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Visa Brand Mark Reproduction and Applications Guide United States The Visa Brand Mark

The Visa Brand Mark reflects our dynamic vision and global positioning, as well as valuable color equity. The mark serves both as Visa’s corporate identity and as Visa’s primary global acceptance mark. As Visa’s corporate identity, the Visa Brand Mark represents our organization and the entire family of Visa® payment products and services. As Visa’s primary global acceptance mark, the Visa Brand Mark is used on communications and materials that promote usage or indicate acceptance of the payment products on which it appears. This guide contains specifications to help Visa USA and its Member financial institutions, merchants and partners accurately reproduce the Visa Brand Mark across all media. Correct and consistent reproduction is essential to protecting the integrity of this valuable asset. Please follow these application and reproduction guidelines precisely wherever the Visa Brand Mark is used.

Applications The Visa Brand Mark should be used: • As the corporate signature on Visa business cards and stationery items • As an introductory and/or a sign-off mark on Member and merchant materials • On items and special event materials when representing the Visa organization • As a corporate identifier on Visa presentations and videos • When promoting the organization or the entire family of Visa products and services • When representing the Visa organization in conjunction with a contracted sponsorship or event. The Visa Brand Mark can be used alone or combined with the sponsorship mark to form a composite logo • On check presenters and tip trays, web pages, point-of-sale (POS) and other communications that indicate Visa products are accepted (see “Visa Point-ofSale Graphic” on page 3 regarding ATM signage and acceptance decals) • Communications and materials that promote applying for, activating, using, or retaining a payment product bearing the Visa Brand Mark To preserve a consistent image, new designs or marks should not be created to represent parts of the Visa organization. A proliferation of marks confuses and dilutes the impact of the company’s identity.

Visa Brand Mark Reproduction and Applications Guide 2

ADVERTISING, MARKETING AND PROMOTION APPLICATIONS Make sure the Visa Brand Mark is full and clearly visible —never altered or partially concealed—when used in any print, online advertising, and promotional materials. In television advertising, the Visa Brand Mark may be animated, as long as its final appearance is a full, undistorted image to reinforce the integrity of the trademark. Clear space around Visa Brand Mark x = height of the “V” in logotype

x

x

x

x

Maintain a clear space—free of any text or graphic—around the Visa Brand Mark. The clear space must be equal to the height of the “V” in the Visa Brand Mark, applied on all sides, as shown in the diagram to the left. When merchants use an image of a co-branded Visa card with their name and logo or a Member’s name and logo on it in their advertising and promotions to indicate acceptance of Visa cards, the piece must also show the Visa Brand Mark alone, at least as large as the Visa Brand Mark within the card reproduction. This helps avoid the impression that only a single merchant’s or Member’s Visa cards are accepted. Never use the Visa Brand Mark in a way that implies endorsement of or association with any other product or service, without prior written permission from Visa USA. VISA BRAND NAME IN TEXT Consistent usage of the name “Visa” avoids confusion and strengthens the brand identity. When you use the name Visa in copy, always use an initial capital letter V. Never combine the name Visa with other words, such as “VisaMoney” or “MoneyVisa” or create new words with the name Visa, such as “Visability.” On materials that will be distributed only within the United States, “Visa” must be accompanied by a ® symbol when it refers to Visa-branded products and services, as in “Visa® card.” Do not use the registration symbol when referring to the association itself, as in “Visa is a sponsor of the Olympic Games.”

® Registration Symbol Usage Rules for the Visa Brand Name For US Communications Only On print materials, denote the name Visa with a superscript ® symbol if the materials are for US distribution only; do not use the symbol on materials going outside the US. For Web sites and other online communications, use trademark symbols if the communication is intended for a predominantly US audience. Never use the superscript TM symbol. The “First or Most Prominent” Rule Use the ® symbol at its first or most prominent mention. If the name Visa appears first in a headline, subhead, or title, and also appears in body text, place the ® symbol after the first body-text use.

Visa Brand Mark Reproduction and Applications Guide 3

One

® Per Piece

Denote a trademark once per printed piece, not every time the name Visa appears, as in “Visa® cards are carried by Visa cardholders.” For folders or marketing kits with multiple inserts, treat each item (e.g., the pocket folder and each insert) as a separate piece. For binders with loose-leaf sections, treat the binder as one piece and all of the loose-leaf pages as a second piece. For Web sites and other online communications, treat the entire site as one piece. Visa Brand Mark with standardized white background

CARD APPLICATIONS On cards, the Visa Brand Mark appears in Visa Blue and Visa Gold on a standardized white background as shown to the left. The Visa Brand Mark should not appear on any card with marks belonging to, owned by or d with American Express, Europay International, MasterCard International, Morgan Stanley, Discover and Company, or any entity deemed competitive by Visa. your Visa representative or call the Visa Card Design Hotline at 415.932.2575 for card design specifications and approvals.

For online merchant locations that accept Visa products, the full-color Visa Brand Mark must appear

POINT-OF-SALE AND ATM APPLICATIONS The Visa Brand Mark should be used on check presenters and tip trays, web pages, and other point-of-sale materials and communications that indicate Visa products are accepted. For online point-of-sale applications, the Visa Brand Mark must appear in full color (Visa Blue and Visa Gold), at least as large as all other marks displayed.

Full-color Visa point-of-sale graphic on white/light background

Visa Point-of-Sale Graphic The Visa point-of-sale graphic has been created for use exclusively on ATMs and on acceptance decals at all physical merchant locations that accept Visa payment products. It consists of the full-color Visa Brand Mark and a standardized white background with a Visa Blue border element, as shown to the left. Point of Sale (POS) Acceptance Decals

Visa point-of-sale graphic on dark background

The Visa point-of-sale graphic must be prominently displayed in full color at qualifying merchant locations to indicate acceptance of products bearing the Visa Brand Mark. The Visa point-of-sale graphic must be at least as large as all other marks displayed and no smaller than 2-1/8 inches (54 mm) high. ATMs Display the Visa point-of-sale graphic on all ATMs that accept Visa cards. If the ATM is inside the bank branch or other facility, display the Visa point-of-sale graphic near the main entrance and at the ATM.

Visa Brand Mark Reproduction and Applications Guide 4

Single-color Visa point-of-sale graphic on white/light background

When used alone, the Visa point-of-sale graphic at the ATM must be at least 2-1/8 inches (54 mm) high and proportionately scaled. It must be at least as large as all other marks displayed on the ATM, with the exception of the Member’s own proprietary network mark. If any other marks appear in full color, the Visa point-of-sale graphic must appear in full color. When all other marks appear in a single color, the Visa point-of-sale graphic may appear in that single color, such as in black as shown to the left.

Single-color Visa point-of-sale graphic on dark background

Reproduction Specifications and Artwork Always use the Visa Brand Mark and the Visa point-of-sale graphic as they are shown in this guide. Never alter the letters, spacing, or any design element. Always scale the artwork to maintain its correct proportion. The artwork shown in this guide are examples only, and should not be used for reproduction. To obtain reproduction artwork, Visa USA Brand Management by phone at 415.932.2575 or by email at [email protected].

® REGISTRATION SYMBOL Do not use the trademark registration symbol in association with the Visa Brand Mark until notice has been received that the mark is fully ed, which is anticipated in 2006. Visa USA will distribute a communication, as well as related artwork when the registration is complete. Do not use the ® symbol on materials intended for international distribution. COLOR SPECIFICATIONS Accurate color reproduction is crucial to the appropriate perception of the Visa brand. The examples below show the correct color applications of the Visa Brand Mark on different backgrounds. To maximize the equity of the Visa colors, the Visa Brand Mark should appear in Visa Blue and Visa Gold whenever possible, and must always appear that way when reproduced in full color on a white background.

Full-color on white/light background The Visa Brand Mark may appear on a white background or light background that is neutral in color to allow sufficient contrast for both Visa Blue and Visa Gold.

Full-color on dark background The Visa Brand Mark appears in Visa Gold and white on a dark background.

Single-color on white/light background Visa Blue or black is the preferred color for single color reproduction.

Single-color on dark background The Visa Brand Mark appears in white on a dark background.

Visa Brand Mark Reproduction and Applications Guide 5

Print Application Specifications Visually match Visa Blue and Visa Gold to the appropriate PANTONE® colors when printing in spot color. When printing the colors in 4-color process, use the specific CMYK formulas listed below. Do not use Pantone spot color swatches for matching 4-color process colors. Pantone

CMYK

RGB

Hexadecimal

Visa Blue

Pantone 286

C100 M65 Y0 K10

R0 G35 B160

00 23 A0

Visa Gold

Pantone 1375C Pantone 137U

C00 M40 Y100 K0 C00 M40 Y100 K0

R255 G160 B0

FF A0 00

On-Screen Specifications The Visa-specific RGB equivalents and hexadecimal formulas are provided above. • Convert Visa Blue and Visa Gold to the Visa-specific RGB colors. Please note: converting to RGB from Pantone spot colors or CMYK will not automatically produce the Visa-specific RGB colors in the final Web graphic. • Save Visa Brand Mark artwork as GIFs with all necessary colors. This will maintain the correct RGB values in non-anti-aliased areas. • When copying artwork from one application into another, convert the new document to RGB before pasting RGB artwork into the file.

PANTONE® is a ed trademark of Pantone, Inc. In lieu of the color(s) listed on this page, you may use the PANTONE® Colors cited, the standards for which can be found in the current edition of the PANTONE formula guide. The colors shown in this guide have not been checked by Pantone, Inc. for accuracy. For accurate color, refer to the most recent Pantone Color Formula Guide.

© 2005 Visa U.S.A. Inc. V13553-09-05V