Our logo First Data Corporation. All Rights Reserved. First Data Brand Guidelines, Page 4

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Buddy Blankenship
5 years ago
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1 Our logo A logotype is the visual symbol of an organization, representing the company s strengths, its aspirations and its character. Our logotype was chosen for its ability to represent who we are today and where we are going. First Data Brand Guidelines, Page

2 The wordmark The logotype comprises two elements: the interlocking F and D design elements, and the typeset text of the wordmark. The mark and the wordmark should always appear together. As you will see in the following section, every element of the logotype from the typeface to the relative sizes of the design element has been carefully chosen to symbolically communicate the essence of our brand. The wordmark is the typeset name First Data. The distance between the words First and Data are condensed to a half-space in order to reinforce our connection and unity. The font is a fresh, modern typeface. The typeface s approachability balances the boldness of the mark. The stacked version of the logo is approved only for use on Social Media sites where a vertical space prohibits use of the horizontal version. Any other use of the stacked logo requires prior approval. To seek approval for use of the stacked First Data logo, please contact the brand team at brandquestions@ firstdata.com.. Note that the logo should be used in U.S.-only materials. For content that is, or may be, distributed outside the U.S., the TM logo should be used. First Data Brand Guidelines, Page 5

3 Area of isolation: logo All logo designs are governed by an area of isolation, a minimum clear space around the artwork, inside of which no copy or imagery can appear. This space reinforces the importance of the logo by separating it from competing visual elements. The area of isolation also describes the minimum distance between the logo and the edge of the page or screen. The amount of clear space is defined by the height of the First Data logotype and scales proportionately with the logotype. The logotype should never be used smaller than 6 mm (or 0.25 ) high. X is equal to the top of the bottom cross bar of the capitol F in the wordmark and is the unit of measure used to determine the minimum clear space for the logo. X X X X Minimum size = 0.25 First Data Brand Guidelines, Page 6

4 4- and 1-color variations Different communications programs utilize different printing technologies and, therefore, require different versions of our logo. The designs on the right are the most commonly used. The 4-color positive logos are displayed only on a solid white background. For all other background colors, the 1-color positive or reverse logos should be used. There are two versions of the 1-color positive artwork. The preferred version incorporates a tint or reduced opacity for portions of the First Data logotype. Alternatively, solid 1-color artwork is available when production techniques prohibit the use of tints (e.g., embroidery, embossing, etched glass, etc.). 4-Color: FD_Logo_4Color Navy Blue 1-Color: FD_Logo_1Color Black Solid 1-Color: FD_Logo_1Color_PMS 302 Solid 1-Color: FD_Logo_1Color Reversed First Data Brand Guidelines, Page 7

5 OUR LOGO On photographic backgrounds In order to maintain a strong, discernible contrast between the logo and background, only use the 4-color logo on light or white areas of a photograph, paying attention to the area of isolation, ensuring the logo is clearly visible. Consider logo placement when selecting, color-correcting or retouching images. The area on which the logo is placed should significantly approximate a solid color. Avoid areas that are visually cluttered, high-contrast, textured or uneven. First Data Brand Guidelines, Page

6 OUR LOGO On photographic backgrounds (cont.) When the logo is used on a darker area of a photo, use the 1 color-reversed logo with the design element at 40% opacity. As with other applications, ensure the logo is placed on an area free of visual clutter. First Data Brand Guidelines, Page

7 Co-branding scenarios First Data will co-brand in select situations. The design on the right is the template for these co-brand arrangements. When creating a co-brand lockup, it is important that the two logos appear visually balanced. Taglines, URL s, etc. should not appear in logo lock-ups. Neither mark should be disproportionately larger than the other. And, wherever possible, the full-color artwork should be used. When this is not feasible, both logos should appear in 1-color positive (black) or reverse (white). A vertical rule is centered between the two logos to separate the marks and balance the lockup. The rule height must match either the height of the First Data wordmark or the height of the First Data logotype. First Data/EMPS Co-Brand Lockup Example 4-Color Logo: 4Color_CoBrand_Temp.ai RSA Brand Logo RSA Brand Logo Area of Isolation First Data Brand Guidelines, Page 10

8 Improper usage The rules on the preceding pages detail the correct application of the First Data logo. Displayed are several ways that the logo can be mistreated; these are situations to be avoided. Adhering to the rules on these pages ensures that logo use remains consistent and helps drive brand recognition and awareness. DO NOT stretch the logtype DO NOT change the color of any parts of the logotype First Data DO NOT change the font of the First Data wordmark DO NOT use the logo at an angle DO NOT outline any part of the logotype ICVerify DO NOT use product names in a lockup with the Master Brand DO NOT fill in any part of the logotype with patterns or images of any kind Merchant Services DO NOT use business unit names in a lockup with the Master Brand First Data Brand Guidelines, Page 11

9 For more information For all questions regarding our brand guidelines, please contact the brand team: First Data Brand Guidelines, Page

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