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Use these guidelines and assets when developing go-to market communications supporting our U.S. businesses (i.e. Customer Communications, Sales Enablement, etc.).
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Use these guidelines and assets when developing communications for our global investment management business.
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Our Brand Expression
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THE BRANDING
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These are the elements that help us put it all together for the brand.
EXPRESSION
Some of the elements found here should be used as noted for either Prudential Financial, Inc. or Prudential, while some work for both.
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See how the elements of our copy and design ecosystem combine to bring our brand to life.
Design System at Work
OUR BRAND
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Our Rock symbolizes the stability we bring to millions of people. A disciplined usage of that logo helps communicate our commitment to providing solutions that prepare individuals and organizations for what comes next.
Our logo must be easily seen and recognized. Don’t crowd it with other images or type. Don’t print it over a busy or heavily patterned image that limits the logo’s visibility. Minimum clear space around the logo is equal to the height of the “P” in Prudential’s wordmark. For the Rock symbol and the vertical logo, clear space is equal to one-quarter the height of the symbol.
Our logos
Clear space
The vertical logo may be used when horizontal space is limited.
Secondary Logo
Logo spacing and sizing
Our primary logo colors are Prudential blue and white, though we also use our logo in navy. We use our white logo over navy when we need to bring blue into a layout (something that feels distinctly Prudential).
Primary Logo
Use of our Rock symbol can be considered where our brand recognition is high, like internal communications. One exception to this rule is in small format digital applications, where the Rock symbol may be used if the full logo is seen in proximity (i.e., social media post, favicon).
Usage
Our Rock symbol
Horizontal logo clear space
Minimum size
Secondary logo clear space
The minimum size for the Prudential logo is 1 inch.
Logo placement
When feasible, reinforce our leading position by placing our logo in either corner of the layout. Note: ONLY the Rock can be placed in the center of the layout when used by itself. Consider clear space when placing the logo. Recommend a margin that is 5%–10% of the shorter side of the application.
Things to avoid
Don’t modify or add effects such as drop shadows to our logo.
Don’t use the logo as a supergraphic or crop it in any way.
Don’t place the logo on complex images or backgrounds.
Typography plays an important role in our brand identity. It helps tell our story in a unique, memorable way.
Prudential Modern
Our typefaces
We use the same style of typography across both our digital and print communications. All headlines are set in Prudential Modern Bold SemiCondensed. They should always be in all caps and end punctuation should only be used when required (i.e., questions or headlines composed of two or more sentences). Prudential Modern Light is used for body copy. When emphasis is needed, consider using Prudential Modern Bold as it provides a nice contrast to the lightweight font.
Font usecase
Gilroy SemiBold should only be used for subheads & calls to action. This geometric sans serif is made from circles, complementing the design system. We use sentence case for all copy except for headlines, page headers, and the intro to body copy. End punctuation should only be used on body copy.
Gilroy Semibold
Typeface principles
Lead with Prudential Modern Bold SemiCondensed. Sizing can change to achieve the appropriate tone.
Use Gilroy for body copy and other forms of messaging. Use sentence case to keep communications conversational and approachable.
Use two-tone treatments to add visual interest, make our content scannable and to add emphasis.
Typography hierarchy
Prudential Modern Bold SemiCondensed is the primary font for headlines. It should always appear in all caps. Gilroy SemiBold can be used for subheads and calls to action. Prudential Modern Light is used for body copy. When emphasis is needed, consider Prudential Modern Bold as it provides a nice contrast to the lighter weight font. We use sentence case for subheads and body copy.
Typeface & treatment
Punctuation should only be used at the end of headlines when it’s a question or contains two or more sentences.
Punctuation
We sometimes highlight the emotional benefit in headlines. We use this technique largely in promotional contexts, but this is not exclusive or mandatory for promotional materials. We highlight the emotional benefit through color. We only use one of these approaches at a time, though either is acceptable for any given communication.
Color shift
Our approach to typography allows for a wide range of tones. We use it how we would speak: big and bold for optimistic messages, and more delicate for moments that require a softer touch.
Sizing
How we use typography
Don’t use too many different typographic elements (color, weight, and treatment) at once in a single layout.
Don’t use the default tracking for Prudential Modern Bold SemiCondensed as it is too loose.
Don’t use all caps for subhead or body copy.
We always look for an opportunity to demonstrate authenticity by showing diversity in people and situations, including ethnicity, age, and gender.
Authentic
Lifestyle photography principles
We show the positive impact that we have on people’s lives by showing them in their daily lives, on the path to achieving their goals.
Uplifting
When appropriate, incorporate colors from the Prudential color palette into wardrobe.
Bringing in the brand
We use images with plenty of natural feeling, bright light.
Natural
It’s critical to capture people in an authentic and personal way. Consider incorporating connected objects and other lifestyle elements as props when shot in studio.
Portraiture photography principles
The circle is primarily used as a framing device to contain lifestyle photography that reinforces our photography principles.
Framing device
Our photography in the circle
We can also consider extending part of the subject out of the circle when you need to make more of an impact.
Extend
When space allows, we recommend using the full circle. The overall layout looks best when the circle is larger than 50% of the smaller side.
Full circle
How we use our circle in a frame
When using the circle as a frame on extreme sizes, consider bleeding the circle to 1–2 sides of the artboard. Recommend sizing the circle frame larger than 75% of the smaller side for best visual impact.
Semi-circle
Don’t create collages of images.
Don’t use images where subjects feel overly posed.
Don’t apply any effects or unnatural lighting to photography.
We use photography as a storytelling device, to depict the lives of our customers in authentic ways.
We balance the sophistication and stability of our blues with a generous use of white and fresh, vibrant accents for an overall tone that feels approachable, optimistic, and modern.
Our Tints
Our Colors
Color Accessibility
Import colors
Our core colors, navy blue and white, establish the foundation for our palette.
Primary
Our colors
Provides contrast and depth to our primary blues.
Secondary
These colors add warmth and visual interest to balance the use of our primary blues. They’re used sparingly for charts and graphs and for illustration and backgrounds.
Tertiary
Our tints
Tints are intended to be used sparingly, primarily used in backgrounds paired with their core color.
We recommend using these tints of navy as a background or part of infographics.
ADA accessibility requirements apply to all onscreen content like PDFs, PPT, and web pages, as well as elements including icons and UI/UX components. All work created must go through ADA review and approval.
Regular Text = 17pt and below
Large Text = 18pt and above/ 14pt bold and above
Don’t lead with other colors, which could dilute color recognition.
Don’t use color combinations that do not pass the ADA test.
Don’t use tertiary colors for text or UI elements.
Our icons and illustrations are powerful storytelling tools that help express concepts, products, and services in an approachable, understandable way.
Our infographics
Our iconography
Our illustrations
Foundation The square grid is the underlying foundation of all our icons and is used to determine line thickness, proportion, shape, and positioning.
Styles
Base grid The base grid consists of 48x48 squares with 2 square padding for a safe zone. Use the grid as your basic guide to snap the artwork in place.
Color grid We have 4 color options for icons: navy, blue, teal, and white.
Strokes One icon should never look heavier or lighter than other icons of the same size.
Iconography principles
Don’t show a group of utility iconography in more than one color.
Don’t use the utility iconography as illustrations.
Don’t change the utility iconography style to 3D art.
Don’t use the display as super graphic.
Don’t add extra elements to the approved display iconography.
Don’t overuse display iconography in one layout.
Display Iconography
Color grid Only use white for the icons themselves, but approved colors can be utilized when they’re within a circular holding shape.
Made up of circular shapes that create a series of ownable visual symbols. It works best alongside headlines.
Inspired by ring round our Rock, the simple, geometric linear style.
Utility Iconography
Only 1 style of iconography should be used per component.
Clear Information design helps us organize different types of information into readable layouts by creating clear hierarchies.
Infographic principles
Simple We use information design to explain complex or abstract concepts to present information in an easily digestible way.
Flat, simple, and approachable Our illustration style is flat. Illustrations should be built using basic geometric shapes and always represent the subject matter in a clear and human way.
Circular geometric system Circles can be incorporated into illustrations in a variety of different ways, as a frame, a background, or within the illustration itself.
True to the brand Illustrations should always use Prudential Financial Inc.’s primary colors and secondary colors, including tints of those colors.
Illustration principles
Illustration categories
People
Symbols
True to the brand Illustrations should always use Prudential’s primary colors and secondary colors, including tints of those colors.
How we use our illustrations
Don’t use illustrations that feel too playful or depict stereotypes.
Don’t lead with other colors, which could dilute our color recognition.
Don’t use unapproved illustration styles.
Our pattern is made of circles. It creates a recognizable graphic that is uniquely Prudential.
Our pattern
Pattern color principles
Apply the tints of the background color to the pattern to achieve a premium and subtle feel. Recommend using 75% tints on dark backgrounds and 25% tints on light backgrounds.
Keep our pattern fun and energetic. There are 2 approved color combinations shown on the right.
We recommend keeping the diameter of the circles on the pattern 15%–25% of the shortest side.
When part of a layout, our pattern can be used with and without the Rock or approved icons.
Other brand elements
Tip: Avoid using our pattern on extreme or small sizes.
How we use the pattern
Don’t use the pattern with circle diameter smaller than 15% of the shortest side of the asset.
Don’t add photography to the pattern.
Don’t use unapproved color combinations.
For 150 years, Prudential has been the rock for financial security, breaking down barriers, and opening doors to growth for all.
Intro
Our primary logo colors are Prudential blue and white, though we also use our logo in navy. We use our white logo over navy when we need to bring blue into a layout (something that feels distinctly Prudential). We always display our full logo, including the Prudential name and Rock symbol.
Primary logo
Motion
The horizontal logo may be used when vertical space is limited. Logo background We reinforce our core colors by placing the logo over the blues, whites or neutrals from our palette, though our logo may appear against any palette color or image background if it remains highly legible.
Limited use logo
The supergraphic is used as a large visual element that can be applied over navy, blue or teal backgrounds when photographs, illustrations or patterns are not applicable. The supergraphic over a navy background is the primary use, especially in externally facing communications.
Cropping
Supergraphic
How we use our 150th logo
Don’t use unapproved colors or add effects such as drop shadows to our logo.
Don’t modify our 150th anniversary logo.
The supergraphic should never be shorter than half the height of 150. The circle, the peak and left side of the Rock should always be visible, so our symbol is recognizable.
Only use the supergraphic in navy or blue. Adjust opacity for better legibility if needed.
100% opacity
50% opacity
25% opacity
Outro
Resources
PGIM Logo Suite
Prudential Logo Suite
Prudential Guidelines
Prudential Financial Inc. Guidelines
Desktop Wallpapers
Employee Digital Assets & Templates
Teams Background Images
Social Banners
Prudential Email Signature Guidelines
Brand Elements
Prudential Pattern
Prudential Financial Inc. Pattern
Patterns
Prudential Icons
Prudential Financial Inc. Icons
Icons
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Typography, Photography & Illustrations
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Prudential Word Template
PGIM PowerPoint Template
Prudential PowerPoint Template
150th Anniversary Toolkit Guidelines
Prudential Product Naming Guidelines
