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August 2021Simplifyinghow we facethe marketGlobal Brand Architecture Guidelines

MetLife Global Brand ArchitectureIntroductionContentsThe following guidelines are meant to provide instruction and illustrate bestpractices for global identity system creation and usage at MetLife. The examplesthat are shown have been selected to provide context and represent best practices.Although detailed, this document is not exaustive. Other key factors when designinginclude budget, audience, and key executive stake holders.For further guidance, please contact your regional marketing leads.The topic covered, include:The MetLife Global BrandArchitecture Guidance- MetLife Master Brand- Products and Services- Co-Sponsor/Promotion- Internal Programs and Initiatives- App Icon2

MetLife Global Brand ArchitectureVisual IdentityPhilosophyIntroductionWhile we continue to establish our newglobal brand design system, it is importantto be unified in our approach to MetLife'svisual identity. Introducing new brandingand logos can create dissonance andconfusion for our customers. Furthermore,the more logos we introduce the morediluted our brand becomes.3

MetLife Global Brand ArchitectureMay 20214IntroductionBrand Architecture frameworkMasterbrandProducts/ServicesProduct NameCo-branding & PartnershipsCompany Name

MetLife Global Brand ArchitectureMay 2021MetLife Masterbrand5

MetLife Global Brand ArchitectureMay 2021Masterbrand6Primary LogoPartnership “M” SymbolWordmarkMetLife LogoOur symbol and our wordmark always appear together to form our logo.Reflecting our role as our customers' trusted partner, our newsymbol comprises two simple shapes that come together to createan “M.” The blue color reflects our brand heritage, while thevibrant green–new to our color palette–represents growth and vitality.Our symbol and our wordmark always appear togetherto form our logo.Whenever possible, reproduce our logo in full coloron a white background.

MetLife Global Brand ArchitectureMay 2021Masterbrand7Logo Reproduction VersionsPrimaryOur primary logo is full-color on a white background.Logo ExceptionSecondaryReversedOur reversed logo is white text, primarily on ablack background, and used only when anapplication on white is not an option.On ColorOur "transparent logo" is an all-whiteversion that accurately expresses thetranslucent overlap in the Partnership“M” symbol.StackedOur stacked logo is the full-colorPartnership “M” symbol with the MetLifeword mark text below.This logo should ONLY be used in specialcircumstances where the space for thelogo is square and limited in size.

MetLife Global Brand ArchitectureMay 2021MasterbrandClear Spaceand Minimum SizeClear Space for Primary Logo8Minimum SizePrint0.75” wide(19mm)Clear SpaceMaintaining an appropriate amount of clear space around our logocreates a positive impression and impact. Therefore, a minimum amountof clear space must always surround the MetLife logo, in order toseparate it from other elements such as headlines, text, or imagery. Theclear-space area is equal to the cap height of the MetLife “M” and isproportional to the size of the logo being used. The same clear-space ruleapplies to all dual-language logos and tagline lockups.Digital54px wideMinimum SizeCareful consideration should be given when determining the sizeof the MetLife logo. If it is too small, it will be ineffective. Theminimum size of the logo should be 0.75” wide (19mm) for printmaterials and 54px wide for digital applications.

MetLife Global Brand ArchitectureMay 2021Masterbrand9Dual-Language Logosand TaglinesJapaneseTraditional ChineseSimplified ChinesArabic ﻣﺘﻼﯾﻒ There are four approved dual-language logos:Japanese, traditional Chinese, simplified Chinese, andArabic. All other regions should use the English logo.Dual-language logos and tagline lockups are providedas master artwork, and proportions should not bealtered in any way.For master artwork, see appendix.Lockups in other countries may differ based on operatingnames and legal entities. These situations will be addressedon a case-by-case basis.

MetLife Global Brand ArchitectureMay 2021MasterbrandDual-languageStacked LogosEnglishJapanese10Traditional ChineseSimplified ChinesArabic ﻣﺘﻼﯾﻒ There are four dual-language logos for social media:Japanese, traditional Chinese, simplified Chinese,and Arabic. All other regions should use the Englishlanguage logo.Social media logos are provided as master artwork,and proportions should not be altered in any way.For master artwork, see appendix.

MetLife Global Brand ArchitectureMay 2021MasterbrandStacked LogoUsageTwitter11FacebookDock/ShortcutA special stacked version of our logo has been created, as an exception, to allowour brand to stand out on social media.Stacked versions of dual-language logos are available.

MetLife Global Brand ArchitectureMay 2021MasterbrandFaviconWebsite12Our Partnership “M” symbol may be used asa favicon on our websites. This is the only timethat our symbol should appear withoutour logotype.This is the only instance when our Partnership “M” symbol may be usedwithout the MetLife word mark.

MetLife Global Brand ArchitectureMay 202113Logo MisuseDo not flip the Partnership “M” symbol.Do not use any other color combination.Do not remove any part of the logo.Do not use the logo as a supergraphic.Do not resize any logo elements.Do not use alternate colors.Do not outline the logo.Do not create a repeat pattern withthe Partnership “M” symbol.is the leading.Do not use gradients on the logo.Do not lock up the logo withgraphic elements.Do not use the logo in a sentence.Department nameDo not put the new symbol next tothe legacy logo.Do not rotate the partnership“M” symbol.To maintain the integrity and clarity of our brand, do not modify the MetLifelogo in any way or associate it with conflicting elements. Above are someexamples of executions that are prohibited.Always use master artwork when reproducing our logo.For master artwork, see appendix.Do not attach MetLife internaldepartment names to the logo.

MetLife Global Brand ArchitectureMay 2021Co-Sponsor & PartnershipsProducts and ServicesWhen we sell our products through an external channel14

MetLife Global Brand ArchitectureMay 2021([DPSOHVProducts and ServicesThese guidelines define the appropriaterelationship between the MetLife brand andour individual products.ObjectivesDefine a clea relationship betweenthe MetLife brand and our products: O ur one brand is MetLife.(Do not create individual product logos.) D rive equity between productsand MetLife. Create consistency across our portfolio.See the next page for when to use theMetLife product lockup.15MetLife product lockupThis lockup provides consistency for individualproducts across all markets.Supplemental Term LifeProtectionwhen youneed it mostHeadline reflectsthe product benefit

MetLife Global Brand ArchitectureMay 2021([DPSOHVWhen to Use the MetLifeProduct LockupThe MetLife product should be used on all print collateral. On digital materials such as bannerads and website, products are applied slightly di erently due to space limitations, asillustrated below.16PrintBrochureAdDigitalSlipsheetBuck slipSupplemental Term LifeProtectionwhen youneed it mostAuto InsuranceBanner adsWebsiteFullprotectionto enhanceyour lifeSupplemental Term LifeMetLife TakeAlong DentalA new, innovative dental program forpart-timers, consultants, and retireesSMGet a quoteBrochure: Individual productAd: Individual productSlipsheet: Individual productBuckslip: Individual productProduct lockup is positioned on thetop left. Tagline is left-aligned and appearson the bottom/back as a sign-o .Product lockup is positioned on top leftwhenever possible.Product lockup is positioned on top left.Single sheets have no tagline unlessspace allows.Product lockup is positioned on bottom leftas a sign-o . No tagline, unless space allows.Banner ad: Individual product*No product lockup due to spacelimitations. The productname is styled to match productlockup type and color.No tagline, unless space allows.Website: Multiple productsNo product lockup. Product namesare listed in live text. Tagline appearsas headline in main carousel.For detailed guidance on productapplication on the website, pleasereference the digital guidelines.

MetLife Global Brand ArchitectureMay 2021([DPSOHVMetLife ProductLockupMetLife Product Lockup PrinciplesOur product lockup is comprisedof the MetLife logo and anindividual product name. Onlyindividual products are allowedto be locked up with theMetLife logo.17Font: MetLife Circular LightMetLife primary logoYY/3Product NameThe product lockup relationshipprovides consistency for individualproducts across all markets. Forcommunications promoting multipleproducts, no product lockupis used.Divider rule: height of partnership “M” symbolFont color and divider rule: MetLife BlueWhenever possible, alwaysreproduce our logo in full coloron a white background.The MetLife logo is locked up with the product name and has the samehierarchical prominence. This mutually reinforced relationship is criticalto the brand moving forward. Products should never be separateand distinct from the brand.For master artwork, see appendix.Product name cap height:height of letter “t” in the MetLifewordmark

MetLife Global Brand ArchitectureMay 2021Product Lockup MisuseWhen creating product lockups,please make sure to follow theguidelines as accurately as possible.Do not take creative liberties beyondwhat is outlined in this chapter.Here are some examples of productlockup treatments to avoid.([DPSOHV18Do not create your own product logo.PRODUCTNAMEDo not create a product logo using all caps.Do not alter the MetLife product lockup.ProductDo not use any other color combination.Product NameDo not put the product name in a holding shape.Product NameDo not create a product logo using core brand elements.Product NameDo not create a new product logo.ProductDo not remove the divider rule.ProductNameDo not stack the product name.ProductDo not add graphic elements to the product lockup.PRODUCT NAMEDo not write the product name in capitals.Product NameDo not change the weight of the product name.ProductDo not put the product name before the MetLife logo.ProductDo not change the weight of the divider line.

MetLife Global Brand ArchitectureMay 2021Sponsor/PromotionCo-Branding &PartnershipsWhen we partner with other companies19

MetLife Global Brand ArchitectureMay 2021Co-Sponsor & PartnershipsCo-promotion in ApplicationMetLife sponsorshipyWhen MetLife sponsors anotherparty, MetLife is the lead brand.As demonstrated here, please usethe MetLife logo and visual system.The MetLife logo should alsocome before the other party logo,either to the left of the otherparty logo in a horizontal formatas demonstrated here, or at top,above the other party logoin a vertical format.20y.3y.3x.3xx.3xx.3y.3xA pencil line can be used to showthe relationship between MetLifeand the other party logo as seenat right.y.3x.3xy.3y.3xxx.3x.3y.5xx