Brand

Guidelines
Brand Guidelines
& Corporate Visual Identity
for MobilePay™
Version 1.0
Content

Story & Elements

3 Brand 12 Logo 33 Icons

4 Introduction 13 Logo Description 34 Definition of Shape
5 Purpose 14 All logos 35 Icons Overview
6 Essence 15 App Logos
7 Brand Pillars 16 Logos & Co-branding 36 Information Design
8 Brand Values 37 Shape derived from Papers
17 Colors 38 Shape derived from Icons
9 User Focus 18 Definition of corporate colors
10 Priority 19 Corporate Colors 39 Layout
11 Engagement 20 Secondary Colors 40 Playful Float
21 Contrast Colors 42 Use of Colors in layout
22 Use of Colors
43 Tone of Voice
23 Papers 44 The brand Tone Dogma
24 Definition of Papers 45 The tone of the Brand values
25 Standard Paper shapes 46 Our voice is ...
26 How-to Guide
27 Premade constellations 47 Images
28 Papers as illustration 48 Image Brief
49 General Brand Images
29 Typography 51 Poster Images
30 Definition of Paytype
31 Paytype Bold
32 Paytype Regular

Brand Guidelines
& Corporate Visual Identity
for MobilePay™
Story Brand

Let's
←

share life
through
joyful
exchanges
Brand Guidelines
& Corporate Visual Identity
3 for MobilePay™
Brand Introduction
←

MobilePay was created in At MobilePay Our aim is to

2013 to address people's people come enable good
need for very simple money first. relations
transfers, making transferring and social
money to friends and We want to interactions
businesses as easy as it is to empower and to inspire
send a text message. everyone by people to live
providing and joyful lives.
Today MobilePay has raised facilitating
the ambition. We are now better
offering a whole solutions exchanges.
suite to empower people
through joyful exchanges –
enabling people, business
owners and partners across
the Nordics to grow better
and stronger relations,
enjoy effortless and joyful
exchanges and reach their
aspirations.

To reflect that we have

redefined our brand →

Brand Guidelines
& Corporate Visual Identity
4 for MobilePay™
Brand Purpose
←

We
empower
people
through
joyful
exchanges ...
This is what drives the
MobilePay brand. To build
a strong and trustworthy
brand, it should be reflected
in every brand-led choice
and activity throughout the
organization.

Through an inspiring plat-

form, we empower people,
businesses and partners to
connect and get closer to
what matters to them.

Brand Guidelines
& Corporate Visual Identity
5 for MobilePay™
Brand Essence
←

... by
The essence of the purpose, Joyful exchanges The purpose and the es-
Exchanges with a touch between people sence form the conceptual
of wonder, should be the core of the brand.
guiding line for all exter- The gratification of

exchanging nal communication – both

implicit and explicit. This
means focusing on:
effortless interaction
between people and
objects

with The magic moments

of life

touches
of wonder

Brand Guidelines
& Corporate Visual Identity
6 for MobilePay™
Brand Brand
Pillars
←

The Brand Pillars are an The Purpose is meant to Purpose

stimulate internal drive.
overview of actions within
the brand system. To empower people
through joyful exchanges
Everything should refer
to the purpose, but some
offers are best seen as a
reflection of the individual
propositions

The Essence should inspire Essence

customer desire.

Exchanges
with a touch of wonder

Insight

A convenient payment utility

becomes a beloved enabler of a joyful life

The Brand Pillars form the Brand Propositions

Brand Foundation and
consists of high-level brand
propositions. By letting you By enabling By facilitating By nurturing
interact with ease better relations shared initiatives tomorrow’s dreams

↓ ↓ ↓ ↓

& Brand Offers

Brand Guidelines Peer-to-peer transfer WeShare Donations Green transition

& Corporate Visual Identity AppSwitch MobilePay loyalty
7 for MobilePay™
Effortless POS
Brand Brand Values
←

Human
The values everything is
built upon

Effortless
Skillful
Wondrous
8
Social
Brand Guidelines
& Corporate Visual Identity
for MobilePay™
Story User Focus
←

It’s all
for you
Brand Guidelines
& Corporate Visual Identity
9 for MobilePay™
User Focus Priority
←

Empowering
We are meant to serve the
people who get in touch
with our services, communi-
cation or brand...

people
across
the nordics
means
putting
people
People

first ...
Merchants & Partner Banks

Other Stakeholders
+Internal
Brand Guidelines
& Corporate Visual Identity
10 for MobilePay™
User Focus Engagement
←

... and
... and by delivering a good
service, we hopefully get
something back.

enable them
to engage
in joyful
exchanges.
Unknown

Known

Known for something

relevant to me
Known for something

Something I talk about

Something I love

Brand Guidelines
& Corporate Visual Identity
11 for MobilePay™
Elements Logo
←

Brand Guidelines
& Corporate Visual Identity
12 for MobilePay™
Logo Logo Description
←

Our logo acts as a unique A consistent use of our logo New Logo New Logo Use the size of the logo shape to measure the
signature - a symbol and helps build trust and recog- minimal distance between the logo constella-
tion and any other objects
identifier for MobilePay. It’s nition across markets, and
a constant reminder of the in all situations. Use it with
From phone
joyful exchanges and won- care. And respect. to multiple
ders we are offering. devices
Always strive for a coherent
The new logo builds on the look across all touchpoints.
legacy that was established
in 2013.
From money,
The logo has been gently to more open
redesigned to communi- interpretations ...
cate a more current and Heritage
playful look, that consti-
tutes a natural and minimal
expression of the new visual
identity. At the same time,
the redesigned logo intu-
itively connects to the re-
newed brand story of small
wonders, that Logotype is written in
Paytype
makes everyday life easier. – Our own new font

As a natural consequence
of MobilePays develop-
ment, the banknotes have
been replaced with more Due to the complexity In Layout Center around "l"
generic notes, symbolizing of the logo variations,
that MobilePay today offers always remember to ac- Horisontal
much more than just mon- tivate "overprint preview" logo is left-
aligned with
ey transactions. We offer when looking at the vector- the layout
exchanges. based logos in PDF-read- Focus on the stem of the "l"
ers, such as Acrobat Vertical logo when centering the logo in
is aligned to layout.
Reader. center

Brand Guidelines
& Corporate Visual Identity
13 for MobilePay™
Logo All logos
←

Main logos: Secondary Logos:

Applies to beige and dark Mainly used on dark back-
blue background colors. grounds, images and for
co-branding situations.

MP Logo +Type MP Logo +Type MP Logo +Type MP Logo +Type

Horisontal Blue Vertical Blue Horisontal White Vertical White

MP NoTM Logo +Type MP NoTM Logo +Type MP NoTM Logo +Type MP NoTM Logo +Type
Horisontal Blue Vertical Blue Horisontal White Vertical White

Brand Guidelines
& Corporate Visual Identity
14 for MobilePay™
Logo App Logos
←

For MobilePay For other services connect-

ed to MobilePay, such as
MobilePay MyShop etc.

MobilePay App icon MobilePay MyShop App icon

MobilePay

Used for MobilePay™ Used for MobilePay™

MyShop

Brand Guidelines
& Corporate Visual Identity
15 for MobilePay™
Logo Logos & Co-branding
←

Use white version of logos When applying both

when co-branding, to avoid MobilePay and partner
clash of colors. logos on media, they should
be placed in the bottom
It is important never to at- of the layout and aligned
tempt to mix the MobilePay respectively left and right.
CVI and the Partner CVI.

Partner logos are encour-

aged to take up the same
amount of space as the
Proportions
MobilePay logo constella-
tion. Y1

Y1
To accommodate different Y1
logo proportions, the Part-
ner logos should be horizon-
tally aligned with the top of Y2

the MobilePay logo. X1 × X2 = Y1 × Y2

X1

(X 1 × X 2 = Y 1 × Y 2)

X2

General In Layout

Partner logo

MobilePay Partner
16
Elements Colors
←

Colorful
is joyful
Brand Guidelines
& Corporate Visual Identity
17 for MobilePay™
Colors Definition of
corporate colors
←

The basic color system con- The design of the corporate MP Blue Type Blue Violet Dark Blue Beige White

Corporate
sists of three sets of colors color structure is based on
the following principles:
→ Corporate colors (18)
→ To function as the
→ Secondary colors (19) overall color scheme
across services/
→ Contrast colors (20) brands

The brand colors are friend- → To have a joyful

ly and express high quality. expression

→ To signal quality and

recognition to heritage
through the overall use
of the blue color

→ To stand out from other

Secondary
banks or financial insti- Dusty violet Violet Light Blue Turqouise
tutions

See how the colors are used

according to the respective
layers in the layout in Use of
Colors or Use of Colors in
layout
Contrast

Blue Pallette

Pink Pallette

Brand Guidelines
& Corporate Visual Identity
18 for MobilePay™ Green Pallette
Colors Corporate
Colors
←

The Corporate color palette MP Blue Type Blue Gradient Violet Dark Blue Beige White
acts as the superior color
system across the Mobile- Background Color Background Background Color
Pay Brand. Color (Office)

#5A78FF #504678 #897AFF #3C3246 #F5F5F2

RGB RGB RGB RGB RGB

90, 120, 255 80, 70, 120 137, 122, 255 60, 50, 70 245, 245, 242

CMYK CMYK TypeBlue 25% CMYK CMYK CMYK

70, 55, 0, 0 70, 80, 25, 10 65,70,00,00 65,75,00,70 0, 0, 1, 4
↓
PANTONE PANTONE PANTONE PANTONE PANTONE
2130 C 668 C TypeBlue 0% 2101 C 669 C Cool Gray 1 C

80%

60%

40%

19

20%
Colors Secondary
Colors
←

The Secondary color pal- Dusty Violet Violet Light Blue Turqouise
ette is a joyful supplement
to the corporate color pal-
ette. It is used for expres-
sive graphics –such as the
Papers and information
design.

#6158A4 #897AFF #32E6FF #00FFD7

RGB RGB RGB RGB

97, 88, 164 137, 122, 255 50, 230, 255 0, 255, 215

CMYK CMYK CMYK CMYK

70,65,00,00 65,70,00,00 70,00,05,00 60,00,40,00

PANTONE PANTONE PANTONE PANTONE

7669 C 2101 C 311 C 3385 C

80%

60%

40%

Brand Guidelines
& Corporate Visual Identity
20 for MobilePay™
20%
 Colors Contrast
Colors
←

Yes Color Contrast Colors serves as a Blue Pink

Pallette Pallette
further extension to the sec-
ondary color palette and
Yes Color is meant for
displaying positive num-
is designed to cover every
bers in balances, etc. imaginable need.

#4BFF96 In order to keep control of #6158A4 #8696FF #78D3FF #CBD8FF #FF81FF #DD9CFF #FFB4DC #FFC9FF

RGB the overall alignment of the RGB RGB RGB RGB RGB RGB RGB RGB
75, 255, 150 CVI, the Contrast Colors 97, 88, 164 134, 150, 255 120, 211, 255 203, 216, 255 255, 129, 255 221, 156, 255 255, 180, 220 255, 201, 255
should only be used to the
smallest extent and with
respect to the overall
expression

Absorbed Palette

In addition to the predefined

palettes - Blue, Pink and
Green - it is possible to
absorb color from central
elements in a given context,
in order to match up with
No Color Absorbed Green
other strong brands and Pallette Pallette
purposes.
No Color is meant for
displaying negative
numbers in balances,
etc.

#FF645A #75D9C2 #61FFBF #00FF77 #6AFFB6

RGB RGB RGB RGB RGB

255, 100, 90 117, 217, 194 97, 255, 191 0, 255, 119 106, 255, 182

Brand Guidelines
& Corporate Visual Identity
for MobilePay™
Colors Use of
Colors
←

The colors are chosen to fit MP Blue Type Blue Beige Violet
the purpose of the layout.

They are categorized

across palettes to their
respective usage within the
layouts.

Type
The top layer in any given
layout. This is where we put Type
Top
our typographic elements.

Papers
The middle layer in any
given layout. It contains the
Papers and other expres-
sive elements – such as MP Blue Dusty Violet Violet Light Blue Turqouise Contrast Colors
& Absorbed Pallettes
information design, etc.

Images/Background
Images and backgrounds
are the bottom layer of any
layout.

See how the colors are used

specifically in the section Papers
about layout. Middle

Dark Blue Beige

Brand Guidelines
& Corporate Visual Identity
22 for MobilePay™
Images/Background
Bottom
Elements Papers
←

Twist n'
float
Brand Guidelines
& Corporate Visual Identity
23 for MobilePay™
Papers Definition of
Papers
←

The Papers applies a float- If new Papers are created,

ing and magical minimalis- they should be kept in the
tic feel to the visual identity stiff look as displayed.
– a joyful depth.
Papers are displayed in the
The Papers always appear Secondary colors + the
in a cluster or swarm on top main corporate color MP
of the other visual elements. Blue.

The interconnected and The shadow gradient on top

joyful character of the of each paper is created
living identity elements from a Type Blue going from
makes them a central and 25% to 0%.
strong bearer of the brand
concept, ‘Exchanges with Each paper is provided with
a touch of wonder’. This a drop shadow set in a very
makes them an important diffuse and levitated man-
part of the identity and the ner.
unified brand experience –
with a strong reference to See the How-to guide for
the logo. further instructions on
Each Paper consist of 2 layers:
usage.
Gradient layer
and full-color layer

Type Blue
0%

Type Blue
25%
Z X

Drop Shadow
Brand Guidelines Type Blue
& Corporate Visual Identity
24 for MobilePay™
Papers Standard
Paper shapes
←

Build your own constella- MP Blue Dusty Violet Violet Light Blue Turqouise
tions from these standard
shapes.

See the How-to guide for

futher instructions on usage.

Brand Guidelines
& Corporate Visual Identity
25 for MobilePay™
Papers How-to Guide
←

Step 1
Position & size

Import the chosen Paper,

place it and scale it .
Step 2
Twist n' Turn

Then turn it to the desired

position. Do this with every
paper, and strive for a light Step 2
and floating combination. Drop the Shadow

As a ground rule, only one The drop shadow is the

pair of Papers should over- magic trick, as Papers are-
lap, expressing placed in-between back-
Exchanges. The other ground/images and the
Papers shouldn't informing graphic elements.
touch each other. This makes everything float-
ing and playful.

The shadows should be

very light, very diffuse and
set with Type Blue. The box
to the left exemplifies Drop
Shadow on an A3 format.

Brand Guidelines
& Corporate Visual Identity
26 for MobilePay™
Papers Premade
constellations
←

Paper Paper Paper

Constellation Constellation Constellation
1 2 3

Brand Guidelines
& Corporate Visual Identity
27 for MobilePay™
Papers Papers as
illustration
←

Papers as illustrations is a
very powerful CVI driver and
any media is encouraged to
use it when applicable.

Context-related elements
such as these are effective
in communicating a narra-
tive with the overall main
elements.

When creating context-

related illustrations, they
should be kept in the same
style as the Papers.

Brand Guidelines
& Corporate Visual Identity
28 for MobilePay™
 TM
Elements Typography
←

PayType
is our ™
Brand Guidelines
& Corporate Visual Identity
29 for MobilePay™
Typography Definition of Paytype
←

Paytype is created as a Paytype is a trademark

significant Brand Marker, of MobilePay. Use Open-
connecting all written text to type (OTF) for professional
the logotype. use. Use Truetype (TTF) for
Office.
With a wide and friendly, but
also geometric and clean,
expression it generates an
understanding of a friendly
and trustworthy brand.

We love Bended endings

The W and M are displayed Made to match the
surprisingly open and wide, device shape from the
and consititute significant logo
visual differentiators. At the
same time, they bear a ref-
erence to the angled device
in the logo. The W and M
are also the two frontletters

MobilePay™
of MobilePay and WeShare.

Paytype has rounded

curves on the more tradi-
tionally sharp end-points of

es
letters. This connects Pay-

t lin
type, the logo and the icons

igh
visually.

tra
ds
The wide M and W

nde
constitute a signature

Be
shape

Brand Guidelines
& Corporate Visual Identity
30 for MobilePay™
Typography Paytype Bold
←

Paytype Bold is created for

headlines and large text.
Line-height And line-height
increases as type
Or you can use Paytype
Bold as Highlight or
decreases gets smaller. Link text.
Paytype Bold is to be set
tight – with low kerning and as type ↓
low leading.
gets
bigger.

Paytype™
Bold
Headlines
are tight
and boldly
put.
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ
abcdefghijklmnopqrstuv wxyzæøå
0123456789 !”#€%&/()=?
0123456789

Brand Guidelines
& Corporate Visual Identity
31 for MobilePay™
Typography Paytype Regular
←

Paytype Regular is created

mainly for body text and +45 2415 5679 21345 kr.
smaller sentences.
In text and headlines it For tables and the like it is
Paytype has a significant is recommended to use beneficial to use tabular
range of features. You are proportional lining. lining.
encouraged to explore
them all, specifically the
set of proportional lined
and the set of tabular lined

Paytype™
numbers.

This feature is controllable

within the OpenType ver-
sion of the font. Proportional
lined numbers are used in
sentences and by individual
display. The tabular lined
numbers are suitable for

Regular
tabled numbers – such as
the display of balances and
transfers.

Curious about seing the level of

Paytype Regular as a body text?
Take a look around this guide :)
A B C D E FG H I J K L M N O P Q R ST U V W X Y Z ÆØÅ
abcdefghijklmnopqrstuv w x yzæøå
0123456789 !”#€%&/()=?
0 1 2 3 4 5 67 8 9

Brand Guidelines
& Corporate Visual Identity
32 for MobilePay™
Elements Icons
←

That
rounded
feeling
Brand Guidelines
& Corporate Visual Identity
33 for MobilePay™
Icons Definition of Shape
←

The icons are a strong visual Creating new icons

M
element within the CVI.
Besides displaying a clean When creating new icons
and inviting expression, they it is important to get the
represent a visual alignment shape just right.
with the logo and Paytype.
There is a set of rounded
The icons' main color is set curves to keep in mind:
in Type Blue, but can be al- Corner curves, line ending
tered to suit specific needs. curves and outer curves.
See illustration for definition.

All lines have the same

thickness.

Made to
match the
Device shape
from the
logo and
correspond
to the
roundedness
of Paytype™

Line ending
curves Corner curves

Outer curves

Brand Guidelines
& Corporate Visual Identity
34 for MobilePay™
Icons Icons Overview
←

Downoad App Website

icons icons icons

Print Images Movie Search Profile

Folder Roll-ups Banners Mail Menu

Position Fold down Fold up Standard Sales

marketing materials

Roadmap Play Big Small Events

transaction transaction

Brand Guidelines
& Corporate Visual Identity
35 for MobilePay™ Home
Elements Information
Design
←

Pie Charts
have
feelings
too
Brand Guidelines
& Corporate Visual Identity
36 for MobilePay™
Information Shape derived
Design
from Papers
←

Informational design, such Download example for pro-

as graphs and pie charts, fessional use
can be made with the dis-
tinct look of the Papers.

They should look simple

and minimal.

In general, the colors of the

Corporate and the second-
ary palette are to be used. If
needed, contrast colors can
be added. 9%

28%

12
%
24%
From Papers
to Information
Design

28
%
%
56
46%

Brand Guidelines
& Corporate Visual Identity
37 for MobilePay™
Information Shape derived
Design
from Icons
←

Informational design can

also be created with the
distinct look of the icons.

It's rarely possible to cre-

ate rounded endings in the
corner of lines. If you have
bending lines, assign them
with that rounded feeling
(1st example).

From the
rounded shape
of the device
to Information
Design

Brand Guidelines
& Corporate Visual Identity
38 for MobilePay™
Elements Layout
←

Aligned
&
Playful
Brand Guidelines
& Corporate Visual Identity
39 for MobilePay™
Layout Playful
Float
←

The layout is kept in a tight Type

and simple grid. Top

Play-
The most significant visual
differentiator of the brand
expression is the floating
of elements. This is why the
elements of the layout are
set up in layers:

ful
Top layer
Type

Middle layer
Papers
Papers
Background Middle
Images/Background

See how the colors are used

according to the respective
layers in the layout in Use of Floating
Colors or Use of Colors in
layout. text

The rounded corners on

images are approximately
2 mm on an A3 format

Images/Background
Back
Brand Guidelines
& Corporate Visual Identity
40 for MobilePay™
Layout Simple
Principles Happy
←
New
We stick to a simple 4-para- A simple grid
layed out
Year!
graph grid. In the layout, the for grid-tight
use of the grid is important, design
but creating living open
space is equally important.
See some Swiss Graphics
for inspiration. Posters, etc
Merry
For further information on
has either a
left-aligned or
center-aligned
Christmas
logo placement, see the layout
section about logo descrip-
tion. MobilePay

It is recommended to use
coated paper, for print pro-
duction.
MobilePay

Front page:
Make good

Magazine
use of the Small text # # Small text

grids' open
opportunities
Gridlines Image text is small
Image text is small a page when looking
at its layout. The
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41
Layout Use of Colors
in layout Happy
←
New
Here is an overview of the Year!
different possible color
combination for the layouts.

Logo is always displayed in

either MP Blue or White. Merry Merry
For further instructions on
how the colors are used
Christmas Christmas
according to the respective
layers in the layout, see Use
MobilePay MobilePay
of Colors.

MobilePay

Happy
New
Year!

Merry Merry
Christmas Christmas
MobilePay MobilePay

Brand Guidelines MobilePay

& Corporate Visual Identity
42 for MobilePay™
Elements Tone of Voice
←

With a
"Tone of
wonder"
Brand Guidelines
& Corporate Visual Identity
43 for MobilePay™
Tone of Voice The brand
Tone Dogma
←

"Find
The tone of voice is essen-
tial in communicating the
brand position and cen-
tral in creating a coherent

the right
brand experience.

The tone is centred around The value proposition ‘with

the brand tone dogmas and a touch of wonder' helps
the formula value proposi- create a strong identifica-

balance, but
tion ‘with a touch of won- tion point in various marke-
der'. Both are based on the ting situations. It follows the
brand qualities - what we brand tone dogmas, but
want to be known for. has a heightened emphasis

stay within
on the brand quality ‘Won-
The brand tone dogmas drous’.
apply to all communicative
scenarios. They are called The tone should be adjust-
dogmas because they ed to the relevant context,

the scope
always should be taken into media and, if necessary,
consideration. difference in market con-
ventions. Find the right
balance, but stay within the
scope of the brand qualities,

of the brand
to secure a consistent brand
voice across touchpoints.

qualities,
to secure a
consistent
brand voice
Brand Guidelines
& Corporate Visual Identity
44 for MobilePay™
 across
Tone of Voice

←
The tone of the
Brand values
touchpoints."
Human Effortless Skillful  Wondrous Social
→ We speak to real → The product is → We are sincere → We add an ele- → We enable people
people, and we act easy to use, like- and confident in ment of wonder, in their everyday
like a real person wise our language the presentation of when possible. lives and social
is simple and our services. We Something unex- interactions
→ We speak in a per- straightforward use action words pected or a sur-
sonal way. We are to emphasize em- prising choice of → The tone is social.
honest and real → We use words that powerment words, that adds to Welcoming and
everyone under- the user's imagina- inclusive.
→ We talk around the stands → We avoid technical tion
end-users’ pains jargon – the ser- → We talk directly
and gains – not → Having a conve- vices relate to very → We like to tell small to the reader and
product features nient, intuitive basic and familiar stories make the conver-
and easy to use human needs sation about them,
→ We are chatty and service constitute → We have a playful not us (more ‘you’
avoid corporate our most unique tone and talk in a and ‘yours’, less
jargon selling points – we contemporary way. ‘our customers’
repeat those qual- Sometimes we use and ‘we’).
ities over and over slang and puns if
again suitable → We avoid distance
and inside-out
→ We bring meaning communication
to words and avoid
clichés and gener- → We make the con-
ic use of words and versation joyful
phrases and light

Brand Guidelines
& Corporate Visual Identity
45 for MobilePay™
Tone of Voice Our voice
is ...
←

Wondrous Personal, Bringing meanings

and joyful social & Chatty to words
Write like this Not like this… Write like this Not like this… Write like this Not like this…

Swipe. Pengene er MobilePay er en MyShop er til dig, som Med MyShop kan Ét swipe. Dit yndlingsa- Med MobilePay kan
sendt. Og snart tikker app for overførsler har brug for en nem man nemt og hur- bonnement bliver nu du nemt betale dit avis-
de ind til din ven, eller mellem venner, betalingsløsning til din tigt oprette sig som betalt med MobilePay. eller sports-abonne-
til en som du lige har betalinger i butikker, forretning. Betalinger kunde. Når det er tid at betale ment direkte i appen.
købt en stol af på et i webshops, i apps er bare én af de mange dit abonnement, bliver
loppemarked, eller til og meget mere. ting, du skal tage dig af pengene trukket au-
flyttemanden, frisøren, hver dag. Og lad os nu Why? tomatisk. Så behøver Why?
slagteren, snedkeren. Med MobilePay er være ærlige – så sjovt ikke tænke så meget på
Listen er lang - der er så det ligeså nemt at er det ikke at håndtere We talk directly to dét. I MobilePay har du We avoid generic word-
mange vi overfører til sende penge, som betalinger. the user. We say overblikket, og du kan ing and sentences.
hele tiden. det er at sende en ”you”. We don’t talk selv lave ændringer i
besked. Derfor har vi lavet en about ‘clients’ and dine betalinger. Lige Words like ”fast” and
Swipe. Bare dén der løsning, som du hurtigt ‘customers’. We are når du vil. “easy” can quickly loose
ene bevægelse med kan komme i gang med inclusive, because their meaning when
tommelfingeren, og Why? at bruge i din forretning. we are all in this used to often. We rath-
sagerne er klaret. Det Vi kalder det Mobile- ”movement” togeth- er paint a picture that
er næsten som et lille Joyful exchanges Pay MyShop. Eller bare er. gives people an idea
magisk trick. Mobilen and exchanges with MyShop. why it’s all so fast and
tilbage i lommen. Og du a touch of wonder easy with MobilePay.
er videre. are conceptual
cores in the new
MobilePay brand.

We have to move
away from speaking
about function and
instead start telling
a story that taps
into what people
already feel about
MobilePay – a story
that enhances that
feeling.
46
Elements Images
←

Say hello
to my little
friend
Brand Guidelines
& Corporate Visual Identity
47 for MobilePay™
Images Image Brief
←

The photo look-and-feel The imagery for the Mobile- As an extension to our
refers to the concept, ‘Ex- Pay Brand consists of two Brand values, we have
changes with a touch of different types of Images: seeked to capture:
wonder’ with an emphasis
on joyful exchanges be- → General Brand Images
tween people.

Exhanges
→ Poster Images
The photos show real life
situations in real life settings
where people are engaged
in joyful activities, together

Joyful
with friends or family. The
styling and the overall look
& feel is natural and the
atmosphere is cheerful,

Catch a moment
friendly and authentic.

The paying situation is left

out of the image on pur-
pose. It lies implicit behind

Lightness
the activities enabling the
individuals to enjoy life and
engage in social activities.

Intensity
Images are shot in Oslo,
Helsinki and Copenhagen
to depict the capital cities of
the three Nordic countries.
The activities and locations

&
show locally popular and
enjoyable situations and
places.

Depth.
Brand Guidelines
& Corporate Visual Identity
48 for MobilePay™
Images General Brand
Images
←

The general brand images

are to be used throughout
the CVI. They mainly work
as content in different lay-
outs.

These contemporary ima-

ges can be cropped in
almost any way, to fit the
purpose of the media.

See how images are used

under the layout section.

Crop images to desired

proportions

Brand Guidelines
& Corporate Visual Identity
49 for MobilePay™
Images General Brand
Images
←
10
Here is an overview of the
full collection of general
brand images.
15

1 11

6 16

2 12

7 17

3 13

8 18

Brand Guidelines
& Corporate
4 Visual Identity
50 for MobilePay™ 14

9
Images Poster
Images
←

Poster images are intended

for more expressive layouts,
where it should be possible
to fit typography and logos
on to the images. Media
such as posters and ban-
ners will benefit from these
images.

Poster images can easily be

used as content images.

As a general rule, we

Our way
recommend using white
typography and white logo
on top of images. This is to
ensure a certain layer effect.

Using multiple color graph-

ics on top of images can
easily lead to a very unpro-
fessional look.

Crop images to desired Preferably white graphics on

proportions. poster images.

Brand Guidelines
& Corporate Visual Identity
51 for MobilePay™
Images Poster
Images
←

Here is an overview of the

full collection of poster
images.
3

Our way
7

Brand Guidelines
& Corporate Visual Identity
52 for MobilePay™

2 6
That's all Folks!
MobilePay
Team