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Brand Guidelines
Fidelity Brand Guidelines
This document outlines visual brand identity
standards for Fidelity’s products and services and
provides guidelines for how to apply the standards
to digital and print media.
Defining the Fidelity Brand
Hello
Table of Contents
01 Brand Values 4 – 702 Logo 8 – 1303 Glyph 14 – 1604 Color Palette 17 – 1905 Typography 20 – 2206 Icons 23 – 2407 Illustration 25 – 26 08 Social Media 27 – 28 09 Letterhead 29 – 30
Fidelity Brand Guidelines4
01 Brand Values
5 Fidelity Brand GuidelinesWho We AreBrand values
Over two decades of experience in the payments industry
has given Fidelity Payment Services a strong reputation as
a top provider of services. Our goal is to project an image
that reveals both our long-standing industry experience and
our eye on innovation. As such, we have updated the Fidelity
branding guidelines.
Fidelity understands that payment processing can be
confusing, technical, and costly, and that merchants want a
provider that has their best interests at heart. Our mission is
to help merchants process payments quickly, efficiently, and
cost-effectively, while providing a seamless and frictionless
experience for their customers. We want to enable you
to leverage our respected position in the industry to give
your sales efforts more impact and credibility. This can be
accomplished by maintaining a professional and uniform
logo and identity.
Please take the time to look through the entire guide to
educate yourself on the image we aim to present to the
world. If you have any questions, please feel free to contact
the Fidelity Marketing Department
6 Fidelity Brand GuidelinesOur CultureBrand values
Our Culture By definition, “fidelity” means faithfulness. Our unfaltering
loyalty and support for our merchants, partners, and team members
is what makes Fidelity truly unique. Our values dictate the way we
do business: fostering growth through integrity, flexible solutions,
transparency, and a people-first attitude in everything we do.
Integrity Business owners want a provider they can trust to have their
best interests in mind. Fidelity has built a well-earned reputation for
delivering consistently friendly and reliable customer service, competitive
pricing, and a robust suite of payment solutions designed to meet the
needs of all types of businesses.
Flexibility No one-size-fits-all solutions here. We give our merchants the
flexibility and control to design a payment processing system to fit their
unique business needs.
Putting People First No problem is too big or too small. Our caring,
knowledgeable, in-house experts get answers fast, so that merchants
can make the most informed decisions for their business..
7 Fidelity Brand GuidelinesOur VisionBrand values
Our Vision Our vision is to create seamless payment experiences
with our powerful payment processing solutions, proprietary
gateway technology, and personalized support to help supercharge
our customers’ businesses from day one. With a full suite of
customizable payment solutions and one-on-one support, we help
companies optimize their daily operations, fight fraud, lower costs,
and expand profits.
Challenges Navigating the rules and regulations around credit card
processing can be daunting. Merchants feel overwhelmed by the
options on the market, lack the information they need to make the best
decisions for their business, and often run into the following obstacles
when looking for a payment processing solution:
• Confusing rate structures
• Slow response times
• Hard-to-understand answers
• Lack of transparency
• Outdated technology
These challenges add to merchants’ frustrations, negatively impact
customer satisfaction, and cost both time and money.
Solution By combining our in-house team of top industry experts,
hands-on approach to client service, and relationships with nearly
every bank across the country, we are able to transform a complex and
cumbersome experience into a seamless process that gives merchants
peace of mind.
Result The result of these efforts is happy merchants. With our
transparent and competitive pricing options, cutting-edge technology,
and responsive in-house customer support, we are able to provide
customized solutions to businesses of all sizes and in all industries. As
our merchants’ businesses expand and evolve, we are there to provide
ongoing support to help them grow and prosper.
Fidelity Brand Guidelines8
02 LogoThis section outlines best practices for how to present
the Fidelity logo and provides examples for proper use.
• No adaptations or alternative versions of the Fidelity
logo may be used. This includes any and all previous
versions of the Fidelity logo.
• You must use the exact logo, without exception, in
order to maintain the integrity of the Fidelity brand.
• Our logo is a unit, and all elements within the logo
must be scaled or resized proportionately.
• The logo can be downsized proportionately, but
never enlarged. If you need a larger logo than the one
provided, please contact the Marketing Department.
• All designs including the Fidelity logo that were not
created by the Fidelity Marketing Department require
approval prior to distribution.
9 Fidelity Brand GuidelinesLogo Design
Our primary brand logo consists of the following
intrinsic elements:
• Glyph
• Wordmark
• Tagline
The elements go hand in hand and should not be
separated or changed in any way. Any modification
must be approved by the Marketing team.
Original Colors The original color logos should be
used in most instances.
The logo’s exclusion zone is equal to the logo’s capital letter “F”.
10 Fidelity Brand GuidelinesVariationsLogo
Download Links: PNG | JPG Download Link: PNG
Download Links: PNGDownload Link: PNG
11 Fidelity Brand GuidelinesLogo Color Use
Use the primary version on white backgrounds.
Use secondary versions on dark backgrounds.
12 Fidelity Brand GuidelinesLogo MisuseLogo
Do not switch the logo element’s colors.
Do not distort or warp the logo in any way.
Do not change the logo color or tone.
Do not rotate the logo. Do not change the typeface.
Do not crop the logo.Do not outline or create a keyline around the logo.
Do not recreate or manipulate any element of the logo, wordmark, or icon.
Do not apply opacity to the logo.
It is important that the appearance of the logo
remains consistent. The logo should not be
misrepresented, modified, or added to. Do not
attempt to alter the logo in any way. Its orientation,
color, and composition should remain as indicated in
this document — there are no exceptions.
Logo’s minimum size.
90 px 90 px
13 Fidelity Brand GuidelinesCo-BrandedLogo
Download Links: PNG | JPG
Download Links: PNG | JPG Download Links: PNG | JPG
Fidelity Brand Guidelines14
03 GlyphThis section outlines best practices for how to present
the Fidelity glyph and provides examples for proper use.
15 Fidelity Brand GuidelinesSizesGlyph
16 px32 px
160 px
16 Fidelity Brand GuidelinesColor UseGlyph
Download Links: Glyph: PNG | JPG Glyph - White: PNG Glyph - Grey: PNG
Fidelity Brand Guidelines17
04 Color PaletteThis section outlines best practices for using core and
secondary Fidelity colors. Text should always be set in
black or white.
18 Fidelity Brand GuidelinesCore ColorsColor palette
RGB: 5, 24, 145
CMYK: 100, 97, 9, 6
Pantone (Uncoated): P99-16 U
Pantone (Coated): P99-16 C
HEX: 051791
RGB: 23, 34, 42
CMYK: 83, 69, 58, 68
HEX: 17222a
RGB: 222, 235, 247
CMYK: 11, 3, 0, 0
HEX: deebf7
RGB: 10, 140, 255
CMYK: 73, 43, 0, 0
Pantone (Uncoated): P 112-5 U
Pantone (Coated): P 112-6 C
HEX: 0a8cff
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
HEX: ffffff
RGB: 110, 114, 129
CMYK: 60, 50, 37, 9
HEX: 6e7281
RGB: 168, 173, 193
CMYK: 35, 27, 14, 0
HEX: a8adc1
Our primary palette uses bright and bold colors to ensure that
the brand elements stand out. The primary colors are presented
in the following formats:
• RGB which is used for digital materials
• HEX which is used for web-based platforms
• CMYK which is used for printed materials
• PMS (Pantone) which is primarily used for printed materials
19 Fidelity Brand GuidelinesSecondary ColorsColor palette
Our secondary colors palette uses light colors to
complement brand elements. The secondary colors
are presented in the following formats:
Fidelity Brand Guidelines20
05 TypographyThis section outlines best practices for using Fidelity fonts
and provides examples.
Our brand consists of one primary font family which is used
throughout the branding experience, across all channels.
21 Fidelity Brand GuidelinesFont FamilyTypography
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll MmNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890Thin
Regular
Medium
Bold
Extrabold
WorkSans
Download Link: Work Sans Font
22 Fidelity Brand GuidelinesText StylesTypography
H1
Work Sans Semibold, 46 pt
P2
Work Sans Medium, 17 pt
P1
Regular, 18 pt
Notes
Work Sans Medium, 14 pt
H3
Work Sans Medium, 28 pt
CTA text
Work Sans Medium, 16 pt
Subhead. 1
Work Sans Medium, 14 pt
Tracking: 2,8
H2
Work Sans Medium, 22 pt
Fidelity Brand Guidelines23
06 IconsThis section outlines best practices for using Fidelity
icons to provide visual interest and clarify concepts.
24 Fidelity Brand GuidelinesStyle of IconsIcons
Icons can use the two Fidelity core blue
colors, or white for dark backgrounds.
Fidelity Brand Guidelines25
07 IllustrationThis section outlines best practices for using illustrations to
explain complex concepts, procedures, and process flows.
26 Fidelity Brand GuidelinesIllustrations Style of Illustrations
Illustrations can use the two Fidelity core
blue colors.
Fidelity Brand Guidelines27
8 Social MediaThis section outlines guidelines for using visual
elements for social media.
28 Fidelity Brand GuidelinesSocial MediaLogo
Download Link: JPG Download Link: JPG
Download Link: JPG
Profile Picture Banners
YouTube Banner - 2048 x 1152 px Download Link: JPG
LinkedIn Banner - 1584 x 396 pxDownload Link: JPG
Fidelity Brand Guidelines29
9 LetterheadThis section outlines guidelines for using the
Fidelity letterhead.
30 Fidelity Brand GuidelinesSocial MediaLetterhead
Download Link: DOC Download Link: DOC
Fidelity Letterhead Co-branded Letterhead
June 02, 2020
First Last Name
Street Address
City, State 00000
Dear Mr. Anderson
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean ut ipsum eget massa hendrerit
vestibulum vel in velit. Donec pretium neque velit. Aliquam porta lectus nec mauris ornare venenatis.
Vivamus non est turpis, et cursus sem. Mauris vehicula erat in diam auctor at bibendum nisl lacinia.
Morbi imperdiet neque vehicula nunc convallis gravida. Vestibulum iaculis pretium placerat. Integer
consequat, est sit amet facilisis eleifend, nibh nibh varius orci, eget dapibus arcu dui non purus.
Pellentesque in magna mauris. Duis enim sapien, dictum vitae condimentum a, pulvinar vel lacus. Mauris
et molestie nibh. Vestibulum vitae nulla at metus elementum porta sit amet interdum elit. Nulla sollicitudin
neque eu nulla volutpat congue.
Etiam pellentesque, velit id dapibus fermentum, turpis sapien ornare dui, ac tincidunt ligula odio
congue purus. Nunc sed ante dui, in porta lectus. Cras nec sem lorem. In hac habitasse platea dictumst.
Maecenas id diam quis dui porta tristique. Sed id egestas felis. Donec ullamcorper mattis posuere.
Phasellus fermentum eleifend tortor vel dapibus. Vestibulum ante ipsum.
Sincerely,
Name
141 Flushing Avenue, Suite 501
Brooklyn, NY 11205
Cell. 222–333–4444
www.fidelitypayment.com141 flushing avenue, suite 501 | brooklyn, ny 11205 | 888-847-2627
June 02, 2020
First Last Name
Street Address
City, State 00000
Dear Mr. Anderson
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean ut ipsum eget massa hendrerit
vestibulum vel in velit. Donec pretium neque velit. Aliquam porta lectus nec mauris ornare venenatis.
Vivamus non est turpis, et cursus sem. Mauris vehicula erat in diam auctor at bibendum nisl lacinia.
Morbi imperdiet neque vehicula nunc convallis gravida. Vestibulum iaculis pretium placerat. Integer
consequat, est sit amet facilisis eleifend, nibh nibh varius orci, eget dapibus arcu dui non purus.
Pellentesque in magna mauris. Duis enim sapien, dictum vitae condimentum a, pulvinar vel lacus.
Mauris et molestie nibh. Vestibulum vitae nulla at metus elementum porta sit amet interdum elit. Nulla
sollicitudin neque eu nulla volutpat congue.
Etiam pellentesque, velit id dapibus fermentum, turpis sapien ornare dui, ac tincidunt ligula odio
congue purus. Nunc sed ante dui, in porta lectus. Cras nec sem lorem. In hac habitasse platea dictumst.
Maecenas id diam quis dui porta tristique. Sed id egestas felis. Donec ullamcorper mattis posuere.
Phasellus fermentum eleifend tortor vel dapibus. Vestibulum ante ipsum.
Sincerely,
Name
141 Flushing Avenue, Suite 501
Brooklyn, NY 11205
Cell. 222–333–4444
Thank You!
