PayPal 企业主品牌指南

Corporate master brand guidelines August 2013 PayPal| Corporate master brand guidelines | August 2013 | Copyright © 2013 PayPal Inc. All rights reserved. Welcome to thePayPal Brand At PayPal our goal is to be an everyday essential brand for our customers, our employees andshareholders. In order to achieve this and continue to build a successful and enduring companywe must have the right tools and resources at our fingertips and the ability to present ourselvesin a unified way that will resonate with our customers across our regions and their many differentcultures. These guidelines have been developed so that you can become familiar with and useour identity with consistency, accuracy, confidence and purpose – one brand, one voice. The following pages clearly outline the core elements of the identity so that we can deliver atevery opportunity on our brand promise:to make it simpler to get more of what you want fromyour money. PayPalguidelines library Description Corporate masterbrand guidelines This is your definitive guide to the core assets that make up our brand,including our brand promise, visual and verbal identity. These guidelines will help inform how the PayPal brand is leveraged andused properly when partnering with another brand. Cobranding guidelines naming and brandarchitecture guidelines These guidelines explain how we name, trademark, organize, andcommunicate our offerings to ensure simple customer comprehension. Merchant guidelines These guidelines are designed to help merchants implement PayPal assets. These guidelines focus on the application of the PayPal brand identityto buildings and work environments. Contents Branded assets Checkout buttons24Log In with PayPal button25Acceptance mark26Acceptance mark modules27Badges28Acceptance marks and badges in use29Point-of-sale collateral30Point-of-sale examples31endorsed brand marks32Business cards33Letterhead34email signatures35 Brand promise and pillars1Brand personality2Brand voice3Core brand elements cheat sheet4 Pipeline lockups (PayPal entities)11PayPal product lockups12PayPal stacked lockups13Shortcut graphic (double P)14Double P in use15 The brand is in our hands37 Appendix Brand checklist39 Logo assets Glossary40 Logo6Logo guidelines and clear space7Logo don’ts8Twin bands9Twin bands in use10 Brand promiseand pillars our promise is to make it simpler for you to get moreof what you want from your money. our ProMISe IS founDeD on TheSe BrAnD PILLArS: 1.Secure. Always:We keep your money and personal informationsafe and secure at all times, no matter where, how or whenyou use it. Secure. Always.We keep your money and personal informationsafe and secure at all times, no matter where,how, or when you use it. 2.Simple:We create intuitive, fast, and easy experiences that we,ourselves, would find delightful. Simple.We create intuitive, fast, and easy experiences. 3.fierce advocate for you:We do business honestly andtransparently, and we’re always innovating to give you morecontrol and greater value. Fierce Advocate.We innovate tools that put you in the driver’sseat: giving you more control and greater value. To capitalize on our opportunity, and to deliver our corporate visionof“The future of money anytime, anywhere, any way,”we need tooccupy a new role in our customers’ lives, hearts and minds. PAyPAL neeDS To BeCoMe An eSSenTIAL PArT ofour CuSToMerS’ LIVeS. We must listen to our customers, understand their needs andwants, and, above all, deliver the simplest, safest and mostrewarding customer experience of PayPal, every time. Brandpersonality our brand personality defines who we are,how we do things, how we treat each otherand our customers. To CAPITALIze on The fuTure, We MuST STAy True ToWho We Are: heLPfuL never step out of the customer’s shoes. Generously share your talent,time, and knowledge with customers, coworkers, and partners. huMAn Create the experiences we ourselves would want to use. Work from aplace of understanding that there’s a real person with real needs andwants at both ends of any transaction. InnoVATIVe find new ways of doing things, shape change, leverage technologyto simplify everything we do. VIGILAnT Shoulder the responsibility of trust, protect what matters most to ourcustomers. CourAGeouS Be brave, remove barriers, acknowledge and correct mistakes, havea point of view, and do what’s right. Brandvoice Paper or plastic.now you canaccept cards, checks, and keeptrack of cash Payments throughPayPal heretm. our tone and manner comes from a customer-firstperspective, making sure it’s simple, clear, helpfuland easy to understand. PayPal is the one way to pay that’sany way you want to pay. The PAyPAL VoICe: •Sounds like a human being, not a robotic script.•Is clever, but not snobby or cynical.•uses humor to create engagement, to share a knowing smile.•When we have to deliver a tough message, a respectful tone canmake all the difference.•Avoids jargon and overly technical