Do's and Don'ts
These pages will show you how to use Snoopy correctly. The right size, the right amount of clear space around him, the right way to connect him to the identity band, and more.
Here you’ll also find guidance on using the rest of the PEANUTS gang in print.
This collection of do’s and don’ts will help you use Snoopy and the other PEANUTS characters as required by our contractual agreements.
Do’s
- Characters must be shown in proper proportion to one another.
- Art must maintain the quality of the lift art. For example, the wavy lines originally drawn by Charles Schulz should not be smoothed out or bitmapped. Artwork scanned at 600 dpi will preserve the integrity of Schulz’ line quality.
- The line quality of different PEANUTS artwork used in a scene must match.
- When characters are depicted standing still, their feet must be flat.
- Art must be taken from preexisting lift art or drawn by an approved Schulz artist.
- PEANUTS lift art referenced as “Mirror” or “Front” and “Back” poses should be used in unison. These images will no longer be approved for use separately.
- Previously approved art may be retired from the art bank at any time. Please make sure the art you are using is current.
Don’ts
- PEANUTS art may not be flipped. Search the artwork database until you find the character in the pose and facing in the direction that you need.
- Snoopy cannot speak, i.e., no bubbles with words. Avoid creating dialogue for any characters.
- Characters may not be used in poses contrary to their established personalities or family associations.
- Characters’ names should not be used in conjunction with cliché phrases.
- Do not depict characters with alcoholic beverages. Snoopy likes root beer.
- Characters may not appear in Lotus Notes e-mails as a signature file. You may, however, use a PEANUTS-related Lotus Notes letterhead, which can be accessed while you are in Lotus Notes. Select Action from the menu bar, then Tools, Preferences, and Letterhead, and choose your preferred design.
- Characters should not be associated with gambling or any TV show.
- Snoopy cannot interact with himself. There is only one Snoopy.
- Do not depict the characters in a dangerous situation that could result in death.
- Snoopy, by himself, is not interchangeable with MetLife. Snoopy should supplement the MetLife logo, not substitute for it.
- Characters may not be used with any kind of astrological symbols or characters.
- Characters should not be used on money or checks.
- Do not use the PEANUTS characters with other cartoon characters.
- Never create your own PEANUTS comic strip.
Logo Relationship
The guidelines below help protect the integrity of Snoopy, but the other PEANUTS characters should also be accorded a similar level of respect with regard to clear space and minimum size.
The Ambassador Snoopy pose is an extremely important element of the MetLife identity. As with the MetLife logo, this Snoopy requires a designated surrounding clear space in order to retain emphasis and importance.
The protected area around Snoopy is “y,” which equals the height of Snoopy’s right foot. It is proportional to the size of the Snoopy being used. This is the minimum amount of clear space required; more clear space should be provided whenever possible.
Snoopy will lose importance, recognition, and impact if is he is too small. In printed communications, Snoopy should not be sized any smaller than 3 picas high.
As a corporate icon for MetLife, Snoopy’s usage must be carefully managed. Whatever Snoopy pose you select for your project, the drawing should not be altered, distorted, or redrawn in any way.
Please be sure to review the General Guidelines and adhere to them at all times.
The examples to the below show unacceptable Snoopy uses you should avoid when requesting approval.
| Example | Description |
|---|---|
 | Do not flip or mirror Snoopy’s image. |
 | Do not substitute another pose for the desired Snoopy pose in the brand identity bar or other context where he is representing MetLife. |
 | Do not reverse Snoopy’s outline on a dark background. Use the "Snoopy_on_black" artwork available on the download page. |
 | Do not alter the line quality of Snoopy |
 | Do not alter Snoopy’s fill or outline color |
 | Do not add an airbrushed tint or other shading to Snoopy or alter his appearance in any way |
 | Do not use Snoopy to represent a MetLife employee or agent |
 | Do not reproduce Snoopy from inferior quality art. |
Acceptable Lock-Ups
Although the preferred way of unifying the MetLife logo and Snoopy is with the identity band, there are times when the two can be used together in other ways.
For horizontal usage, the MetLife logo always appears on the left with Snoopy on the right. The white of Snoopy’s feet should be aligned with the bottom curve of the MetLife “e.”
Snoopy must not be placed directly next to the MetLife logo, but he typically must be in close proximity to it. Snoopy should never be closer to the MetLife logo than “2x”, where “x” is a variable based on the height of the MetLife “M.” This allows us to incorporate Snoopy in a larger, more visible manner, when appropriate. Exceptions to these clear space recommendations are permissible in instances where space is limited, such as advertising and premium items.
For vertical uses, Snoopy should be centered above the logo and separated from it by a distance equal to the height of the “M” in MetLife (space permitting).
When using Snoopy, the association between Snoopy and MetLife must be clearly understood. In order for Snoopy usage to be acceptable a direct link to either the MetLife logo or obvious connection to the brand must be established. Once a brand linkage has already been established (e.g., via the identity band), Snoopy may appear alone, without the MetLife logo.
Unacceptable Lock-Ups
We can’t tell you what to do without showing you what not to do.
Do not place Snoopy directly after the MetLife logo.
Do not place Snoopy directly in front of the MetLife logo.
Do not place Snoopy or any other character in close proximity to the logo.
Do not use characters in the identity band other than Snoopy in the Ambassador Snoopy pose.
Do not place a PEANUTS character in close proximity to the MetLife logo.
Do not use other PEANUTS characters as corporate icons.
Downloads
Snoopy comes in many poses and in various wardrobes. Here’s the library of Snoopy art, and guidance in getting legal permission – a must.
The Ambassador Snoopy pose has been selected to represent MetLife as our corporate icon.
MetLife uses Snoopy through an agreement with Peanuts Worldwide. All uses of Snoopy and PEANUTS characters must be approved in advance by MetLife Global Brand & Marketing Services, Peanuts Worldwide, and Creative Associates. By downloading any of these images, users are agreeing to abide by the existing regulations governing Snoopy usage. Please visit Artwork Usage Guidelines for additional information.
Note: All files on this page are presented in generic formats that can be used by either Macintosh or PC platforms. Please be aware that professional graphics software, such as Adobe Illustrator or Adobe Photoshop, is generally required to view encapsulated PostScript (.eps) files.
Ambassador Snoopy | Ambassador Snoopy on Black Background | |
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Need a pose of Snoopy piloting his plane to dress up a billboard? A rendering of our canine author at his typewriter for a brochure? A drawing of the entire PEANUTS gang for an invitation to a customer seminar?
UMAX (United Media Asset Express)—the single, comprehensive resource holding all PEANUTS-related images commissioned by both Peanuts Worldwide and MetLife—has it all, and much much more.
UMAX contains more than 7,000 high-resolution images of Snoopy and the gang currently available for a wide range of marketing-related uses. The database features the most popular Snoopy and PEANUTS themes, such as sports, holidays, seasons, and Snoopy’s many personas (e.g., the Flying Ace, Joe Cool, and the Vulture). In addition, all of Charles M. Schulz's original comic strip artwork is included - providing an even greater variety of image options. When you log in you have the opportunity to search in one of five art databases housing classic PEANUTS images and strip art, vintage PEANUTS images and strip art, and other artwork uniquely created for MetLife.
Accessing UMAX
An individual username and password are required to access UMAX.
If you already have your working username and password, then go to http://portal.unitedmedia.com/partnerApplications, enter your log-in information, select the database you wish to browse and begin your search.
Those without an individual username and password may request one by contacting Debra Marshall-Emmanuel at dmarshall@metlife.com and providing the following information with the subject line UMAX ACCCESS, to expedite your request:
- Name
- Phone number
- Mailing address
- Positition title
*Please note that receipt of your personal login takes approximately 7 - 10 business days.
Assistance with UMAX
With thousands of illustrations in the system, navigating the records to locate the most appropriate image for your purposes can be challenging. The UMAX Basic Functions Part 1(PDF) can help.
If you need further assistance using UMAX, please contact Debra Marshall Emmanuel at dmarshall@metlife.com, 212-578-5602.
Perfect for bank branches, MetLife retail outlets, promotional events, and other high-traffic areas, these Snoopy-themed POS templates provide a colorful, eye-catching way to dress a space, a computer screen, or a special event while effectively promoting the MetLife brand and our products.
Available in four colorful designs, each set of downloadable templates includes a variety of both POS and event materials, such as:
| POS Materials | Event Materials |
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While you are free to develop your own materials using PEANUTS artwork, these templates are designed to save you the money and time required for development and production, and they’ll help speed you through the approval process, too.
All of these Snoopy materials may be co-branded with third parties. For more information on co-branding opportunities, visit Co-Branding Rights. Please also review the Snoopy and Co-Branding guidelines.
Click on the images to see a larger view. Click on the text below the image to download editable POS templates.
Remember that all uses of Snoopy and other PEANUTS characters must be submitted for approval by MetLife Global Brand & Marketing Services, Peanuts Worldwide, and Creative Associates, following the standard approval procedures.
Note: All files on this page are presented in generic formats that can be used by either Macintosh or PC platforms. Please be aware that professional graphics software, such as Adobe Illustrator or Adobe Photoshop, is generally required to view encapsulated PostScript (.eps) files.
Our international agreement with Peanuts Worldwide gives us an exciting opportunity to engage our financial institution customers on a valuable platform: their payment cards.
Now, we can offer these financial institutions nine payment card templates, available exclusively through MetLife, featuring Snoopy and the MetLife logo. (See links below.) So our customers can offer their customers credit and debit cards featuring this beloved character.
These colorful, playful designs will help differentiate our customers’ payment card offerings and give them an exclusive marketing edge. A compelling promotional device, Snoopy-themed payment cards will also deliver a reminder about MetLife every time the cardholder makes a purchase. (Financial institutions may create their own card designs using the PEANUTS characters. The designs must include MetLife branding on the card face.) In some markets, the MetLife payment card templates are also being used for MetLife employee incentive cards.
Card Royalty Payments
The card-issuing financial institutions will be responsible for paying the card royalty fees. Please contact International Marketing for details.
- 2008–2014: US$0.25 per account
Payment Card Templates
Click on the text below each card image to download editable templates.
Remember, all uses of Snoopy and other PEANUTS characters must be submitted for approval by MetLife Global Brand & Marketing Services, Peanuts Worldwide, and Creative Associates, following the standard approval procedures.
Note: All files on this page are presented in generic formats that can be used by either Macintosh or PC platforms. Please be aware that professional graphics software, such as Adobe Illustrator or Adobe Photoshop, is generally required to view encapsulated PostScript (.eps) files.
MetLife Store
The Place to Shop for MetLife Branded Material. Fresh designs available now!
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