WEX INC. BRAND GUIDELINES v5.0
TABLE OF CONTENTS 1. A WORD ABOUT BRANDING 1a. The importance of brand guidelines 2 2. WHO WE ARE, WHAT WE STAND FOR 2a. Our positioning and brand promise 4 2b. Our values 5 2c. Our personality 6 3. OUR BRAND ELEMENTS 3a. Our logo 8 3b. Our tagline 12 3c. Our segment and product placement guidelines 14 3d. Our segment logos 16 3e. Our color palette 20 3f. Our typefaces 22 3g. Our voice 25 3h. Our imagery 26 3i. Our legal copy 31 4. EXAMPLES 4a. Email signature 33 4b. Print 34 4c. Collateral 35 4d. Digital 37 4e. Digital elements 40 4f. Infographics 42 4g. Social networking 43 4h. Video 44 5. CONTACTS 45
1 A WORD ABOUT BRANDING Our brand is not merely our name and logo. Our brand defines who we are, how we act, and how we are perceived. It is through our brand that we can effectively communicate our unique promise and positioning. By conveying the WEX promise and positioning through all interactions and points of communication, both internally and externally, and by linking all of our actions and behaviors back to our brand, we enhance the meaning of who we are and what we stand for in the minds of our partners, customers, and prospects. This is key to reaching our business and growth goals. 1
1A THE IMPORTANCE OF BRAND GUIDELINES The importance of brand guidelines. As we grow and evolve the WEX brand globally, it s imperative that we position ourselves consistently in all marketing communications. Brand guidelines are not meant to be laws that can never be broken. Instead, they are intended to help each of us deliver a cohesive message, look and feel across the many areas in which we do business, while providing the flexibility needed to promote the best possible creative product. By adhering to these guidelines, and referring to them often as you develop and approve work, you ll be helping to make the WEX brand a recognized global leader in corporate payments. Together, as a united force, we can position ourselves for continued growth and success. 2
2 WHO WE ARE, WHAT WE STAND FOR WEX is a rapidly expanding global company with a history of strong growth across a wide spectrum of business sectors and a future of extraordinary opportunity and possibility. Our growth is fueled by our passion for continuous innovation and by providing a level of service unparalleled in our industry. We were a startup in 1983 and have been an upstart ever since. We don t stand still. We resist being categorized. We believe every transaction should be handled with precision, every relationship should be personal, and every day should be viewed as an opportunity to get started on something new. We are WEX. We see corporate payments differently. 3
2A OUR POSITIONING AND BRAND PROMISE Our positioning and brand promise. Our positioning: We simplify the complexities of payment systems across industries, including Fleet, Travel, and Health giving our partners and customers deeper insight into, and greater control over, their businesses. Our promise: WEX is leading the future of corporate payments. 4
2B OUR VALUES Our values. These are the five things we hold true that reflect who we are at our core. Integrity. Innovation. Execution. Relationships. WEX Community. 1. INTEGRITY We require absolute honesty, respect, and trust. 2. INNOVATION We cultivate an environment of creativity, thought leadership, and best practice sharing. 3. EXECUTION We are accountable to drive consistent delivery on our commitments. 4. RELATIONSHIPS We view the world from our customers and partners perspective. 5. WEX COMMUNITY We create a globally diverse environment where our people grow, make a difference, and have fun. 5
2C OUR PERSONALITY Our personality. Who we are, what we re like. Candid. We are warm, human, and spontaneous. Empowering. We improve people s lives by eliminating administrative hassles so they can focus on what really matters. Empathetic. We understand our partners and customers challenges, and make life easier by simplifying the complex. Dynamic. We re always moving forward. We re smart, innovative, and continually working to move our industry and our partners and customers forward. Focused. Our attention to detail and ability to solve complex technical challenges with precision is unparalleled. Fun. We are energetic, passionate people who take a creative approach to work and life. 6
7 3 OUR BRAND ELEMENTS
3A OUR LOGO Our logo. The preferred version of our identity is composed of the WEX letters, the card device, and the trademark. The canted card device (1) embodies our tagline: We see corporate payments differently. At the heart of the identity is the Precision Point (2) symbolizing our commitment to provide precision payment products. 1 2 8
3A OUR LOGO Our logo. Clear area, minimum size. Type, art elements, and photos must not intrude on the area surrounding the logo. Use the e in the logo in your layout to determine the minimum clear area. 1/2" THE MINIMUM ACCEPTABLE SIZE OF OUR MARK IS 1/2 (.5) INCH 9
3A OUR LOGO Our logo. Topped version. The topped version of our mark can be used to create visual tension and interest. It can only be used when it is bordered by the top edge of the layout or another stopping element. Use of this version must be approved by the Brand Creative Director in Corporate Communications. There are no alternate logo croppings allowable. For example, it s not acceptable to crop the bottom of the logo in layout. 10
3A OUR LOGO Our logo. Black & white and reversed logos. When specifications call for black-and-white layouts, the logos below are acceptable solutions. 11
3B OUR TAGLINE Our tagline. We see corporate payments differently. More than a signature, our tagline is a five-word declaration of what differentiates us. It explains our value proposition. And tells the world that, as a global leader in corporate payments, we simplify system complexities across continents and industries. For WEX Fleet, this means we help industries and businesses of all sizes move forward, and give millions of people around the world new reasons to smile. For WEX Health, this means we help simplify the business of healthcare for consumers and administrators alike. For WEX Travel, this means we help streamline and automate virtual global travel payments to help 1.6 million travelers book conveniently and securely online every month. More than that, we provide information and insights that give our customers and partners greater control over their businesses. The tagline may be used independent of the logo, allowing it to be given the same font treatment as the headline or body copy it is associated with. SAMPLE IN CALIBRI BOLD 12
3B OUR TAGLINE Our tagline. Used with logo. When using our corporate mark with the tagline, do not resize or reposition the tagline/logo lockup. If using the tagline as a stand-alone element, it can be set in Myriad Pro, Tablet Gothic or Calibri, regular, semibold or bold, and should always be standard sentence case. If the logo and tagline lockup needs to be smaller than 2 inches in width, the logo without the tagline should be used. PLACEMENT GUIDE THE MINIMUM ACCEPTABLE SIZE OF OUR MARK WITH TAGLINE IS 2 INCHES WIDE 2" 13
3C OUR SEGMENT AND PRODUCT PLACEMENT GUIDELINES Our segment placement guidelines. Segment logos should be the WEX wordmark, rendered in 85% K, followed by the segment name in Tablet Gothic Condensed Initial Caps. Guideline and example shown below. 14
3C OUR SEGMENT AND PRODUCT PLACEMENT GUIDELINES Our product placement guidelines. Product logos should be the WEX wordmark, rendered in 85% K, followed by the segment name in Tablet Gothic Condensed Initial Caps. Product name in Myriad Pro Condensed, also rendered in 85% K, listed below segment. Guideline and example shown below. Cloud 15
3D OUR SEGMENT LOGOS Our segment logos. Segment logos should be the WEX wordmark followed by the segment name in Tablet Gothic Condensed Initial Caps with individualized color treatments. Red is the primary color for our fleet segment because it is our primary brand color, and our roots are in fleet. Also, red denotes energy, power, leadership, and strength. 85% K PMS 186 CMYK:0/0/0/85 RGB: 51/51/51 Hex: #333333 CMYK: 12/100/92/3 RGB: 207/16/45 Hex: #cf102d Hex values are for use in digital applications 16
3D OUR SEGMENT LOGOS Our segment logos. Segment logos should be the WEX wordmark followed by the segment name in Tablet Gothic Condensed Initial Caps with individualized color treatments. We chose blue for the health segment because it evokes calm, trust, contemplation, security, confidence, technology, success, and power. 85% K PMS 7461 CMYK: 0/0/0/85 RGB: 51/51/51 Hex: #333333 CMYK: 95/41/6/0 RGB: 0/124/187 Hex: #007cbb Hex values are for use in digital applications 17
3D OUR SEGMENT LOGOS Our segment logos. Segment logos should be the WEX wordmark followed by the segment name in Tablet Gothic Condensed Initial Caps with individualized color treatments. We chose green for the travel segment because it represents harmony, growth, safety, free passage, and forward movement. 85% K PMS 376 CMYK:0/0/0/85 RGB: 51/51/51 Hex: #333333 CMYK: 55/3/100/0 RGB: 129/188/0 Hex: #81bc00 Hex values are for use in digital applications 18
3D OUR SEGMENT LOGOS Our segment logos. Black and white reversed logos. When specifications call for black-and-white layouts, the logos below are acceptable solutions. 19
3D OUR SEGMENT LOGOS Our segment logos. Additional Treatments. Some geographies, segments and audiences require treatments outside our main segment brands (Fleet, Health, and Travel). Used locally within the Latin American market. 85% K CMYK:0/0/0/85 RGB: 51/51/51 Hex: #333333 PMS 258 CMYK: 51/79/0/0 RGB: 141/84/162 Hex: #8d54a2 [PRODUCT NAME] IN PLACE OF WEX FLEET SEGMENT BRAND - Used within the small fleet space. Product name can appear in one of our corporate fonts or colors and should follow the master brand (WEX mark to appear separately within the piece). [INDUSTRY] PAYMENTS IN PLACE OF WEX TRAVEL SEGMENT BRAND - Used for any virtual solution involving an industry outside of travel. Product name can appear in one of our corporate fonts or colors and should follow the master brand (WEX mark to appear separately within the piece). 20
3E OUR COLOR PALETTE Our color palette visually supports our corporate brand through use of powerful, engaging swatches paired with soft, mindful accents. The primary color palette for the WEX brand consists of three colors: The WEX red (PMS 186), 85% black, and 35% black (dark/light gray, respectively). Secondary highlight colors of blue (PMS 7461), yellow (PMS 136), and green (PMS 376) should be used sparingly to attain a clean, airy feel to our print and web materials. PMS 186 CMYK: 12/100/82/3 RGB: 207/16/45 Hex: #cf102d 35% K CMYK: 0/0/0/35 RGB: 177/179/182 Hex: #b1b3b6 85% K CMYK: 0/0/0/85 RGB: 51/51/51 Hex: #333333 PMS 7461 CMYK: 95/41/6/0 RGB: 0/124/187 Hex: #007cbb PMS 136 CMYK: 0/28/85/0 RGB: 255/191/59 Hex: #ffbf3b PMS 376 CMYK: 55/3/100/0 RGB: 129/188/0 Hex: #81bc00 Web link Hex: #0062a0 Web link Hover State Hex: #202124 Hex values are for use in digital applications 21
3E OUR COLOR PALETTE Our color palette Tertiary The tertiary color palette for WEX consists of 20 shades of the primary and secondary palettes. These colors should be used for charts, graphs, and infographics. CMYK: 14/100/89/4 RGB: 203/22/49 Hex: #cb1631 CMYK: 25/20/20/0 RGB: 192/191/191 Hex: #c0bfbf CMYK: 80/38/9/3 RGB: 40/130/180 Hex: #2882b4 CMYK: 12/31/95/0 RGB: 226/175/47 Hex: #e2af2f CMYK: 71/46/100/46 RGB: 58/77/34 Hex: #3a4d22 CMYK: 3/78/41/0 RGB: 233/95/114 Hex: #e95f72 CMYK: 52/43/43/8 RGB:127/128/128 Hex: #7f8080 CMYK: 54/19/19/0 RGB: 119/173/192 Hex: #77adc0 CMYK: 1/14/64/0 RGB: 253/216/118 Hex: #fdd876 CMYK: 44/0/100/0 RGB: 156/203/59 Hex: #9ccb3b CMYK: 21/100/91/12 RGB: 178/31/44 Hex: #b21fbc CMYK: 68/61/60/47 RGB: 64/64/64 Hex: #404040 CMYK: 85/48/37/11 RGB: 43/108/129 Hex: #2b6c81 CMYK: 22/38/100/2 RGB: 199/153/44 Hex: #c7992c CMYK: 63/21/100/4 RGB: 109/154/63 Hex: #6d9a3f CMYK:40/84/65/47 RGB: 100/42/50 Hex: #642a32 CMYK: 71/65/64/69 RGB: 38/38/38 Hex: #262626 CMYK: 81/63/60/59 RGB: 33/49/52 Hex: #213134 CMYK: 45/47/88/22 RGB: 127/109/57 Hex: #7f6d39 CMYK: 69/35/100/21 RGB: 84/115/52 Hex: #547334 Hex values are for use in digital applications 22
3F OUR TYPEFACES Our print typefaces. To support our clean, precise corporate identity, we use a limited font collection in our materials. TABLET GOTHIC CONDENSED is used for headlines, subheads, or small blocks of copy. It is not appropriate for body copy. It may be used in Regular, Semibold, and Bold. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 MYRIAD PRO* is the preferred font for body copy. It may be used in Condensed, Regular, Semibold, and Bold. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 * When operating within Microsoft Office applications, Calibri may be substituted for Myriad Pro. Calibri may be used in Regular and Bold. Preferred type size is 11 pt. 23
3F OUR TYPEFACES Our print typefaces. It is important to choose the correct case and weight in headlines. In general, headlines should be ALL CAPS in Tablet Gothic Condensed Regular. In cases where headlines appear small and are knocked out to white on a color field, it is acceptable to use Tablet Gothic Condensed Bold. In cases where headlines are more than 10 words, it is preferred to use SENTENCE CASE in Tablet Gothic Condensed Regular. This provides legibility as large blocks of copy in ALL CAPS are difficult to read. When trying to highlight a single word or group of words in a headline it is acceptable to use Tablet Gothic Condensed Bold. SHORT HEADLINES SHOULD BE ALL CAPS. We empower secure transactions, help fleets run smarter, keep people moving forward, and did we mention we like to have fun? WE EMPOWER SECURE TRANSACTIONS, HELP FLEETS RUN SMARTER, KEEP PEOPLE MOVING FORWARD, AND DID WE MENTION WE LIKE TO HAVE FUN? HELP FLEETS RUN SMARTER. 24
3F OUR TYPEFACES Our digital typeface. WEX uses a combination of Arial, Arial Bold, Open Sans Bold and Open Sans Condensed Bold in various sizes to create a visual hierachy, from navigation to headers to body copy. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Navigation item Arial regular 13px #000000 Navigation item highlight Arial regular 13px #000000 Sub navigation item Arial regular 12px #666666 Sub navigation item highlight Arial regular 12px #FFFFFF Footer Arial regular 11px #000000 Footer links Arial regular 11px #0072C5 Footer links hover Arial regular 11px #0072C5 underlined Footer links visited Arial regular 11px #663399 Header Arial bold caps 24px #000000 Sub header Open Sans bold 18px #000000 Section header Open Sans bold 14px #000000 Body copy Arial regular 13px #000000 Text link Arial regular 13px #0072C5 Text link hover Arial regular 13px #0072C5 underlined Text link visited Arial regular 13px #663399 Form help text Arial regular italic 12px #666666 Read-only input Arial regular 13px #666666 25
3G OUR VOICE Our voice is honest, direct, and optimistic. Though we re a technology company, we speak in human terms. We understand that keeping a fleet running smoothly, making online vacation bookings more secure, and simplifying consumer-directed healthcare doesn t just help business, it helps people. NOTE: Written or printed references to our Company should be WEX in all capital letters. Please refrain from using our legal company name (WEX Inc.) in text. Additionally, the possessive form of WEX should be avoided. Back in 1983 WEX was a small company with big ideas. Visit our website to detail product offerings from WEX. Back in 1983 Wex Inc. was a small company with big ideas. Back in 1983 wex was a small company with big ideas. WEX s product offerings are detailed on our website. 26
3H OUR IMAGERY Our imagery. The photography we use should make us more distinctive when it tells a story, be it a transaction about to happen, a potential hassle eliminated, or a life made richer. There should be a sense of mid-moment timing. Lighting should be natural. Smiles should be genuine. WEX is all about bringing a smile to someone s day be it a fleet manager or driver getting parcels from point A to point B, a grandmother or healthcare administrator with one less form to complete, or a family on its way to a dream vacation. Our imagery should capture a moment that reflects a larger story in a natural, contemporary way. 27
3H OUR IMAGERY Our imagery. Natural, implied larger story. WEX imagery should always be candid, honest, and real. It should never look contrived or like stock photography. It should tell a story and be emotive whenever possible. USE IMAGES OF SUBJECTS CAUGHT IN MID-MOMENT TIMING AVOID POSED SUBJECTS LOOKING DIRECTLY AT CAMERA 28
3H OUR IMAGERY Our imagery. Natural, with larger story implied. USE IMAGES THAT PORTRAY HONESTY AND REAL PEOPLE AVOID SCENARIOS THAT FEEL STAGED 29
3H OUR IMAGERY Our imagery. Natural, with larger story implied. EXAMPLE OF A CANDID IMAGE THAT TELLS A HUMAN STORY PLEASE AVOID IMAGERY THAT IS OVERLY STYLIZED OR TREATED 30
3H OUR IMAGERY Our imagery. Natural, implied larger story. Though it is preferred that all imagery imply a larger story, not all WEX imagery must include people. Setting, ambience, motion, and mood can imply a larger story in the absence of people. EXAMPLE OF AN IMAGE SHOT AT A DRAMATIC ANGLE THAT HAS A SENSE OF MOTION PLEASE AVOID IMAGERY THAT IS GENERIC AND LOOKS CONTRIVED 31
3I OUR LEGAL COPY Our legal copy. The following legal copy should appear on all external communications EXCEPT digital banner ads and social media copy: 20XX Wex Inc. This copy should be set in Myriad Pro Regular in gray type. It should be small and appear in an inconspicuous location on the page typically at the bottom or running up the side of the page. WEX requires approval prior to the use by third party or our trademarks, service marks, brand names, copyrights or any other WEX intellectual property. Any materials prepared by a third party which describe our products and use our marks also require written approval of WEX prior to use and distribution, and WEX retains all copyright on such materials. 32
33 4 EXAMPLES
4A EMAIL SIGNATURE Email signature. The preferred font for email signatures is Myriad Pro. If you do not have Myriad Pro, it is acceptable to use Calibri font family. Signatures should be formatted to the following guidelines followed by the corporate logo and tagline: Jane Doe Title WEX Europe Address Phone Number www.wexinc.com (Myriad Pro Bold 12pt.) (Myriad Pro 9pt.) (Myriad Pro Bold 11pt. in WEX red) (Myriad Pro 8pt.) (Myriad Pro 8pt.) (Myriad Pro 8pt.) Logo with tagline If you need further assistance setting up your email signature, please visit http://wexnet.wexinc.com/company/wex-brand/ and choose the link named How to Update Your Email Signature. 34
4B PRINT Print. THEIR HOTEL RESERVATIONS ARE SECURE, EVEN IF THEIR LUGGAGE ISN T. We help 1.6 million travellers book securely online every month. We are WEX. And we re just getting started. 2016 Wex Inc. MAKING SURE YOU RE READY FOR BATH TIME, EVEN IF BUSTER ISN T. Our Fleet Card helps Amerigas deliver heating oil to thousands of homes every day. We are WEX. And we re just getting started. 2016 Wex Inc. INTERNAL POSTER CAMPAIGN 35
4C COLLATERAL Collateral. In long-copy communications, such as sell sheets, it is acceptable to use small icons or photograph insets to break up text, highlight key messages, and enhance readability. NOTE: We do not advocate adding graphics for design sake only. All added visual interest must be relevant to the messaging on the page. WEX FLEET SELL SHEET WEX HEALTH SELL SHEET SEGMENT IDENTIFIED IN SEGMENT COLOR BAR SEGMENT/PRODUCT LOCKUP BELOW HEADLINE CORPORATE LOGO IN LOWER RIGHT CORNER SUBTLE USE OF SECONDARY COLORS 36
4C COLLATERAL Collateral do s and don ts. PROPER USE: GRAPHICS HAVE BEEN ADDED TO BREAK UP COPY AND REINFORCE MESSAGING COLOR MATCHES THE SEGMENT TEMPLATE HAS NOT BEEN ALTERED IMPROPER USE: GRAPHICS HAVE BEEN ADDED/DELETED INCORRECT USE OF SECONDARY COLORS 37
4D DIGITAL Digital. Banner ads. When creating an HTML5 display ad, consider the following to ensure the highest quality: Limit detailed imagery. Highly detailed images have to share smaller slices of your file weight limit. Limit elements that overlap and require transparency. PNG images use more file weight than flat JPEGs. If possible, use live HTML text set in Arial or Arial Bold to conserve more file weight, and type should follow the segment color, black, or white, depending on the readability in the layout. The WEX corporate logo should be positioned in the lower right corner, and the segment lockup should be positioned in the upper left corner. The CTA should be clear and highly visible. 38
4D DIGITAL Digital. Web page. 39
4D DIGITAL Digital. Web page. 40
4E OUR DIGITAL ELEMENTS Our digital elements buttons. Call-to-action buttons are yellow for primary actions, charcoal gray for secondary actions, and light gray for tertiary actions. All buttons have a hover/active state. Where appropriate, the small version of the button may be used. 41
4E OUR DIGITAL ELEMENTS Our digital elements icon set. The icon set consists of the Font Awesome. Icon color can be adjusted as needed. For example, the Form Error icon typically is red. If an icon is not available in the Font Awesome set, a new icon may be created following the font style. Additional colors may be used from Section 3e of these guidelines. 42
4F INFOGRAPHICS Infographics iconography. When using icons in communications, it is important to have a cohesive look and feel. All graphics should have a 2-dimensional style that communicates precision and innovation, with a touch of accessibility (as shown below). Colors for icons can be adjusted as needed, but should always be from the WEX color palette in Section 3e. 43
4G SOCIAL NETWORKING Social networking. Social media is about connecting and deepening relationships between people and brands. It s also an opportunity to present our brand attributes and personality. It s important that all active WEX platforms are on-brand and up-to-date. Additionally, all WEX posts should be consistent with the WEX web voice and tone, which is smart, forward thinking, entrepreneurial, and friendly. Generally speaking, be approachable and responsive. We take our partners and customers needs seriously. Be inclusive. Use words such as us, we, and you. Be personable. Avoid sounding like a press release. We encourage the active voice. When posting imagery, utilize the WEX color palette whenever possible. Remember that no one wants to engage in conversation with a logo. Look for natural ways to incorporate our logo in your post. When appropriate, find opportunities to build engagement hooks into your posts. Two-way conversations are always the goal. NOTE: It is not permissible to create unique, distinct, or custom social network pages on behalf of the company without contacting Corporate Communications first. 44
4H VIDEO Video. Whether making a testimonial, a product video or a tutorial, we prefer that all WEX videos feel natural, accessible, and human. Humor is fine if it is smart, and delivers features and benefits in a natural and believable way. When shooting live action, choose settings that are casual, and convey a sense of authenticity. Please avoid shooting in front of sterile backdrop. When capturing people talking to camera, as in testimonials, it s important to have a dynamic rhythm. This is best achieved with cuts of the person speaking directly to the camera as well as talking off camera, using b-roll footage to help convey a deeper story. Lighting should be open and vibrant. Talent should be friendly and accessible. Graphics, subtitles, and title cards should be clean, bold, and tasteful. When using animation, it is important to have a cohesive look and feel. All graphics should have a clean, fresh two-dimensional style that communicates precision and innovation, with touches of warmth and humanity. Colors for icons can be adjusted as needed, but should always be from the WEX color palette in Section 3e. Examples of animations for video 45
5 CONTACTS For questions concerning design approval, exceptions, or implementation, please contact: SCOTT BROWN Brand Creative Director Phone: 207.523.6749 Email: scott.brown@wexinc.com For a comprehensive WEX UI Standards for Web Applications, visit http://wexnet.wexinc.com/company/wex-brand/ or contact: PETRA JOHNSON UX Engineer Phone: 207.523.7623 Email: petra.johnson@wexinc.com 46