The NFC Forum N-Mark Brand Guide. The touchpoint of power and ease

Transcription

1 The NFC Forum N-Mark Brand Guide

2 Restrictions on Use This Brand Guide document is Copyright by NFC Forum, Inc. All rights are reserved. This document is made available pursuant to a license agreement entered into between the recipient (Licensee) and NFC Forum, Inc. (Licensor) and may be used only by Licensee, and in compliance with the terms of that license agreement (License). If you are not the Licensee, you are not authorized to make use of this document. After entering into and agreeing to the license terms as Licensor requires, you may obtain a copy on Licensor s website: www. nfc-forum.org. For press inquiries, please contact the NFC Forum. The NFC Forum can be contacted for press inquiries and other questions at nfc-forum.org/contact-us/. Administration The N-Mark Brand Guide is supported by: NFC Forum, Inc. 401 Edgewater Place, Suite 600 Wakefield, MA, Tel.: Fax: Intellectual Property The N-Mark Brand Guide conforms to the Intellectual Property guidelines specified in NFC Forum s Intellectual Property Rights Policy and outlined in the NFC Forum Rules of Procedure. Version 7.14

3 Table of contents 3 Magic made real 4 The purpose of this guide 5 The power of the global N-Mark brand 6 Why is use of the NFC N-Mark important? 6 The N-Mark brand promise 7 NFC technology and the NFC Forum 10 NFC Forum marks 11 N-Mark design guidelines 11 Use of the and symbols 12 Regulations 13 Isolation zone 14 Colors 15 Backgrounds 16 Shading 17 Embossing/debossing 18 Minimum height 18 Resolution 19 N-Mark usage guidelines 19 Use with other marks 20 Use and placement on devices 21 Use in software 22 Use as a NFC tag indicator/ touchpoint 23 Use in online and digital media 24 Use as a brand 25 Language 26 How to get the N-Mark 26 Registered jurisdictions Page 2

4 Magic made real People have always been fascinated with the idea of commanding great power with the wave of a magic wand. That age-old fantasy has now become reality thanks to near field communication (NFC) technology. Tasks, transactions, jobs, innovations, lives NFC makes everything it touches easier. NFC reduces time-consuming tasks into simple gestures. It helps deliver entirely new capabilities from the electronic devices we use every day. It provides a new, intuitive way to interact with technology, creating opportunities for applications that were previously unimagined, impossible or impractical. NFC helps to merge the physical and online worlds, thereby enhancing people s experience of both. It is globally usable, intuitively natural and endlessly versatile. Wielding this power couldn t be simpler. A touch and it is done. Using the specifications developed by the NFC Forum, NFC solutions developers are bringing a growing range of consumer and business applications to market. The key to unlocking the power of NFC is the NFC Forum N-Mark. In card emulation mode, NFC makes it virtually effortless to purchase products at retail. Page 3

5 The purpose of this guide As the universal symbol for NFC technology, the NFC Forum N-Mark plays multiple roles: The N-Mark is a brand used to promote NFC and to educate people about the capabilities and attributes of NFC technology as specified by the NFC Forum, the nonprofit industry association formed to advance the use of NFC technology. The N-Mark is a hardware touchpoint on devices that support NFC Forum specifications, showing users where to position their devices to activate NFC functionality. The N-Mark is an NFC tag indicator and touchpoint on smart posters, point-of-purchase signage, and other display materials. It alerts users to the presence of an NFC tag embedded in the material and indicates where to position an NFC-enabled device to activate NFC functionality. The N-Mark is a technology mark in software to indicate support for NFC functionality in graphical user interfaces, application software and system software. Use of the N-Mark will help advance the acceptance of NFC short-range wireless interaction between consumer electronics, mobile devices, personal computers, electrical appliances, and NFC-compatible tags. This guide was created by the NFC Forum, a nonprofit industry association formed to advance the use of NFC technology, to help N-Mark licensees understand how to use the N-Mark properly in all of these roles. NFC has applications in healthcare, such as the use of tags embedded in wristbands to provide patient data to doctors in remote areas. Page 4

6 The power of the global N-Mark brand For NFC solutions providers to be successful, it is vital that their offerings stand out clearly from the array of other wireless connectivity solutions competing for the attention and support of the world s businesses and consumers. NFC is not only the technology that enables these solutions it is also the source of many of their consumer benefits, including: Ease Convenience Global use Fast action Greater device functionality and value The N-Mark is the single global symbol that represents and communicates all of these benefits. That means when you, the N-Mark licensee, display the N-Mark on your products, advertising and promotional material, and packaging, you are taking advantage of one of the most powerful sales tools available to you. As more licensees use and display the N-Mark, more consumers will recognize the N-Mark and associate it with the full capabilities and benefits of NFC technology based on NFC Forum specifications. Similarly, the proliferation of NFC tags that are accompanied by the N-Mark as a touchpoint will build consumer awareness of NFC tags as sources of valuable, exclusive information and new ways to enrich their lives. Increasingly, consumers will go from simply recognizing the N-Mark to actively seeking it out. This in turn will increase adoption and generate greater global demand for NFC Forum-compliant solutions. In reader/writer mode, NFC-enabled devices can access information from embedded tags in smart posters. Page 5

7 Why is use of the NFC N-Mark important? The N-Mark is the key to unlocking all the benefits of NFC: making everyday tasks easier, enabling new applications, supporting greater freedom and convenience, providing access to valuable information and resources, and more. The N-Mark is both the visual representation of all of these benefits and (when used as a touchpoint) the means to accessing them. The N-Mark helps to distinguish true NFC Forum-compatible solutions from other contactless solutions that offer fewer capabilities and less value. In short, the N-Mark is the only symbol that can fulfill the N-Mark brand promise: The N-Mark brand promise The N-Mark enables people to easily identify NFC-enabled devices and touchpoints, providing nearly effortless access to the full power, ease and convenience of NFC solutions. NFC makes transit ticketing and access fast and convenient. Page 6

8 NFC technology and the NFC Forum A short-range wireless communication technology, NFC makes life easier and more convenient for consumers around the world by making it simpler to perform transactions, exchange digital content, and connect electronic devices with a touch. How can a technology deliver so much? The answer can be found in the technical specifications developed by the NFC Forum. Based on ISO, ECMA, and ETSI industry standards, NFC Forum specifications foster openness and global interoperability by harmonizing these standards and supporting the existing contactless card technologies used by millions of consumers around the world. In addition, NFC Forum specifications are robust, unlocking the full capabilities of NFC technology, including three modes of operation: Peer-to-peer mode enables two NFC devices to communicate with each other to exchange information and share files. Reader/writer mode enables NFC devices to read information stored on inexpensive NFC tags embedded in smart posters and displays. Card emulation mode enables NFC devices to act like smart cards, allowing users to perform transactions such as retail purchases and transit access with just a touch. In peer-to-peer mode, users of NFC-enabled devices can quickly share contact information and other files with a touch. Page 7

9 This unique combination of broad functionality and intuitive ease of use is what makes NFC so powerful and so well suited to the widest array of applications and use cases, including: Mobile payments: Touch a point-ofsale terminal to pay for products Transit fare and access: Touch a turnstile to gain access to subways and trains Loyalty and couponing: Get offers from favorite brands and redeem with a touch Device pairing: Touch wireless speakers to pair them with an audio device Healthcare: Touch a mobile device to check in for a doctor appointment Information exchange: Touch devices to share contact information Hospitality: Check in via mobile and unlock your door with a touch Access control: Touch an NFC lock to gain entry to a building or office In-store marketing: Read product information on NFC shelf tags Automotive: Unlock a car with a touch Social networking: Touch an NFC tag to notify friends of your location Gaming: Touch phones to enable shared game play Government access: Verify personal identity with a touch Location-based services: Check in to a location by touching an NFC tag Application downloads: Get a download link by touching an NFC tag smart poster Targeted marketing: Get offers at the local level via an NFC tag smart poster At retail, NFC can provide consumers with product data, special offers and loyalty rewards. Page 8

10 As this diversity of use cases suggests, NFC offers the ability to merge our physical and online worlds, enabling us to do more, stay connected, and simplify our lives all with just a touch. It s no wonder why the world s leading communication device manufacturers, semiconductor producers, network operators, IT and services companies, and financial services organizations have put their support behind the NFC Forum. Page 9

11 NFC Forum marks The N-Mark is one of three marks created by the NFC Forum. Each of these marks serves a unique purpose. The NFC Forum N-Mark is the consumer-facing trademark used to represent the NFC brand for education and awareness-building, as a touchpoint for NFC tags and NFC-enabled devices, and as an indicator of NFC functionality in software. The N-Mark is available for use by anyone for these purposes after completing the N-Mark Trademark License Agreement ( org/our-work/nfc-branding/n-mark/) for so long as the use of the N-Mark continues to comply with those license terms. The NFC Forum Certification Mark is the industry-facing mark used to indicate a hardware device has been certified compliant with NFC Forum specifications. Use of the Certification Mark is granted only to NFC Forum member companies that have completed certification. The NFC Forum logo represents the nonprofit industry association that develops NFC technology specifications, ensures interoperability among devices and services, and educates the market about NFC technology. The NFC Forum logo is not to be used as a symbol for NFC technology. It can only be used with the permission of the NFC Forum, or by NFC Forum member companies to indicate their membership. Page 10

12 N-Mark design guidelines The N-Mark symbol is a trademark. By adhering to the following regulations, guidelines, and recommendations, you will maintain the integrity of the N-Mark. This will strengthen consumer recognition of the N-Mark as the universal symbol for NFC and ensure that the N-Mark adds value to your brands and solutions. Use of the and symbols In jurisdictions where the N-Mark is registered, the N-Mark must always be accompanied by the registered trademark symbol. Elsewhere, it must appear with the trademark symbol. If you employ the N-Mark in both registered and unregistered jurisdictions, use of the symbol is permitted, unless otherwise advised by the NFC Forum. When the N-Mark is displayed on a product or the packaging or label of a product, position the or symbol to the upper right of the N-Mark in a size visible to the naked eye. If the N-Mark is smaller than 5mm in height, or if the means of display makes it unfeasible to render the or symbol legibly, the or symbol may be omitted. The N-Mark must only appear on a licensee s product packaging, promotional literature, etc., when the licensee s own trademark is present. In addition, the N-Mark is to be applied in such a manner as to ensure that the N-Mark is not perceived as the product brand. The N-Mark may not dominate a licensee s own trademarks in any usage. A licensee s own trade name and trademarks must be easily recognizable and at least as prominent on the licensee s product packaging, promotional literature, etc. as the N-Mark, consistent with the specific requirements for use contained in this Brand Guide. The following trademark attribution statement must accompany all uses of the N-Mark on product packaging, promotional literature, etc.: The N Mark is a trademark or registered trademark of NFC Forum, Inc. in the United States and in other countries. In the event that the placement of the trademark attribution is not commercially feasible, you may include the trademark attribution on printed matter distributed together with the product, provided that the trademark attribution language is clearly visible and prominently displayed. Page 11

13 Regulations The N-Mark must be used as a single, integral design. Do not break it apart. The N-Mark should not be manipulated in any way that alters, skews, or distorts the proportions of the N-Mark or the individual elements comprising the mark. Do not add drop shadows or graphic emboss effects to the N-Mark. Do not enclose the N-Mark in a rectangle or other shape. Do not arrange the N-Mark iteratively like tile blocks. Do not place the N-Mark on a background that renders the N-Mark unreadable. Do not use the N-Mark on anything but a solid color background. Do not tilt or rotate the N-Mark on its axis. Examples of inappropriate uses of the N-Mark include, but are not limited to, the following graphics: Page 12

14 Isolation zone To ensure its integrity, the N-Mark must be surrounded by an isolation zone as illustrated below. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention. The minimum clear space for the N-Mark is defined as its height. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size. H/2 H H/2 H/2 H/2 Page 13

15 Colors Basic Color (Gradation) (Offset printing, on-screen display, etc.) You may download the N-Mark image file in several file formats from the NFC Forum s website after you have executed an N-Mark license. Single-Color (Silkscreen and uni-color printing) The N-Mark must be in the following color or equivalents: PANTONE 2935C RGB: 0/90/187 RGB Hex: #005ABB CMYK: 100/46/0/0 Monochrome (Silkscreen printing, monochrome prints, etc.) The N-Mark must be printed in white, black, or a gradation of gray. Other Colors While the NFC Forum recommends that you use the PANTONE 2935C basic color (gradation) and single-color schemes above to enhance global recognition of the N-Mark, it is understood there may be occasions where other colors are more visually complementary to the overall design of a device or information materials and are thus allowable. In these cases, request permission from the NFC Forum to deviate from the recommended color schemes. Page 14

16 Backgrounds When the N-Mark is displayed on a white background, such as on product packaging, you must use the specified colors or gradations of gray (including solid black), as shown below. When the N-Mark is placed on a colored background, observe the following recommendations: Dark background color N-Mark: White Light background color N-Mark: Gray or black To ensure that the N-Mark is clearly visible, do not use a colored NFC Forum N- Mark on a colored background. Examples of inappropriate uses of a colored N-Mark on a colored background include, but are not limited to, the following graphics: Page 15

17 Shading You may use shading to represent the N-Mark as shown in these examples. Follow the color guidelines as specified below. Note that the color of the N-Mark in both examples is significantly lighter or darker than the background. The minimum contrast ratio between the foreground and background must be at least 4.5 to 1. Chiaroscuro examples of the N-Mark Page 16

18 Embossing/debossing The N-Mark may appear in embossed (convex) or debossed (concave) form on devices, tags, and printed material as shown below. Debossed and embossed examples of the N-Mark Example of a debossed N-Mark touchpoint on a device Page 17

19 Minimum height When displayed on the surface or screen of a device, the height of the N-Mark should not be smaller than 3 mm. There is no regulation on the maximum size, provided that the N-Mark is never displayed larger or more prominently than your company s own marks. Resolution The N-Mark should always be displayed with the best possible quality and the highest possible resolution. When an N-Mark is shown on a computer or portable device screen, the lowest possible resolution allowed is 16 x 16 pixels. 3 mm Minimum height, actual size Page 18

20 N-Mark usage guidelines Use with other marks The N-Mark may be displayed in combination with other proprietary marks or trademarks as long as it does not dominate those marks, create confusion, or convey a false endorsement by or affiliation with the NFC Forum. Your company s trade name and trademarks must be easily recognizable and at least as prominent on the licensee s products, product packaging, product promotion literature, smart posters, etc. Do not integrate the N-Mark with any proprietary mark or trademark in a manner that creates the overall impression of a single, unitary mark. New P1XOR Shoot n Share 200 with NFC technology New P1XOR Shoot n Share 200 with NFC technology Example of N-Mark and a proprietary mark in an advertisement Example of incorrect placement of the N-Mark with a proprietary mark in an advertisement Page 19

21 Use and placement on devices On an NFC-enabled device, the N-Mark is used as a touchpoint to identify the position on the device where the consumer can align the device with an NFC-compatible tag or another NFC device to enable an NFC interaction. While the N-Mark can be displayed alongside other proprietary marks and trademarks, the N-Mark should be the touchpoint indicator to enable the consumer to access the service. Where a pre-existing application-specific mark already denotes the touchpoint, the N-Mark should be placed alongside that mark (while maintaining the N-Mark isolation zone) on the optimal touchpoint. The NFC Forum recognizes that it may not always be possible to place the N-Mark alongside the pre-existing mark. Example of the N-Mark as a touchpoint on a camera Example of the N-Mark as a touchpoint on a laptop PC Page 20

22 Use in software The N-Mark should be displayed in system-level and application software of NFC-enabled devices to make consumers aware of the availability of NFC functionality and make it easy to interact with other NFC-enabled devices and tags. Uses of the N-Mark in software include: In the graphical user interface (GUI) to indicate if NFC functionality is on or off As an NFC touchpoint in a GUI if the screen can act as an antenna In system settings dialogues and other device-specific low-level software related to the NFC functionality of an NFC-enabled device In preinstalled or user-installed application software programs that support NFC The N-Mark may only be displayed in the GUI of the NFC-enabled device, and only if NFC Forum functionality is supported. To indicate that a device is NFC-enabled, the N-Mark should be placed in a menu next to the switch or button to turn NFC functionality on and off. When used in a GUI to indicate that NFC functionality is on or off, the N-Mark should appear in a similar size to the battery indicator or other technology indicator marks. In an application, the N-Mark can be used at a maximum of 25% of an application s icon to indicate that an application supports NFC functionality. In application software, the N-Mark may be used to indicate which functions of the application use the device s NFC functionality. If an application supports NFC, but the device on which it is installed does not provide NFC services, then the N-Mark should either not be displayed or greyed out to indicate that NFC services are not available. Example of the N-Mark in a system software menu Page 21

23 Use as a NFC tag indicator/touchpoint In NFC tag applications, the N-Mark is used to identify the position over an NFC tag where the consumer can align an NFC-enabled device to initiate an NFC interaction. The minimum specification that must be used with the N-Mark on tags is the NFC Data Exchange Format (NDEF) Technical Specification and specifications that ensure the RF of the tag can be read by an NFC device. NFC tags may be applied to virtually any physical medium, including printed posters, point-of-sale displays, counter cards, shelf signs, adhesive labels, and product packaging. Shown below are some examples of the N-Mark as a touchpoint for embedded tags on various media. While the N-Mark may be displayed in combination with other proprietary marks and logos, the N-Mark must be the touchpoint indicator to enable the consumer to access the service. Example of the N-Mark as a tag indicator/ touchpoint on a smart poster Example of the N-Mark as a tag indicator/ touchpoint on a prescription medicine jar Example of the N-Mark as a tag indicator/ touchpoint on a retail shelf tag Page 22

24 Use in online and digital media The N-Mark may be used in online and digital media for the following purposes: Social networking websites To show that a social connection can be made using NFC To identify locations on a map where related NFC services are available Corporate websites/videos To highlight NFC functionality of devices Media websites To illustrate content related to NFC technology Digital products To distinguish products that have an NFC component Banner advertisements To highlight the NFC functionality of a product Page 23

25 Use as a brand Certification Program and are entitled under a separate license to do so. The NFC Forum encourages you as an N-Mark licensee to incorporate the N-Mark into your advertising, promotional materials, and packaging, both to inform readers that your products are NFC-enabled and to create greater consumer awareness and use of NFC technology as specified by the NFC Forum. You may not, however, use the N-Mark to indicate that your products are NFC-compliant or NFC-certified, unless you have completed the NFC Forum Example of the N-Mark in a transit advertisement Example of the N-Mark on product packaging Point-of-sale materials Press materials Product and sales literature TV commercials Advertisements Visual aids/slide presentations Direct mail materials Websites Exhibition stands Outdoor posters Product packaging All use of the N-Mark in these contexts must be consistent with this Brand Guide. To discuss use of the N-Mark in other contexts, please contact the NFC Forum. When used for these purposes, the NFC Forum N-Mark trademark may be applied to your organization s: Example of the N-Mark on a website Page 24

26 Language To achieve maximum impact and avoid confusion, NFC technology should be described and presented as consistently as possible. The following boilerplate texts are provided as the basis for describing NFC technology and the NFC Forum in brochures, ads, editorials, press releases, and other communications. About Near Field Communication Technology NFC technology makes life easier and more convenient for consumers around the world by making it simpler to make transactions, exchange digital content, and connect electronic devices with a touch. A standards-based connectivity technology, NFC harmonizes today s diverse contactless technologies, enabling current and future solutions in areas such as access control, consumer electronics, healthcare, information collection and exchange, loyalty and coupons, payments, and transport. NFC technology is supported by the world s leading communication device manufacturers, semiconductor producers, network operators, IT and services companies, and financial services organizations. NFC is compatible with hundreds of millions of contactless cards and readers already deployed worldwide. NFC Description for Devices This device supports Near Field Communication (NFC) technology as specified by the NFC Forum. NFC technology makes life easier and more convenient for consumers around the world by making it simpler to make transactions, exchange digital content, and connect electronic devices with a touch. About the NFC Forum The NFC Forum was launched as a non-profit industry association in 2004 by leading mobile communications, semiconductor, and consumer electronics companies. The Forum s mission is to advance the use of Near Field Communication technology by developing specifications, ensuring interoperability among devices and services, and educating the market about NFC technology. The Forum s 190+ global member companies currently are developing specifications for a modular NFC device architecture, and protocols for interoperable data exchange and deviceindependent service delivery, device discovery, and device capability. The NFC Forum s Sponsor members, which hold seats on the Board of Directors, include leading players in key industries around the world. The Sponsor members are: Broadcom, Google, Intel, MasterCard Worldwide, NEC, Nokia, NXP Semiconductors, Qualcomm, Renesas Electronics Corporation, Samsung, Sony Corporation, STMicroelectronics, and Visa Inc. Page 25

27 How to get the N-Mark The N-Mark is available through a simple click-through license. To download the N-Mark: Read the click-through license at carefully. To accept the terms and execute the license, fill in the fields at the bottom of the page and click Accept. The N-Mark Download page is displayed. Click the link to download the N-Mark zip file. Registered jurisdictions The license agreement for the N-Mark provides limited indemnification for licensed users of the N-Mark in those jurisdictions where the N-Mark is registered. Licensed N-Mark users are not shielded from liability in jurisdictions where the N-Mark is not registered or in connection with products or services not specified in the registration of that jurisdiction. As of June 2013, the NFC Forum has registered the N-Mark trademark in the following jurisdictions: Australia Brazil Canada China Community Trade Mark, consisting of the following European Union jurisdictions: Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, the Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, the United Kingdom Hong Kong India Israel Japan Mexico Russia Singapore South Korea Switzerland Taiwan United States of America For the most recently updated list, please visit nfc-branding/n-mark/registeredjurisdictions-for-the-n-mark/. Page 26

28 401 Edgewater Place, Suite 600 Wakefield, MA 01880, USA Phone: Fax: Version 7.14