A brand is not simply a name, a logo, or a piece of advertising. But it’s a start.

LOGO GUIDELINES.

Our logo should always be used with the name and umbrella together in this position. Always use the artwork files - do not recreate the logos. Against light backgrounds, use the logo in which the text and outline of the umbrella are black. On darker backgrounds, use the logo in which the text and outline are white. For single-color projects, you may use the single-color logo in black or white. Unless otherwise specified, the logo should always appear in the bottom right-hand corner of a project, with enough space around it so that it doesn’t appear cramped.

HOW TO USE OUR LOGO AND COLORS.We only use our four core colors plus black, and lighter and darker shades of each. Generally, RGB (red, green, blue) values are used for projects that will be viewed on a monitor, while CMYK (cyan, magenta, yellow, black) values are used for printed projects. Hex values are used for web design, and PMS colors for printed merchandise (mugs, etc.).

Red R=238 G=34 B=34 Hex #EE2222 C=0 M=100 Y=100 K=0 PMS 1795 C

Blue R=0 G=153 B=204 Hex #0099CC C=100 M=0 Y=0 K=0 PMS Process Cyan

Yellow R=255 G=204 B=0 Hex #FFCC00 C=0 M=15 Y=100 K=0 PMS 116 C

Green R=0 G=170 B=85 Hex #00AA55 C=100 M=0 Y=100 K=5 PMS 348 C

HOW NOT TO USE OUR LOGO.Our logo must be clear and consistent. Here are some examples of how not to use our logo:

A. Don’t change the order of colors in the umbrella.

B. Don’t tint the colors in the umbrella.

C. Don’t change the color of the words under the umbrella.

D. Don’t place the logo on a dark image or a visually busy background.

E. Don’t tint the color of the words under the umbrella.

F. Don’t reverse the logo out of a single color by removing the color panels.

G. Don’t alter the size of the words in relation to the umbrella, and never remove the words.

H. Don’t alter the angle of the umbrella.

I. Don’t alter the typeface of the words under the umbrella.

J. Don’t separate the words from the umbrella.

A. D.

G.

B.

E. H.

C.

F.

I. J1. J2. J3.

A BRAND is not simply a name, a logo or a piece of advertising.

Our brand is how the world sees us. It’s what captures people’s attention and loyalty. It’s expressed in many ways – in how we do business, how we look and sound, our products and services, how we treat people, the promises we make and our ability to keep them.

We’ve taken our strong reputation as Banner and William Penn and tied the two companies together under one umbrella, Legal & General America. For more than 60 years, we’ve been in the business of providing financial protection through life insurance for American families from coast to coast. Our name is changing, but our commitment to financial protection is unwavering. That’s what really matters.

Our brand is how we tell the world that Legal & General America is more than the sum of our products and services. In a crowded market, our brand gives people a reason to believe in Legal & General America and choose to do business with us.

EVERY DAY MATTERS: OUR ORGANIZING THOUGHT.

This isn’t a slogan. It’s an encapsulation of what we believe in, care about, and stand for.

It’s about making sure we’re on the case and on the money for our agencies, brokers, customers, and each other - every day.

For logos or more information about the brand, visit our microsite at www.thenewlga.com or contact Creative Services at psaether@lgamerica.com.

For compliance review forms, log onto our new website and go to Marketing Materials: Compliance Review, or contact our compliance officer at wschonman@lgamerica.com.

OUR BRAND.

Life insurance policies from Legal & General America are underwritten and issued by Banner Life Insurance Company, Urbana, MD, in 49 states and the District of Columbia. Life insurance in New York is underwritten and issued by William Penn Life Insurance Company of NY, Garden City, NY. Banner is not licensed in New York state and does not solicit business there. For agent/broker use only. LAA1799 11-268