%. The baseline of the first
or last line of text should always
sit on a horizontal grid line.
For more information on grids,
please see page 54.
Please note: if titles with long
words are causing hyphenation,
reduce the type size by
multiples of 9pt until resolved.
A1 (594×841mm)

32 Master brand guidelines

Colour
Primary
Our primary brand palette is a
mix of classic and contemporary
Poppy Pistachio
colours that work collaboratively #f9423a #e0ec89
to create unique colour groups. C0 M83 Y81 K0 C31 M0 Y64 K0
Pantone Warm Red Pantone 366
RAL 3028 RAL 110 90 40

Rosewood Moss green

#3c0f11 #173f35
C27 M90 Y62 K83 C88 M24 Y66 K74
Pantone 4975 Pantone 567
RAL 3005 RAL 180 30 15

Gold Teal
#998542 #7ce0d3
C0 M12 Y56 K30 C42 M0 Y20 K0
Pantone 4505 Pantone 3245
RAL 1027 RAL 6027

Mustard Cobalt blue

#ffbf3f #0857c3
C0 M22 Y83 K0 C100 M56 Y0 K3
Pantone 136 Pantone 300
RAL 1003 RAL 5015

33 Master brand guidelines

Colour
Secondary Soft white
#f6f6f6
Black, White, Grey and Soft C0 M0 Y0 K5
white further support our palette
Poppy Pistachio
of colours. #f9423a #e0ec89
C0 M83 Y81 K0 C31 M0 Y64 K0
Pantone Warm Red Pantone 366
Black & Grey are not permitted
RAL 3028 RAL 110 90 40
for use as background colours.

Rosewood Moss green

#3c0f11 #173f35
C27 M90 Y62 K83 C88 M24 Y66 K74
Pantone 4975 Pantone 567
RAL 3005 RAL 180 30 15

Black White
#000000 #ffffff
C0 M0 Y0 K100 C0 M0 Y0 K0

Gold Teal
#998542 #7ce0d3
C0 M12 Y56 K30 C42 M0 Y20 K0
Pantone 4505 Pantone 3245
RAL 1027 RAL 6027

Mustard Cobalt blue

#ffbf3f #0857c3
C0 M22 Y83 K0 C100 M56 Y0 K3
Pantone 136 Pantone 300
RAL 1003 RAL 5015

Grey
#9d9d9d
C0 M0 Y0 K50

34 Master brand guidelines

Colour
Grouping
Poppy Pistachio Poppy Pistachio Poppy Pistachio
Drawing on one of our brand
truths, Collective power, our
palette of colours collaborate; Rosewood Moss green Rosewood Moss green Rosewood Moss green
creating surprising micro
palettes.
Only connecting colours can
Gold Teal Gold Teal Gold Teal
be used together. The examples
on this page outline some of
the different connections that Mustard Cobalt blue Mustard Cobalt blue Mustard Cobalt blue
can be created.
The colour grouping rules don’t
apply to the secondary palette of Two-colour Three-colour Four-colour
White, Soft white, Grey and Black.
A maximum of four should be
used.
Poppy Pistachio Poppy Pistachio Poppy Pistachio

Occasionally, just one colour

may be used (Poppy, Soft white Rosewood Moss green Rosewood Moss green Rosewood Moss green

and White woud feature just one

colour from the core palette). It
would also be permissable to use
eight colours, e.g. infographics
Gold Teal Gold Teal Gold Teal

and long reports comprised of

different sections, each section Mustard Cobalt blue Mustard Cobalt blue Mustard Cobalt blue
would take on its own colour
grouping.

35 Master brand guidelines

Colour Howden Employee Benefits
& Wellbeing

Use
Examples of how colour Poppy Pistachio Wellbeing Poppy Pistachio

groupings can be applied to strategy

brochure cover designs.
Rosewood Moss green Rosewood Moss green

Here, the colour collaboration Gold Teal Gold Teal

rules outlined on the previous

page apply. However, white and Mustard Cobalt blue Mustard Cobalt blue

black can be used in addition

to our core brand colours.
For more details on colour
pairings that can be used for our
information system (e.g. Howden
Specialty) please see page 45.

Central
insurance
Poppy Pistachio
programme Poppy Pistachio

Rosewood Moss green Rosewood Moss green

Sport & Entertainment
The Premier

Gold Teal
League

Gold Teal
A global M&A
Mustard Cobalt blue Mustard Cobalt blue
insurance
offering

36 Master brand guidelines

Colour Primary Secondary
Tints
100% Black
Tints of our brand colour
95%
palette can be used in special
circumstances. 90%
For example, infographics where 85%
many colours are required to
80%
represent multiple statistics; or
when creating tint logo crops. 75%
Tints of our secondary colours 70%
are available for more general
65%
use such as design elements
used to divide content areas. 60%
55%
50% Grey

45%
40%
35%
30%
25%
20%
15%
10%
5% Soft white
37 Master brand guidelines
Colour Positive green Neutral amber Negative red
RAG #0da20d #faaa00 #dc000f
C90 M0 Y100 K0 C0 M25 Y100 K0 C0 M90 Y85 K5
Otherwise known as red, amber
and green, RAG are practical
colours used to indicate whether
something is positive (green),
neutral (amber) or negative (red).
Primarily these colours are used
primarily in tables and charts
to show whether something is
increasing (green), decreasing
(red) or remaining constant
(amber).
Avoid using these colours to
represent the Howden brand.

38 Master brand guidelines

Gradients
Construction
The colours in our brand
palette can collaborate further
to create gradients. 100%

Gradients are not restricted

by our colour grouping rules;
any combination of colours can
be used together. However, only
three colours can be used to
make a gradient, no more, no
less.
Colours can be used at 60% 100%

opacity to better harmonise the

selected tones.
It would be best practice to use
at least one of the colours in a
chosen gradient throughout the Poppy Pistachio Poppy Pistachio Poppy Pistachio Poppy Pistachio

rest of your document.

A selection of sample gradients
Rosewood Moss green Rosewood Moss green Rosewood Moss green Rosewood Moss green

can be found here.

White White White White

Gold Teal Gold Teal Gold Teal Gold Teal

Mustard Cobalt blue Mustard Cobalt blue Mustard Cobalt blue Mustard Cobalt blue

39 Master brand guidelines Colours used

Brand architecture

When it comes to branding we all

Brand logo
use the same logo. A logo that is
kept clean and clear and which
stands alone.
No sub-brands, no divisional Information
logos. A single logo that system
represents the heart of Howden
and who we are, captured by the
four brand truths. A united brand
around which we can build global
brand awareness.
Howden M&A Howden Cyber Howden Marine

But we know we are a complex

business and we need a way
to help communicate that
complexity – so we have a device Example Example Example
called the “information system”,
which you can see that on this title title title
diagram.​
​

40 Master brand guidelines

Information system Default
Construction
The information system is a
device for signposting a niche
specialism, or a subset of our
Example
business, where to do so is title
useful to the audience to do so. ​
Our starting point is to not
use the information system.
Generally the core page
information is enough to convey
to the audience what the
document is about, as shown
here.
If there is a requirement to
explain something more to the
audience, then the information
system is a useful tool, and there
are two use cases for it, shown
on the following pages.

41 Master
Guidelines
brand guidelines
Information system Use case 1
Construction
Use case 1 is where it is useful
to communicate to an audience Howden Marine Howden Amateur Sport
the specialist expertise of
the Howden team which is
behind a particular piece of
communication.
You should not automatically
mirror your team or division
name in the information system;
Product Specialist
teams and divisions are often
named to make sense internally
only. Think instead about your
overview insurance
audience; if the document is
focused on one niche specialism
for your
in your team, the information
system can reflect that. golf club
For example if we want to inform June 2023 June 2023
the audience that we are experts
in the world of amateur sport,
a specialism of the Sport &
Entertainment team, we can use
Howden Amateur Sport within
the information system (see
example B).
Example A Example B

42 Master
Guidelines
brand guidelines
Information system Use case 2
Construction
Use case 2 is part of our
transition branding approach. Howden Wallace McLean
When we acquire a business
with its own name, we have to
take its clients, stakeholders and
market on a journey to becoming Commercial Commercial
Howden.
After rebranding, we need to
property & property &
reassure audiences for a certain
period that these are the same
great people with the same
construction construction
great expertise. The information
system provides a place to do
risks risks
this until the old name is updated.

Temporary use of information system Completed transition

43 Master
Guidelines
brand guidelines
Information system
Construction
Font
Our primary typeface, GT Ultra
Median, is always used in the
information system. Howden Specialty Howden Marine

Howden M&A Howden Re

44 Master brand guidelines

Information system
Construction Howden Specialty Howden Marine Howden Re Howden M&A
Colour
The Howden colour palette
adds expression to the
information system.
Three colours should be used.
A background colour, font colour
for ‘Howden’ and a final colour for
the second part, e.g. ‘Specialty’. Howden Specialty Howden Marine Howden Re Howden M&A
The colour grouping rules,
outlined on page 35, should be
used. Black and White can be
included to ensure contrast.
Always take care to ensure
text remains easily readable,
when selecting colours.
The colour selected for ‘Howden’ Howden Specialty Howden Marine Howden Re Howden M&A
should be darker than the colour
of the second part.
The information system can
appear in monotone (e.g. Black
and Grey on White) in special
instances, such as for team
names on business cards and
email footers.
Howden Specialty Howden Marine Howden Re Howden M&A
45 Master brand guidelines
Information system Short names Long names
Formatting Single line Multiple lines
Some of our teams, divisions,
and specialisms have short,
single word names. However,
some are longer and use
multiple words.
All words should be title case,
never block capitals and we
should always use ampersands
(‘&’) instead of ‘and’’.
Howden Employee
Howden Specialty
Benefits & Wellbeing

For more details on when longer names should and

shouldn’t run over two lines, please see the following page.

46 Master brand guidelines

Transition branding Stage 1 Stage 2 Stage 3
Immediate Within 12 months of completion Within 24 months of completion

When Howden acquires new

companies, their brand identities
must transition to align with
Howden’s brand identity. Howden Harris-McLean

This is a three-stage process

to ensure a smooth transition
between identities.

Catastrophe Catastrophe
Bonds Bonds
Part of

The endorsement ‘Part of Howden’ is The transitioning business Lastly, the transitioning business
applied to the existing brand identity. relaunches under the Howden brand. completes its journey to become
It takes a temporary extended name a part of Howden.
(in this instance, ‘Howden Harris-
McLean’) to maintain a connection
47 Master
Guidelines
brand guidelines with its previous brand.
Information system Portrait Square Landscape (16:9)
Formatting
Howden Information System Howden Information System
Howden Information System Long Name
Long Name Long Name
Across all material, the
information system should break
at 90% of the available width. 90% of the
available width
In some cases you may want 90% of the 90% of the
words that are under the 90% available width available width
limit to drop to the line beneath.
For example, any orphans (single
words on subsequent lines)
should be avoided by dropping
the preceding word onto the next
line, as in example A.
Similarly ampersands look more
aesthetically pleasing dropped
to the next line, also seen in Example A Information system scaling
example A.
Format Type size (pt)
Howden Infrastructure & Political Howden Infrastructure & Howden Infrastructure
Risk Political Risk & Political Risk A1 85pt
A2 60pt
A3 42pt
A4 30pt
90% of the 90% of the 90% of the A5 21pt
available width available width available width
A6 15pt
US Letter 30pt
Pull up banner 122pt
Widescreen 16:9 45pt
LinkedIn 30pt

48 Master brand guidelines

Information system Correct use Incorrect use
Naming Descriptive, functional name Vague or allegorical
Naming is often needed to
describe one particular team,
division or specialism to
convey its unique proposition
in comparison to other parts of
Howden.
Naming should always be
descriptive and functional
— it should begin the task of
explaining what it is or who it is
aimed at. Avoid names that are
vague or allegorical.
Howden Specialty Howden Elite

49 Master brand guidelines

 FIND OUT MORE
Transition branding
Stage 1 NEWSLETTER

It may not always be possible COMPANY

to use the endorsement ‘Part of Dina Corcoran

SUPPORT
Howden’ as a logo lock-up. Director
Howden Harris-McLean
In these instances, the LEGAL
+44 (0) 20 7357 4463
endorsement ‘Part of Howden’ +44 (0) 7979 910 465
SOCIAL
can be used as a standalone
asset clarifying the business’s
relationship to Howden.
A website footer, email signature Part of

or brochure back cover are just harris-mclean.com

some examples of where the

standalone endorsement could
be applied.
Website footer with ‘Part of Howden Email signature with ‘Part of Howden Brochure back cover with ‘Part of
The endorsement can be used
in White (#ffffff). in Black (#000000). Howden in Black (#000000).
in Black or White. The chosen
colour should provide enough
contrast against the background
upon which it will appear. See
page 34 for more details on
colour.

50 Master brand guidelines

Transition branding
Stage 2
During the second stage of
transition branding, ideally
after 6-12 months (depending Howden Harris-McLean
on integratoin timings), brands
launch as Howden. If there is a Dina Corcoran
need to reassure their audience
Director
Howden Harris-McLean
temporarily, they can take on
an extended name. When this +44 (0) 20 7357 4463
+44 (0) 7979 910 465
happens the information system
(e.g. ‘Howden Harris-McLean’)
begins to appear throughout
Catastrophe
communications.
Whilst on brochure covers the
Bonds Howden Insurance Brokers Limited is registered in England and Wales under company registration number 725875.
Registered office: One Creechurch Place, London, EC3A 5AF, UK | +44 (0)20 7623 3806 | howdengroup.com
Howden Insurance Brokers Limited is authorised and regulated by the Financial Conduct Authority in respect of general
insurance business. FRN: 309639. Howden Insurance Brokers Limited is part of Howden Group Holdings Limited.
Howden Group Holdings Limited is registered in England and Wales under company registration number 02937398.

information system can lead,

Registered office: One Creechurch Place, London, EC3A 5AF | +44 (0)20 7398 4888 | howdengroupholdings.com
The information contained in this communication is intended for the named recipients only. It may contain legally

on communications such as
privileged and confidential information and if you are not the intended recipient, you must not copy, distribute or take
any action in reliance on it. If you have received this communication in error, please notify us immediately by telephone
on British Isles +44 (0)20 7623 3806 or return the original to the sender by email.

email footers the information Any information you provide to us will be handled securely and confidentially, in accordance with our privacy policy,
which can be read on our website using the following link: howdengroup.com

system can be more recessive

and fit into the hierarchy of the
communication.

51 Master brand guidelines

Minority stake
branding minoritystake.co

Sometimes we only purchase

a minority stake in a business.
Therefore, these businesses are Try it today
not on a transition journey into
Howden, but they can and These words are here to provide the
reader with a basic impression of how
should still flag their relationship actual text would appear.
with Howden.
View more
They are enabled to do this in
a similar way to fully acquired
businesses at Stage 1 of their
brand transition.
They do not use ‘Part of Howden’
locked up to their logo, but are
able to use the standalone ‘Part Company Legal Social
of Howden’ endorsement. About us Privacy policy
Contact us Terms and conditions
Our partners
Blog
Newsroom
Current vacancies

52 Master brand guidelines

Product naming
and branding
Guidelines on product branding
will be developed, but not before
the launch of the new brand in
October 2023.
If you currently have products
which carry their own branding,
including logos, colour palettes
and so on that DO NOT take
any influence from the current
Howden brand, these can remain
as they are in the short term. We
will revisit these after the new
brand is launched.
If however you have a product
Work in progress
in your market which carries its
own branding and that branding
DOES take influence from either
the current of the previous
Howden brand, then please
contact brand@howdengroup.
com and we will work with you to
define how it should be updated.

53 Master brand guidelines

Grids Communications grid Editorial grid
Posters, book covers, social media posts etc. Inside pages: books, brochures, leaflets etc.

Our grids are vital for creating

consistency and structure
across our materials.
We use two types of grid
depending on which type of
document we are creating.

54 Master brand guidelines

Grids 18mm 13mm 13mm

Communications
Margins
6% of the shortest edge of
the format (equal on all sides)
rounded up to the nearest
whole number.

13mm
13mm

13mm

13mm
Columns
The remaining active area is
divided into six equal columns.

18mm

18mm
Rows
To aid the positioning of
typography and imagery the
active area is split into 12 rows.
13mm

US letter (215.9×279.4mm)
13mm

A4 (210×297mm)
65px

18mm

65px

65px
A3 (297×420mm)

65px

55 Master brand guidelines 1×1 (1080×1080px)

Grids 65px

Communications
Special instances
For very narrow communications
such as DL tri-fold or vertical

65px

65px
web banners, the number of 6mm
columns can be halved to three.
For landscape communications
such as 16×9, the number of
columns can be doubled to 12. 65px

For very shallow, landscape

formats, the rule for margin
construction can adapt. Instead 16×9 (1920×1080px)
of using 6% of the shortest edge

6mm

6mm
of the format to determine the
margin, 12% can be used instead.

18px

18px

18px
6mm 18px

56 Master brand guidelines DL tri-fold (99×210mm) (600×150px)

Grids Lens Lens logo crop Lens on white Photographic
Communications
Our brand assets can be
combined in a variety of ways to
scale up expression.
The examples on this and the
next page aim to show the
breadth of expression our brand
assets can create.
The example covers adjacent are
photography led.
For the photgraphic covers, any
image crop can be used as long
as it aligns to the document grid.

57 Master brand guidelines

Grids Logo crop tint Logo crop contrast Gradient Gradient logo crop
Communications
Our brand assets can be used
in combination in a variety of
ways to scale up expression.
The examples on this and the
previous page aim to show the
breadth of expression our brand
assets can create.
The example covers adjacent are
all graphic led.

58 Master brand guidelines

Grids Default
Back covers A4 – blank A4 – additional information
The back cover of any document
should feature the Howden logo
centred vertically and aligned to
the left margin.
First Last First Last First Last
Job Title Job Title Job Title
+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

First Last First Last First Last

Job Title Job Title Job Title

For traditional portrait formats,

+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

First Last First Last First Last

the logo should be 1/3 of the

Job Title Job Title Job Title
+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

First Last First Last First Last

page width. For landscape

Job Title Job Title Job Title
+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

First Last First Last First Last

formats, it should be 1/6 of the

Job Title Job Title Job Title
+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

page width.
First Last First Last First Last
Job Title Job Title Job Title
+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

For additonal information, use the

First Last First Last First Last
Job Title Job Title Job Title

The colour of the footer text

+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

central 8 rows to house the content.

First Last First Last First Last
Job Title Job Title Job Title

should be a 40% tint of the

+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

For contact details, apply the same

colour it appears against,
method, but also use the column
ensuring the text remains legible. Insert legal entity name, Insert legal entity registered address (correct as from 1st Oct 2023) Insert legal entity name, Insert legal entity registered address (correct as from 1st Oct 2023)

gridlines to align the content if needed.

Insert legal entity regulatory footer (as correct from 1st October 2023) Insert legal entity regulatory footer (as correct from 1st October 2023)

A white page should feature

black text at a 60% tint.
16:9 – blank 16:9 – additional information

First Last First Last First Last

Job title Job title Job title
+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

First Last First Last First Last

Job title Job title Job title
+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

First Last First Last First Last

Job title Job title Job title
+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

First Last First Last First Last

Job title Job title Job title
+44 (0)7748 653 422 +44 (0)7748 653 422 +44 (0)7748 653 422
first.last@howdengroup.com first.last@howdengroup.com first.last@howdengroup.com

Insert legal entity name, Insert legal entity registered address (correct as from 1st Oct 2023) Insert legal entity name, Insert legal entity registered address (correct as from 1st Oct 2023)
Insert legal entity regulatory footer (as correct from 1st October 2023) Insert legal entity regulatory footer (as correct from 1st October 2023)

59 Master brand guidelines

Grids
Editorial
Top + outside margins
6% of the shortest edge of
one page, rounded to nearest
whole number.
Bottom + inside margins
8% of the shortest edge of
one page, rounded to nearest
whole number.
Columns + gutter
The remaining active area is
divided into 12 equal columns.
The gutter for an A4 document
is 4mm and should be scaled
across different formats
Depending on the thickness
of the printed outcome, and the
method of binding (e.g. stapled
or perfect bound) the inside
margins should be adjusted
appropriately to best suit the
final printed outcome.

60 Master brand guidelines A4

Data visualisations Bar & line chart Doughnut chart Table

Howden uses a variety of data Rate on line by year Operational

Jurisdiction by Risk Count –
visualisation styles.
Real estate

1.8%
Tax (current binder year)
3%
3% 18
Life insurer Met life AIA Integrity TAL MLC Hannover Resolution
1.6%
The tax portfolio shows a similar 3% % Life
spread to last year with no 3% Corporate * Transitioned out Acquired AMP
of the market, Life portfolio

3%
1.4% concentration in any one territory. portfolio moved 2020, closed to
to integrity. new business.
Group super **

6%
1.2% UK
Germany
Individual ***
1.0%
Netherlands

12%

18 %
0.8% Multinational
France pooling partner Maxis AIA Zurich Insurope Zurich Generali
Denmark
0.6%
Luxembourg
Spain * Employer plans owned by the employer or inside super owned by the Trustee
0.4% ** Default insurance for a superannuation fund
Poland Ireland 12 *** Policy owned by the individual

Finland %
0.2% Belgium 18 %

0.0%
2015 2016 2017 2018 2019 2020 2021 2022

Key figures Map Timeline

Increased frequency and severity of DUAL in numbers Time flies when you’re challenging
ransomware incidents (2019 vs 2021) the status quo for clients
2019 2021
16 countries
The Group is DUAL is Howden DUAL Hendricks Windsor, Harmonia, Eurokuranz, CDPQ IUA, NZ Howden
700 people
85% $1.1bn GWP
founded founded in
Spain
Finland is
established
acquires
ACE
Corporate
& Co GmbH
acquisitions,
Germany
UK Brazil
Wacolda and
Proseguros
Germany investment
IPG, Asia &
EMEA
Matrix, Greece
Howden
France
established

Average remediation costs worldwide Risks, UK

Colombia
Capital
Markets
$155m revenue & Belgium
established

170% $42m EBITDA

Average cost of downtime per incident 40 75 150+ 400 1200+ 3000 3600 4000 6500 10,500
$4m $8m $23m $95m $175m $330m $569m $834m $1bn $1.5bn

230%
1994 1997 1998 1999 2000 2002 2003 2004 2008 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Howden Howden Davidoff Holm & Co, Accette, General RKH, UK Grupo Ordas, Punter A-Plan Group, UK

makes first Iberia Howden Sweden Asia Atlantic Mexico Southall Aston Lark, UK

Number of global ransomware attacks

Hg Capital investment
acquisition established established investment Health and
DUAL Howden Group
in Israel Protection
DUAL Group
becomes capacity
Australia
acquisitions, provider to DUAL
established
The underwriting division
Align Financial Holdings,
UK

370%
US

of Howden Insurance
ARTAI, Spain Scagliarini,
Italy

Group, is the world’s largest

Howden Australia,
Italy, and Switzerland

Average U.S. ransomware payments international MGA and

established
Dock Re, Mexico

Lloyd’s largest international 60 100+ 230+ 625 1500+ 3500 3800 5000 10,500
Source: Howden, Coveware, Safety Detectives, SonicWall, Sophos
coverholder. $6m $15m $36m $140m $260m $464m $678m $926m $1.3m

61 Master brand guidelines

Data visualisations
Colour
They should always use our Policy by product type Which of these emerging benefits rank highly
brand colours. in your current or future thinking?
These visualisations often 49% 39% 11%

rely on multiple colours to

Mental health training to support career development

identify information, they are

35% 52% 13%
Social connectivity platforms (e.g. recognition or communication)

an exception to the colour rules 38% 27% 21% 14%

Menopause support
31% 59% 11%

seen on page 35. 26% 61% 13%

Electric vehicles (e.g. e-bikes or electric cars)

Unlike other communications, 23% 41% 36%

data visualisations have the Personalised learning (i.e. not work-related)

flexibility to use more than four W&I Environmental Title Tax 13%
FinTech (e.g. financial wellbeing apps using open banking)
62% 25%

colours at once to express

multiple data types.
Operational
Rate on line by year Real estate Increased frequency and severity of
1.8%
ransomware incidents (2019 vs 2021)
2019 2021
1.6%

1.4%
85%
Average remediation costs worldwide

1.2%

1.0%
170%
Average cost of downtime per incident

0.8%

0.6%
230%
Number of global ransomware attacks
0.4%

0.2% 370%
Average U.S. ransomware payments
0.0%
Source: Howden, Coveware, Safety Detectives, SonicWall, Sophos
2015 2016 2017 2018 2019 2020 2021 2022

62 Master brand guidelines

Data visualisations
Typography
Consistent use of our hero
typeface, GT Ultra Median,
ensures data visualisations have
a consistent typographic voice. Title
GT Ultra Median
Highlight headings and key
Regular
Premium income progression (GBP)
statistics with clear hierarchies.
Use GT Ultra Median for titles 1.4
Annotations
and Aktiv Grotesk for secondary,
Aktiv Grotesk
functional typography, e.g. axis 1.2
Regular
labelling. 1.0

Premium (GBP millions)

0.8

0.6

0.4

0.2

0.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

63 Master brand guidelines

Data visualisations
Examples
DUAL in numbers
Number of ransomware Howden Pacific 16 countries

attacks on critical 700 people

$1.1bn GWP
2021
infrastructure worldwide Howden Pacific launched
$155m revenue
$42m EBITDA

2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 8
Chemicals 14 Offices
DUAL Group
Commercial
facilities
56 60 The underwriting division
of Howden Insurance
Group, is the world’s largest
Employees international MGA and
Lloyd’s largest international
Communications 48 coverholder.

$250m
Critical 2025 GWP target
manufacturing
84

Defence 4
Which of these emerging benefits rank highly
Education 160 in your current or future thinking?
We will follow the global approach of being Pacific CEO Pacific Chair
Matt Bacon Andre Louw
Emergency 49% 39% 11%
services
48 specialists and leaders in select disciplines.
Howden Markets NZ CEO Mental health training to support career development
Stuart McKellar René Hattingh
Three key areas of business: 35% 52% 13%
Energy 33 Social connectivity platforms (e.g. recognition or communication)

31% 59% 11%

Financial services 44 Menopause support

26% 61% 13%

Food and
33 Electric vehicles (e.g. e-bikes or electric cars)
agriculture
Speciality Risk People Growth
23% 41% 36%
consulting risk strategy Personalised learning (i.e. not work-related)
Government 279
• Financial lines • Alternate risk • Life and group salary • On-boarding market-leading
solutions continuance talent across all areas 13% 62% 25%
• M&A
Healthcare FinTech (e.g. financial wellbeing apps using open banking)
193 • Claims management • Workers’ • M&A opportunities
• Corporate
compensation under consideration
• Cyber risk consulting
• Commercial and
Information • Accident and health • Target industry solutions driven
affinity • Insurance and
technology
88 by data and technology — digital
financial • Safety and injury
• Private clients distribution
management
• Reporting valuations in affinity and solutions in People
• Sport, entertainment
risk
Nuclear 1 and leisure • Risk management
services • Mid-market focus —
multiple industries
Transportation and sectors
systems
66

Water 9

Total 2 6 10 78 79 72 217 406 263 27

1 attack 10 20 50

Source: Howden analysis based on data from Temple University

64 Master brand guidelines

Iconography

Our icons use simple and easy

-to-understand metaphors.
Similar to our logo, they use a
solid fill whenever possible.
Currency Globe Scales Contact
Icons should be used sparingly,
most commonly in infographics,
in order to make data easy to
understand.
The icon set is sourced from
Google Material Symbols and
can be downloaded here.
Icons should be scaled no larger People Chart Document Network
than the width of the document’s
smallest margin. If you require
guidance on scaling icons for
non-standard communication,
then please get in touch via
brand@howdengroup.com.
Settings
Type: Outlined
Location Warning Handshake Calendar
Fill: On
Weight: 400
Grade: 200
Optical size: 48px

65 Master brand guidelines

Iconography
Iconography should serve a
very specific purpose and be
used sparingly as a secondary
communication device to text
labels. Whilst icons can be used
to break up heavy content, it is
What makes
important that they signpost
users to relevant information
rather than attempt to visually
us different?
express abstract or complex
themes.
The material icon library boasts The insurance market has become heavily consolidated, giving
around 3,000 glyphs, designed clients less choice and value. Clients are seeking a compelling

based on universally understood alternative where they do not have to compromise service for
scale, or expertise for price. Howden is that alternative, where
graphic symbols. specialism meets scale.

Consider globally understood

symbols when sourcing
appropriate icons. Team of 30+
experts
Industry
knowledge
Strategic
approach
Specialist
in-house
claims team

Competitive Market Service Capacity

terms insight orientated

66 What makes us different?

66 Master brand guidelines

Photography
Collective power
Photography is central to the
Howden identity and should be
considered carefully.
When sourcing imagery we
aim to embody Howden’s core
strategy that collectively we are
more powerful.
A library of image categories has
been created for Private Client,
Health & Care, Natural Resources
etc. and can be found here.

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Photography
Principles
Four principles, inspired by our
brand truths, inform the creation
and selection of imagery.
When choosing or creating an
image, it should aim to convey at
least one of these principles.

Collective subjects Stronger together

68 Master brand guidelines Visually powerful Warm and personal

Photography
Collective subjects
Whatever the focus of an image,
aim to include multiple subjects.

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Photography
Collective subjects
People do not always need to
be included in an image.
However, aim to capture multiple
areas of interest in order to
convey collectivity.

Multiple objects working together Single area of focus feels isolated

70 Master brand guidelines Aerial shot shows various areas of interest Subject matter feels lost in composition
Photography
Stronger together
Whatever the subject matter,
aim to convey collaboration.
If people are the focus, they
should be working together and
interacting with one another.

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Photography
Stronger together
Avoid showing an object or
person in isolation.

Subjects interacting with each other Subject working in isolation

72 Master brand guidelines Subjects working together Subject engaging with camera, co-worker not in focus
Photography
Visually powerful
Always consider where an image
might be used and what its visual
impact may be.
Aim to source or create
thoughtful compositions in
visually engaging settings.

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Photography
Visually powerful
Choose your image with the aim
of suggesting a story. Take care
to source or create considered
compositions that convey a
mood, time of day or setting.
Avoid images that aren’t visually
engaging and don’t begin to
suggest a narrative.

Considered repeating composition Static object feels lifeless

74 Master brand guidelines Various points of interest Uninspiring subject matter, image feels subdued
Photography
Warm and personal
When representing people,
images must feel authentic.
Capture real people and families
in homes and settings that are
realistic and relatable.

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Photography
Warm and personal
When it comes to lighting, this
should be realistic and avoid
using unnatural light as the main
light source.
Aim to convey a certain time of
day with sunlight or shadows.

Subjects feel natural and unstaged Forced, unnatural pose

76 Master brand guidelines Realistic lighting, use of mild shadows Unrealistic lighting
Photography
Visual metaphors
Subjects don’t always need to be
represented literally. Metaphors
can be an effective photographic
style when attempting to
represent complex and, often,
abstract themes.
When using a photographic
image as a metaphor, consider
the common interpretations
of the subject i.e. an image of
a cityscape might represent
ambition and majesty. However, Suggests equity, robustness and mastery Conveys thrill, pace and risk
an inner city image might convey
more negative themes such as
intensity and disorientation.
Cropping and focusing in on an
image can convey a feeling
of quality, craft and care by
focussing on the details.
When creating image crops,
ensure just enough context is
included to tell the story.

77 Master brand guidelines Conveys elevation, competition and accuracy Suggests elegence, power and luxury
Photography
People
We believe in the power of
people. This should be
reflected in how we represent
our internal teams.
Aim to capture people candidly,
showing the true personality
of each individual as well as the
collective group.
Individuals should be just that,
people should be dressed
authentically conveying their
style and natural mannerisms.
Please note: the imagery shown
here is unlicensed and included
as an example only.

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Photography
Portraits
1 2 3
When creating portraits of our
people, the rule of thirds should
be used to create consistency
internationally.
The subject should always sit off- a
centre, in either the first or third
column of the viewfinder. Align
the subject’s eyes between rows
‘a’ and ‘b’ to consistently scale
and position subjects.
Allow people to choose b
whether or not they look directly
at the camera.
People should wear their
everyday work attire. But ensure
no branding or text is visible.
c
For consistency, the backdrop
should be an empty, white wall,
focussing the attention on the
image subject. 16:9 aspect ratio

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80 Howden
© Master brand guidelines
2023