Datacard Group

Corporate Identity standards

 overview

These identity standards were created to help Datacard Group colleagues, channel partners and vendors use
the Datacard Group corporate identity correctly and consistently in a wide variety of applications.

By following these standards, you can help improve brand awareness, maintain brand integrity and leverage
the strength of the Datacard brand to gain preference in a competitive market. This will enable us to achieve
global consistency, strengthen our messages and give customers a clear understanding of our story.

For more information, please contact Corporate Marketing Communications or your Regional Marketing
Communications Manager.

Using the Datacard Tradename

There are two ways to use the Datacard tradename:
1. Company/trade name: Datacard Group
 DataCard Corporation operates as Datacard Group. As a corporate identifier, the name “Datacard
Group” never uses the ®. Always use “Datacard Group” on first reference. Additional references
can be shortened to “Datacard” if it is clear you are referring to the company and not the brand
name. “Datacard” is not used as a possessive (“Datacard’s”); “Datacard Group’s” is the only correct
possessive.

2. Brand name: Datacard®
 Datacard® is a registered trademark for product names, packaging or service offerings. Use
“Datacard®” on first reference to the brand name. Additional references on the same page do
not need the ®. The trademark must be followed by a noun. For example: Datacard® solutions,
Datacard® CD800™ card printer.

In addition to the trade names, DataCard Corporation is the legal name of the company. The C in
“DataCard” is capitalized, and DataCard Corporation must be used when referring to the legal entity. For
example, use it in the copyright statement: ©20XX DataCard Corporation. All rights reserved.

Additional Trademarks
Trademarks must be acknowledged in collateral, advertisements and other printed materials. Here is an
example: Datacard [insert others as necessary] are trademarks, registered trademarks and/or service marks of
DataCard Corporation in the United States and/or other countries.

For a complete list of trademarks (™) and registered trademarks (®), visit eshare.datacard.com, or contact
Corporate Marketing Communications or your Regional Marketing Communications Manager.

1 Corporate Brand Identity Standards

 Times New Roman PS - Roman Times New Roman PS - Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Typography

Typography (choice and usage of fonts) is essential for a strong, consistent brand. Datacard Group uses two
typefaces for all marketing communications. One font type is a “serif ” font and the other is a “sans-serif ”
font. Serifs are the structural details at the ends of individual letters, such as the “feet” on the bottom of a
capital “A.” Serif fonts (which have serifs on every letter) are preferred for text. They are easier to read in
large blocks of text because the serifs guide the reader’s eye across the page, which many usability tests
confirm. Sans-serif fonts (which do not have serifs) are easier to read at large sizes, so they are preferred for
headlines.

Headline Typeface (sans-serif): Trade Gothic

The first typeface is the Trade Gothic family, which is a sans-serif font. It is used for headlines, subheads,
callouts, body text, illustrations and all other graphics.

Trade Gothic - Medium Trade Gothic - Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Trade Gothic - Bold No. 2 Trade Gothic - Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Ideally, headlines appear in all capital letters. In printed collateral (brochures, data sheets, white papers),
subheads use initial capital letters. For tradeshow graphics and videos, using capital letters for all type adds
impact and increases readability.

Text Typeface (serif): Times New Roman

The second typeface is the Times New Roman PS family, which is a serif font. This family of typefaces
should only be used for all body text in some instances. Italic and Bold Italic versions may also be used.

Times New Roman PS - Roman Times New Roman PS - Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Graphic Identity

Datacard Group’s graphic identity is designed to achieve a rich, sophisticated presentation. Strong, saturated
colors provide greater depth, conveying the strength of our brand as well as the trust we have earned through
our considerable experience and expertise.

To help you apply these elements consistently and support our global brand integrity, we have created some
simple, easy-to-use guidelines for each element.

Trade Gothic - Medium Trade Gothic - Condensed

2 Corporate Brand Identity Standards
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
 Datacard Group Logo
Using the Datacard Group logo properly helps ensure a strong, consistent brand. There are two simple
guidelines to follow:

1. Do not alter or customize the logo.
2. Maintain correct space requirements around the logo (see “Clear area” on page 5).

Logo mark
The “logo mark” describes the company name type face and the shape (“swoosh” or “pennant”) below
it. The Datacard Group logo mark may be downloaded from www.partnerpage.com, but if you need help
acquiring the artwork, please contact Corporate Marketing Communications or your Regional Marketing
Communications Manager.

Logo color
The Datacard Group logo blue color is PMS 293. This color is used only for the Datacard Group logo. Note
that it is not required to be printed as a spot color.

PMS 293
CMYK = 100c/68m/00y/2k
RGB = R_0/G_70/B_173
HEX = #0046AD

The Datacard Group logo can be used in full-color (print and electronic), one-color and reversed-out
applications. Full-color logos can be used with the Pantone Matching System color 293 and Black, or the
process equivalent.

The one-color version (printed in black, gray or silver) improves readability when full-color usage is either
unacceptable or unavailable.

Reversed-out logos are best avoided unless the graphic can be placed on a dark field (preferably black or dark
blue) and/or backlit.

3 Corporate Brand Identity Standards

 Company logo
Datacard Group uses two logo treatments. The first, also known as the “Datacard Group logo,” refers to
the company and is used for the majority of marketing collateral. Global channel partners should use the
Datacard Group logo at all times.

This treatment can be used with:

• Brochures, data sheets and direct mail • Company address
• Signage for facilities • Promotional items/business gifts
• Corporate presentation template • Internal newsletters
• Websites • Business cards, letterhead
• Channel partner co-branding efforts

Brand logo and variants

The second version, also known as the “Datacard logo,” is only used when referring to the brand name. This
treatment is a registered trademark and must include the ® mark. (Please refer to the trademark list on eshare
or PartnerPageSM for exceptions.)

This treatment should only be used with:

• Product packaging
• Product labels
• Product documentation
SM
The Datacard service mark logo is used for marketing materials related to
Datacard Global Services:

Clear area
Clear area refers to the border around the logo. It is defined
in terms of X-height, or the height of the capital “D” (see
diagram). X-height increases or decreases relative to the size
of the logo. If the height of the capital D in a brochure is 0.25"
then the X-height is also 0.25". The diagram illustrates the
clear area requirements for the Datacard Group logo.

Keeping text or images out of the clear area helps make sure the logo stands out to customers. It is also
helpful to keep the logo away from the edge of a page within the limits of the clear area. Consistent usage of
the clear area ensures readability and protects logo integrity.

Logo size
The Datacard Group logo rarely appears smaller than 1.5" wide,
unless it is printed on very small promotional items (pens, pins, etc.).
1.5 inches

4 Corporate Brand Identity Standards

 Incorrect usage
The following examples are all incorrect applications of the Datacard Group logo. They are by no means
all-inclusive. If you have questions regarding logo usage, contact Corporate Marketing Communications at
marcomm@datacard.com or Regional Marketing.

is securing technology

DO NOT add trademarks or DO NOT change logo coloration DO NOT create a tag line DO NOT use a tagline
registration marks in the logo

Service Team

DO NOT place logo on angle DO NOT place logo on similar colored backgrounds DO NOT add containing shapes DO NOT add a team name

®
DatacardGroup
DO NOT remove pennant DO NOT reverse the colors of the logo DO NOT substitute logo with type

Channel Partner Logos

Your company plays a critical role in helping maintain the image and reputation of Datacard Group.
Usage of the appropriate partner logo signifies your importance to Datacard Group and provides you with a
powerful selling position. The following logos are available for download from the Global Partner Program
section on PartnerPage : SM

Datacard Authorized Reseller

• Direct or indirect business relationship to Datacard Group
• Must have a current Authorized Reseller Agreement or Authorized
Reseller Indirect Agreement with Datacard Group

Datacard Authorized Distributor

• Direct business relationship to Datacard Group
• Must have a current Authorized Distributor Agreement with
Datacard Group

Datacard Integrated Solutions Provider

• Direct business relationship to Datacard Group
• Must have a signed Integrated Solutions Provider Agreement with
Datacard Group

Datacard Enterprise Solutions Provider

• Direct business relationship to Datacard Group
• Must have a signed and active Enterprise Solutions Provider
Agreement with Datacard Group

5 Corporate Brand Identity Standards

 Channel Partner Logo Usage Guidelines
• The channel partner logos must be used as provided without change.
• Please use the relevant logo in all your sales and marketing materials in which Datacard® products are
offered.
• In advertising, place the main emphasis on your company, and secondary emphasis on your relationship
with Datacard Group. Your logo should appear equal to or larger than the Datacard Group logo(s).
• Please use the logos in close proximity to, or in obvious connection with, specific Datacard® products or
services.
• The logo may not be combined with any other object, including other logos, words, graphics, photos,
slogans, numbers, design features, or symbols.
• For a full version of the logo usage guidelines, please refer to the Global Partner Program section on
PartnerPageSM.

Color Palette
The Datacard Group color palette communicates richness, complexity, depth and authority. Use colors
consistently across all printed and electronic materials.

The primary colors are blues. These blues are built using a minimal amount of red to avoid purple
undertones. Secondary colors are gray, and are only used as complementary colors (not as a second
option for the primary color). The palette is not limited to blue and gray, but these colors receive
special emphasis.

Primary: Blues

PMS 2925 PMS 2935 PMS 2945 PMS 2955

CMYK = 84c/21m/00y/00k 100c/52m/00y/00k 100c/52m/00y/00k 100c/55m/10y/48k
RGB = R_0/G_152/B_219 R_0/G_91/B_187 R_0/G_84/B_159 R_0/G_60/B_105
HEX = #0098DB #005BBB #00549F #003C69

Secondary/Accent: Grays

PMS 429 PMS 430

CMYK = 21c/11m/9y/22k 33c/18m/13y/37k
RGB = R_165/G_172/B_175 R_129/B_138/B_143
HEX = #A5ACAF #818A8F

6 Corporate Brand Identity Standards

building a more powerful brand
These brand identity standards are designed to help you create compelling marketing tools that attract new
business and leverage the strength of the Datacard brand.

If you have questions about this document or would like more information about available electronic files,
please contact Corporate Marketing Communications or your Regional Marketing Communications
Manager.

world leader in secure ID and card personalization solutions

Datacard Group empowers its customers to issue financial cards, mobile payment applications, passports, national
IDs, employee badges and other credentials that require exceptional security and precise identity management.
Our integrated solutions are used to issue a majority of the world’s financial cards and a rapidly growing number
of government identity documents. For more information about Datacard Group, visit www.datacard.com. Follow
us on Twitter, YouTube and LinkedIn.

Americas & Headquarters Asia Pacific Europe, Middle East

Minnetonka, MN Hong Kong & Africa
Phone: +1 952 933 1223 Phone: +852 2866 2613 Hampshire, UK
Email: info@datacard.com Email: asiapacific@datacard.com Phone: +44 (0) 1489 555 600
Email: uksales@datacard.com

Datacard, PartnerPage and CD800 are trademarks, registered trademarks and/or service marks of DataCard Corporation in the United States and/or other countries.

©2004-2013 DataCard Corporation. All rights reserved.

01.2013