Our brand
One brand strategy
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Power of Priceless
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OVERVIEW
Using the original Mastercard wordmark, designed by Pentagram in 2016, as our blueprint, we have moved to lowercase ”priceless,” which is more approachable and modern in appearance.
Following the rules that govern this unique lockup and supporting artwork suite will help drive consistency across all touchpoints and increase the attribution of priceless to Mastercard.
- LOGO
- COLOR
- BRAND CIRCLES
- IMAGERY
- PARTNERSHIPS
- TYPOGRAPHY
- NAMING CONVENTIONS
General requirements:
- The priceless lockup has two versions: standard, and high-visibility. The standard version is the default for all communications and can be paired with a priceless line or partner logos. The highvisibility version is for stand-alone large format environmental signage (in-arena, on-ground, etc). Use the correct version for your needs.
- Always reproduce priceless at a size that is clear and legible (depending on screen/print resolution). Never use the lockup at a size smaller than the minimum size requirements.
- Trademark and registration marks have been removed from the Symbol and from the word priceless, in response to current global guidance from Legal and Trademark.
- Always provide sufficient light or dark contrast with the background against which the lockup appears.
- Always surround the priceless lockup with sufficient clear space. Based on “2x”, which is equal to the height of the Mastercard Symbol, general clear space should be 1x.
- The artwork for priceless has been specifically crafted to mirror the original Mastercard wordmark. Characters have been specially drawn, spacing from Symbol uses the Golden Ratio, and the artwork is locked and should not be altered for any reason.
Standard
Standard
Minimum size 13.5mm
High visibility (limited use)
High visibility
Minimum size 12mm
High visibility example
For use on light backgrounds
For use on dark backgrounds
General clear space
Read-through campaign clear space
Brand colors build recognition across all contexts. Mastercard is instantly recognizable by the iconic red, orange, and yellow of our Symbol.
These warm tones also reflect the core characteristics of our brand, including optimism, confidence, and approachability.
While off-white is preferred, black can also be used for backgrounds. The remaining core and secondary colors should be used as accents that supports the red, orange, and yellow of our symbol, driving impact and standout.
**When typesetting black text in print, do not use the Mastercard Black but the CMYK value of 0/0/0/100 instead.
For use on light backgrounds
For use on dark backgrounds
Our Brand Circle Keylines are graphical devices born from the iconic interlocking circles of our symbol. They have the power to establish brand presence on first impression, making them particularly effective for website landing pages, banner ads, and whitepaper covers.
The keyline should be masked behind the primary subject when possible and never placed over text. If unmasked, be sure the keyline is not disruptive to other elements. It can be excluded when the image is too busy or when there is not sufficient space.
Brand circle configurations A and B are used primarily in priceless work. Brand configurations (C–E) are also available as alternate options to the recommendation.
Note: Always provide sufficient light or dark contrast with the background against which the lockup appears. Learn how to use Mastercard brand circles here.
Brand circle configuration A example
Brand circle configuration B example
When possible, mask the brand circle keyline behind the primary subject. Otherwise, be sure there is sufficient contrast and is not cutting across any faces.
Video demonstration of brand circle A
Video demonstration of brand circle B
General guidelines:
Visuals should capture real, meaningful moments of connection, while also offering context for where the subjects are and what they’re doing.
People and community:
People and community are at the core of everything we do. Photography should capture this spirit; always showing authentic and candid moments of fulfillment and connection. Imagery of people should never feel stock or made-up.
Authentic: People should be relaxed and “in the moment”. This can be done by avoiding fake smiles and forced interactions.
Diverse: We use photography to celebrate and amplify our commitment to diversity and inclusion.
Emotional: Photos that trigger an emotional response are powerful and memorable. They express priceless moments and help us strengthen stories about positive connections and authentic human feelings.
Moments of connection:
Images should capture moments of authenticity and meaningful connections between people. These moments should feel real, revealing the many things, places and times that bring people together.
To heighten the genuine feel, the camera should be something that people in the image don’t notice. No posing or made-up moments of connection, only human relationships in their most natural forms.
Elevated and aspirational
Real life VS stock
Simple and straight-on
Cinematic
Youthful (in spirit)
Payment transfers
Modern
Diverse
POV
In partnership assets, please ensure to feature a priceless line and the priceless lock-up.
Please put the co-brand lockup in a place where it will not compete with the priceless lockup while ensuring you are still in accordance with your sponsorship partner guidelines.
Please revert to left aligned copy placement using our standard 12-column grid and include brand circle imagery or brand circle graphics in your creative treatments.
General requirements:
Use a colon following the priceless line, e.g. “Seeing life through a different lens:”.
The headline font is Mark for MC Light. The colon font is Mark for MC Regular.
The space between the colon and headline should be adjusted to the same width as the colon.
The headline and priceless text should be equal x-heights and aligned left.
Note: priceless should no longer be set in initial caps and/or orange italic in layouts.
Optimal spacing
Condensed spacing
Horizontal spacing
Examining our priceless pillars and nomenclature strategy
By establishing consistency in naming and design for each of our priceless pillars, we can drive priceless attribution and recognition of our offering. This overview establishes the relevant nomenclature guidance.
*Only global branding can give approval/develop new physical products named priceless
Where we've landed
Priceless experiences
- Priceless experiences deliver joy and bring people closer to their passions
- Priceless Platform is the best-in-class martech solution for consumers and customers
- priceless.com is the URL where we send people
Priceless surprises
- Ownable platform that creates differentiation for partners and enhances our experiences at the highest level
Priceless causes
- Used internally and in press
- This naming not used in advertising. In advertising we feature the cause name, for example Stand Up to Cancer or World Food Programme
Priceless specials
- Established web plaIorm used in APAC and Brazil
History of priceless naming
Expressing the essence of priceless and signaling ownership to drive attribution
1
Expressing: The articulation of priceless
How: We express the essence of priceless through storytelling and priceless lines to create conversation, engagement and emotion.
Where: In mediums that allow for the necessary storytelling to capture the essence of priceless
Priceless lockup should be used across all priceless ads and be accompanied by a priceless line
Priceless causes – print ad
BRITS– digital ad
priceless.com – “What’s priceless” section
Have questions?
For any questions regarding priceless guidelines, please