Typography plays an important role in our brand identity. It helps tell our story in a unique, memorable way.
Our typefaces
Font usecase
Prudential
Modern
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.
Gilroy
Semibold
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.
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
Typeface & treatment
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.
Punctuation
Punctuation should only be used at the end of headlines when it’s a question or contains two or more sentences.
Color shift
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.
How we use typography
Sizing
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.
Things to avoid
Don’t use all caps for subhead or body copy.
Don’t use the default tracking for Prudential Modern Bold SemiCondensed as it is too loose.
Don’t use too many different typographic elements (color, weight, and treatment) at once in a single layout.
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Our logos
Primary Logo
Secondary Logo
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).
The vertical logo may be used when horizontal space is limited.
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Our Rock symbol
Usage
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).
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Logo spacing and sizing
Horizontal logo clear space
Secondary logo clear space
Minimum size
Clear space
Minimum size
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.
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.
Logo
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.
Typography
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Our Brand Expression
PFI / Prudential
Logo
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Color
Icons & Illustrations
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150th Anniversary
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OUR BRAND
EXPRESSION
These are the elements that help us put it all together for the brand.
Brand Tool Kit
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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PDF Guidelines
Templates
Employee Digital Assets
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Design System at Work
See how the elements of our copy and design ecosystem combine to bring our brand to life.
