Policy Statement Regarding Use of Trade and Service Marks
The image of Continental Western Group® in the eyes of our customers and members of our communities is very important to all of us. Every one of us works hard everyday to promote our company as a great place to work, a valuable provider of financial security for our policyholders, and a supportive member of our communities. It is critical that we protect the image that we have all worked so hard to create by managing the use of those trade and service marks that represent Continental Western Group® and W.R. Berkley Corporation®. This policy statement outlines the permissible uses of our trade and service marks, and creates a process that can be used to gain approval of alternative uses of the marks.
Applicable Trade and Service Marks
This policy applies to those trade and service marks shown below. For approved downloadable logos, visit the "Logos You Can Use" page.
Appearance of the Trade and Service Marks
In all applications, the font style should remain as illustrated in the examples shown above. This policy applies to both printed and electronic use of the marks. When using color applications of the marks, “Berkley Green” (PMS 343) should be used for all marks. It is permissible to print the marks in black when color is not used, or when the cost of adding the green as a second or subsequent color would increase the cost by over 15% or more. In all applications where multiple marks are used together, use of green or black should be consistent.
Use of the Trade and Service Marks
Where the size of the application allows, both the Continental Western Group® mark and the Berkley mark should be used together. The Berkley mark should appear below the Continental Western Group® mark where the relationship of its length should be 35% of the Continental Western Group® mark. In small applications, or in cases where the Berkley mark would be compromised, it is permissible to use the Continental Western Group® mark, or the CWG® mark without the Berkley mark.
Discretion may be used when using trade or service marks on promotional items such as hats, shirts, pens, etc. In these cases it is permissible to use the Berkley mark without the “b”, or either the Continental Western Group® or CWG® marks without the Berkley mark. The CWG mark is to be used only in those applications where the Continental Western Group® mark is impractical.
Applications of the Trade and Service Marks
As outlined previously in this statement, marks may be used in either printed or electronic form. Consistency in the use of these marks is key to promoting a consistent company image.
Service marks should be used on all outgoing mail, with the exception of day-to-day e-mail correspondence. All other external correspondence should contain a company mark as outlined.
Marks should be used on any interior or exterior signage. Interior usage fosters association and community amongst employees as well as outside visitors to our various facilities.
Marks should be used on all business cards used by company employees.
Contracted agencies may use the service marks only after prior approval of the company, and in accordance with paragraphs 1.D and 1.E of the agency-company agreement. Marks may be used on agency marketing materials, agency websites, and interior or exterior signage.
All other uses of the trade and service marks defined in this policy require prior approval by the stated company representative in accordance with the approval process outlined below.
Trade and Service Mark Usage Approval Process
Before using, or agreeing to the use of a mark not outlined in this statement, you should submit a description of the proposed application of the mark to Jim Ecklund in either hard copy or electronic format. The submission should include a “mock-up” of the project showing the use of the mark where feasible, and describing the size, position, color and location in which the mark is to be used. Jim can be reached at jecklund@cwgins.com, or by calling 800-456-7688, in our Union Regional Office. Where the application warrants, Jim will consult with the Home Office Agency Relations Manager to gain mutual agreement on the use of the mark.
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