Our icons and illustrations are powerful storytelling tools that help express concepts, products, and services in an approachable, understandable way.
Our iconography
Our infographics
Our illustrations
Our iconography
Prudential Financial Inc.
Prudential
Iconography principles
Foundation
The square grid is the underlying foundation of all our icons and is used to determine line thickness, proportion, shape, and positioning.
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.
Strokes
One icon should never look heavier or lighter than other icons of the same size.
Color grid
We have 4 color options for icons: navy, blue, teal, and white.
Styles
Things to avoid
Don’t show a group of utility iconography in more than one color.
Don’t change the utility iconography style to 3D art.
Don’t use the utility iconography as illustrations.
Iconography principles
Foundation
The square grid is the underlying foundation of all our icons and is used to determine line thickness, proportion, shape, and positioning.
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.
Strokes
One icon should never look heavier or lighter than other icons of the same size.
Color grid
Only use white for the icons themselves, but approved colors can be utilized when they’re within a circular holding shape.
Display Iconography
Utility Iconography
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.
Only 1 style of iconography should be used per component.
Things to avoid
Don’t overuse display iconography in one layout.
Don’t add extra elements to the approved display iconography.
Don’t use the display as super graphic.
Our infographics
Prudential Financial Inc.
Prudential
Infographic principles
Clear
Information design helps us organize different types of information into readable layouts by creating clear hierarchies.
Strokes
One icon should never look heavier or lighter than other icons of the same size.
Simple
We use information design to explain complex or abstract concepts to present information in an easily digestible way.
Infographic principles
Clear
Information design helps us organize different types of information into readable layouts by creating clear hierarchies.
Strokes
One icon should never look heavier or lighter than other icons of the same size.
Simple
We use information design to explain complex or abstract concepts to present information in an easily digestible way.
Our illustrations
Prudential Financial Inc.
Prudential
Illustration principles
True to the brand
Illustrations should always use Prudential Financial Inc.’s primary colors and secondary colors, including tints of those colors.
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.
Illustration categories
People
Symbols
How we use our illustrations
Things to avoid
Don’t use unapproved illustration styles.
Don’t lead with other colors, which could dilute our color recognition.
Don’t use illustrations that feel too playful or depict stereotypes.
Illustration principles
True to the brand
Illustrations should always use Prudential’s primary colors and secondary colors, including tints of those colors.
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.
Illustration categories
People
Symbols
How we use our illustrations
Things to avoid
Don’t use unapproved illustration styles.
Don’t lead with other colors, which could dilute our color recognition.
Don’t use illustrations that feel too playful or depict stereotypes.
Color
Pattern
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Our Brand Expression
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Color
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 Colors
Our Tints
Color Accessibility
Our colors
Prudential Financial Inc.
Prudential
Primary
Secondary
Our core colors, navy blue and white, establish the foundation for our palette.
Provides contrast and depth to our primary blues.
Tertiary
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.
Import colors
Our tints
Prudential Financial Inc.
Prudential
Primary
Secondary
We recommend using these tints of navy
as a background or part of infographics.
Tints are intended to be used sparingly, primarily used in backgrounds paired with their core color.
Tertiary
Tints are intended to be used sparingly, primarily used in backgrounds paired with their core color.
Import colors
Color Accessibility
Regular Text =
17pt and below
Large Text = 18pt and above/
14pt bold and above
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.
Prudential Financial Inc.
Prudential
Primary
Secondary
We recommend using these tints of navy
as a background or part of infographics.
Tints are intended to be used sparingly, primarily used in backgrounds paired with their core color.
Tertiary
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.
Import colors
Things to avoid
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.
Photography
Icons & Illustrations
Menu
Home
Our Brand Expression
PFI / Prudential
Logo
Typography
Photography
Color
Icons & Illustrations
Pattern
150th Anniversary
PGIM Guidelines
Resource Center
Brand mailbox
Close
Photography
We use photography as a storytelling device, to depict the lives of our customers in authentic ways.
Lifestyle photography principles
Authentic
We always look for an opportunity to demonstrate authenticity by showing diversity in people and situations, including ethnicity, age, and gender.
Uplifting
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.
Bringing in the brand
When appropriate, incorporate colors from the Prudential color palette into wardrobe.
Natural
We use images with plenty of natural feeling, bright light.
Portraiture photography principles
Authentic
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.
Natural
We use images with plenty of natural feeling, bright light.
Our photography in the circle
Framing device
Extend
The circle is primarily used as a framing device to contain lifestyle photography that reinforces our photography principles.
We can also consider extending part of the subject out of the circle when you need to make more of an impact.
How we use our circle in a frame
Full circle
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.
Semi-circle
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.
Things to avoid
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.
