heartland style guide

Heartland Payment Systems brand guidelines

Version 1.0Version 1.0May 30, 2012May 30, 2012

Copyright ©2012 Heartland Payemts Systems. All rights reserved.Copyright ©2012 Heartland Payemts Systems. All rights reserved.

General Users | Communications Professionals | Design Agencies

Version 1.0 | May 30, 2012

Heartland Payment Systems | Branding Guidlines

Table of contents

2

WHy a Strong brand iS imPortant 3

HoW to uSe tHiS document 4User groups 5

brand management 6

Strategy + meSSaging 7tagline goeS Here 8Our brand promise 9Our culture 9Our customers 9Our values 9Our strategy 9

brand arcHitecture 10What is brand achitecture 11Masterbrand strategy 12Heartland brand architecture 13

ViSual identity 151. tHe maSterbrand 16Corporate logo 17Logo: clear space 18Logo: alternate colors 19Logo: scaling + minimum space 20Logo: on backgrounds 21 Logo: don’ts 22

color Palette 23Use of tints for infographics + information heiarchy 24

tyPograPHy Primary typeface | Print 25Secondary typeface | Print 26System typeface 27Primary typeface | Web 28Primary typeface | Web 29

imagery Subject matter + Style 30

elementS Branded color bar 31


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Why a strong brand is important

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Heartland is driven by a clear purpose: Provide fair-deal, fully disclosed Heartland is driven by a clear purpose: Provide fair-deal, fully disclosed payments solutions and advocate for business owners. Living our payments solutions and advocate for business owners. Living our purpose means that across the Heartland organization, we are unifi ed in purpose means that across the Heartland organization, we are unifi ed in our approach and collaborative in our efforts to make a difference in the our approach and collaborative in our efforts to make a difference in the lives of the people we touch. This effort applies to everything we do — lives of the people we touch. This effort applies to everything we do — from our methodology, to our technologies, to the tone, look, and feel from our methodology, to our technologies, to the tone, look, and feel of our communications.of our communications.

This document was developed to help us work together to build This document was developed to help us work together to build consistent, branded communications that collectively build Heartland’s consistent, branded communications that collectively build Heartland’s reputation in the communities we serve. Using these guidelines will reputation in the communities we serve. Using these guidelines will enable us to create materials that speak to specifi c audiences while enable us to create materials that speak to specifi c audiences while maintaining one, unifi ed voice.maintaining one, unifi ed voice.

Together, we can contribute to Heartland’s reputation as a leader in the Together, we can contribute to Heartland’s reputation as a leader in the payments processing industry.payments processing industry.



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How to use this document

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1. understand our goals The strategy and messaging section provides key information regarding the

strategy, messaging, and architecture that organize and drive us as a company.

2. learn our visual tools The visual identity section starts with our masterbrand and then extends into

the remaining parts of our brand architecture. Everyone should understand the overarching visual system as well as the specific part that applies to your division, business unit, program, etc.

3. identify what is needed The visual tools and applications in these guidelines are designed for a range

of user types. First, select the application you are creating and then identify the corresponding user level that is required for that application type. The user groups are outlined on the next page.


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User groups

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There are three main groups of users who will use these guidelines. Based upon the following criteria, determine to which group you belong. Then observe those rules that apply:

general usersGeneral users make use of predesigned templates; however, for those interested, the information included here is an excellent aid to understanding the principles at work in Heartland communications pieces.

communications professionalsCommunications professionals work within Heartland to develop communication pieces for the company on a daily basis. These samples provide guidance for creating variety while staying on-brand.

design agenciesDesign agencies partner with Heartland via a structured creative process to develop materials. Agencies provide expert design application skills, strategic advice, broad conceptual abilities and in some cases specific platform or software capabilities. They will find this information to be an excellent starting point for the development of integrated material.


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brand management

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Who to ask:Who to ask:

Kenneth CarozzaKenneth CarozzaAssociate Creative DirectorAssociate Creative DirectorHeartland Payment SystemsHeartland Payment Systems90 Nassau Street90 Nassau StreetPrinceton, NJ 08542Princeton, NJ 08542888.798.3131 x2247888.798.3131 [email protected]@e-hps.com

Where to fi nd resources:Where to fi nd resources:

heartlandpaymentsystems.comheartlandpaymentsystems.com



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Strategy and messaging

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Tagline goes hereTagline goes hereBrand architectureBrand architecture



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tagline goes here

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XXTagline goes hereXX articulates the essence of what we do. Its reach is broader than day-to-day activities. It conveys the strategic reach is broader than day-to-day activities. It conveys the strategic value of our organization and is consistently communicated by our value of our organization and is consistently communicated by our actions and communications. It ensures that our audiences gain a true actions and communications. It ensures that our audiences gain a true understanding of our purpose and a sense of our signifi cance in the understanding of our purpose and a sense of our signifi cance in the payments industry.payments industry.


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Stratagy + messaging

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our brand PromiseHeartland promotes fairness and transparency in every aspect of its relationships with customers. We believe that merchants have the right to know all fees being charged and who is charging them and to feel confident that data is secure at every stage of the transaction.

our cultureHeartland has been built on one-to-one relationships and is committed to maintaining the integrity of those relationships. Clarity, simplicity and honesty are our prevailing attributes. There is a genuine commitment to helping our merchants succeed.

our customerHeartland’s customer is hands-on and, typically, the primary decision-maker. He is looking for a reliable, trustworthy service provider who makes his life easier. He is straightforward with his customers and expects the same from his service partners.

our ValuesAs a Heartland customer you know that you will be treated fairly. Our fees will be fully disclosed, clear, predictable, and services will be performed as promised. Your business will be handled carefully and attentively.

• Fair: You know our pricing will be honest and equitable.

• clear: You know our transaction fees will be spelled out and understandable.

• genuine: You know our services will be provided at an agreed-upon rate, with no surprises.

• Personal: You know you’re not just a number to us.

• reliable: You can count on us to help your business succeed.

They describe the type of campany we want to be, and we should demonstate them in everything we do.

our StrategiesGeneralized statements of the long-term tactics we aim to achieve to advance Heartland Payment Systems.

• Find and capitalize on new opportunities for established products

• Grow in emerging markets

• Grow our diversified businesses

• Instill a culture of innovation and continuous improvement


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brand architecture

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What is brand architecture?Masterbrand stratagyMasterbrand stratagyThe Heartland brand architectureThe Heartland brand architecture


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What is Brand Acrhitecture?

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Brand architecture helps define an organization by rationalizing how businesses and products are communicated—it is not an organizational strategy. An architecture strategy is essential in communicating our breadth and depth of offerings, as well as clarifying the relationship between various entities. It defines the relationships of tangible assets:

• Verticals • Products + Services • External Programs • Internal Programs

the benefits of a defined brand architectureThe Heartland architecture should:

• Create clarity • Establish Heartland as a leader in payments industry • Support market-focused branding • Reinforce the vision of “tagline goes here”

It should help customers find exactly what they are looking for. It is important to bring consistancy, visul and verbal order, thought, and intention to disparate elements to help a company market more effectively.


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Masterbrand strategy

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enforcing a masterbrand strategy to build the Heartland brand.

The chart illustrates the cyclical nature of the payments processing industry and that, over time, the only constant is the Heartland brand.

Products may have significant life spans, but as the landscape of the payments processing industry continues to evolve the Heartland brand helps to take the product forward. The Heartland brand carries more weight from the beginning.

Therefore, all elements need to work together to enhance the value of the Heartland masterbrand. This strategy will benefit the organization overall as the brand value will extend to all supported elements in the long run.

The following pages explain the relationships among the entities within Heartland. Verticals, products + services, and both external + internal programs all help tell the Heartland story and have clearly defined relationships to the Heartland brand. As a result, Heartland receives credit for the contributions these groups are making to building payment processing solutions.

Products

Verticals

Heatland Masterbrand

Time

Bra

nd E

qui

ty

Acquisitions


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The Heartland brand architecture

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Heartland’s verticals, products + services, and external + intrnal programs form five layers that serve as the foundation of the architecture system.

A masterbrand strategy requires that a single brand—Heartland—play an important role in all five layers. Entities must link to the Heartland masterbrand by communicating within a standard visual and signature system.

Entities toward the top of this structure are centralized corporate functions and indicators of the organizational structure, and should only use the Heartland visual identity system. Their names are locked up with the Heartland logo.

Entities closer to the bottom require more flexibility to communicate with specific audience groups. These entities have more flexibility with the visual system, and use the Heartland logo somewhere on the page.

Heartland masterbrand

Verticals

Products + Services

external Programs

internal Programs


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The Heartland brand architecture

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Heartland masterbrandThe masterbrand establishes Heartland as the corporate umbrella under which all programs, initiatives, and products are created and communicated. The logo is the primary representation of the masterbrand.

VerticalsThe verticals represent and manage the key operating areas where Heartland generates business value. Each vertical represents a specific area of expertise. (i.e., Petrolium, Campus, and School)

Products + ServicesProducts are not only revenue drivers of the organization, but they are can also be the cornerstone of their respective verticals, and should have a visible presence in the marketplace.

external ProgramsExternal Programs and Initiatives often originate in a vertical of Heartland and touch more than one Business Unit. External audiences engage with Heartland through these Programs and Initiatives. They serve a targeted external audience and provide a common resource for key audiences. (e.g., Promotions, Events, Contects etc.)

internal ProgramsInternal Programs and Initiatives span the entire organization and provide common resources and support for all Heartland employees. They are temporary and/or reoccurring events established and controlled by various verticals, or business units. (e.g., Incentive trips)

Campus Solutions

NO RESERVATIONS


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Visual identity

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1. The masterbrand1. The masterbrand2. Enabling functions2. Enabling functions



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1. the masterbrand

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Corporate logoSecondary logosSecondary logosAlternate logos + lock upsAlternate logos + lock upsColorsColorsColor barsColor barsTypographyTypographyImageryImageryLayoutsLayouts


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Corporate logo

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The Heartland logo is the primary symbol of our corporation. It unifies us across products and verticals, and signals to the market who we are and what we stand for.

Our logo has recently evolved to tell a more complete story. The “Heartland Wheat Sheaf” was introduced when we opened our doors in 1997. Over time, we built a great deal of equity in that logo, and it is widely recognized throught the industry. But today, Heartland is a different company. We’ve changed through continued growth, numerous acquisitions, entry into new areas, and development of industry leading technologies. Our new logo keeps much of our existing equity, but asks people to take a fresh look at Heartland because we are not the same company we were in 1997.

The refreshed Heartland logo still maintains the wheat sheaf as our mark, and as a link to our beginnings, but we have softened it’s corners to emphasize heartland’s approachability, optimism and warmth. The rounded corners also signal positive change and forward momentum.

With the typeface we have adopted a more contemporary type where the letters are rounder and friendlier. We are more accessible and less formal. Finally we refined the spacing between every single letter to better convey the relationship they have with each other, and mirror the relationship with have with our customers.


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Logo: clear space

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Always surround the Heartland logo with the amount of clear space shown to ensure that the logo is easily identifiable as well as visible and legible wherever it appears.

Clear space is the minimum “breathing room” maintained around our logo. It also defines the minimum distance between the logo and the edge of a printed piece. The clear space around our logo is equal to the width of the Wheat Sheaf. Do not position any text, graphic elements, or other visual marks inside the recommended clear space.

Please note that this distance may sometimes be adjusted for select online or exterior signage applications where space is limited.

x

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x

x = Width of wheat sheaf


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Logo: alternate colors

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1-color alternate logosUse these logos when 2-color and CMYK logos cannot be used. They are designed to provide legibility for specific application types.

These versions of the logo are provided as scalable vector artwork (EPS).

EPS format allows high-quality print reproduction. EPS files can be scaled to any size without sacrificing image quality. You may use these files in page layout and graphics programs for print projects. Additionally, EPS format files may also be used to create files in any of the other image formats at exactly the sizes required.

blackUse this version when the application requires a simplified mark in black (e.g., fax sheet, premium items, small sizes, silkscreen, etc.).

WhiteUse this version when the application requires a simplified mark in white and the background is too dark to allow use of the preferred mark or the 1-color alternate version (e.g., reverse applications, premium items, small sizes, silkscreen, etc.).

negative cmyKUse this version when the application requires a mark on a background that is too dark to allow use of the preferred mark or the 1-color alternate version (e.g., reverse applications, premium items, small sizes, photography, etc.).


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Logo: scaling + minimum size

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Scaling the Heartland logoEPS logo files may be scaled to any size necessary for the application, as long as the minimum size requirements are met. For most applications, the logo will be sized at heights of less than 1”.

minimum sizeMinimum size refers to the smallest allowable logo size. The logo is available in one size that can be scaled down to a minimum size of 0.3125” high for the preferred logo. The 1-color alternate logos can be scaled down to a minimum size of 0.1875” high. Always maintain the logo’s aspect ratio when scaling. Preferred logo minimum size

0.3125”

1-color logo minimum size

0.1875”


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Logo: on backgrounds

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The logo should be reproduced in color and against a white background whenever possible. If that is not feasible, then place the logo on backgrounds that provide good contrast and legibility to ensure that it remains clearly recognizable.


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Logo: don’ts

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Ensure that our logo is clearly recognizable by using it properly, and do not alter it in any circumstances. Consider the logo version and the background it is placed on to provide the best legibility. The examples show various uses to avoid.

do not change the sheaf color.

do not outline the logo.

do not lock up the logo with other text or logos.

do not change logo’s color.

do not change the logo’s proportions.

do not use the logo in a holding box or any other shape.

do not use the preferred logo on a dark background.

do not add a drop shadow or any other effects.

do not crop the logo.

With Heartland You Know!


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Heartland color palette

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Heartland’s visual identity uses two distinctive colors — Heartland Red, Heartland Gray — the combination of which is unique to Heartland.

The color palette is made up of the PMS1945, Cool Gray 9 and supportive neutral colors (black, and white). The secondary color palette consists of a complementary set of colors that convey boldness and optimism.

* Never use rich black in copy, or material that will be printed at home. Instead use 100k for all copy.

The colors represented on this page have not been evaluated by Pantone, Inc and may not match the Pantone system. Consult a Pantone Color Formula Guide for reference.

Primary color palette

Secondary color palette

Heartland redC0, M100, Y56, K19R165, G17, B64Hex #A51140PMS 1945

Heartland grayC0, M0, Y0, K60R116, G118, B120Hex #747678PMS Cool Gray 9

rich black*C60, M40, Y40, K100R0, G0, B5Hex #000005

WhiteC0, M0, Y0, K0R255, G255, B255Hex #FFFFFF

C25, M70, Y60, K10R173, G96, B90Hex #b60059

C55, M15, Y80, K5R122, G165, B92Hex #7aa55c

C90, M30, Y95, K30R0, G104, B56Hex #006838

C93, M63, Y47, K38R15, G67, B83Hex #6f4353

C52, M44, Y50, K10R126, G124, B117Hex #7e7c75

C5, M80, Y100, K0R230, G89, B37Hex #e65925

C30, M20, Y55, K0R185, G184, B135Hex #b9b887

C56, M37, Y100, K18R113, G121, B50Hex #9d882e

C90, M50, Y20, K0R0, G116, B162Hex #0074a2

C15, M15, Y30, K0R217, G206, B180Hex #d9ceb4

C25, M30, Y100, K0R199, G169, B47Hex #c7a92f

C42, M8, Y32, K0R150, G196, B181Hex #96c4b5

C55, M55, Y15, K0R130, G120, B164Hex #8278a4

C67, M48, Y15, K0R100, G126, B170Hex #647eaa


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Use of tints for inforgraphics + information heiarchy

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Use tints of colors when treating information graphics. Otherwise use the color at 100%. Visual representations of data are conveyed more clearly and are better understood when color is properly used. Using pairs of colors that have adequate contrast will make the design of information graphics more effective.

Specific screens (i.e., 75%, 50%, and 25%) of each color are designed to add visual depth and flexibility and to convey additional levels of information hierarchy. These screens can also be applied to subheads, callouts, and sidebars to create visual interest.

Primary color palette

Secondary color palette


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Primary typeface | Print

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Heartland’s primary typeface is Avenir LT Std. Modern, flexible, easy to read, open, and accessible, Avenir LT Std is uniquely suited for a wide range of visual communications. Multiple levels of typographic hierarchy are defined both for impact and clarity of our communications.

When to useUse Avenir LT Std for all Heartland printed communications where possible. When use of Avenir LT Std is not possible, use the recommended system typeface (see page X). The weights shown for Avenir LT Std are approved for use.

Purchasing the fontHeartland owns a company-wide license for Avenir LT Std, but international copyright law forbids us from sharing the font externally.

If you are a colleague or vendor who needs to use Avenir LT Std, a license can be purchased from: www.linotype.com

Avenir LT Std 35 LightAvenir LT Std 35 Light ObliqueAvenir LT Std 45 BookAvenir LT Std 45 Book ObliqueAvenir LT Std 55 RomanAvenir LT Std 55 Roman Obliqueavenir lt Std 65 mediumAvenir LT Std 65 Medium ObliqueAvenir LT Std 85 HeavyAvenir LT Std 85 Heavy ObliqueAvenir LT Std 95 BlackAvenir LT Std 95 Black Oblique


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Secondary typeface | Print

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Heartland’s secondary typeface is Bodoni. The Bodoni font distinguishes itself through the strength of its characters and embodies the rational thinking of the Enlightenment.

When to useUse Bodoni Std as a complement to our primary font Aviner LT Std in order to create visual distinction or provide empasis. The weights shown for Bodoni Std are approved for use.

Purchasing the fontHeartland owns a company-wide license for Bodoni Std, but international copyright law forbids us from sharing the font externally.

If you are a colleague or vendor who needs to use Bodoni Std, a license can be purchased from: www.myfonts.com.

Bodoni Std BookBodoni Std Book ItalicBodoni Std RomanBodoni Std Italic


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System typeface

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Heartland’s system typeface is Ariel. Only use it when Avenir LT Std is not available.

When to useSituations where Avenir LT Std cannot be used include but are not restricted to: Microsoft PowerPoint, Microsoft Word documents, or Microsoft Excel.

Arial RegularArial ItalicArial BoldArial Bold Italic


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Primary typeface | Web

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Heartland’s primary typeface is Avenir LT Std. Modern, flexible, easy to read, open, and accessible, Avenir LT Std is uniquely suited for a wide range of visual communications. Multiple levels of typographic hierarchy are defined both for impact and clarity of our communications.

When to useUse Avenir LT Std for all Heartland printed communications where possible. When use of Avenir LT Std is not possible, use the recommended system typeface (see page X). The weights shown for Avenir LT Std are approved for use.

Purchasing the fontHeartland owns a company-wide license for Avenir LT Std, but international copyright law forbids us from sharing the font externally.

If you are a colleague or vendor who needs to use Avenir LT Std, a license can be purchased from: www.linotype.com

Cabin RegularCabin ItalicCabin MediumCabin Medium ItalicCabin SemiBoldCabin SemiBold ItalicCabin BoldCabin Bold Italic


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Secondary typeface | Web

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Heartland’s secondary typeface is Bodoni. The Bodoni font distinguishes itself through the strength of its characters and embodies the rational thinking of the Enlightenment.

When to useUse Bodoni Std as a complement to our primary font Aviner LT Std in order to create visual distinction or provide empasis. The weights shown for Bodoni Std are approved for use.

Purchasing the fontHeartland owns a company-wide license for Bodoni Std, but international copyright law forbids us from sharing the font externally.

If you are a colleague or vendor who needs to use Bodoni Std, a license can be purchased from: www.myfonts.com.

Linden Hill RegularLinden Hill Italic


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Imagery: subject matter + style

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Sunject matter• Real life (not staged, posed, or fictional)• Optimistic and warm (or neutral)• Singular concept/subject per image• Advancing progress/positive change

Style• Natural lighting (no extensive

photo-retouching)• Bright tonal range• Clear/Sharp focus on subject matter• Clean, simple areas of “white space”

when possible

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Element: branded color bar General Users | Communications Professionals | Design Agencies

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All material should include our branding bar at the base of the design. This bar is used to anchor the page, and in turn provide continuity across the various collateral.

• Rectangles: The Branding Bar is always made up for 7 individual rectangles. The length of these rectangles may vary slightly, but the relationship to one another should remain the same.

• Color: The Branding Bar always consists of three colors.

Main Color: While this color occupies 5 of the 7 rectangles in the bar. (Positions 1,2,5-7 from left to right.) It does so in various shades. The color values are broken down below, but can be adjusted accordingly as needed.

Accent Color: The accent color occupies the 4th rectangle (From left to right). This color is determined one of two ways. The first is by using one of the secondary Heartland colors, usually when an image is not involved with the piece of collateral. The second is by harvesting a predominate color from the image being used on the piece of collateral.

White: This is the 3rd rectangle on the bar. (From left to right), and always precedes the accent color.

Branded color bar: Used as the footer for all branded collateral.

.50”Individual box length 1.5” 3.35” 2.25” .50”.35”

.05”

.50”Overall length .85” 2.4” 5.75” 8.0” 8.5”

.9”

heartland style guide

Documents

heartland brand architecture

disclosed heartland

heartland payemts systems

heartland organization

branded communications

strong brand

brand management

brand achitecture