Payfirma Brand Guidelines. Communicating the Payfirma Brand

Transcription

1 Payfirma Brand Guidelines Communicating the Payfirma Brand 2013

2 Welcome! 1 This is a guide to the basic elements that make up the Payfirma brand. Have a read, it will help you get to know us a little better. 01 Table of Contents 02 The Payfirma Brand 03 Brand Elements 04 Logo Do s and Don ts 05 Typographic Style 06 Color Palette 07 Payfirma with Other Brands 08 Iconography 09 Photographic and Creative Style 10 Tone and Voice

3 The Payfirma Brand 2 The Payfirma identity is modern, simple and consistent. Our communications should all play back to the main goal of creating a better experience for our merchants and their customers. Ingredients to Our Success Consolidated payments Comprehensive breath of products Customer-centric design and development Transparent pricing Responsive support Our Voice Our tone is unique in that we are friendly, knowledgeable and honest. We speak casually yet intelligently with a little big of edge. The corporate voice isn t who we are. We don t pitch, we start conversations. Our Message We give businesses a simple way to take payments by keeping all your transactions in one place. Whether you want to take mobile, in-store or ecommerce payments, all your reporting and support will be in one place. This means more transparency and flexibility for your business.

4 Brand Elements 3 Our logo is modern, simple and instantly understandable, just like the products we make. We don t want to get all corporate on you but we ve got some rules on how the Payfirma logo can be used. Our logo is a very valuable asset that directly refects our brand. So, let s treat it nicely.

5 Logo Do s and Don ts 4 x x The Clear Space Rule It is important to give the Payfirma logo some space to breathe. Space equal to one letter height should remain free of any obstruction on all four sides. x x Clear Space = x = One letter height x What Not To Do Do not animate, re-color, rotate, skew or apply effects to the logo Do not combine logo with other graphic elements Never recreate the logo yourself, change the font, or alter the size or proportions Do not use the Payfirma logo in place of the word Payfirma

6 Typographic Style 5 Payfirma typeface is Myriad Pro. It s a simple, contemporary type family with many weights and variations. We rarely use ALL-CAPS in our copy. We want to keep our visual identity as friendly and approachable as possible. ALL-CAPS FEELS LIKE WE RE YELLING! In the rare instance that a font becomes part of a graphical illustration in multimedia or campaign communication, it s Ok to use a font other than Myriad Pro. For internal documents, such as s, the typeface Arial can be subtituted for Myriad Pro. Myriad Pro Myriad Pro is the trusted default font for body texts. Myriad Pro Semibold Myriad Pro Semibold is our standard font for titles and headings. Myriad Pro Italic Myriad Pro Italic is the font we use for captions, quotes and for emphasis. Myriad Pro Light Myriad Pro Light is the alternative font we use for titles and headings.

7 Color Palette 6 Our colors are what give us personality. Payfirma s primary colors (Orange and Gray) are our version of the concept of yin and yang. It represents the traditional nature of our industry vs innovation through new technology. Our signature Payfirma Orange adds excitement and interest. When used together, these colors make the brand feel warmer and more approachable. Payfirma Orange CMYK 0, 90, 9, 0 RGB 232, 39, 28 HEX EE4E22 PMS 1788 C Charcoal CMYK 0, 0, 0, 90 RGB 85, 85, 85 HEX PMS 445 Gray CMYK 0, 0, 0, 40 RGB 153, 153,153 HEX PMS 423 White CMYK 0, 0, 0, 0 RGB 255, 255, 255 HEX FFFFFF Black CMYK 0, 0, 0, 100 RGB 0, 0, 0 HEX

8 Payfirma with Other Brands 7 Sometimes we team up with partners. You could be a merchant, an affiliate, or an authorized reseller. This is how you can make our brand logo play nice with yours (as long as you have all the necessary permissions, of course). If you re a trusted partner that wants to do a bit of co-branding, make sure you contact Payfirma s Marketing Department before publishing any material both digitally and in print. Co-Branding Logos must be of equal height Merchants and Resellers Badges Do s for Successful Co-Branding Ensure all logos appear equal in height Always place the Payfirma logo on the right hand side of the partner logo Never place the partner logo closer than the minimum clear space to the Payfirma logo Preferred Partner Preferred Partner

9 Iconography 8 An Icon is the unique and memorable way we use illustration to represent a Payfirma product, feature, or value. All our icons are simple, modern and friendly. Some icons are literal, but they can be metaphorical, symbolically representing the benefits of a product. Here are some examples of how we use iconography to enhance the Payfirma brand. App Icons Feature Icons Products Icons

10 Photographic and Creative Style 9 Payfirma s visual content is relaxed and usually features a natural selling environment. For example, you are sure to see a lot of scenarios like a coffee shop, a market, a retail store, or a pizza delivery guy on his route. Most of the time, our images also feature people that have that same in action quality to them. You could see restaurant staff interacting with customers or a moving team in the middle of a job. We go for these kinds of images to inspire simplicity in the way technology is integrated into a businesses daily life. Photos do not always show people or interactions with technology like a tablet or mobile device. However, any technology (including screenshots) that do appear in photos need to be current as they are the only visible representation of Payfirma s products.

11 Tone and Voice 10 Writing or talking about Payfirma in our tone and voice doesn t mean that everything we do or say needs to sound the same. What s important is that we weave our brand personality into our communication. Friendly Honest Trustworthy Helpful Respectful Forward-thinking Knowledgeable Up-front Simple Tell a clear story. Whatever story you re telling, make sure clarity is king. Take a point of view and have it run through your whole message. Speak to the benefits. Don t just list out features and give out a price. Show value by speaking to the positive outcomes and effects of our solutions. Say more with fewer words. Be brief. Say the most with the fewest words possible. Be conversational. A non-salesy, casual tone is what sets us apart from other companies. Use words like we, you, our and yours to make your copy warmer and more personal.

12 For more information All of the marketing assets used in this document are available for download from Payfirma s Media Library. If you have any questions about how to use any brand elements, or need additional information, contact: Payfirma Marketing marketing@payfirma.com