mastercard contactless...note: effective august, 2015, the paypass brand is no longer used on new...

Version 3.0 / December 2016

Mastercard ® ContactlessBranding requirements

Table of contents

2December 2016Mastercard Contactless: Branding requirements

If after reading the branding requirements you still haven’t found the answer to your query, please contact us in one of two ways.

Email the Brand [email protected]

Mastercard Brand Hotline 1-914-249-1326

©2016 Mastercard. All rights reserved. Mastercard® and Maestro® are registered trademarks, and the circles design is a trademark of Mastercard International Incorporated.

Contents

Introduction 3

Contactless branding on cards 4

Contactless branding on devices 5

Contactless branding in digital applications 6

EMVCo Contactless Symbol for point-of-sale 8

Contactless point-of-sale terminal branding 9

Contactless point-of-sale signage 10

Mastercard or Maestro contactless in communications 11

Communications branding 12

mailto:ask.brand.manager%40mastercard.com?subject=


©2016 Mastercard. All rights reserved.

StandardsThis document presents standards that address representation of contactless capability through the use of the EMVCo marks in conjunction with the core Mastercard ® and/or Maestro® marks.

Note: Effective August, 2015, the PayPass™ brand is no longer used on new cards, devices, and terminals globally. Contactless payments functionality now is represented by the EMVCo contactless marks plus the core Mastercard and/or Maestro marks.

If you have a specific question, require further guidance, or need master artwork, please Contact us

To ensure proper branding of contactless cards, devices, mobile applications, and acceptance terminals, Mastercard has developed the following standards.

Introduction

EMVCo Contactless Indicator

Recommended placement of Contactless Indicator on card front



Contactless branding on cards

Cards must include the EMVCo Contactless Indicator

1. The issuer must submit card design proofs for review and approval as part of the Mastercard required card design approval process.

2. Always use approved artwork for the Contactless Indicator. No other artwork may be used. Sufficient contrast with the background must be maintained.

3. The Contactless Indicator may be placed on the card front or back; placement on the card front is a highly recommended best practice.

Contactless Indicator artwork and standardsArtwork for the Contactless Indicator may be downloaded from the Card Design section of Mastercard Connect at https://www.mastercardconnect.com. Mastercard issuers are not required to execute the EMVCo licensing agreement for use of the marks. The Mastercard license is sufficient.

Basic standards include:• Minimum size on cards

The Contactless Indicator must be at least 7.0 mm (0.28”) high.

• Color The Contactless Indicator must appear in a solid color that provides the best color contrast and legibility against the selected background color. Optimal colors include black, white, gray, or other neutral colors.

• Minimum clear space The minimum clear space around all four sides of the Indicator should be equal to the full height of the second semicircle from the left.

BankLogo

BankLogo

BankLogo

Watch

Paymentwristband

Fob (two-sided)

Mini tag (two-sided)

Payment sticker (to be attached to mobile phone or other device)

Mini tag (two-sided) with Mastercard Debit identifier

Any Bank

BankLogo



Contactless branding on devices

Devices are non-card form alternatives to the traditional payment card, providing additional contactless portability and convenience.

Payments-primary devicesThese are devices such as fobs, stickers, wristbands, SIM chips, etc., designed solely or principally for payments. Payments-primary devices must display a full-color Mastercard® or Maestro® Brand Mark at parity with other brands displayed, and the EMVCo Contactless Indicator. The Contactless Indicator may be placed anywhere on the device, provided the mark is clear and legible to the consumer.

In cases where full-color production of the Brand Marks is not technically possible, or when all branding on a device is intentionally one color, then a one-color version of the Mastercard or Maestro Brand Mark may be used. On some very small form factors, use of the minimum Brand Mark or Contactless Indicator size might not be feasible. In these circumstances, smaller sizes may be used, subject to Mastercard review and approval.

Payments-secondary devicesPayments-secondary devices are multi-purpose/function devices where the primary use case is not payment-related. These devices could include phones, watches, apparel, jewelry, fitness trackers, car remotes, etc.

If no other payments-related brand is displayed on one of these devices, Mastercard branding is not required. If an issuer, acquirer, or other brand representing payments is displayed on a device, then the Mastercard or Maestro Brand Mark should also be displayed at visual parity (size and level of color reproduction) with the other brand(s). It is recommended the Contactless Indicator

be displayed on payments-secondary devices where possible.

Note: Regardless of branding on device, all other consumer-facing applications such as marketing materials, websites, and other digital applications related to the device must comply with the brand standards in this document as well as the Mastercard Brand Mark branding requirements document.

Approval process1. The issuer must submit design proofs of

devices for review and approval as part of the Mastercard required approval process.

2. Always use approved artwork for the Mastercard or Maestro Brand Marks and the Contactless Indicator. Sufficient contrast with the background must be maintained.

3. The Mastercard or Maestro Brand Marks must be placed on the front or other highly visible surface of the device. The Contactless Indicator may be placed on the device front or elsewhere; placement on the device front is a highly recommended best practice.

Debit identifierThe Mastercard Debit identifier in conjunction with the Mastercard Brand Mark is required on all Debit Mastercard account devices issued in the United States, Australia, New Zealand, South Africa, Canada, and the “Debit Mastercard countries” in the Europe Region. Please use authorized artwork for the identifier, available from Mastercard.

Please Contact us for further guidance.

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Mastercard ending in 3456

First Name

Last Name

Billing Address Line 1

Billing Address Line 2

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00/00Your Name

**** **** ****3456

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Figure 2Figure 1



The following minimum branding requirements apply to the graphical user interface software for mobile wallets and other digital payment applications.

Contactless branding in digital applications

Mastercard brand requirements:When a Mastercard ® or Maestro ® product account is represented in a digital wallet or other mobile payment application, a full-color Mastercard or Maestro Brand Mark or a full-color image of a Mastercard or Maestro card must appear in proximity to the account representation in order to provide clear brand identification (Figure 1).

Mastercard or Maestro product branding must appear in the following locations within the user interface (UI):

• When activating an account• When selecting credentials / an account

for payment• When viewing account details• When completing the use of

credentials / an account in a transaction

All user interfaces are subject to Mastercard review and approval.

• If the mobile device is not color-capable, it is permissible to use the one-color grayscale or solid versions of the Mastercard or Maestro Brand Marks (in that order of priority). For devices that support text-only, the “Mastercard” name in text is an acceptable substitute for imagery.

• Visual parity must be maintained when depicting the Mastercard or Maestro brands with other payment brands in the user interface. The Mastercard or Maestro Brand Marks or card depictions must be at least as prominent as, and

appear in at least the same size as, all other payment brands or cards displayed.

• Background screen colors must provide sufficient contrast to ensure clarity and visibility for the Brand Marks.

Using a Mastercard card image A Mastercard or Maestro card image may be used in lieu of the Brand Mark but still must appear in the locations previously described.

Use with other brand marksThe Mastercard Brand Mark must be presented at least at parity with all other equivalent brand marks depicted in a digital application. For example, the Mastercard Brand Mark must be at least as prominent as, and appear in at least the same size, level of color reproduction, and frequency as all other equivalent brand marks appearing in the same application.

Note: In Europe Region, if the Mastercard account number is co-badged with another payment scheme, the Mastercard card image must be displayed separately from the card image of the other payment scheme. The Mastercard brand and account information must be displayed no less prominently than those of the co-badged payment scheme.

Using the Contactless Indicator:If desired, the EMVCo Contactless Indicator may be represented in the mobile application to indicate contactless card / device capability (Figure 2).

Minimumsize

Cardimage

30.0mm

7.0mm 7.0mm

**** **** **** 1234

00/00Your Name

**** **** **** 3456

Con�rm your details

Selected card:

Ship to:

WorkRobert Johnson123 Any StreetAnytown, WA 98103

****3456

Figure 3



Contactless branding in digital applications (continued)

Card images must conform to the following standards:

• A card image may be a replica of the corresponding physical card, however, chip face plate, account number, cardholder name and BIN number elements must not be included.

• A card image may be a generic representation of a card provided the Mastercard® or Maestro® Brand Marks are sized no smaller than physical card design proportions (Figure 3).

• A card image may depart from conventional physical card layout and design. For example, a square icon-style image could be used provided minimum Brand Mark size requirements are met.

• If the account is NFC-enabled, the EMVCo Contactless Indicator may be included on the card image or in close proximity to the card image. The Contactless Indicator should appear in a solid color that provides the best color contrast and legibility against the selected background color. Optimal colors include black, white, gray, or other neutral colors. The minimum clear space around all four sides of the Indicator should be equal to the full height of the second semicircle from the left (Contact your Mastercard representative for more information).

Minimum sizes• Mastercard or Maestro Brand Mark:

Minimum final display width is 7.0mm (0.28”)

• Mastercard or Maestro card image: Minimum final display width is 30.0mm (1.18”)

• EMVCo Contactless Indicator: Minimum final display height is 7.0mm (0.28”)

Note: Approved artwork for the Mastercard and Maestro Brand Marks may be downloaded at brand.mastercard.com

Approval for branding in digital applications must be received prior to implementation. To do this, an issuer (or a developer on behalf of an issuer) should contact [email protected] for the latest User Interface evaluation form, complete it with the requested screenshots and send it back for Mastercard evaluation.

Note: This email is for UI evaluations for Cloud based and secure element based contactless payment solutions only.

For Masterpass approvals, please contact [email protected]

mailto:Software_Evaluations%40mastercard.com?subject=

mailto:Masterpass_Approvals%40mastercard.com?subject=

ContactlessSymbol

Minimum free space

Minimum height(print)

Positive

13mm (0.52")

Contactless Symbol on a payments terminal

Reverse

.25x .25x

.25x.25x

x

x



The purpose of the EMVCo Contactless Symbol is to help consumers understand how and where to tap their contactless card or device.

1. The EMVCo Contactless Symbol consists of three standard visual elements: the Contactless Indicator at the center of the Symbol, a hand holding a generic contactless form factor device, and an oval keyline that wraps the Indicator and hand. These elements have been created in a fixed size relationship which may not be changed (e.g., distorted, rotated, flipped).

2. The Contactless Symbol may appear only as a one-color line drawing against a background providing sufficient contrast. The background always must be a solid color; never present the Contactless Symbol against a graphic pattern.

3. Always surround the Contactless Symbol with sufficient clear space, at a minimum equal to one-quarter the height of the oval keyline, applied on all four sides.

4. The minimum height for reproducing the EMVCo Contactless Symbol is 13mm (0.52”), based on the height of the oval keyline.

Other requirements for use:• The Contactless Symbol must be

displayed on all terminals and readers that are compliant with the EMV Contactless Communications Protocol; it may not appear on noncompliant terminals.

• The Contactless Symbol must be placed over the strongest point of the antenna read area of the terminal.

• The Contactless Symbol is for use on point-of-sale (POS) terminals or in communications only to illustrate where to tap on a terminal; it may not appear on cards or other payment form factors.

• In addition to direct printing on the terminal or a decal, the Contactless Symbol may be displayed on the electronic screen of the terminal. In these cases, once the terminal is activated for payment, the symbol must remain visible for the full duration of the terminal polling period.

Standards for use of the Contactless Symbol may be downloaded from www.emvco.com. Mastercard issuers are not required to execute the EMVCo licensing agreement for use of the marks. The Mastercard license is sufficient.

An industry-standard Contactless Symbol has been developed for use on contactless payment readers and terminals.

EMVCo Contactless Symbol for point-of-sale



All contactless terminals must include the EMVCo Contactless Symbol. The Contactless Symbol must be placed over the strongest point of the antenna read area of the terminal to support accurate, efficient processing of the transaction. The correct placement of the contactless symbol is critical to ensure optimal customer experience. Placement can be above, below, beside, or apart from the network acceptance brands. The Contactless Symbol may also be displayed on the electronic screen of the terminal. In these cases, the symbol must be clearly visible to the consumer before and during the transaction.

Terminals should include the core Mastercard ® or Maestro ® Brand Marks if any other payments brands are displayed on the terminal, including acquirer or other local brands. The Mastercard and / or Maestro Brand Marks must also be displayed at visual parity to the other brands (except where local laws supersede this requirement).

Standards for use of the Contactless Symbol may be downloaded from www.emvco.com. Mastercard issuers are not required to execute the EMVCo licensing agreement for use of the marks. The Mastercard license is sufficient.

Note: When depicting contactless terminals in marketing and other communications, always use imagery that meets the above standards for display and inclusion of the Contactless Symbol and Mastercard and Maestro Brand Marks.

Contactless point-of-sale terminal branding

Point-of-sale (POS) terminals must include the EMVCo Contactless Symbol as well as core Mastercard ® and / or Maestro ® branding when other payment brands are displayed.

Terminal with Mastercard Brand Mark and the Contactless Symbol

MobileAccepted



1. POS signs The Mastercard and/or Maestro Brand Marks plus the EMVCo Contactless Indicator may appear on supplemental door signs, window clings, tent cards, or other site signs to indicate acceptance of contactless payments.

2. Functional messaging Optional text messaging set in FF Mark Medium or similar san serif font may accompany the Contactless Indicator on supplemental signage. Acceptable text is “Contactless Accepted” or “Mobile Accepted” and/or local language equivalent*.

Note: FF Mark Medium may be purchased from Fonts.com.

* Mastercard has developed contactless acceptance sign artwork in several configurations. The artwork has been created with “Contactless Accepted” in English, typeset in FF Mark Medium. It is acceptable to adapt this artwork to include English and local language or local language only provided the basic design format is maintained. Simply extend the height of the artwork to accommodate additional lines of text where applicable. Refer to illustrations at right for examples.

Contact us for artwork.

Point-of-sale signage may be used to supplement the required display of Acceptance Marks at Mastercard ® and Maestro ® merchant locations enabled for contactless payments.

Contactless point-of-sale signage

Other configurations and language options

https://www.fonts.com/font/fontfont/ff-mark/medium

Correct use of “contactless” in text

Incorrect use of “contactless” in text

Correct use of tap & go phrase

Incorrect use of tap & go phrase

BankLogo

Tap & go™ with your [Bank Name]Maestro® card.

BankLogo

The [Bank Name]Tap & go™ card is here.

Mastercard®

contactless is now welcomed at more than …

contactless is now welcomed at more than …



The words “contactless” or “contactless payments” should be used as descriptive terms along with the Mastercard® and Maestro® brands. As a descriptor, the standard form of “contactless” should be with a lower case “c”. The exception to this standard is when the formatting of an application — for example, an app name, or a headline that is title-case — calls for capitalization. This is not to signal that the descriptor is a formal name, rather, it is to align our content with the standard text treatment used in each circumstance.

As a descriptive phrase, the standard form of “tap & go ™ ” should be sentence-case with a lower-case “t” and “g” (or upper-case “T” if starting a sentence). Title-case style is permissible when matching the style of the surrounding text. The “tap & go” phrase is also available for use on Mastercard- and / or Maestro-exclusive contactless communications. The “tap & go” phrase cannot be used as a program name nor can it be paired directly with a bank or other brand name, rather, it can be used in verb form to enhance communications.

Options for describing Mastercard or Maestro contactless functionality in communications:

1. Mastercard ® contactless. Tap & go ™. Maestro ® contactless. Tap & go ™.

2. [Bank Name] Mastercard ® contactless card [Bank Name] Maestro ® contactless card

3. [Bank Name] Mastercard ® card with the contactless feature [Bank Name] Maestro ® card with the contactless feature

4. Tap & go ™ with your [Bank Name] Mastercard ® card Tap & go ™ with your [Bank Name] Maestro ® card

5. [Bank Name] Mastercard ® card featuring tap & go ™ payments [Bank Name] Maestro ® card featuring tap & go ™ payments

Internet domain names, including “Mastercard”, “Maestro”, and / or “ tap & go” must be submitted to Mastercard for licensing and approval.

When including Mastercard or Maestro “contactless” within text or a headline, use the same typeface as the surrounding text.

Mastercard or Maestro Contactless in communications

Even Faster Food!

Mastercard is a registered trademark, Masterpass and the circles design are trademarks of Mastercard International Incorporated.

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We Accept

Mastercard is a registered trademark, and the circles design is a trademark of Mastercard International Incorporated.

for movie ticketsTap & go™

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When creating contactless communication materials, use a full-color version of the Brand Marks combined with the EMVCo Contactless Indicator, or show a digital card image.

Communications branding

The Mastercard ® and/or Maestro ® Brand Marks must always appear as stand-alone elements. The Contactless Indicator may be used adjacent to the Brand Marks provided the respective minimum clear space standards are met. Relative placement of each brand element is flexible.

The “tap & go™ ” phrase is available only for use on Mastercard ® contactless-exclusive and / or Maestro ® contactless-exclusive communications. The “tap & go” phrase cannot be used as a program name or paired directly with a bank name or other brand name.

A digital card image may be used in marketing communications and must conform to the digital application guidelines

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