Positioning & Voice

BRAND PERSONALITY

NAIFA is:

Optimistic
Helpful
Resourceful
Determined

Authentic
Trustworthy
Straightforward
Relatable

Rallies others to band together and help one another achieve security, peace of mind, and brighter futures for all

Brand Voice

Brand Goals by Audience

Download NAIFA Writing Guidelines

Images

Photos

Full-color photos of people with permissions
Images of Main Street USA—show examples of streets, flags, statuary, that can be used when a photo of person not found

NAIFA Represents Main Street USA Families & Businesses

Picture-of-Main-Street-from-Emery-Towers-825x510

Not Preferred Imagery

Clipart
Cartoons
Lack of Diversity (depending on project)
Manipulation of a state shape mixed with our logo

Typography

Fonts

ROBOTO FONT
This is the primary typeface for headlines (uppercase), titles, and call-to-action buttons.
It can also be utilized for section heads or limited narrative text that requires emphasis (i. e. section introductions, pull quotes).

Download font

robotofont

LATO FONT
This is the secondary font and is utilized for body copy, narrative text, lists, and captions. Limited use for headlines, section introductions, and pull quotes is acceptable.

Download font

latofont

Web Styles

webfontstyles