Safe space
The Safe Space is a new completely flexible branding device that works particularly well holding photography and is at its best when fully animated and holding moving imagery.
We want Zurich to be part of people's lives so as the core graphic element of the Zurich brand, it can now expand to create a window that shows the relationship that we see with our customers, businesses and other brands.
Specifications
Anatomy
- Background: Can contain an image, solid Zurich Blue color or moving material
- Smiling Z
In static media, film, social and digital, the Safe Space offers a space to help people think, grow and imagine 'what can go right?” In the Safe Space window, we show positive experiences.
Static
The Safe Space logo works best in static formats when it joins forces with other tools from the brand inventory.
Let's not forget that variety and playfulness are also two important creative tools.
Motion
For moving digital formats and film you can use the fully animated version.
The Safe Space works particularly well as a soft branding device for introductions to stories in moving formats.
The device doesn't just flex in scale, it can also maintain its shape and size when used as a container for displaying moving content.
Animation
Our Safe Space is living and breathing.
To reflect the humanity and optimism of the content of the Safe Space, the motion behavior it exhibits should be a smooth flow, like the rhythm of calm, easy breathing. Therefore we never animate the Safe pace in a linear way, but always ease in and out.
Animation templates for the Safe Space can be found on BlueRoom to help you get started.
Sizes and Proportions
Safe Space can be displayed in Small, Medium, Large and Extra Large proportions of the circle compared to the size of the smiling Z.
In addition, in Figma we provide seven standard sizes in which to display the Safe Space, expressed in rem dimensions. Not all combinations of Z proportion and safe space size are available, since some of them would make the Z too big or too small to properly display:
Size | Dimension | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|
Size-20 | 320 px | ✔ | ✔ | - | - |
Size-25 | 400 px | ✔ | ✔ | ✔ | - |
Size-30 | 480 px | ✔ | ✔ | ✔ | - |
Size-35 | 560 px | ✔ | ✔ | ✔ | ✔ |
Size-40 | 640 px | - | ✔ | ✔ | ✔ |
Size-45 | 720 px | - | ✔ | ✔ | ✔ |
Size-50 | 800 px | - | - | ✔ | ✔ |
Smiling Z
In static formats, there's a clear relationship between the size at which the image is cropped within the Safe Space logo and the size at which the 'Z' is used.
Guidance
For more information on how to use the Safe Space, see the Zurich Brand Manual in the corresponding section on BlueRoom.