Payzone
Brand Guidelines
Welcome to the Payzone brand guide. These guidelines introduce the basic building blocks of our visual identity. Our identity is the most overt expression of how we communicate with our partners, clients and end-users. In many instances, it’s an opportunity to create a positive first impression & long-lasting memorability.
The thinking
behind our brand
This section of the guidelines introduces you to our master brand messages and the personality traits that inform how we communicate. By understanding the ideas at the heart of our brand we can create communications that share a standard underlying set of values and a recognisable personality.
Why do we need guidelines?
These guidelines are all about branding and how our brand should be brought to life. Flexibility is at the heart of our brand. The real aim is consistency rather than rigid uniformity. This communicates our brand is full of life. Together we can protect the investment in our brand and ensure a much higher level of recognition across multiple applications.
Our Story
Everybody has a story to tell.
Here’s ours. It should be used to communicate directly with the end user across printed or digital communications or simply in conversation.
We're not about products. We're about people.
Our Brand Positioning
The belief that drives us. Our promise to our community and our vision for the future.
We are reimagining seamless
transactions by creating the best
customer experience imaginable.
Our Brand Purpose
Our point of distinction.
Our clarity of purpose.
Experience is Everything
Our values are the bedrock
of our business and represent
our attitudes and core beliefs.
They control the consistency
of our brand message, both
internally and externally.
Customer Centric
We are customer centric, truly placing the end-user at the heart of all that we do, we create the best solution to fit their world.
By understanding everyone’s individual needs and wants, we deliver a brilliant customer experience each and every time.
Can-do Attitude
We have a can-do attitude, always relishing a challenge, we’ve got an innate can-do attitude to overcome any obstacle.
We’ve got the drive, energy and passion to
work together as one team, to go further, achieve more and deliver shared success.
Ambitious
We are ambitious, we dream big, push harder and go further in all that we do.
We have our own unique voice that’s bold
but not impersonal, always looking beyond technology to see the difference we can make.
Clarity & Conviction
We operate with clarity and conviction, we are much more than a safe pair of hands.
We believe in sharing our expertise to guide people, open opportunities, and empower everyone with real insight and understanding to create a better world..
Visual Identity
Our brand identity is the visual expression of the brand. It has been created through the use of a set of visual building blocks. When combined, as illustrated in these guidelines, these blocks create a unique house style for all of Payzone's communications.
Our logo has been carefully considered and created to capture the spirit of Payzone. It has been created in a variety of formats and lock-ups to enable maximum flexibility while maintaining our brand's coherence.
Our Symbol
Our symbol is both a monogram of the letter 'P' and represents a seamless line connecting two points. Payzone is the invisible bridge that binds clubs and communities, products to people. We make every day easier.
Our Logotype
Our logotype has been specially crafted to be distinctive, clear and impactful, at all scales and mediums. Careful and considered application will give our logo its greatest stand out. Stacked and linear versions have been created for flexibility and diversity. Both versions have the strength and flexibility to be applied appropriately to each and every application, providing our brand with maximum opportunity to connect.
Do not
· Modify the logo
· Distress the logo
· Stretch, distort or change
· Skew, rotate or cut
· Change colour
Clear Space
For our mark to have maximum impact, it needs room to breathe. There should always be a clear area around it, as shown here. This protects its clarity and visual integrity.
We take our measurement for our clear space from the letter 'o' in the Payzone logo.
Experience is Everything
Our purpose, 'Experience is Everything', has been incorporated into the overall mark for ease of use on specific applications where space is limited. On larger applications, our purpose should flex appropriately and should be used separately from the logo to achieve maximum impact.
This version should be used where space is highly restricted or challenging.
The overall approach to typography should be friendly, clear and distinct in style. We have a modern but highly legible look to our typography, it has been carefully selected for its ability to work effectively and with personality.
Headline Bold – 72px
Nouvelle
Grotesk Bold
Headline Normal – 64px
Nouvelle Grotesk Light
Headline Light – 40px (Light)
Nouvelle Grotesk Normal
Body Bold – 24px
Cera Pro Bold: Donec faucibus tellus velit, non ultricies purus volutpat et.
Pellentesque ut tempus ipsum, nec mollis augue.
Body Regular – 16px
Cera Pro Regular: Vivamus porttitor sagittis dolor, at consectetur mauris convallis ac. Aenean aliquet feugiat nisi non ullamcorper. Donec faucibus tellus velit este resum. Non ultricies purus volutpat et. Pellentesque ut tempus ipsum, nec mollis augue.
Headline Typeface
Our brand headline typeface is Nouvelle. Nouvelle Light, Normal and Bold. This is a contemporary typeface that provides great standout, legibility & diversity.
Body Copy Typeface
Our body copy typeface is Cera Pro. Cera has been chosen to compliment our headline typeface to aid legibility and flexibility at smaller scales. It lends a friendly open feel and has been chosen for body text usage for its variety of weights that provide great legibility and diversity.
You can download our Payzone font families from here. Please use Nouvelle for all of our headings and Cera Pro for all body copy.
Do not
· Use other fonts
· Modify font
· Stretch, distort or rotate
Our Colour Palette
Colour is an essential feature of our identity. It plays a key role in building awareness and promoting recognition of our brand. Our colour palette has an essential part to play in expressing our customer centric, warm, pro-active, energetic attitude.
Our palette is composed of our signature Payzone Magenta, which is always at our core unifying Payzone everywhere. A range of secondary colours has also been specified to support it creating appropriate flexibility between messages. The role of the secondary palette is always supportive, it never replaces Payzone Magenta, but is there to add depth, provide distinction and change tone and energy, resulting in strong unified communications.
Payzone
Black
Sunset
Dusk
Verde
Forest
Violet
Sky
It’s not just what we do, it’s the way that we do it. When we communicate our brand, it is important to ensure that we convey the correct tone of voice. Our voice is real, engaging, warm and clear. To ensure our message is understood we speak with utmost clarity & simplicity.
Our tone of voice is real, warm,
engaging & clear.
Real
Capturing everyday life that connects and engages with everyone is vital in getting our message across. It’s important that every effort is made to mirror people's lives back to them and be true to life in the most accessible way.
Engaging
We want to truly connect with people in a human way, we use technology but we connect people. We are not afraid to speak with energy and positivity and use language that pops and crackles with life, that talks to people as people would naturally talk to each other.
Warm
We are a people-focused organisation. Central to what we do is empowering better experiences for people – making a positive difference in their lives. This desire is reflected in the warm,
heartfelt way we communicate.
Clear
We work hard to make the complex simple. We focus on what information people need and provide it with the utmost clarity. We balance common sense with our professional expertise to make
things simple and accessible always.
Do not
· Try to be funny without substance
· Avoid exclamation marks where possible
· Write long passages of copy
· Use technical jargon where it can be avoided
· Use acronyms
Do
· Put yourself in the end users shoes
· Use engaging language
· Use easy to understand examples
· Make an effort to be succinct
· Convey enthusiasm
Our imagery should reflect our people-centric brand focus. When choosing imagery, we want as much as possible to show real people living real lives, performing activities enabled by Payzone. From home life to business, sport to shopping, clubs to communities, Payzone is at the heart of it all. Imagery chosen should always be true to life and suggest real everyday scenarios wherever possible.
We employ our images to support our
headlines, either by bringing to life a
simple topic or to act as a metaphor for
people through everyday life scenarios.
Colour
Colour photography helps us reflect on the world around people every day to have a more immediate connection with them. Where possible, we try to communicate our brand values and inject elements of our colour palette into our photography to help unify, build awareness and recognition of our brand.
Illustration
Illustration is a great way to add depth, clarity and
conviction to communications both on and offline. It also helps communicate in an abstracted or metaphorical way.
Our brand illustration style is bold, fluid and friendly.
It enables us to build a distinct brand presence whilst also communicating and connecting with warmth and memorability.
Our illustration style, like our photography uses the Payzone colour palette wherever possible.
Pattern
A specially created range of patterns has been specified to further aid and bring life, energy and depth to communications. They provide impact, brand recognition and can add real texture to our communications, projecting our warmth and friendliness too.
Signage + Business Card
App Icon
Download templates for powerpoint.