our logo - first data · our logo a logotype is the visual symbol of an organization, representing...
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©2017 First Data Corporation. All Rights Reserved.First Data Brand Guidelines, Page 4
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.
©2016 First Data Corporation. All Rights Reserved.
First Data Brand Guidelines, Page 5 ©2017 First Data Corporation. All Rights Reserved.
OUR LOGO
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 6 ©2017 First Data Corporation. All Rights Reserved.
OUR LOGO
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.
Minimum size = 0.25”
“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.
XX
XX
X
First Data Brand Guidelines, Page 7 ©2017 First Data Corporation. All Rights Reserved.
OUR LOGO
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
Solid 1-Color: FD_Logo_1Color_PMS 302
Solid 1-Color: FD_Logo_1Color Reversed
1-Color: FD_Logo_1Color Black
©2017 First Data Corporation. All Rights Reserved.First Data Brand Guidelines, Page 8
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.
©2016 First Data Corporation. All Rights Reserved.
©2017 First Data Corporation. All Rights Reserved.First Data Brand Guidelines, Page 9
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.
©2016 First Data Corporation. All Rights Reserved.
First Data Brand Guidelines, Page 10 ©2017 First Data Corporation. All Rights Reserved.
OUR LOGO
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.
RSA Brand Logo
4-Color Logo: 4Color_CoBrand_Temp.ai
Area of Isolation
First Data/EMPS Co-Brand Lockup Example
RSA Brand Logo
First Data Brand Guidelines, Page 11 ©2017 First Data Corporation. All Rights Reserved.
OUR LOGO
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.
First DataDO NOT change the font of the First Data wordmark
DO NOT change the color of any parts of the logotype
DO NOT outline any part of the logotype
DO NOT fill in any part of the logotype with patterns or images of any kind
DO NOT use product names in a lockup with the Master Brand
ICVerify®
DO NOT use the logo at an angle
DO NOT stretch the logtype
Merchant Services
DO NOT use business unit names in a lockup with the Master Brand
©2017 First Data Corporation. All Rights Reserved.First Data Brand Guidelines, Page 24
For more information
For all questions regarding our brand guidelines, please contact the brand team:
©2016 First Data Corporation. All Rights Reserved.First Data Brand Guidelines, Page 24