VISUAL IDENTITY
Iconography & Illustrations

Different Tiers of Illustrations

The illustrations should only utilize the brand colors. Here is an overview of the number of colors available in each tier. As the sizes and level of detail increase, so does the capacity for color.

Tier 1

Simple iconography is used at small scales and should only use one color. However, due to their simplicity and usage on digital assets, they can be used on a larger range of background colors.

Tier 2

These icons are used in larger sizes than tier one (starting at 48px) and include brand elements that call for two colors.

Tier 3

These spot illustrations are used in larger scales (starting at 100px) and include the primary blues of our brand.

Tier 4

Hero illustrations are the largest and most detailed illustrations (minimum of 300px). These are used in place of photography and use a high level of detail. They can use up to four colors, including one secondary color.

Icons Overview

Icons should always conform to a line art style that is consistent in weight and color with other brand iconography and should be illustrated as outlines and not shaded or filled with color in print.

Icons should have rounded edges where possible to better conform to the existing brand style, have a consistent line weight that scales with the size of the icon, and always be set in the approved color palette.

This overview demonstrates the different sizes of iconography and how the level of detail decreases as the size decreases. The small cases should be for basic shapes only and the icons shift to the second tier of illustration style at 48px.

When desiring to create icons that are not in the primary palette, please request this exception by emailing brandmanagement@MassMutual.com.

Tier 2 Icons Overview

Tier 2 Icons should always conform to a line art style that is consistent in weight and color with other brand iconography, and they should be illustrated as outlines and not shaded or filled with color in print.

This second tier of icons is to be used in larger scales (48px — 100px), providing a visual to sit alongside information.

They are simple in detail, monolinear, and include a highlighted dot that “creates” the pathway along the outside of the icon. This pathway should always sit on open spaces in the icon, ideally on a natural edge or break.

Tier 3 Illustration Overview

Spot illustrations are to be used alongside specific products or ideas, most often on digital assets. They are larger in scale than icons (starting at 100px — 300px) and provide more detail.

They are monolinear with soft edges and moments of filled color. Elements of the brand, including circles and dot pathways, should be included to represent the larger brand of MassMutual.

The outlines should be in our Dark Blue, while PMS 305C and Charged Blue highlight key information and actions.

Tier 4 Illustration Overview

Hero illustrations are to be used to represent larger concepts and ideas, as a replacement for photography. They are the largest in scale of our illustration tiers (300 px and higher).

They are a key asset in representing the brand and personality of MassMutual. They include representations of people and work hard to make MassMutual feel friendly and approachable.

Elements of the brand should be prominent throughout, including the use of circular forms and a dotted pathway.

The illustration style uses both outlines and fills of color. The primary colors are Dark Blue and PMS 305C, but Charged Blue and one secondary color can highlight key information and actions within the illustration.

Tier 4 Illustration People

This illustration tier uses depictions of people. These should follow our illustration style in our primary color palette but should follow realistic human proportions.

They should work hard to represent a wide range of humans, including ages and body sizes. The range in skin tone is our Dark Blue to MM Blue and should be between 0% and 50%.

VISUAL IDENTITY Iconography & Illustrations