Acquirer Branding Guidelines · 2020-06-11 · Acquirer Branding Guidelines Published July 2010...

Acquirer Branding Guidelines

Published July 2010


Version: 01.07.2010

Published July 2010


Published July 2010

Index

Section 1: Background 1

Section 2: Marketing

Part (A) Marketing Options 2-3

Part (B) Permitted Marketing Mediums 4

Part (C) Acquirer’s Trading Names 4

Section 3: Scripts to be Used when Referencing Acquirer and/or Bank 5

Section 4: Appendices

1(a) The Marks 6

1(b) Bank Logo Exclusion Zone & Minimum Size 7

1(c) Retaining the Acquirer Branding Mechanism 8

1(d) Application of the Colour Palette 9

1(e) Angular Boxes 10

1(f) Application of Angular Box for Header Text & Shape Boxes 11

1(g) Photographic Styling 12

1(h) Typography & Tone of Voice 13

2 Corporate Folder Adaptable by a Third Party 14

3 Datasheet Where Content Can Be Added by a Third Party 15

4 Datasheet with Editable Logo Area 16

5 Datasheet Explaining the Relationship Between

Acquirer/Bank & Third Party 17

6 Scripts 18-19


Published July 2010

Background

AIB Merchant Services (Acquirer) has developed these Acquirer Branding Guidelines (Guidelines)

to govern the use by an accredited independent sales organisation and/or member service provider

(Third Party) of Acquirer and Allied Irish Banks P.L.C. (Bank) names, trademarks, service marks

and logos (the Marks). Implementation of these Guidelines will be strictly monitored by Acquirer,

and use by a Third Party of the Marks are subject to prior written approval by Acquirer’s Marketing

Manager at all times. If these Guidelines are not adhered to, Acquirer reserves the right, at any

time in its sole discretion, to revoke any approval granted to a Third Party in respect of the Third

Party’s use of (a) the Marks, and (b) approved Marketing Materials (as defined below).

These Guidelines seek to:

(i) outline what marketing options are available to a Third Party in terms of creating promotional

literature and communications (Marketing Materials) used to market and promote merchant

acquiring services provided by Acquirer and Bank (Merchant Acquiring Services);

(ii) provide clear parameters on how a Third Party can use the Marks;

(iii) isolate marketing mediums through which a Third Party can market the Merchant

Acquiring Services;

(iv) provide template data sheets for permitted marketing mediums, which allow a Third Party

to insert their own trademarks and logos in accordance with the Guidelines;

(v) advise on the proper positioning and usage of colour, font, size and type faces in respect of

the Marks, and a Third Party’s own logo(s) and trademarks (see Appendix 1); and

(vi) provide a script to be followed by a Third Party when they telephone, and or call into

prospects to ensure prospects are properly informed as to (a) what entity is providing the

Merchant Acquiring Services and (b) the Third Party’s role in the provision of Merchant

Acquiring Services.

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Part (A) Marketing Options

A Third Party has the following options to choose from when it comes to using Marketing Materials:

1. Avail of Acquirer pre approved templates;

2. Use own branded material incorporating the Marks; or

3. Use own branded material not incorporating the Marks.

1. Avail of the Acquirer pre approved templates (Templates)

The Templates are appended in Appendices 2 – 4, and allow a Third Party insert their own details

in the fields provided in accordance with the instructions given. Apart from the specific fields and

datasheets that Third Parties can customise, the Templates can not be altered in any way.

The Templates provided are as follows:

- Dual branded Corporate folder (see Appendix 2);

- Dual branded datasheet (see Appendix 3 & 4). If a Third Party seeks to add additional

content to the datasheet, prior written approval from Acquirer and/or Bank is required. Acquirer

will not be responsible for any expenses incurred where this approval has not been given;

- Dual branded datasheet explaining the relationship between Acquirer, Bank and a Third Party

(see Appendix 5); and

- A script to be used by a Third Party when promoting Merchant Acquiring Services to a prospect

(see Appendix 6).

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2. Use own branded material incorporating the Marks

This option is available to a Third Party who wishes to use their own Marketing Materials

and would like to incorporate the Marks into such material.

To avail of this option, a Third Party must send a copy of the Marketing Materials incorporating

the Marks to Acquirer for Acquirer’ and/or Banks’ prior written approval prior to a Third Party

putting such material in circulation. Appendix 1 outlines the proper positioning and usage of

colour, typefaces, font style, size to be used in the Marketing Materials.

If these Guidelines are not adhered to, Aquirer may, in its sole discretion, withold its approval,

and/or reserve the right, to revoke any prior approval granted. If approval has not been granted,

or it has been revoked, a Third Party must cease using the Marketing Materials in accordance

with the timeframes notified to a Third Party as required by Acquirer and/or Bank. Acquirer will

not be responsible for any expenses incurred where this approval has not been given.

3. Use own branded material not incorporating the Marks

Acquirer shall have the right in its sole discretion to review any Marketing Materials used by

a Third Party to promote and recommend the Merchant Acquiring Services provided.

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Part (B) Permitted Marketing MediumsIn addition to the marketing options covered in Section 2 (Part A), if a Third Party wishes to use

the Marks on its website(s), prior written approval must be sought from Acquirer and/or Bank.

Screenshots of the actual proposed placement of the Marks must be supplied when seeking

approval. Acquirer does not permit a Third Party to use the Marks on any letterhead, notepaper,

stationery and identification material, which shall include, but is not limited to, business cards and

ID badges. Should this be required, a Third Party should contact it’s Relationship Manager and/or

Acquirer Marketing Manager to discuss these options.

Should a Third Party require the inclusion of a reference to Acquirer on ID badges, they may use

the wording “An accredited Independent Sales Organisation for Acquirer [insert appropriate

trading name for the particular jurisdiction in which a Third Party operates].

Part (C) Acquirer’s Trading Names Acquirer trades in the Republic of Ireland under the trading name AIB Merchant Services, in

Northern Ireland as First Trust Merchant Services and in Great Britain as AIB (GB) Merchant

Services. The correct trading name for the particular jurisdiction/market in which the third party

operates must be used when promoting the Merchant Acquiring Services. If a Third Party has any

doubt as to what the appropriate trading name should be, they should discuss the matter with its

Relationhip Manager and/or Acquirer Marketing Manager prior to promoting and recommending

the Merchant Acquiring Services.

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Section 3: Scripts to be Used When Referencing Acquirer and/or Bank

It is paramount to Acquirer in providing the Merchant Acquiring Services that a prospect

understands what entity is providing the Merchant Acquiring Services, and what role a Third

Party plays in providing such services. It is fundamental to Acquirer that a prospect understands

that they are not speaking with a direct employee of Acquirer and/or Bank and that a Third Party

is an accredited independent sales organisation and/or Member Service Provider of Acquirer. A

Third Party should also make clear to such prospects that if a prospect wishes to be provided with

Merchant Acquiring Services, it will be entering into a contract with Acquirer and Bank and not

with the Third Party.

To ensure consistency in what is communicated to prospects, Acquirer has prepared (i) an

information leaflet that explains the relationship between Acquirer, Bank and the Third Party

(see Appendix 5), and (ii) a script that must be followed by a Third Party when promoting

Merchant Acquiring Services to a prospect (see Appendix 6).

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Appendices


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The Marks are Acquirer's name on an aubergine band with Bank's logo. This is in accordance with Acquirer brand guidelines with Bank.

There are two additional Marks (as set out below) that can be used on an ad hoc basis, by a Third Party, subject to the prior written approval of Acquirer’s Marketing Manager.

The Marks are made up of Bank’s Group logo and Acquirer’s name (AIB Merchant Services).

The Marks are easily recognisable as it draws on the strong brand awareness of Bank. Typography and brand mark combine to create a clear brand message.

Appendix 1(a): The Marks

AIB Merchant Services

AIB Merchant Services

The name on its own

Bank logo with Acquirer’s name.

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Logo exclusion areaTo retain authority and clarity around the Bank logo, an exclusion zone should be observed. It is important not to let other elements encroach on this area. The area is created proportionally by the height of the letter ‘A’ from the letters ‘AIB’ within the logo. Please remember that this area is a minimum.

Logo minimum sizeTo ensure that the Bank logo is always legible whenever it is

reproduced, a minimum size of 15mm in height should be

used. It should never be used any smaller than this.

Appendix 1(b): Bank Logo Exclusion Zone & Minimum Size

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Appendix 1(c): Retaining the Acquirer Branding Mechanism

To ensure uniformity and create instant recognition among merchants, the aubergine footer bar must be retained and used across all printed material.

This brand representation should appear on all print material,i.e. folders, brochures, data sheets and advertisements. For all sizes larger than A3 (300mm width and greater) scale accordingly.

Standard mark positionThe standard position of the mark for the majority of communications should be the bottom right hand corner. Care must be taken to ensure that both the minimum size and exclusion area rules are applied. The mark should always appear on an ‘Bank Aubergine 1’ banner.

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Appendix 1(d): Application of the Colour PaletteThe four Acquirer colours are two yellows, blue and aubergine. These corporate colours must be applied in

a balanced way to all applications when using the different versions of the logo. When printing applications,

the preference is to use full-colour (CMYK) instead of Pantone colours.

Applied Uses

The colours will be used for page background colours and colour boxes.

Proportion of Colour

Yellow 1 should be used as the primary background colour, with Yellow 2 used as a secondary highlight for

boxes. You may also use tints of these colours to add extra colours to highlight boxes.

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Yellow 1Pantone 120

C. 0M. 9Y. 59 B. 0

R. 255G. 227B. 132

Yellow 2Pantone 122

C. 0M. 14Y. 82 B. 0

R. 255G. 215B. 73

Blue

C. 100M. 94Y. 0 B. 6

R. 37G. 53B. 142

AuberginePantone 7449

C. 46M. 100Y. 0 B. 75

R. 59G. 0B. 53

This is Pantone 120

This is a 55% tint of Pantone 120

2mm corner radius on all boxes and images

All rules to be .5pt

5oAll images and boxes are at an angle of 5 degrees

This is Pantone 122 and is used as a secondary colour

Appendix 1(e): Angular Boxes

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Transaction types

Appendix 1(f): Application of Angular Box for Header Text & Shape Boxes

Document Title Header

Shape Boxes

The title header will always hold the name of the product and/or service that the document relates to. The title will always be written in accord-ance with the specified naming convention. These boxes will be placed at a 5 degree angle. This angle can not be deviated from.

The Yellow boxes can be used as a graphic device on collateral. They can be a solid colour or an outline of the box. They can also be used to hold images.


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Appendix 1(g): Photographic Styling

The images used for collateral should be characterised by simple, everyday subjects, photgraphed in tight shots with natural lighting.

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FrutigerThis font should be used on all Acquirer collateral.

Frutiger 65 BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890/?!@£$%&

Frutiger 55 RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890/?!@£$%&

Frutiger 45 LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890/?!@£$%&

Frutiger 65 BoldThis will be used primarily for main headings.

Headings: Bold 14pt. where suitable

Bulleted points: Frutiger Bold, 9pt. /13pt where suitable

Frutiger 55 RomanThis will be used for subheadings or to create

emphasis within body copy. It can also be used

in conjunction with Bold for main headers.

Headings: Frutiger Roman, 14pt. when used in conjunction with Bold headers

Subheadlings: Frutiger Roman, 11pt. / 12pt where suitable

Frutiger 45 LightThis will be the main font for body copy throughout.

Body text: Frutiger Light 9pt. /13pt where suitable

Appendix 1(h): Typography & Tone of Voice

The Acquirer collateral text will be relevant, clear, concise and engaging with the reader. New processes, products

and services will be explained simply and effectively. Careful attention will be given to layout so that information

is easy to digest at-a-glance through bite-size information boxes, top tip boxes, bullet points and well-thought-out

heading placements.13

• Font

• Tone of Voice


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Appendix 2: Corporate Folder Adaptable by a Third PartyBelow is an example of how a corporate folder can be adapted for use by a Third Party

If you would like to arrange card acceptance services or fi nd out more about AIB Merchant Services, please contact us

Company Name

Company Addressline 1line 2line 3

Telephone: 01 101 0101Fax: 01 218 2199

You can view further company information relating to First Trust Merchant Services (the trading name of First Merchant Processing (UK) Limited, which operates in Northern Ireland; AIB Merchant Services (the trading name of First Merchant Processing (Ireland) Limited, which operates in Ireland; and AIB GB Merchant Services (the trading name of First Merchant Processing (UK) Limited, which operates in Great Britain at www.aibms.com. The AIB and First Trust names and AIB and Ark logos are registered trademarks that are used by the above mentioned companies under licence.

ISOFOL0909

Accredited Independent Sales Organisation for AIB (GB) Merchant Services

A Third Party may add their own corporate logo to the folder document. This logo must be centered above Accredited Independent Sales Organisation for [insert appropriate trading name of Acquirer for the particular jurisdiction in which a Third Party operates]. The logo must fit a space no more than 30mm high.

The document styling must not be altered in any way. Imagery relatingto the Merchant Acquiring Services on offer can be altered but must follow the look and feel set out in Appendix 1(g): Photographic Styling.

Type GuidelinesCompany Name Fruitger Bold 8pt on 15pt leading. Address Line: Fruitger Light 45, 8 pt on 11pt leading.Telephone: Fruitger Light 45, 8 pt on 11pt leading.Telephone Number: Fruitger Bold 8pt on 11pt leading.Colour: Black

A Third Party may also add their company details to this corporate folder. They must be placed in the position outlined herein and a Third Party must follow the stated typed guidelines respectively.

This is an example of a folder that can be used in the UK market. Acquirer Marketing Manager will provide a Third Party with artwork for the relevant market they will be operating in.

The Acquirer disclaimer text should never be altered or removed from bottom on the back page.

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Appendix 3: Datasheet Where Content can be Added by a Third Party Below is an example of how a datasheet can be adapted for use by a Third party

A Third Party may add their own corporate logo to the datasheet. This logo must be positioned in the space specified and must not exceed 38mm in width.

A Third Party may also add their company detailsto the datasheet. They must be placed in the position outlined herein and a Third Party must follow the stated typed guidelines respectively.

Two lines of text about the Third Party can be placed here. (Max. 250 characters,7pt point size).

A Third Party may add theirown text to the datasheet template. Typography & Tone of Voice guidelines laid out in Appendix 1(h) must be adhered to when compiling the document.

The document styling must not be altered in any way. Imagery relating to the services on offer can be altered but must follow the look and feel set out in Appendix 1(g): Photographic Styling.

Column and border widths have been set out in this document and should always be adhered to when creating new documents.

bor

Card acceptance is a vital component of any retail business and with AIB Merchant Services as your partner, you can be sure that you are working with a leading card acceptance organisation who will provide you with innovative solutions to support your business.

Our tailored offerings will give you the flexibility to accept Credit and Debit card payments including solutions for a wide spectrum of business types.

Key benefits

you need to hold less cash on your premises

Transaction types supported

50mm

30mm 150mm

130mm

der 5mm 30mm 70mm 70 mm

12mm

gutter 5mm

Card Not Present (CNP) Transactions‘Card Not Present’ (CNP) are transactions where the Card and Cardholder are not present at the Point of Sale e.g.

Mail or telephone orders E-commerce transactions

These types of transactions are becoming increasingly popular with consumers and unfortunately equally appealing to fraudsters. There are additional risks associated with such transactions as there is no opportunity to physically check the Card or the identity of the Cardholder.

The introduction of 3D Secure offers payment security and CVV2 checking enhances payment security.

Gratuity facility (tipping) For hospitality merchants, the terminal can be programmed to accept a gratuity facility within the overall Card payment transaction.

Purchase With CashBack (PWCB) A service that benefits both you and your customer as cash withdrawal is allowed whilst making a Card purchase. Additional benefits to you include -

- Reduces cash on your premises - An additional service to offer your customers - Improves security

Pre-authorisation This form of transaction allows you to take bookings over the phone or internet and funds are reserved against the card used until such time as you process the payment. This is typically useful for advanced hotel or car rental bookings.

Our customer services team is available to offer guidance and advice to help with any of our card acquiring services or sales queries you might have.

REF NO.000

40mm

30mm 70mm 70 mm

gutter 5mm

max. column length 225mm

Type GuidelinesThird Party Text: Fruitger Regular 7pt on 10pt leading. Web Address Line: Fruitger Bold 7pt on 10pt leading.

Ril diam quisi blaore volore vel dolor ipis alit ex etuercilis nostisisl

ullum quiscil dolorti onullamcommy non ut utatin hendignibh

vercipit aci tem dolore dit et, se mincilit nummy non utat prat

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Appendix 4: Datasheet With Editable Logo AreaBelow is an example of a datasheet with pre existing content and a logo area that can be personalised

A Third Party may add their own corporate logo to the datasheet. This logo must be positioned in the space specified and must not exceed 38mm in width.

A Third Party may also add their company detailsto the datasheet. They must be placed in the position outlined herein and a Third Party must follow the stated typed guidelines respectively.

Two lines of text about the Third Party can be placed here. (Max. 250 characters, 7pt point size).

40mm

30mm 70mm 70 mm

gutter 5mm

max. column length 200mm

30mm 150mm

130mm

border 5mm 30mm 70mm 70 mm

12mm

gutter 5mm Type GuidelinesThird Party Text: Fruitger Regular 7pt on 10pt leading. Web Address Line: Fruitger Bold 7pt on 10pt leading. 16


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Appendix 5: Datasheet Explaining Relationship Between Acquirer/Bank and a Third PartyDatasheet containing information on the relationship between Acquirer/Bank and a Third Party

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The information provided in this document should not be edited.


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Appendix 6: Scripts

Partner Sales Introducing yourself to the merchant

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Importance of the Message

It is crucial the merchant understands who they are dealing with at all times. Your organisations brand is important, and AIB Merchant Services respect that.

At the same time for reasons of compliance and brand agreements, it is also important that the merchant understands they are not dealing with Acquirer directly, although they will ultimately be contracting with Acquirer and Bank.

Additionally the merchant needs to be clear that Acquirer is distinct from the Bank.

The 'AIB' is often the recognised part of the name, and it is important the merchant doesn’t think you are from the local branch of the bank, or any other part of the bank, as this can cause confusion if they subsequently contact a branch.

The link with the Bank adds credibility, but needs to be used carefully.

Getting the Message Right

To avoid this sort of confusion there are rules around sales and marketing materials, the brand used, and how the brand is positioned in relation to your own.

We have also prepared the following text which you may find useful.

Within reason this can be varied as long as the customer always remains 100% clear that you represent your own organisation, and are not in any way left with the impression that you work for the Bank or Acquirer.

Script

‘’Hello I am from {your organisation] and am calling to discuss your card needs {insert your usual script until you get to product/organisation description}. We are an accredited independent sales organisation for AIB Merchants Services’’


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Appendix 6: Scripts (cont.)

If the merchant asks who is the Acquirer, your response should be:

"AIB Merchant Services are joint venture between First Data (a major global card processor) and Allied Irish Bank (the largest bank in Ireland)."

If it helps with the sales discussion you may wish to add that

"AIB Merchant Services are a European Acquirer, that can process transactions from several countries. In Ireland they process more than 40% of all card transactions."

The above isn’t intended to guide your sales approach of course, this is your own. It is intended to ensure clarity around the use of the brand and the Marks.

Do• Explain you represent and are an approved seller for

Acquirer.

• Use Acquirer's name rather than an abbreviation.

Don’t• Never use ‘AIB’ or ‘Allied Irish Bank’ to describe the

service. It should always be ‘AIB Merchant Services’.

• The only exception is if you need to describe the ownership of AIB Merchant Services (as First Data and Allied Irish Bank)

Good luck with the sales.

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