Human first
Begin with the life, family, and responsibility behind the insurance decision.
01 · Identity
Protection, carried forward.
Evermore turns a difficult subject into a steady act of love. The system balances permanence and warmth: established enough to trust, human enough to talk to.
- Positioning
- Clear, human life-insurance guidance for families protecting the people and future they value most.
- Brand promise
- Protection for the people who carry your story forward.
- Primary tagline
- Your legacy moves on.
- Core idea
- Love · Protection · Clarity · Continuity · Legacy
02 · Logo system
One mark. Two ideas.
The living tree represents family, growth, and the life being protected. Its roots form an infinity loop: a promise that reaches beyond one lifetime.
Icon-only mark
When the tree can stand alone.
Use the complete tree-and-infinity-roots mark for avatars, application icons, and compact product placements. The rebuilt mark includes the full left canopy and balanced roots; below 48px, use the supplied simplified “E” browser icon.
Clear space
Keep space on every side equal to the capital “L” height in Life. Nothing—not copy, a crop, or another mark—enters this area.
220px minimum48px minimumMinimum size
Use the full lockup at 220px or wider and the complete tree at 48px or wider. The simplified “E” icon is supplied for 16px and 32px browser placements.
03 · Foundations
Quiet confidence, warm detail.
Deep navy carries trust and permanence. Legacy Gold brings warmth and distinction. Parchment softens the system so it never feels institutional.
Select a color to copy its hex value.
Aa
Display
Playfair Display
Warm, established, and editorial. Use for major brand headlines, pull quotes, and emotional statements.
Regular 400 · Semibold 600 · Bold 700Aa
Body & interface
Inter
Direct, modern, and highly readable. Use for guidance, products, forms, labels, and long copy.
Regular 400 · Medium 500 · Semibold 600 · Bold 700H1Protect what lasts.64 / 66 · Playfair 700
H2Protection, carried forward.44 / 50 · Playfair 600
H3A thoughtful next step.24 / 32 · Inter 700
BodyClear guidance for the people and future that matter most.16 / 27 · Inter 400
Photography
Real life, gently observed.
Choose grounded, natural moments with room to breathe: families in connection, people planning with confidence, places that suggest home and continuity. Favor warm natural light, authentic expression, and restrained color grading.
- No fear-based imagery, staged grief, or exaggerated drama.
- No generic handshake, stock-boardroom, or futuristic AI visuals.
- Protect faces and essential details from interface crops.
05 · Applications
Consistent wherever trust is built.
Every application should feel considered, calm, and distinctly Evermore—from a 16-pixel browser tab to a conversation across a kitchen table.
Application icon1024 × 1024
Download PNG ↓Business card3.5 × 2in · 300dpi
Interface languageEvermore products
Learn what to expect →
Needs reviewReadyFollow-up
Gold marks the primary next step. Navy carries structure. Status colors support meaning; they never replace a clear label.
06 · Email system
One calm, dependable shell.
Introductions, follow-ups, document requests, and service messages should share the same structure, accessible fallbacks, and human tone.
Hi {{FirstName}},
Thank you for starting a conversation with Evermore Life. We’ll help you understand the available paths and what each next step means—clearly, and without pressure.
Review your next stepOr copy and paste this link into your browser:{{SecureLink}}
Exact construction rules
- CanvasParchment outer table, 600px maximum content width.
- StructureNested presentation tables with critical CSS inline.
- HeaderGold lockup on Evermore Navy with descriptive alt text.
- BodyArial-safe fallback at 16px with generous line height.
- CTALegacy Gold background, Evermore Navy bold text.
- FallbackRepeat every destination as a visible text link.
- AccessibilityMeaningful linked copy and no image-only information.
- Plain textEvery send includes an equivalent text version.
07 · Voice & messaging
Speak like a steady guide.
Evermore is emotionally aware without becoming dramatic. We make room for the person, explain the decision, and leave the reader with a clear next step.
Start with people, responsibilities, and real life—not products.
Communicate care without using fear to manufacture urgency.
Translate complexity into plain language and concrete choices.
Make only claims the product, process, and evidence support.
Point toward continuity, preparedness, and the future being protected.
Your legacy moves on.
Use for corporate brand moments, campaigns, and closing statements.
Be there evermore.
Use sparingly in emotional storytelling and family-protection campaigns.
Build with purpose. Protect families. Grow into leadership.
Reserved for agent recruiting and leadership development.
08 · Usage & governance
Warm, credible, and disciplined.
A consistent brand protects trust. Use the supplied files, preserve the evidence boundary, and give every message enough space to feel calm.
- Use the primary logo wherever space permits.
- Keep clear space equal to the “L” cap height.
- Use gold for the primary next step and meaningful emphasis.
- Use warm, authentic imagery with room for copy and crops.
- State uncertainty, eligibility, and underwriting conditions plainly.
- Redraw, stretch, rotate, crop, outline, or recolor the logo.
- Place the mark over faces, clutter, or low-contrast photography.
- Use fear, shame, false scarcity, or guaranteed-outcome language.
- Use fake customers, testimonials, carrier seals, or invented proof.
- Publish templates containing placeholder names, links, or contact details.
E
Before anything goes live
Confirm the destination, contact details, state availability, carrier/product facts, consent language, and final crop. Templates are starting points—not permission to publish unchecked information.
09 · Asset library
Every production file, in one place.
Use the supplied original lockup artwork and the true-vector standalone tree files. Machine-readable tokens, manifests, dimensions, and safe-zone guidance travel with the package.
Every major shape, one visual story.
Platform covers, feed artwork, paid-social ratios, and vertical placements share the same navy field, warm editorial type, complete living-tree mark, and continuous gold line.
Evermore Life Social Kit v1.1.1
9 placements · major platform groups · production PNG files
Crop-safe by design.
Keep logos and essential copy inside the central 80% of every canvas. Platform interfaces crop responsively; review social-specs.json and preview every final upload.