BANK AND CREDIT UNION MARKETING

New Mastercard Brand Requirements

What are you doing this Fourth of July? Along with grilling out and watching fireworks, you’ll also need to make sure your financial marketing and communications materials meet the new Mastercard® Brand Mark Guidelines.

Mastercard has been featuring its new look (see logo above) and name format (Mastercard with a lowercase “c”) for some time. However, the company is starting to require use of their new brand requirements as of July 4, 2017.

At image.works, we have a team of copywriters, proofers and designers to help your financial institution meet the marketing and communications guidelines on projects we create for you. Please note the following information from Mastercard on the new requirements:

  • All new marketing and communications materials published on or after July 4, 2017, must include the new Brand Mark.
  • Your financial institution should update marketing and communications materials at the earliest opportunity in the normal course of business.
  • Issuers may update their digital card imagery (for use in digital wallets) at any time. However, these images must be updated no later than the update of the companion card plastic.
  • All new acceptance decals printed on or after July 4, 2017, must include the new Brand Marks.
  • ATM Acquirers should update their Acceptance Marks at the earliest opportunity in the normal course of business.
  • All Mastercard and Debit Mastercard card proofs submitted for review on or after July 4, 2017, must include the new Brand Mark.
  • All Mastercard and Debit Mastercard cards printed on or after July 4, 2017, must include the new Brand Mark.
  • Issuers do not need to reissue cards already issued.
  • Card manufacturers may continue using card plastics already in inventory until the stock is depleted.
    Note: An updated Card Design Standards Manual is also available on Mastercard Connect > Library > Publications > Card Design.

How should you use the Mastercard name in text?

Below is an excerpt from the Mastercard Brand Mark Guidelines:

Lettercase
When referencing the Mastercard name in text, use an uppercase “M” and lowercase “c” with no space between “Master” and “card.” The name should not appear with a capital “C.” The Mastercard name should appear in the same font as its surrounding text.

Registered trademark symbol (®)
In the first or most prominent text use of Mastercard on a page or screen (after use, if any, in a headline), the ® symbol is required. In subsequent use on that page or screen, the ® symbol may be omitted.

Read-through
The Mark may be used as a read-through in a headline, but may not be used as a read-through in the body of a communication. When used in text, it should be set in the same typeface as the surrounding text.

Trademark attribution notice
When the Mastercard name and/or Mark is used, the following trademark attribution notice (in a very small type size) should be included once in the communication: “Mastercard is a registered trademark, and the circles design is a trademark of Mastercard International Incorporated.”

Note: On digital communications and small-size marketing communications, the above trademark attribution notice is not required.

Translations
The Mastercard name must appear in English only. The Mastercard name must not be translated into other languages nor appear in another alphabet except for specific authorized versions in Chinese (translation) and Arabic (transliteration).

For complete Mastercard Brand Mark Guidelines and to download the new artwork or order decals, be sure to visit brand.mastercard.com.

Posted by Kim Ziehr - May 03, 2017