The COUNTRY Financial Digital Style Guide is a union of content, design, and user experience that provides the elements and architecture for creating a web page, as well as provides the structure for governing our digital presence.
The style guide follows an atomic design model.
In order to leverage the style guide in a Web-based project for COUNTRY Financial, please select Request Files below and complete the form. A member of the Interactive Assets and Development team will follow up with source CSS files and additional instructions.
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Overview of Digital Principles
Much like printed materials, digital pieces should represent our brand at COUNTRY Financial. It will include Brand, Content Standards (Color, Tone, and Voice) and our Digital Style guide( Digital Standards, Patterns, Components, etc). The goal of this guide is to create consistency, cohesion and in some cases compliance across our Enterprise marketing and digital efforts for both internal and external teams.
The goal is to bridge design, development and UX standards together at their point of intersection: the presentation layer where a design is transformed into the HTML, CSS, and javascript rendered in the browser.
- Accessibility - These guidelines focus on accessibility at every step of the design process, setting you on the path to building a usable, accessible site. From colors to code, these tools help you meet high standards of accessibility and conform to Section 508 Standards.
- Design for Flexibility - These patterns and designs are made to be easily adaptable. These guidelines encourage consistency over uniformity, to give people a sense of familiarity and ease when navigating all our digital extensions, while also allowing for customization for future digital experiences.
- Human Centered Approach - The standards are designed to provide designers and developers easy-to-use tools to most effectively deliver the highest quality digital experience to digital communities.
- Responsive Design - Responsive Design is a design approach that makes use of flexible images and content to allow users to access the site on the device of their choosing.
- Scalable Architecture - Each element, object, and component has been categorized and has certain guidelines that apply to it patterns. Each pattern relates to the scale of the layouts within a responsive design. Much of the purpose of categorizing things is to codify patterns—things that repeat themselves within COUNTRY Financial's design. Repetition results in less code, easier maintenance, and greater consistency in the user experience. Exceptions to the rule can be advantageous but they should be justified.
- Brand - The COUNTRY Financial brand guides and informs everything we do. It clarifies how we were founded in 1925 to provide property and life insurance for farmers, that we believe in existing to cultivate communities and connections to ensure their financial security, that we have grown to help over 1 million clients in 17 states, and that we value being genuine, transparent, helpful and passionate while also being modest and true to our word.
- Brand Components - People who came together to help other people, placing value in our communities. A heritage of putting people at the heart of what we do. A company built on farm values where hard work and integrity are the cornerstone of relationships.
- Voice - The goal of marketing is to establish a brand voice that resonates with our core values and reinforces a community of trust and meaningful relationships.
- Visual - We share our personality, and our story, through a design system that finds its roots in green: not only a color, but a guiding concept.