Brand Guidelines, v2 September 9, 2015 - Vantivinfo.vantiv.com/rs/048-BUR-972/images/vantiv_guidelines_r9.pdf · our talents and technologies and sparking on others’ ideas. Whether

Brand Guidelines, v2September 9, 2015

Vantiv Brand Guidelines / September 9, 2015 Page 2 of 69

Introduction

Our brand is the manifestation of our values and the promise that we make

to our customers. It helps shape people’s perceptions of who we are and

how different we are from our competitors. Our brand has a direct impact on

our business success. It is important that all brand elements

are used properly and consistently in all of our communications, both

visual and verbal.

The purpose of these guidelines is to introduce our brand strategy and its

identity system, including the wordmark, color palette, typography, graphic

components, brand voice and brand messaging.

We’ve documented the elements that comprise the Vantiv brand as a

unified expression of both visual elements and verbal principles. Every piece

of communication we create is an opportunity to reinforce our brand.

Contents

1. Brand DNA ..............................................................3

2. Brand Architecture ............................................. 17

3. Voice and Tone .................................................... 25

4. Visual Identity ...................................................... 32

5. Imagery ................................................................. 46

6. Sample Applications .......................................... 63

7. Resources ............................................................ 69

1. Brand DNA


Commerce in the digital era is more than just buying stuff online; it’s also about transforming the systems, processes, and culture behind transactions themselves, and it’s a sea change.

Our Brand Story

It means improvements to platforms happen overnight,

not over months; it means data is as much the currency

as currency. It means transactions and experiences are

now one.

No one can go it alone in this new era, and that’s something we at Vantiv have always understood.

We know that in a world of open innovation, common platforms

and high expectations, success is created collectively.

talent +

technology

talent +

technology

That requires inspiration and perspiration from all, and it requires sparking on others’ ideas, combining our talents and technologies with theirs.

Whether we’re putting our team’s experience to work helping an entrepreneur realize her dream, lending our deep expertise to build our partners’ businesses, or flexing our creativity launching the world’s next great start-up...

Page 9 of 42

Vantiv is the workbench for digital commerce, every industry’s destination for newer, easier ways to buy and sell.

Vantiv in short, is…

The trusted partner in navigating the changing landscape of payments.

Page 10 of 69Vantiv Brand Guidelines / September 9, 2015

Page 11 of 42

How we think

Our brand promise is a distinct, focused promise that we seek to fulfill through our actions.

Brand Promise

We Simplify Payments Innovation

We do it three ways

Payments Expertise

We’ve been doing this for more than 40 years. Our

expertise helps innovators bring their ideas to life.

Technology Workbench

A leading platform that ecosystem developers

can build on to create new services that engage

increasingly smart, connected consumers.

Service Leadership

Supporting our partners and customers from

beginning to end with a superior service experience.


Brand Attributes

Dedicated

Hands-on

Bold

Authentic

Agile

“Dedicated” echoes our long-standing tradition of service that goes

above and beyond the call, capturing the deep empathy we have for our

partners and customers.

“Hands-on” articulates the groundedness and grittiness of the

“workbench” concept, embodies the ethic of Vantiv’s culture, and does

both in a colloquial term that reinforces its meaning.

The term “bold” captures the courage of Vantiv’s market moves and our

employees’ innovative character—our willingness to take risks on behalf

of our customers and partners.

“Authentic” captures our belief in being true to ourselves, regardless of

conventional wisdom, while being straightforward with others, in every

interaction and conversation.

“Agile” describes our ability to pivot when conditions demand it,

continuously iterating our technologies, enhancing their value to support

our customers’ vision.


Brand Persona

EnvisioneerInspiration + Perspiration

Believes everything is possible. An enabling

catalyst for whatever is necessary for the

benefit of others. A visionary and creator while

making it all appear simple and easy.


Our tagline

Our tagline is the encapsulation of our brand promise translated into benefit driven language for our customers and partners.

™

Our innovation Our service

Our systems Our expertise


VOur name

The name Vantiv was coined from the word

“vantage”– a position, condition or opportunity

that is likely to provide superiority or an

advantage.

As it evokes ideas such as distinct viewpoint,

favorable position and progress, Vantiv stands

for the advantage our customers gain when

partnering with our company.

The name starts and ends with the letter

V, associated with speed, dynamism and

advancement, which gives the name a highly

distinctive look and sound.


Who is Vantiv?

How we act

Persona

EnvisioneerBelieves everything is possible. An enabling catalyst for whatever is necessary for the benefit of others. A visionary and creator while making it all appear simple and easy.

Attributes

DedicatedHands-onBoldAuthenticAgile

Our story

Commerce in the digital era is more than buying online; it’s about transforming systems, processes, and the culture of buying. Advancements happen overnight, data is currency and transactions are experiences. It’s a sea change where no one can go it alone. In a world of open innovation, common platforms and high expectations, success is combining our talents and technologies and sparking on others’ ideas.

Whether we’re putting our team’s experience to work helping an entrepreneur realize his dream, lending our deep expertise to build our partners’ businesses, or flexing our creativity launching the world’s next great start-up—Vantiv is the workbench for digital commerce, every industry’s destination for ever new ways to buy and sell.

The trusted partner in navigating the changing landscape of payments.

How we think

Our brand positioning is a distinct, single-minded idea that differentiates us and sends a clear message to our customers and partners what to expect when they do business with Vantiv.

Promise

Simplifying Payments Innovation

Proof Points

Payments Expertise:

We’ve been doing this for more than 40 years. Our expertise helps innovators bring their ideas to life.

Technology Workbench:

A leading platform that ecosystem developers can build on to create new services that engage increasingly smart, connected consumers.

Service Leadership:

Supporting our partners and customers from beginning to end with a superior service experience.

+ =


2. Brand Architecture


One voice

Vantiv has chosen to speak to the market with one voice as

a master brand.

This approach has several benefits:

– Our products reinforce each other and the master

brand instead of fighting for attention

– Allows us to be customer-centric in our

communications, we can use descriptive names

and simple language instead of using individual

sub-brands

– Lowers costs in rolling out new products and easier

to integrate additional capabilities without significant

branding efforts

Master brand

Endorser brand

House of brands



Customer-centric, capabilities-driven

By focusing on our audience when we communicate, we ensure that our

message is relevant and customer-focused. By honing our capabilities we

create solutions that span our customers’ and partners’ needs and let these

become what we are known to deliver.

Payments

Security and fraud

Analytics and reporting

Revenue solutions

Customer service

Partner, merchant and developer programs


Our Capabilities

Capability Name Description

Payments Vantiv PaymentsPayment processing that is available to applications of all size and scope and is accessible through a variety of integration methods.

Security and fraud Vantiv OmniShieldLeading-edge protection solutions offer the most robust portfolio in security, fraud, compliance and risk mitigation

Analytics and reporting

Vantiv BusinessIQIn-depth analytics and reporting that provide insight and intelligence into the dynamics of your payments activity

Revenue solutions Vantiv XceleratorSolutions to help optimize portfolio revenue growth, and attract new customers

Customer service Vantiv OnCall Customer service that is accessible, fast, effective and purpose built

Partner, Merchant & Developer Programs

Vantiv AdvantageVantiv’s powerful network, with programs that deliver an expanse of resources, tools and services designed to complement your business in the payment industry

We live and breathe payments. All our other capabilities flow from embracing this. Customer service

and our partner, merchant and developer programs encompass all our capabilities and ensure that

we deliver for our customers and partners in the best way possible.

Depending on what we are communicating we seek to lead with our brand, capability or product.

Brand

Capability

Offering (product)

Sales and Marketing

– Tearsheets, Brochures

– Emails

– Landing pages

– Videos

– Case studies

– Presentations

– Advertising

– Events

– Social media

Lead with capability and audience, then offerings and sign off with brand and tagline.

Talk about audience needs and how capabilities help and offerings help.

Support

– Documentation

– Communities

– Forums

– Videos

Lead with offering including which capability it belongs to and sign off with brand and audience.

Talk about how offering works and give instructions.

Thought-leadership

– White papers

– Infographics

– Videos

– Advertising

– Events

– Social media

– Demand Generation

Lead with brand and when relevant brand and audience.

Talk about opportunities, trends and challenges in a way that reinforces domain expertise around our capabilities.


How our audiences and capabilities are applied

Narrative headline

FRONT

BACK (OR FOOTER)

Thought-leadership Sales and Marketing of capabilities

Sales and Marketing of offerings (products)


Capability Product or service


How our audiences and capabilities are applied: example

FRONT

BACK (OR FOOTER)

Thought-leadership Sales and Marketing of offerings (products)


Omnishield AssureEMV and You

Powerful Protection Solutions

Omnishield

Sales and Marketing of capabilities

The OmniShield Assure four-pronged security approach includes EMV, PCI Compliance and Breach Assistance, Card Data Encryption and Tokenization.

• EMV helps reduce fraudulent card present transactions.• PCI Assist helps merchants achieve and maintain PCI compliance.• Card data encryption and tokenization help protect payment data

in transit and at rest.

OmniShield Assure helps ensure merchants are using the best possible fraud, security, and PCI compliance capabilities.



Endorsement line

In order to signal their connection to the Vantiv business, both agent banks and affiliate companies will be endorsed by Vantiv. In an agent bank scenario, the endorsement will be “powered by Vantiv” and in an affiliate company scenario the endorsement line will be “a Vantiv company.” The endorsement line is set in Foundry Context Regular and in upper and lower case. It always appears on a background with sufficient contrast in either Vantiv Dark Gray* or white. The minimum size of the endorsement line is an x-height of 0.0625”. Shown below are two examples of how the endorsement lines may be aligned with the logo of the agent bank or that of an affiliate company. If you have any questions about how and when a Vantiv endorsement should be used, please contact the marketing department.

*Please refer to our color palette.

3. Voice and Tone


Introduction

The following slides are a guide to copywriting and scriptwriting that when followed will ensure any prose written for Vantiv aligns with five of the brand’s new attributes: Dedicated, Hands-on, Bold, Authentic and Agile.

The first section of this presentation distills the tone-of-voice implications of each attribute, explaining how to capture that attribute’s main thrust in written copy, and the reasons to do so. The second section includes three easy steps to take to ensure one writes to the attributes simultaneously, and a few examples to demonstrate how it’s done.


“Dedicated” echoes our long-standing tradition of service that goes above and beyond the call, capturing the deep empathy we have for our partners and customers.

Attributes“Hands-on” articulates the groundedness and grittiness of the “workbench” concept, embodies the ethic of Vantiv’s culture, and does both in a colloquial term that reinforces its meaning.

The term “bold” captures the courage of Vantiv’s market moves and our employees’ innovative character—our willingness to take risks on behalf of our customers and partners.

“Authentic” captures our belief in being true to ourselves, regardless of conventional wisdom, while being straightforward with others, in every interaction and conversation.

“Agile” describes our ability to pivot when conditions demand it, continuously iterating our technologies, enhancing their value to support our customers’ vision.

Customers and partners are the focus of everything we do. As much as possible, the perspective of our communications should be theirs. Whatever we write and say ought to be crafted with their opportunities, and the benefits they stand to reap in-mind, rather than our own.

Implications At Vantiv, we pride ourselves on pushing hard on the challenge at-hand until it’s solved. We aim for real results, not vague promises, and the style of our prose reflects that. Vantiv is all about delivering the future, and we use regular, everyday language to describe how and why we do it.

At Vantiv, we act upon our convictions, moving forward with focus and drive, believing in our objectives, even if others question them. The tone of our communications should strive to capture all the zeal and determination of our actions.

Straightforwardness in all of our communications reflects our honesty and integrity, and it captures the no-BS, no fakery, no false-front nature of how we do business. Being as plainspoken as we can is core to our culture and should guide the tone of everything we say.

Succinctness in what we write and what we say is a direct reflection of our agility in the market and our internal operations. We strive to articulate our message using only what’s necessary, paring away extraneous clauses, trimming adjectives and eliminating preamble.

Attributes and tone-of-voice

Dedicated Hands-on Bold Authentic Agile


Vantiv Brand Guidelines / September 9, 2015 Page 28 of 69February 23, 2015 Page 28 of 42

Putting it into practice

To ensure we create communications that align with our attributes, follow these four simple steps:

1.Always begin with the customer’s

perspective. Imagine Vantiv’s

customers are reading your prose

or watching your video—make

sure what you write will resonate.

2.Next, look for any opportunity to

capture our courage and audacity,

a spot to drive a stake in the

ground about what Vantiv offers,

why it’s unique and why we believe

in it. Don’t go overboard—a single

statement in a short, 100 word

copy block is sufficient.

3.Internalize the Vantiv tone and

vocabulary. Write in as plainspoken

a fashion as possible, and stick

to simple, everyday language. No

$5.00 words and no jargon.

4.Finally, keep it short and sweet.


Example 1

Current

Vantiv offers a wide variety of loyalty and reward

programs that help boost your sales and customer

loyalty. Our unique merchant-funded rewards

program allows you to load discount offers to any

debit card from a participating issuer. Let Vantiv help

you explore this lucrative opportunity!

New

Innovative customer loyalty programs can turn a

steady stream of customers into a committed tribe.

Vantiv’s program attaches rewards to cards your

customers are already using, lowering the bar to their

entry and raising your sales.

What’s different

Shifts the perspective from Vantiv’s to our customers’

from: “Vantiv offers …Our unique …Let Vantiv…”

to: “cards your customers are already using… raising your sales.”

Avoids industry language and gets straight to the message

from: “loyalty and reward programs…customer loyalty…merchant-funded

rewards program…participating issuer…lucrative opportunity”

to: “…a steady stream of customers into a committed tribe…lowering the

bar to their entry and raising your sales”


Example 2

Current

As the industry grows and processing requirements

for business-to-business merchants evolve, you need

a partner who can keep you informed and educated

on industry updates. One who will help you minimize

risk, control expense and navigate the complexities

of the payments landscape, so you can achieve your

goals and protect your brand.

New

Just keeping up with apps on your phone is enough

to make your head spin, let alone understanding

digital payments. And, unlike apps, payment

technology can cost you if you’re not paying

attention. We’ll work with you to figure out the right

solution for your business—no more, no less.

What’s different

Uses regular, everyday language

from: “…processing requirements for business-to-business

merchants…minimize risk, control expense and navigate the complexities

of the payments landscape…”

to: “…payment technology can cost you if you’re not paying attention.

We’ll work with you to figure out the right solution for your business…”

Employs a more personal, authentic tone

from: “As the industry grows and processing requirements for business-

to-business merchants evolve, you need a partner who can keep you

informed and educated on industry updates…”

to: “Just keeping up with apps on your phone is enough to make your

head spin, let alone understanding digital payments.”


Example 3

Current

Vantiv provides you with easy-to-use tools to

comprehensively assess your payments processing

data. Once you have a handle on your data, you’ll

be poised to make smarter decisions to grow your

business and meet your processing goals.

New

Think big data is just for big companies? Nope. Every

business that uses digital technology collects bits of

knowledge that can help the business grow. You just

have to know what to look for and how to tap it, and

we do.

What’s different

Stakes a direct claim to Vantiv’s expertise

from: “Vantiv provides you with easy-to-use tools…”

to: “…You just have to know what to look for and how to tap it, and we do.”

Adopts a plainspoken tone and straightforward language

from: “…to comprehensively assess your payments processing data…

grow your business and meet your processing goals.”

to: “Every business that uses digital technology collects bits of

knowledge that can help the business grow.”

4. Visual Identity



Overview

Headline–Subhead commodo cursus magna.Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Aenean lacinia bibendum nulla sed consectetur. Praesent commodo cursus magna, vel scelerisque nisl consectetur et. Cum sociis natoque pena-tibus et magnis dis parturient montes, nascetur ridiculus mus. Nulla vitae elit libero, a pharetra augue.


Wordmark The Vantiv wordmark represents our entire company. Think about our wordmark as the corporate equivalent of a person’s own signature. And like a signature, our wordmark is unique. Although consisting only of typography, it has been customized to enhance its expression and readability. This care and attention makes it uniquely our own.

The wordmark should always be reproduced from master artwork. Never redraw, replace or modify the letterforms in any way.

The Vantiv wordmark is a registered trademark. Always use the our logo with the ®-mark.

When Vantiv appears in text, the “V” should always be uppercase with the rest of the letters in lowercase.

The Vantiv wordmark is available in two versions: • Vantiv positive • Vantiv negative

Vantiv positive is in Vantiv Dark Gray* and is the preferred version for use on white and light-colored backgrounds or light-colored photographic images. When used over a photographic image, make sure there is sufficient contrast between the image and the wordmark to maintain legibility.

Use the Vantiv negative version on dark-colored backgrounds or dark-colored photographic images. When reversing out of an image, make sure there is sufficient contrast.

*Please refer to our color palette.

Vantiv positive (preferred)

Vantiv negative


Trademark Protection & Symbol Use

A trademark is a word, phrase, symbol or design used by a

person or business to distinguish its intellectual property,

products or services from those of others.

A trademark is designated by the following symbols.

™ for an unregistered trademark used to promote or

brand goods

SM for an unregistered service mark used to promote or

brand services

® for a registered trademark – used to promote or

brand goods or services.

Proper trademark usage is necessary in order for the owner

of the mark to maintain and enforce its rights in its mark.

Vantiv has established the following minimum guidelines of how often the trademark symbol should be used following a trademark. The symbol does not need to be used following a mark every time it appears in text, as this may impede the readability of the materials.

In general documents, promotion materials and web sites, use the appropriate symbol the first time the trademark is used in a heading and in the body copy on:

• Each page of the document• Each side of a double-sided document or

promotional material• Each slide of a presentation• Each landing page of a web site

For technical or user manuals, the appropriate symbol should be used with the trademark

• On the cover page• In the heading and body copy on the first page of text

and/or introduction section• In a header or footer on each page if the trademark

appears there

Proper trademark usage requirements for all material.

• When used in text, trademarks should always be followed by a generic term or noun. The generic term or noun can be adapted to the context of the sentence so that the same term or noun does not have to be used throughout the material.

The following is an example of this: Vantiv® merchant card processing supports your business, so you can focus on running your business.

The trademark symbol should not be used when referencing the company name. Example: Vantiv offers merchant card processing services.


Clear space and minimum size Clear space is the area surrounding the wordmark that must always be free of any text or graphic elements. It ensures that the wordmark stands distinctively in any environment.

The clear space is determined by the height of the letter “v” in the wordmark, shown here as value x. The minimum clear space should always be 0.5X on all sides of the wordmark.

To ensure the clarity and legibility of the Vantiv wordmark, a minimum reproduction size has been established. The wordmark should not appear smaller than the recom- mended minimum size of 0.5” wide.

Wordmark clear space

Wordmark minimum size

X

0.5X

0.5"

0.5X

0.5X

0.5X


Tagline lockup Clear space is the area surrounding the wordmark that must always be free of any text or graphic elements. It ensures that the wordmark stands distinctively in any environment.

The clear space is determined by the height of the letter “v” in the wordmark, shown here as value x. The minimum clear space should always be 0.5X on all sides of the wordmark.

The tagline should not be center-aligned with the logo. The stacked tagline should only to be used in tight spaces and should not be locked up with the Vantiv logo.

Lockup with tagline

Stacked tagline

0.5X0.5X

0.5X

X

0.5X

0.5X

0.5X


Logo and tagline relationship

Examples of how the tagline can appear.

DON’T:

create your own tagline lockups and do keep the logo and tagline sizes consistent.


Third-party Logo Treatments Collateral using third party or affiliated logos from referral partners and agent banks should be kept on the same horizontal line as the Vantiv logo or beneath the Vantiv logo. The logos should not be side by side but on opposite sides of the page. For example: If the Vantiv logo is top left then the FTPS powered by Vantiv logo would be top right.

In the case of Vantiv, FTPS and NPC the logos should be of the same color. For example, if the Vantiv logo is Vantiv dark gray, then the FTPS logo should be used in the same color. If the Vantiv logo is white, then the FTPS logo should be white. For third party logos in order to avoid a transparency or blend issue with the background photo or image, that logo should be in a small bounding box with a white background. Best practice is to keep the additional logo at the same width as the Vantiv logo, unless the reduction of the size creates a situation where the third party logo is not legible.

Partner

Partner

ABC

ABC


Color Palette

Our color palette is broad yet should be applied with restraint. If at all possible, limit color choices to two adjacent colors within a section, on a page or spread, email or web page. Across sections, emails, and pages, multiple colors may be used.

Do not attempt to “own” any single color for a product or segment of Vantiv. Instead vary color use over time.

Our colors are vibrant and work best when balanced by a healthy dose of white-space or negative space.

Use Pantone colors for printing when budgets allow. Pantone colors are truer and more vibrant than their four-color equivalents.

Please do not use the metallic color without prior marketing approval.

Primary Colors

Dark Gray

PMS Cool Gray 11CCMYK 0 0 0 80RGB 77 79 83HEX #4D4F53

Teal

PMS 7465CCMYK 58 0 36 0RGB 64 193 172HEX #40C1AC

Light Gray

PMS Cool Gray 1CCMYK 0 0 0 10RGB 229 229 229HEX #E5E5E5

Medium Gray

PMS Cool Gray 8 CCMYK 0 0 0 50RGB 139 141 142HEX #8B8C8D

Light Blue

PMS 2995CCMYK 83 1 0 0RGB 0 169 223HEX #00A9E0

Metallic Gray

PMS 10391 C

Secondary Colors

Red

PMS 485CCMYK 0 95 100 0RGB 253 0 0HEX #FD0000

Blue

PMS 2935CCMYK 100 52 0 0RGB 0 87 184HEX #0057B8

Purple

PMS 267CCMYK 82 97 0 0RGB 113 0 180HEX #7100B4

Orange

PMS 137CCMYK 0 41 100 0RGB 255 163 0HEX #FFA300

Yellow

PMS 109CCMYK 0 9 100 0RGB 254 209 0HEX #FED100

Green

PMS 381CCMYK 25 0 100 0RGB 206 220 0HEX CEDC00


Gradient Palettes

Red

Red Red Yellow

Green

Light blue

Yellow

Teal Light Blue Purple

Dark blue

Light blue

Teal

Purple

Avoid combinations that create muddy colors:

Our gradient palette is based on our regular color palette. Each end point is a swatch from our standard palette. Gradients can serve as backgrounds, as fills for our facets, or as fills within text. Never use more than two gradients on the same page or spread — ideally only use a single gradient at a time.

Do not mix your own gradients or create gradients that jump across the color spectrum.

Light blue

Teal


Typography

Be bold.

Foundry Context Bold

Typography is an important part of our visual identity system. It helps unify the Vantiv brand and promotes recognition and familiarity with our messaging.

Foundry Context, our corporate typeface, is clean, modern and friendly. It is available in regular and bold. Use it for all printed communications and for headlines in online communications.

The regular weight is used for body text; the bold weight for headlines. The typical use of the typeface is represented below where the first letter of a word is capitalized for headings. In some cases, all capital letters may be used for additional emphasis.

The italic version of the typeface may be used for specific editorial requirements only. Do not use the italic version for body text or headlines.

Arial is our alternative typeface for Microsoft® Word documents, PowerPoint® presentations and online communications. Arial should be used only if Foundry Context is not available.

Foundry Context RegularBe clear.


Typography: usage

Be clear.Typography is an important part of our visual identity system. It helps unify the Vantiv brand and promotes recognition and familiarity with our messaging.

Foundry Context, our corporate typeface, is clean, modern and friendly. It is available in regular and bold. Use it for all printed communications and for headlines in online communications.

Be bold.Be bold.Be clear.

Typography

DON’T:

Have multiple gradients on a page.

DON’T:

Use gradients as body text or other text that shouldn’t stand out (pull quotes are okay).

DON’T:

Saturate the page with gradients. Use with restraint and purpose.


Facets

DO:

Cut out portion of image (when possible) to add dimension.

Vary the gradient color angle.

Give headlines plenty of white space.

Use photography that has a clear focus and a simple environment.


Facets: usage

DON’T:

Combine gradient text with photography.

DON’T:

Use multiple color gradients in one application.

DON’T:

Use facets on every corner and box text in.

DON’T:

Use imagery that is out of focus and difficult to cut out.

5. Imagery


Introduction

Images are a key element of our brand’s broader visual language. Each image used at Vantiv should communicate at least one of our five core brand attributes; it should be Dedicated, Hands-On, Bold, Authentic, and Agile. Depending on where the image is used, particular traits will become dominant.

The next few pages explain in detail the types of imagery that should be used in different materials, and offers guidance on the types of images that work best with the Vantiv brand.


Vantiv Imagery Categories

Broadly speaking, our photography can be broken into five general buckets: people, situations, details, ideas and illustrations. We use type as image to convey our brand and bold ideas. We also use illustrations and icons for wayfinding and to convey information.

People Situations Details Ideas Illustrations


Vantiv Imagery Spectrum

Dominant Brand Traits Authentic, Hands-on Authentic, Dedicated Bold Agile, Dedicated, Bold Hands-on

PeopleCategories Situations Details Ideas Illustrations

Usage Marketing and Sales Thought leadership


Collateral usage

Marketing, sales

In marketing and sales collateral, we lead

with Details, People, and Situations. If

we lead with photographs of People

or Situations as our hero images, we

risk overexposing and dulling their

effectiveness. Instead, pick an interesting

Detail shot that helps set the mood (ex: a

closeup of a donut is celebratory, and so

are gift cards — so donuts can work for

collateral about gift cards.)

Image categories

Details, People, Situations

Image categories

Ideas, Details, People, Situations,

Illustrations

Image categories

Ideas, Illustrations, Details, Situations

Brand awareness

For brand awareness, our goal is to show

how Vantiv is enabling the success of

our partners and clients and what Vantiv

is. We do this by leading with Situations,

Ideas and People.

Thought leadership

For Thought leadership, we often convey

intangible ideas, concepts and trends. To

do this we lead with Ideas, Details and

Illustrations. People and Situations can

serve to support.


Photography categories and samples

Our photography style is modern but not trendy, relaxed but sincere, optimistic but anchored in reality. Please steer clear of images of people or situations that feel staged, posed, unnatural or too stylized. Look for photos that seem to be lit with natural light and that feel spontaneous. Images should be welcoming and in full color. When possible, depict people in environment.

Always use images approved by marketing. Additional images may only be purchased by the marketing department subject to brand approval.



Styling

Photos of people and situations

Images should be bright and lit naturally.

Avoid photos that are poorly lit indoors

or have a yellow tint. People should be

involved in what they’re doing, not looking

at the camera.

Photos of objects

Objects should be well lit and extremely

simple. Objects can be on a sweep or on a

clean background. Avoid objects with fake

shadows or anything that appears busy or

cluttered. Look for images that appear flat

and graphic.

Photos of metaphors

Metaphors should be graphic and simple.

Images should have a sense of movement

and energy. Avoid messages that are

cliché and overdone.

DON’T:

Use staged portraits with unnatural light.

DON’T:

Use images that are cluttered and busy with objects in the foreground and background.

DON’T:

Use images that aren’t crisp and graphic and are cheesy in messaging.


People We celebrate the people that harness our products and the end-users that enjoy them.


Situations We show the situations where our products are developed, deployed or used —

including the grit and determination it takes to get there.


Details Choose details that convey richness and emotion. We choose details that relate to our customers or to

illustrate a concept.


Ideas We use photography to communicate concepts and ideas that cannot be literally depicted, or

that would seem trite if depicted literally.


Illustration categories and samples

Illustrations are important to the Vantiv brand, but easy to get wrong. Our illustration categories contain type-as-image, icons and general illustrations.

Type-as-image is a way for us to use our distinctive typography and color palette as imagery in its own right.

We use infographics and general illustrations where a photograph or words don’t do a subject justice, or where an image would seem too cliché. Illustrations are also very helpful to convey complex information and data.

Our icons are used to aid in scannability and to indicate actions — primarily online.

For help with illustrations, please do not hesitate to contact the brand team.


Type-as-image Sometimes a word is worth 1,000 images. Part of our brand aesthetic is to occasionally treat type as image. Words

at large scale demand attention, but in a restrained, minimalist way. The interplay with negative space and margins is

important for success. Type can be filled with a Vantiv gradient, a photo, or used as a backdrop for objects to anchor

against.

Applying the Vantiv logo as the word allows us to emphasise the agility of our brand, and provides the opportunity

to align Vantiv with concepts that stand at the core of the brand. Please refrain from using type-as-image as

a decorative element and reserve it to convey a meaningful idea or message. Do not use type-as-image as a

replacement or substitute for the Vantiv logo.

These treatments are limited to the Vantiv marketing department. Please do not create or attempt to recreate

these treatments at this time. If you would like to use type as images, please ask for help and we can provide you

with options.


Illustrations Illustrations should be drawn in a simple, yet sophisticated manner. We stay primarily within the Vantiv color palette but can

include variations for shading or to convey skin tone and other important colors not present in the Vantiv palette.

SMALL

BUSINESSES

5 minutes 5 hours

computer records have been involved in security breaches in

the U.S. since 2005.

340million+


Illustrations: usage

Please keep illustrations on flat color backgrounds to keep

messaging clear.

DON’T:

Use colors that aren’t harmonious.

DON’T:

Use gradient backgrounds.

DON’T:

Use photographic backgrounds.

DON’T:

Use patterns or graphic backgrounds.


Icons Icons help convey actions and aid in scannability. In the past icons were an outsize component of our brand, and suffered

from over-exposure. We aim to limit the use of icons to situations where they are truly warranted. Please do not use our

previous icon library.

Icon library samples. Please contact the brand team for the full library.


Before: After:

The following examples show some of the ways in which we can redesign our existing materials to the new brand.

Although the current Vantiv colors are also part of the new Vantiv brand, they are applied differently. Current materials that are not high-profile, and that have a long shelf-life can continue to exist in their current format. If you have the chance, please do update your materials to the new branding.

Brand evolution

Fueling digital commerce.Simplifying payment innovation.

6. Sample Applications



Billboard


Magazine Ad


Website


Email


Presentation

7. ResourcesFor all questions regarding our brand guidelines, please contact Vantiv Corporate Marketing.

Vantiv employees can interact with the brand and learn more by visiting BrandZone at brandzone.vantiv.com.


Documents

Brand Guidelines, v2 September 9, 2015 - Vantivinfo.vantiv.com/rs/048-BUR-972/images/vantiv_guidelines_r9.pdf · our talents and technologies and sparking on others’ ideas. Whether