Brand Requirements
April 2024
Leveraging the strength of
the Visa brand in an everchanging digital landscape.

VISA PUBLIC

Visa
DigitalIntroduction

Navigation

Brand Elements

eCommerce

Visa Direct

IoT

Tool Box:

Solutions:3

Introduction

29 eCommerce

4

UX/UI Experience

30 Click to Pay

4Digital Tone of Voice38 Visa Installment SolutionsTM

5

Accessibility

44 Visa Direct

The information contained in these Visa Branding Requirements

6

Visa Digital Brand Elements

46 User Scenarios

is mandatory and must be adhered to. To address the specific needs

7

Visa Brand Mark / Colors

47 Visa to Visaof the technology available at any given time, relevant exceptions may

8Visa Brand Mark / Size and Spacing

48 Visa to Any Card

9

Visa Brand Mark / Product Identifiers

49 Visa to Any – Visa to AccountThe enclosed UX/UI requirements will help you create Visa-enabledexperiences that put the end user in control through all phases of thepayment process.

be made with Visa’s written consent.
© 2024 Visa. All Rights Reserved.

The trademarks, logos, trade names and service marks, whether registered or unregistered(collectively the “Trademarks”) are Trademarks owned by Visa. All other trademarks not attributed toVisa are the property of their respective owners.
Visa is committed to providing our partners and interested parties with greater insight into Visa’s
operations. As part of our effort, we are pleased to provide access to the latest edition of the Visa
Digital Brand Requirements, which govern use of the Visa Trademarks, along with the Visa Core
Rules and Visa Product and Service Rules which apply to Visa’s financial institutions operating as aparticipant within the Visa payment system
Examples included in this guide are for illustrative purposes only. Program providers are responsible
for their programs and compliance with any applicable laws and regulations. These materials
should not be relied upon for legal, regulatory or other advice. You should independently evaluate
all content and recommendations in light of your specific business needs, operations and policies
as well as any applicable laws and regulations. Visa is not responsible for your use of these materials,
including errors of any kind, or any assumptions or conclusions you might draw from their use.
You should consult with your own Legal Department when creating your marketing programs andmaterials. The Visa Branding Requirements may be updated or modified by Visa from time to time.
THIS MATERIAL IS PROVIDED ON AN “AS IS,” “AS AVAILABLE,” “WITH ALL FAULTS” BASIS WITHOUTWARRANTY OF ANY KIND. YOUR USE IS AT YOUR OWN RISK.
The Visa Digital Brand Requirements must not be duplicated, in whole or in part, without priorwritten permission from Visa. If you have questions about the Visa Digital Brand Requirements,
please contact us.

10 Brand Endorsement Messaging

50 Visa to Any – Visa to Wallet

11

Visa Sensory Branding / Sensory Elements

51 Entity to Visa

12

Visa Sensory Branding / Graphical Elements

52 Any to Visa

13

Visa Sensory Branding / Animation Behavior

53 Visa+

14

Visa Sensory Branding / Color Options

56 Visa+ P2P Mobile Interface

15

Visa Sensory Branding / Confirmation Icon/Message

64 Visa+ Merchant Payouts Mobile Interface

16

Visa Sensory Branding / Customization Options

70 Visa+ Web User Interface

17

Visa Sensory Branding / Viewports

74 IoT

18

Visa Sensory Branding / Special Devices

75 Connected Car

19

Credentials

77 Voice Activated Devices

21

Digital Card Art

79 Smart Home

23 Card Input

81 Urban Mobility Payments

25 Click to Pay Icon

84 Digital Points of Sale

27 Contactless Icons

85 mPOS

28 QR Code (EMVCo QR) Icons

87 Visa Tap to Phone
89 Unattended Retail2 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Urban Mobility

91 Contact Us

Points of Sale

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Introduction

Introduction
Welcome! This document will provide you with an understandingof how to incorporate mandatory Visa brand elements into
your digital payment experiences. By doing so, you ensure thatthe strength of the Visa brand supports you in keeping pacewith innovation, maintaining your relevance, and enabling youraudience to be wherever they want to be.

3 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Brand Elements

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Introduction

Introduction
UX/UI Principles:
As digital payment innovators, we push to make the payment processsmooth and intuitive. Our ongoing pursuit is to create user experiences thatempower consumers and exceed their expectations in making the payment
process easy, quick, and seamless. To the right, our core principles lead theway to achieving these goals.

Digital Tone of Voice:In an era of “snackable” content, our digital tone of voice communicates
to consumers concisely and clearly. We do not speak to bots. We speak tofamily and friends – the very people who rely on our payment methods tolive their lives to the fullest wherever they want to be.

4 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Brand Elements

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Time

PeopleBrand

Expertise

We create every phase of thepayment process to be quick,straightforward, and satisfying inevery environment.

We build human-centric, intuitive
processes that are the key toenabling people around the world
to get closer to what they want
and help them thrive.

We innovate. We pushboundaries. And we strive to
make paying easier in a world thatis constantly changing.

You place us on the cuttingedge of technology and keep us
current with industry advances,latest best practices, andinnovative resourcefulness.

No need to over complicate or
confuse.

We empower our end users with
empathy, not machinery.

We deliver consistency in the value
we bring to consumers wherever
they are engaged with us.

As a creator of our digital brandexperiences, you help further the
Visa brand.

Introduction

Introduction

Brand Elements

Access for Everyone

Accessibility: Why Visa cares
We want the products and experiences we produce to be accessible toeveryone, everywhere. We seek to create an environment where individual
differences, experiences and capabilities are valued. That environment
enables the creation of secure, convenient, and affordable payment andother financial services that are accessible and usable by people of all abilities.
Web Content Accessibility Guidelines (WCAG) 2.2 AA is the latest global
standard for accessibility and when products conform to this standard,
they are better products for people around the globe, with fewer barriers topeople with disabilities.
Visa created the Visa Global Accessibility Requirements (VGAR) to aid in
implementation of WCAG 2.2 AA.

5 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Everyone – regardless of individual
differences, experiences, and abilities,
should be able to access the many
benefits of Visa’s financial products andservices.

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Introduction

Visa Digital
Brand Elements
The Visa digital experience may be expressed in many
ways. From our logo to our multi-sensory branding, wecommunicate most clearly and effectively through the correct
use of our brand elements.

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Introduction

Visa Digital
Brand Elements
The Visa Brand Mark:The Visa Brand Mark is our logo. It’s our identity. It’s the single most enduring
and recognizable asset in any language and adaptable to any scale. It brings
immediate recognition to our brand and offers confidence to any transaction.*

Colors:
Wherever the Visa Brand Mark is shown, it must be clearly displayed. Its color
must have sufficient contrast with the background so the logo is easily viewed
by users as an appropriate expression of our brand. There are only two color
options:
Background color

Visa Brand Mark color

Dark color

White (#FFFFFF)

Light color

Blue (#1434CB)

The Visa Brand Mark cannot be displayed in any other color apart fromthe specified white and blue. For monochrome screens, use only a dark
background color with a white Visa Brand Mark.
* Visa Canada has specific trademark requirements that must be followed when using the Visa Brand Mark on
its own or within a composite logo. Issuers must display an asterisk (*) symbol next to the Visa Brand Mark
when used on cards, in print, or in online applications.

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Visa Brand Mark on Dark Colors

Visa Brand Mark on Light Colors

To create as much contrast as possible, making the Visa Brand Mark easy toidentify, use only white Brand Marks when dark backgrounds are present.

If light backgrounds are present, create as much impact and visibility for the Visa
Brand Mark as possible. On lighter colors, only the Visa Blue logo may be used.

Introduction

Visa Digital
Brand Elements

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

DO NOT...

X = Height of the “V.” Apply 1X clear space around all sides of the Visa Brand Mark
when possible.

Do not render the Visa Brand Mark disproportionately to surrounding contents,
and always leave enough clear space evenly around all four sides so it doesn’t feel
crowded or contained.

Visa Word Mark in Text

DO NOT...

DO NOT...

When displaying the Visa name intext, make sure to use sentence caseas shown here:

To properly display the Visa word mark,do not use all caps or all lower case.

When a seller offers mPOS checkout,
POS signage with Visa Brand Mark andother network acceptance marks, do
not use the old blue Visa Brand Markalso commonly referred to as the“Visa Flag.” Only use the new, brighterand more dynamic representation of
the blue Visa Brand Mark.

Visa .... 1234

VISA .... 1234

On all displays and screens, the Visa Brand Mark must be shown at aminimum size that ensures the mark is clearly legible and not distorted. You
must also always maintain adequate clear space around all four sides of theBrand Mark.
On small screens, size the logo relatively similar to other contents in yourexperience to achieve consistent readability.

When the Visa name appears in text, it must always appear with an
uppercase “V” followed by lowercase letters. The name should never appear
in all caps or all lower case.

8 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicContact Us

Visa Brand Mark Spacing

Size and Spacing:

The Visa Word Mark:

Points of Sale

X

X

X
Con
paymetactless
nts
accep onlytedIntroduction

Visa Digital
Brand Elements

Brand Elements

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Product Identifier with Brand Mark

Product Identifier in Text

The product identifier, when usedin conjunction with the Visa Brand
Mark, helps to quickly identify aproduct or service without sacrificing
brand recognition.

In text formats, the product identifier must be simple, clear, and complete.

Product Identifiers:

Visa Gold
Your transaction is complete

Visa product identifiers are Visa product names displayed along with the Visa
Brand Mark. Our product portfolio is diverse, making it more appropriate insome cases to use a Visa product identifier instead of the main Visa Brand
Mark by itself.

Product Identifier with Brand Mark on Card
The product identifier and Visa Brand Mark as part of the card image makes
products from our portfolio instantly recognizable.

For our Visa Signature® and Visa Infinite® suite of products, the Visa Brand

DO NOT...

stand alone Visa Brand Mark. In certain regions where the standalone Infinite®
identifier is offered, it may be used in place of the product ID.*
When the technology platform doesn’t support graphics, the Visa brand

Visa Signature

name, Visa product name, or name of the Visa-owned mark must appear in
text in place of the Visa Brand Mark or Visa card image.
The first letter of each word must be capitalized, with the remaining letters inlower case.
* In lieu of the Visa Brand Mark with Infinite product ID, the Visa Brand Mark and Stylized Visa Infinite
product identifier may be used in all regions except the US.
Certain products may require a source of funds identifier (credit, debit, prepaid) be placed on the card whenissued in specific countries and territories due to local law or regulation. Please refer to the Visa Product
Brand Standards or contact your Visa representative.

9 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

X

Do not display any of the Visa Signature® or Visa Infinite® suite of products
without their corresponding product identifier directly under the Visa
Brand Mark.

Mark with the product identifier underneath must be displayed instead of the

Stylized Visa Infinite Product IdentifierBrand Elements

Introduction

Visa Digital
Brand Elements
Brand Endorsement Messaging

eCommerce

Visa Direct

2-Line Format

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1-Line Format (Alternative)

Clear Space

Similarly, the service provider attributions should follow they approved

Gap between
Endorsement line + VBM:
25% of height of “V” of VBM

presentation as shown, with spacing and alignment meeting the25%

Clear SpaceGap between
Endorsement line + VBM:
25% of height of “V” of VBM

25%

specifications.
Note: In LAC regions, “Enabled by” may be substituted for Spanish or
Portuguese translations of “With the Security of”.

40%
Height of lower caseletter: “I” is 40% of heightof “V” of Visa Brand Mark

55%

Visa Dialect Light
Tracking: 0
Color: Visa Blue

10 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Visa Brand Mark
Color: Visa Blue

44%

Endorsement
line
vertically
centeredwith VBM

Height of lower caseletter: “I” is 44% of heightof “V” of Visa Brand MarkVisa Dialect Light
Tracking: 0
Color: Visa Blue

Visa Brand Mark
Color: Visa BlueIntroduction

eCommerce

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IoT

The Visa Brand Mark in motion
symbolizes our constant push toopen new doors in commerce. The
Visa animation is designed to add
confidence and delight in the digital
payment world.

Cshaptic vibration design. Experience Visa Sensory Branding in action.

A

moment occurs to signify a Visa event has taken place (for example, acompleted transaction) within the context of the user experience.

The Visa Sound – Hearing Is Believing
The “audio” element of the Visa
Sensory Branding suite is specificallydesigned to express the Visa
Brand. The sound indicates speed,
convenience, and complements
the Visa animation and Visa haptic
vibration.

Depending on solution and platform capabilities, you may include all three
Visa Sensory Branding elements together or use them separately. If yourpayment experience doesn’t include a screen, use the Visa sound and/or
haptic vibration without the animation. If your experience uses primarily
spoken confirmation, such as through a virtual assistant, you can play the
Visa sound alongside a verbal confirmation such as “Your order has been
submitted.”

11 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

The Visa Haptic Vibration – The “Feeling” Element
The Visa haptic vibration is designed
to be used in conjunction with
the Visa animation and the Visasound. The vibration pattern
instinctively communicates payment
confirmation to users on the go.

A: Animation
B: Sound
C: Haptic Vibrations

Visa Sensory Branding elements must be used at the instant a brandContact Us

Animation. Sound. Haptic vibration. When used together, these sensory elementsbuild user confidence and simplify digital payment experiences and brand events.

In a seamless Visa payment experience, multi-sensory branding indicatesbrings opportunities to support transactions through motion, sound andPoints of Sale

Visa Sensory Branding in Action

The Visa Animation – Seeing in Motion

Sensory Branding:actions that are automatic and invisible to users. Visa Sensory Branding

Urban MobilitysVisa Digital
Brand Elements

Brand Elements

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Visa Digital
Brand Elements

Brand Elements

eCommerce

Visa Direct

IoT

Visa Sensory Branding: Animation – Graphical Elements

Graphical Elements:
Part 1 – Animated Visa Brand Mark: The animated Visa Brand Mark appears
in the new Visa Blue and its animation capitalizes on the natural checkmarkshape of a ‘V’.
Part 2 – Confirmation Message/Icon: An icon, such as a checkmark, ormessage, such as “Approved,” follows the animated Visa Brand Mark as asymbol of confirmation or completion.

12 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Part 1:
Animated Visa
Brand MarkPart 2:
Confirmation
Icon/Message

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Introduction

Visa Digital
Brand Elements

Brand Elements

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Visa Sensory Branding: Animation – Behavior

Part 1: Animated Visa Brand MarkPart 2: Confirmation
Icon/Message

Animation Behavior:
Our animation behavior is simple, intuitive and direct, reinforcing
confidence, as well as ease and speed of payment.
It works seamlessly with the Visa sound and haptics across different devices,
sizes and colors and is easy to implement.
The animated Visa Brand Mark has been carefully created and should not be
modified or redesigned for quality and consistency purposes.
The ‘V’ of Visa enters in acheckmark motion in thecenter of the screen.

13 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

The ‘ISA’ swiftly follows
letter by letter. Meanwhile,a horizontal motion
centers the animation.

Quick cut toconfirmation screenIntroduction

Visa Digital
Brand Elements

Brand Elements

eCommerce

The Visa Animation – Seeing in Motion

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The Visa Animation – Seeing in Motion on Custom Backgrounds

Color Options:
Color adds an extra dimension of visual intrigue. The Visa Sensory Branding
SDKs consist of three sets of color options to choose from for the animation
moment.

Default dark theme

Default light theme

White against Visa Blue

Visa Blue against white

Custom light background
Visa Blue against custom lightbackground

Custom dark background
White against custom dark
background

NOTE: This page supports the use of the Visa Sensory Branding iOS,
Background Color

Background Color

contact your Visa representative to learn more about how to get Visa

Blue (#1434CB)

White (#FFFFFF)

Sensory Branding for your solution.

Visa Brand Mark Color

Visa Brand Mark Color

White (#FFFFFF)

Dark blue (#1434CB)

Circle and Check Mark

Circle and Check MarkWhite (#FFFFFF)

Visa Blue (#1434CB)

Android, and Web SDKs. If you are building on another platform, please

Use the same color for the animated Visa Brand Mark and Visa
checkmark.
If a light background color, use Visa Blue (#1434CB).
If a dark background color, use white (#FFFFFF). No other colors canbe used on these Visa graphical elements.
When selecting background color, ensure there is sufficient
contrast (at least 3:1 contrast ratio) between elements andbackground colors.
For monochrome devices, only use white graphical elements
against dark background colors.

The SDKs help indicate whether your custom color is light or dark. For monochrome screensthat do not display color, please use a dark background and follow the “Custom dark color”
rule set.

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Visa Digital
Brand Elements

Brand Elements

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Visa checkmark (Primary use)

Visa checkmark with text
Text weight: Visa Dialect Medium

Sizing relationship

Sizing relationship

Confirmation Icon/Message:
The checkmark, which follows after the animated Visa Brand Markand concludes the Visa animation, is extremely helpful in conveying
confirmation following a Visa event.
You must use the Visa checkmark, a third-party checkmark, or aconfirmation icon/message immediately following the appearance of theanimated Visa Brand Mark to conclude the Visa Brand animation and signal
the completion of a successful Visa event.
If using the Visa checkmark, the checkmark position should be centered on
the Visa brand mark.
In some instances, it may be preferable to use a checkmark with text, suchas “Approved,” in Visa Dialect Medium font.
NOTE: When use of Visa Dialect is not possible (e.g., languages notsupported by Visa Dialect), you may use Noto Sans Medium. In cases that
Noto Sans Medium is not available for your language, select the weight thatnearest matches Visa Dialect Medium.

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Introduction

Visa Digital
Brand Elements
Customization Options:
There is the option to use a client integrated confirmation screen in place of
the Visa checkmark.
The confirmation icon/message screen of the Visa Brand animation may bedisplayed with issuer, issuer third party branding, or partner co-branding on
the same screen. Examples of appropriate application customized branding
include:• Issuer-branded Digital Card Art• Issuer co-branded Digital Card Art• Issuer Logo
• Partner logo (merchant logo, wallet logo)

16 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Brand Elements

eCommerce

Visa Sensory Branding: Animation — Customization Options

Part 1:
Animated Visa Brand MarkVisa Direct

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Part 2:
Client integrated
confirmation screenwith customized
confirmation icon/
message.

Introduction

Visa Digital
Brand Elements

Brand Elements

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Full Screen View:

Constrained View):

Application:

Application:

Use full screen on mobile screens and other small devices. In this mode, it’sbest to have no or very few other elements on the screen.

Use constrained view in spaces where the animation is displayed in context ofmany other elements.

Placement:

Placement:

The animation should be vertically and horizontally centered. Note that thewidth of the Visa logo should not exceed 60% of the width of the screen.

When possible, vertically and horizontally center the animation within thearea you’re applying the moment. Note that the width of the Visa logo should
not exceed 60% of the width of the screen.

Viewports:
As windows to the digital world, viewports are the visible viewing area ofdigital devices. Whether full screen or constrained, you must use the Visa
animation in all viewport displays. Your choice of viewport should take into
consideration user flow and the device being used for your solution.
The animation displays in the same way for all situations.
The width of the Visa Brand Mark at the conclusion of the Visa Brand
animation should not exceed 60% of the width of the screen.

17 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicIntroduction

Visa Digital
Brand Elements
Special Devices:
Small yet powerful. Sometimes devices have small screens. Other times, adevice may not have a screen at all.
In instances where the Visa animation cannot be legibly displayed, you arerequired to show a static Visa-branded moment instead. Alternatively, you
can also consider using Visa sound and/or Visa haptic vibration.

18 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Brand Elements

eCommerce

Small Screen and Special Devices

The Visa brand should be represented correctly regardlessof the digital environment in which it appears.
Animation, static imagery, sound, and haptic vibration
moments should work to guide the payment process andalign harmoniously with the device being used.

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Introduction

Visa Digital
Brand Elements

Brand Elements

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Visa Credentials Primary Option

Visa Credentials Restricted Option

Consumers use their Visa cards in a wide variety of contexts, so it’s important
to include their Visa credentials consistently to bolster confidence and createa frictionless payment experience.

Use of Visa-branded issuer digital card art is permitted only in multi-payment
network environments where other networks display issuer digital card art.

.... 9010

Visa Credentials:
Visa credentials are the digital form of a Visa card, including the numbers
or card art, and must be displayed for each account throughout everytransaction. Often a card identifier will follow the card’s last 4 digits.
When Visa is used, Visa credentials must be displayed (e.g., payment
confirmation, transaction history, and enrolled card listings.).
Displaying card art is mandatory unless graphic rendering is not supported,
then text may be used.

When applying the Visa-branded issuer digital card art:
• Digital card art must include the Visa Brand Mark, an ellipsis with four dots(or other symbol), followed by a space, and the last four digits of the accountnumber.
• All card elements must be clearly legible with the Visa Brand Mark equal inprominence to other payment network marks.
• The card design must conform to the Visa Product Brand Standards for that
product, appear in full color, and be on a background that provides sufficient
contrast against the Visa Brand Mark.

Visa Credentials for Devices Without Graphics Support
The Visa name in text is only used on devices where graphics are not supported.

Visa .... 9010
• The Visa name in text must be followed by a space, an ellipsis with four dots (orother symbol), a space, and the last four digits of the account number.
• The Visa name in text must always be initial cap “V” and not all caps “VISA”.

19 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicIntroduction

Visa Digital
Brand Elements
Displaying Credentials for Visa Token Service Providers

Brand Elements

eCommerce

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DO NOT...

Protecting user information and providing user confidence are the top
incentives for Visa digital account numbers and tokenization.

Do not use the word “token” to describe the token number.

Device account number Visa .... 9010

Service that facilitate in-store payments.

Token number Visa .... 9010

When you pay with this device, this number is used instead of yourcard number to protect your information.

When you pay with this device, this number is used instead of yourcard number to protect your information.

experiences.
• When card art is unavailable, the card must be rendered using the color
scheme provided by Visa (on behalf of the issuer) along with the Visa
Brand Mark, to be reviewed and approved by Visa as part of the solution
approval process.
• The consumer is required to have access to the last 4 digits of the token
or the “digital account number,” along with a description explaining how
the digital account number represents the consumer’s card number for amore secure transaction.
• During the payment process, the minimum information that must be
displayed to the user includes an image of the front of the card as well as
the last 4 digits of the account number to be used for the transaction.

20 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Device account number.... 9010?

When you pay
with this device,this number is usedinstead of your card
number to protect
your information.

Contact Us

X
X

Display of Device Account Number• Card art is required for wallet applications participating in Visa Token• Card art must represent Visa Credentials in most Visa payment

Points of Sale

DO NOT...
Do not render the digital account number
without a description of what it is.

Token number Visa .... 9010

Introduction

Visa Digital
Brand Elements

Brand Elements

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Basic Graphic Elements on Digital Card Art

DO NOT...

A: Issuer logo
B: Issuer card art
C: Last 4 digits of the account number
D: Visa Brand MarkDo not alter the position of the card elements.

Digital Card Art for Visa Token Service Providerss

To bridge our physical and digital commerce channels, Visa digital card art

Arules outlined by the issuer must be followed. Most digital rules regardingXsplacement, size, proportions, color, and other product identifiers must

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Bfollow rules of physical card art.
• Card art must be proportional to an ISO ID-1 size card (i.e. 1536 x 969
pixels) and appear in full color on screens that can display color.

displayed at a size that ensures legibility without distortion.
• Card art must represent the physical card, but must not be a picture or
photo resembling the physical card. It must not include shading or threedimensional elements attempting to look like a physical card.
• For security perceptions, card art must not include cardholder name, PAN,
or expiry, either generically or the actual values.
• Card art must not include items that facilitate the card’s use in only
physical point-of-sale, such as labels describing embossed attributes,
EMV chip contacts, or static pictures of dynamic elements like holograms.
• Where space and/or format is limited, a partial card image with a complete
Visa Brand Mark may be displayed, but only after the user has seen the full
digital card art in a previous step.

21 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicCsidentifiers and/or legends as per Visa brand standards for that products• Card art must include the Visa Brand Mark and applicable productD

DO NOT...
Do not use physical card representations (photographs
or detailed illustration) for digital use.

X

Introduction

Visa Digital
Brand Elements
Digital Card Art Orientation
Visa digital card art can be displayed either horizontally or vertically.
Because it is easiest to recognize the branding on the card art in landscape(horizontal) orientation, displaying the card art in landscape is the preferredorientation – especially at moments when the user needs to acknowledge or
select a card.
A portrait (vertical) orientation can be used only on devices that allow forsuch orientation. When displaying the card art in a vertical orientation, youmust still submit the art for Visa review using the horizontal orientation.

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Brand Elements

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Render Card Art in Full Display Whenever Possible

Card Orientation Options

Partial card images are applicable as long as users have seen the card image inits full size, and able to access the full card image.

While you have a choice of card art
orientation (horizontal or vertical), you must
remember to always include the card art inhorizontal orientation only when submittingfor Visa review.

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Introduction

Visa Digital
Brand Elements

Brand Elements

eCommerce

Visa Direct

Points of Sale

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Expiration Date Field

The network indicator appears when the card number field is in focus and the
network has been detected based on the first few digits. There will be hidden
accessible text that will inform the user that it will format as they type.

The expiration date will appear as two select fields grouped within a field set. Eachfield will have a corresponding error message. The set will be labeled Expires (MM/YY) to match the physical card formatting. The individual fields will be labeledprogramatically to reflect the two distinct fields. The slash symbol “/” will be placed
between the two select fields for visual parity with what is printed on the card.
Users should be able to leverage the type-ahead functionality to jump to theoption and select the option without having to open a menu.
To enable the camera-scanning feature on mobile browsers, there will be hidden
input to accept two values “cc-exp-month” and “cc-exp-year”.

To help users accurately input their card information in form fields, you

In Expires Month field, all 12 months in the format of MM should be listed in themenu options. In Expires Year field, the present year and following 19 years after
for a total of 20 years in the format of YY should be listed in the menu options.

must mimic the formatting presented on the physical card. Optimize user
workflow, by restricting the character input to numbers [0-9] only and set
the numeric virtual keyboard for mobile scenarios whenever possible:
Security Code Field
The number of digits required in the Security Code, 3 or 4 digits, should bedetermined by the card’s IIN (Issuer Identification Number). Security code
will be obfuscated when it is being typed in so that passerbys cannot read thecharacters.
The Security Code field will also include a persistent icon button that will provide
information to users about where to find the Security code. Interacting with theicon will expand the explanation inline below the Card Set. Upon expansion/
collapse, the screen reader will announce “expanded” or “collapsed”, respectively.
Users will need to move the focus to the content to announce the content of thedisclosure.

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Urban Mobility

Card Number Field

Card Input Component Design

23 |

IoT

If the user selects a combination of expiration month and year that has occurredin the past, convey the error message to the user as needed. Ideally, if the monthselected was of a previous month from the current month, only the valid years
that apply would be available for user selection.
While the contents are relatively short, the larger width of the form fields
accommodate better placement for error message content, especially for L10N.

Introduction

Visa Digital
Brand Elements

Brand Elements

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Based on the first few digits input from the Issuer Identification (IIN) ranges, enable auto formatting with spaces to match the full length of the card number and display
the matching network acceptance mark. Use this information to determine the type and number of digits required in the card security code. Check most recent IIN range
and BIN requirements for business architecture. Do not allow users to type in more digits than what the card type allows.

Creating efficient and protected form fields includes the streamlining
existing supporting networks and the correct use of industry standardized
systems. When everything works together, transactions are made withincreased speed, accuracy, and privacy.
Risk Considerations
For prefilled use of card number, it’s likely that the full set of digits
may not be displayed.
If the scenario will not allow edits, follow Read-only specs.

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

IoT

Recognizing the Network

Card Input Network and Risk

24 |Visa Direct

Introduction

Visa Digital
Brand Elements
Click to Pay Icon

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

DO NOT...

The icon must appear in a solid color that provides the best color contrast andlegibility against the selected background. Always place the icon on a solid color.

The Click to Pay icon must always be displayed as detailed in this section. Never alter
the drawing, arrangement or proportion of the individual elements. Exceptions tothese standards require pre-approval from EMVCo. To receive pre-approval, pleasesubmit a request through the EMVCo Query System on EMVCo.com.

The Click to Pay icon is a mark that is used to indicate that a payment is

Use a white icon ona dark backgroundDo not distort.

Do not alter.

Do not rotate.

Do not add text.

Do not use anycolor but Visa Blue,
black or white.

It may be used for a visual representation of SRC functionality on websites,

never appear on payment cards or other payment form factors or on
reproductions of cards and other payment products that may be displayed
within collateral material.

always appear exactly as shown here
and must never be broken apart, flipped,

The icon should never be displayed
smaller than a minimum height of
5.0mm/20px. If space is extremely
limited, the icon may displayed at aheight no smaller than 3.0mm/12px.

The space surrounding the icon
must be no less than .25X theheight of the icon. When the icon
height is 32px or less, 2.0mm/8px
of clear space is required on all
surrounding sides.

A
X

rotated, or visually altered in any way.

25 |Icon Spacing]- 20px in heightAs an industry-accepted icon, it must

For icon usage details, go to page 30.

Icon SizeAAA

The Click to Pay Icon

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

X = Icon height
A = Clear space of .25X

X

Do not fill.

enabled by the EMV® Secure Remote Commerce Specification (SRC).

trigger, or non-payment form factors, such as marketing collateral. It must

Contact Us

Icon Color

Use a Visa Blue or black icon on a light backgroundmobile phones for in-app, within, or in immediate proximity of a payment

Points of SaleIntroduction

the Visa Brand Mark and other participating payment network marks.

vertical separator line, and finally the Visa Brand Mark and other payment
network marks – The sequence of elements must not be changed and the

Urban Mobility

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A: SRC participant marks include merchants, issuers,
entities playing the role of SRC initiators, digital card
facilitators, digital payment applications and payment
service providers.

B

A

ISSUERAs

MERCHANTs

Icon with SRC Participant Marks

Click to pay withC

B: The words “Click to Pay” or “Click to pay with” can be
included to describe the payment option or payment
technology available.

s

The configuration consists of the icon, positioned first, followed by the

IoTB

C: The Visa Brand Mark must appear in solid Visa Blue on alight background or in white on a dark background, theother payment network marks shall appear in full color,
following respective brand requirements.

Click to Pays

In a Visa SRC-enabled payment experience, the icon can be combined with

Visa Directs

Click to Pay Icon

eCommercesVisa Digital
Brand Elements

Brand Elements

vertical separator line must always be included.

C

The configuration must be used within, or in immediate proximity of, thepayment trigger. More on this on page 30.
Note: All brand names and logos are the property of their respective owners, are used for identification
purposes only, and do not imply product endorsement or affiliation with Visa.

Spacing for Icon, Visa Brand Mark, and OtherSRC Participant Marks
The icon and SRC Participant marks or payment
network marks must be evenly spaced as shown here.
The Visa Brand Mark, participating payment network
marks, and SRC Participant marks may meet or exceed
the dimension of the icon by up to 20% incremental
percentage.

26 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public.35X

Centered
AlignmentX

X = Icon height .35X

.35X

.35X

.35X

Introduction

Visa Digital
Brand Elements

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

The Contactless Indicator

The Contactless Symbol

The Contactless Indicator icon
indicates acceptance. Whenfeatured on a credit, debit, or
prepaid chip card, phone, watch orother wearable, it means the item
can be used to tap to pay.

The Contactless Symbol icon
indicates where you should
tap your contactless card or
payment-enabled device
on the checkout terminal orother accepting device tomake a payment. It serves as
the “target”.

Contactless Graphics Usage
The Contactless Indicator icon denotes contactless payment capabilities.
It can be used to indicate the availability of contactless payment if theconsumer’s device supports that functionality.
Do not confuse the Contactless Indicator with the Contactless Symbol,
which is a mark that denotes the ability to receive contactless payment.
The Contactless Symbol is often used on point-of-sale devices that readcontactless cards or mobile devices during payment and should neverContactless Icons in Use
A: The Contactless Symbol should be clearly displayed on
checkout terminals to let users know where to tap their device.
B: The Contactless Indicator should be included on payment
devices to denote their contactless capabilities.

appear on card art.
Both the Contactless Indicator and the Contactless Symbol are trademarks
owned by EMVCo (www.emvco.com) and all usage must conform to its
standards.

27 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

s

s
A

B

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Brand Elements

Brand Elements

eCommerce

Visa Direct

The icon must appear in a solid color that provides the best color contrast
and legibility against the selected background. Always place the icon on asolid color. Use a Visa Blue or black icon on a light background. Use a white
icon on a dark background.

The QR Payment mark must
always be displayed as detailed
in this section. Never alter
the drawing, arrangement or
proportion of the individual
elements.

Do not use a QR code in placeof a QR Payment mark. The QR
Payment mark denotes generic
acceptance and is not meant tobe scanned. Only the QR code
itself should be scannable codedwith the appropriate information.

applications.
QR Scan Icon Color
The icon must appear in a solid color that provides the best color contrast
and legibility against the selected background. Always place the icon on asolid color. Use a Visa Blue or black icon on a light background. Use a white
icon on a dark background.

X X

Do not alter the
QR Payment markin any way.

Do not use anycolor but Visa Blue,
black or white.

Do not combine
a QR code with the
QR Payment mark.

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicContact Us

DO NOT...

inform consumers of QR transaction capabilities in mobile and other digital

28 |Points of Sale

DO NOT...

The EMVCo QR payment mark is displayed at merchant locations toscanning of a QR code for payment transactions.

Urban Mobility

QR Payment Mark ColorQR Code Payment Mark and Scan Icon

The EMVCo QR scan icon is used within mobile applications to initiate the

IoTIntroduction

Brand Elements

eCommerce
Click to Pay
Visa Installment
SolutionseCommerce
Consumers are migrating online at a record pace. That’s why
the eCommerce experience has never been more prominent,
and the Visa brand has never played a larger role in making
these experiences easy, quick, and secure for consumers andseamlessly integrated with less risk for merchants.

29 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Visa Direct

IoT

Urban Mobility

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Introduction

eCommerce

Brand Elements

Visa Direct

IoT

Urban Mobility

Points of Sale

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Click to Pay
Visa Installment
Solutions

Click to Pay
Visa Click to Pay (Visa SRC) is designed with the future in mind, removing
friction points and barriers from online payment experiences.

Required:• Display the Click to Pay icon with the Visa Brand Mark and other payment
network marks during checkout either within or in immediate proximityof any trigger type including buttons, radio buttons, drop-down payment

Immediate Proximity Requirements

Trigger Background Colors

A: Placement of the Click to Pay icon
must be near a payment interaction(trigger) that visibly associates thetrigger or button with the icon, or...

A merchant may choose a neutral background color that provides sufficient
contrast for the Visa Brand Mark and payment network marks, for example,
black or white.

B: Where images are not displayable,“Click to Pay” is displayed in text,
with the icon with payment network
marks displayed in immediateproximity. The icon, Visa Brand Mark,and payment network marks must benear the navigation with a minimum
distance of 8 pixels of white spacefrom the navigation. The clear spaceis 4px.

Click to Pay icon with Visa Brand Mark and payment network marks placed in
immediate proximity to merchant trigger.

Merchant Call To Action

selection menus and others.
Merchant Call To Actions• Merchants who elect to utilize a graphics enabled stand-alone trigger must

B

CHECKOUT

display the icon with the Visa Brand Mark and other payment networksmarks within the payment interaction during checkout.

A• When supported by the technology, Visa brand animation, sound, andhaptic vibration must be used to confirm Visa Click to Pay transactions.

Considerations:
For marketing purposes, the Click to Pay icon may be combined with an SRC
Participant mark to reinforce participation in SRC. In all circumstances, theClcik to Pay icon cannot be given a proprietary name.

30 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Button Example

Radio Button Example

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

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Click to Pay
Visa Installment
Solutionsindicate that SRC-enabled technology is available. Non-trigger format

A: Select the Click to Pay tab.

A: Select the Click to Pay tab.

Payment Methods
Credit/Debit Cards

MERCHANT
Other Payment Option

presentation also depends on the merchant’s graphics capabilities.

Required:• Any combination of the icon, the wording “Click to Pay,” and icon with the

Payment Methods
Click to Pay

ACredit/Debit Cards

Cardholder Name

Cardholder Name

Cardholder Number

Cardholder Number

MERCHANTs

In a non-trigger format, the wording “Click to Pay” must be displayed to

Tab Format with Icon and Visa Brand Marks

Click to Pay

Icon and “Click to Pay” in a Non-Graphics Environment

Other Payment Option

A

Visa Brand Mark and payment network marks may be used in non-trigger• In a non-graphics enabled environment, the icon and the Visa Brand Markand payment network marks must appear in immediate proximity of thetrigger. The wording “Click to Pay” will act as the label in this context, with orwithout the icon.
• When the payment selection format is a tab structure, the user selects the“Click to Pay” tab. Within the “Click to Pay” tab, the user selects the button toinitiate the SRC transaction.

31 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Payment Methods
Credit/Debit Cards

MERCHANT
Other Payment Option

B: Within the Click to Pay tab, use the button to initiate the SRC experience.

Payment Methods
Click to Pay

B

Credit/Debit Cards

MERCHANT
Other Payment Options

B: Within the Click to Pay tab, use the button to initiate the SRC experience.

suser interfaces.

BIntroduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

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Click to Pay
Visa Installment
Solutions

Click to Pay

New User Experience
A consumer’s exposure to Click to Pay is not limited to the payment moment – this is how a consumer may experience
Click to Pay within different environments. Examples on this page are for illustrative purposes only. Program providers are
responsible for their programs and compliance with any applicable laws and regulations.
Possible Touchpoints:

Merchant Experience

Issuer Experience

Awareness

Enrollment

Awareness

Payment
Product Advertising

Digital Bank

Social Platform

Online Advertising

Direct Mail
We're making it even easier to get youronline shopping done securely and withfewer clicks. Find out how to set your card
up withClick to Pay #clicktopay

Launch App

Issuer Domains

Merchant Website
and Apps

32 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicIntroduction

Brand Elements

eCommerce

Visa Direct

IoT

Click to Pay
Visa Installment
Solutions

Card Management

Click to Pay
Issuer Experience:
Card Setup and Management
To help users manage card preferences, use messaging and branded elements
to communicate what Click to Pay is, giving users the information they needto take action and to motivate them to enroll. Use messaging and branded
elements to inform user where they can access and utilize Click to Pay.
Examples on this page are for illustrative purposes only. Program providers are
responsible for their programs and compliance with any applicable laws andregulations.

33 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Card Setup for Click to Pay

Success Page

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Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

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Click to Pay
Visa Installment
Solutions

Click to Pay

Option A:
Home Page - Marketing Block

Option B:
Issuer App - Notification

Option C:
Card Management - Setup Card

Option D:
Card Enrollment Hub - Setup Block

Issuer Experience:
Card Setup and Entry Points
Use messaging and branded elements to communicate what Click to Pay is,giving users the information they need to take action and to motivate them toenroll and start using it. Use messaging and branded elements to help users
recognize Click to Pay as a card feature/capability.
Examples on this page are for illustrative purposes only. Program providers are
responsible for their programs and compliance with any applicable laws andregulations.

Click to Pay marketing block
introduces and entices users tolearn more and or enroll.

34 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

In-App notification makes users
instantly aware of a new service
they can enroll into.

Set up card for Click to Pay
within card management
gives users a clear path toaction.

Click to Pay block entices
enrollment via Card
management.

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Click to Pay
Visa Installment
Solutions

Merchant Checkout

Click to Pay
Merchant Experience:
New Click to Pay User > Add/Setup Card
To connect a user’s card to Click to Pay, use messaging and branded elements
to communicate what Click to Pay is, giving users the information they needto take action and to motivate them to enroll and start using it.
Examples on this page are for illustrative purposes only. Program providers are
responsible for their programs and compliance with any applicable laws andregulations.

35 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

User Details

Card Entry

Review Order

Order Complete

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Click to Pay
Visa Installment
Solutions

Detail Form

Click to Pay
Merchant Experience:
Unrecognized Existing User
To verify an unrecognized existing user’s credentials to complete a purchase,messaging and branded elements must confirm enrollment, reinforce Click to
Pay’s value, and direct users to usage. Strategic placement of Visa brand helps
communicate and establish security and trust.
Examples on this page are for illustrative purposes only. Program providers are
responsible for their programs and compliance with any applicable laws andregulations.

36 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Click to Pay Eligible

Click to Pay - One Time Passcode

Click to Pay - Card List

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Click to Pay
Visa Installment
Solutions

Express Checkout

Click to Pay
Merchant Experience:
Recognized Existing User
When a recognized existing user selects a card to complete a purchase,messaging and branded elements must confirm enrollment, reinforce
Click to Pay’s value, and direct users to usage. Security and trust is establishedand reinforced with the Visa brand.
Examples on this page are for illustrative purposes only. Program providers are
responsible for their programs and compliance with any applicable laws andregulations.

37 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Review Order

Order Complete

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

Click to Pay
Visa Installment
Solutions

Visa Installment
Solutions
Installments enabled by Visa is the technology that permits certain buy-now,
pay-later loan providers to present to eligible consumers a simple, flexible way
to pay for qualifying purchases over time by dividing the purchase amount into
smaller equal payments.

Requirements:
All advertising of Installments enabled by Visa, including on websites, via email oron social media, must adhere to the requirements outlined in the Visa ProductVisa Installment Solutions Requirements — Consumer facing lock up, Installments enabled by Visa, should use the following guidelines:• All advertising must describe Installments
accurately, and should not be misleading.
• All advertising must comply withapplicable laws and regulations.
• Do not use language that implies that
Visa is providing or making available
installment plans, loans, or financing.
Installment plans are made available byissuing banks.
• Do not use language that implies that themerchant is providing issuer installment
plans.
• If you accept alternative payment
methods or financing in addition to Visa
Installments, make sure to distinguishthese options from Installments.

Brand Standards at Visa Online, and must neither imply that Visa determines loanor credit terms, nor that Visa is responsible for extending credit, nor facilitating• Do not use language that describes an
installment plan as a loan, financing or a
new line of credit.
• It must be clear that installment plans areprovided by a cardholder’s issuing bankon an existing Visa credit card account.
• Do not use any language that advertises
an installment plan as no interest/APR, 0%
interest/APR, low interest/APR etc.
• Do not use an issuer’s brand or
trademarks without its permission.
• Do not imply that installment plans
are available on all Visa cards. They areavailable only on eligible Visa credit
cards issued by select participating
issuers. Consider including a disclaimer
that makes it clear that participation by
issuers is currently limited and eligibility is
subject to change in an issuer’s discretion.

• Do not imply that installment plans may
be available for any or all purchases since
there may be limitations on minimum or
maximum purchase amounts.

On Branding: Make sure marketing
materials promoting Installments arein compliance with Visa Master Brand
Guidelines and Merchant Asset Guidelines.

• Do not say or imply that consumers
can pay whenever they want, or that
consumers have flexibility as to the timingof their payment.

On Disclaimers: The disclaimer should
always end with “Learn More” CTA thatlinks to Visa’s product page. Disclaimers
should be no smaller than 1/5 the size ofthe statement being disclaimed or 8pt
font, whichever is larger.

• Do not promote irresponsible spending.
On Messaging: If you are going to market
to promote Installments, you must follow
the messaging in these guidelines withno deviations. Failure to do so could put
your contractual obligations concerning
Installments at risk, or could be outof compliance with applicable credit
advertising laws and regulations.

or providing loans. These requirements can also be found in the refreshed Visa
Digital Brand Requirements, available at Visa.com.

Considerations:
Please note that these specific offers and installment plans are for example use
only. Installment plan offers are established by issuing banks and are subject tochange. Additional details are available in the VIS Service Description and any
marketing toolkits made available by Visa.

38 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicInstallments enabled by Visa Lock Up

Using Visa Credentials

The Installments enabled by Visa lockup shows the full name of the product.
It maintains brand recognition,
imparts consumer confidence andclearly distinguishes Installments fromother payment options.

Use Visa Credentials at the payment
stage of an online purchase to indicate
Installments eligibility.

On the ”Learn More about Visa
Installments” CTA: If using the “Learn
More about Visa Installments” CTA inany capacity, you must link to Visa’s
product page.

Introduction

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Visa Direct

IoT

Urban Mobility

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Visa Installment
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Visa Installment
Solutions
The Installments enabled by Visa lockup is used in advertising, websites,

Installments enabled by Visa Lock Up Clear Space

Installments enabled by Visa Lock Up Color

Recommended clear space is equal to thewidth of the “V” in the Installments enabled
by Visa lockup all around. Minimum clear
space is half this width all around. Whenthe 2-line lockup is not legible at the size
applied, use the 1-line lockup instead. Do
not use the minimum clear space when
the recommended spacing can be applied.
Do not use the 1-line format if the 2-line
format is legible when applied.

Use our new vibrant Visa Blue on
white to medium backgrounds

Use white on medium to dark
backgrounds.

collateral and related communications to signal to consumers that Visa
technology is used by the participating issuing banks that provide installment
plans on eligible cards at participating merchants.
The Installments enabled by Visa lockup must always be legible and appliedwith clear space all around, and in one of the Visa-approved colors with
sufficient contrast to the background. The lockup is available in two versions:the preferred 2-line format and an alternate 1-line format for use whenever the
2-line format is not legible at smaller sizes.

Installments enabled by Visa Lock Up Messaging in Use
Installments must use the correct lock up.
A: The Installments enabled by Visa lock up distinguishes
it from other payment options that may be offered.
B: An option to “Learn More” must always accompany the
product identifier.
C: In those cases where the Installments enabled by Visalock up cannot be shown on the product page, it must
appear in the “Learn More” module.

Use these guidelines to help apply the minimum amount of clear space all
around the lock up and select issuing a Visa-approved color with sufficient
contrast to the background. Be sure to use the Installments enabled by Visalock up within Visa’s brand guidelines.

sAs$600.00
B

Enjoy your favorite morning beverage from home with the Premium Espresso Machine.
with a generous 60-ounce capacity, this machine is idea for social gatherings and featuresa built-in conical grinder for the freshest taste every time. This stainless steel espresso
machine comes with a one-year manufacturer warranty for your assurance.
Measures: 15.8 inches high x 13.2 inches wide x 12.5 inches deep. Weight: 23 pounds

39 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

1. Or $XX/mo. in X payments (notincl. shipping, taxes) on eligible
Visa cards. Terms may apply. Learn
More
2. Or $XX/mo. in X payments (notincl. shipping, taxes) on eligible
Visa cards if total cart exceeds$100. Terms may apply.

s

DETAILS

When promoting the “Installments
price” of an item on the productpage, the product listing, and on the
checkout screen, you must use thebelow text wherein you dynamicallycalculate the installment plan on
the UI, replacing the $XX/mo. in X
below. If the price qualifies for the
Installments minimum threshold,option 1 is required, if it is underthe minimum threshold, option 2 isrequired:C

Use black on white tomedium backgrounds
when use of lockup in color
is not possible.

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

Click to Pay
Visa Installment
Solutions

Visa Installment
Solutions

The “Learn More” Module
Consumers want the ability to access additional information about paying in
Installments if they are considering this option for their purchase. The “Learn More”
modules must ensure consumers are fully informed about how Installments work, thedetails about the specific offer, and any legally necessary information that is required.
Because of this, more than one “Learn More” module is recommended. For specificlanguage, consult the Installments Services Description and any marketing toolkits
made available by Visa.

D: When enabling Installments as a payment option the “Learn More” button willconnect the consumer with a structured explanation of the benefits.
E: Additional details of Installments and FAQs should be made available.
F: At every step of the shopping and purchasing process, the consumer should begiven the ability to learn more. When Installments branding is not present on the
shopping site product page, it must appear in the “Learn More” module.

When a merchant enables Installments as a payment option, it must be
accompanied by a “Learn More” link to a module that explains what Installments
is and how it works. The specific details of the installment plans offered are theresponsibility of the merchant or card-issuing bank.

Considerations:display the module of “Learn More” content.

s• A pop-up lightbox, a hover tooltip, or a dedicated page are all ways toD• Merchants are solely responsible for their installment programs including
compliance with all applicable laws and regulations as well as the terms ofthe merchant’s participation agreement and the Installments service
documentation. In order to check the consumer’s credit card number for
Installments eligibility, a merchant will need to abide by applicable privacy
regulations including, as required, obtaining consumer consent for eligibility

Solutions Services Description and any marketing toolkits made available
by Visa.

40 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicFs• Related supplemental documents to this guide are the Visa Installmentscheck, and should consult their Legal & Compliance team.

E

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Click to Pay
Visa Installment
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Visa Installment
Solutions

The User Experience: eCom COF (Card-on-file)
Installments should feel simple and integrate seamlessly with the sellers

Being aware of their flexible payment options at the beginning of thecurrent payment experience.

shopping process can influence a consumer’s purchase decision. Anytime

H: The possible availability of a Installments offer should be indicated as

the Installments option is mentioned, it should be accompanied by a link

soon as a consumer enters the web site, and throughout every step of theto learn more. The “Learn More” module should explain the details and the

shopping and payment experience.

benefits of the Installments option.
Installments presently not available on all Visa cards and only offered by certain issuing financial institutions.
Contact your issuer to see if your Visa card is eligible for Installments and for more details.

s
H

s

H

s

H

s

s s

H

H

H

s
s

H

H

41 |

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

s

s
H

H

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

Click to Pay
Visa Installment
Solutions

Visa Installment
Solutions

The User Experience: eCom GUEST
Installments should feel simple and integrate seamlessly with the sellers

Being aware of their flexible payment options at the beginning of thecurrent payment experience.

shopping process can influence a consumer’s purchase decision. Anytime

H: The possible availability of a Installments offer should be indicated as

the Installments option is mentioned, it should be accompanied by a link

soon as a consumer enters the web site, and throughout every step of

to learn more. The “Learn More” module should explain the details and thethe shopping and payment experience.

benefits of the Installments option.
Installments presently not available on all Visa cards and only offered by certain issuing financial institutions.
Contact your issuer to see if your Visa card is eligible for Installments and for more details.

s
s

H

42 |

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

H

s
H

H

s

H

s

H

s

s
H

s s

H

H

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

Click to Pay
Visa Installment
Solutions

Visa Installment
Solutions

The User Experience: Point-of-Sale (if offered by merchant)
Installments should feel simple and integrate seamlessly with the sellers

Being aware of their flexible payment options at the beginning of thecurrent payment experience.

shopping process can influence a consumer’s purchase decision. Anytime

H: The possible availability of a Installments offer should be indicated as

the Installments option is mentioned, it should be accompanied by a link

soon as a consumer enters the web site, and throughout every step of the
shopping and payment experience.

to learn more. The “Learn More” module should explain the details and thebenefits of the Installments option.
Installments presently not available on all Visa cards and only offered by certain issuing financial institutions.
Contact your issuer to see if your Visa card is eligible for Installments and for more details.

s
H

s

s

H

s

H

H

s
H

43 |

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicIntroduction

Brand Elements

eCommerce

Visa Direct
User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa Direct
Visa Direct is Visa’s global money movement platform that allows
businesses, consumers and governments to deliver funds from an
originating account to a recipient account via card rails (VisaNet)for domestic transactions and card or account (ACH/RTP) rails
for cross-border transfers. Visa Direct is helping to digitize, speed
up and simplify payments for P2P, remittances and businessdisbursements to consumers, workers, small businesses and more.

44 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

IoT

Urban Mobility

Points of Sale

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa Direct• “Visa Direct” is used to describe either an AFT (Account Funding Transaction)or an OCT (Original Credit Transaction).
• “Visa Direct” can describe OCT transactions regardless of whether Fast
Funds (real-time funds availability) is enabled for them. “Visa Direct” can bebranded by describing the capability as “Visa Direct” in text. However, theterm “Visa Direct” should only be used to describe the Visa capability, whichenables Visa’s clients to build and deploy faster payment experiences.
• AFT is a transaction that technically operates in a similar way to a payment,
but pulls from an account to another account, rather than an accountto a merchant. It is not intended for the purchase of goods and services.
When used independently, an AFT must only be used to fund an accountbelonging to the same individual or entity holding the Visa Account.
Examples of use cases for an AFT is funding a digital wallet, initiating a

Visa Direct Name in Text

Visa Direct User Experience• When the Visa Direct name is used in headlines and text (the use of the Visa
Direct name should only be used in B2B communications as a product name):– The Visa name must always precede “Direct”– “Visa” and “Direct” must appear as two separate words with an upper case V
and D– Use the same font, size and color for the Visa Direct name as the surrounding
headline or text
– Another word or name should not be placed between “Visa” and “Direct”

Through a provider’s enabled solution, users can leverage their Visa Debit orreloadable Visa Prepaid cards to securely receive funds without the need toprovide check routing and account numbers to the payment sender and awaiting
verification. Visa Direct transactions can occur in real-time, without the delays ofother disbursement methods, and confirmation can be provided quickly.*• The use of alternate names incorporating the name “Visa” (e.g., “Visa Money
Transfer” or “Visa Personal Payments”) is not allowed• No trademark denotation symbols (™ or ®) should be used adjacent to the “VisaDirect” name unless directed by the Visa Product Brand Standards or Visa Legal.
However, standard rules for trademark denotation symbols adjacent to “Visa”
still apply in their respective countries (e.g., in the U.S., the registration symbol ®
always follows “Visa” in the first and/or most prominent mention)• In client marketing materials, the following examples illustrate appropriate
usage of the name to describe the Visa Direct capability and its value to thefollowing client audiences:– Issuers: Visa Direct can help you increase debit card engagement and usage.
– Acquirers and Solution Enablers: Offer real-time payment capabilities to yourclients with Visa Direct.
– Businesses: Connect with a Visa Direct solution provider to start delivering
better payment experiences for your customers.

money transfer, funding a prepaid card and more.
• “Visa Direct” should not be used to describe the third-party solutions or thetransactions it enables.

Visa Direct Descriptor• An additional descriptor in local languages may be used as needed (subject
to legal reviews and Visa Global Brand approvals). Descriptors should beconsistent and there should only be one Visa-approved descriptor used per
country. Descriptors do not need to be a direct translation of “Direct.” Rather,
they can use words and phrases that convey the offering. Example of a Visaapproved descriptor:– Spanish: Pagos y Transferencias (English: “Payments and Transfers”)• The local language descriptor may be used with the Visa Direct name in text45 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

When developing the Visa Card Account Setup Screen in the application:• Include a Visa Direct benefits message, such as the following or similar
language:– For Disbursements (Push to Debit) : Transfer to bank using your debit card
number, securely & instantly. Enabled by Visa
– For Remittance (Push to Debit): Transfer money to your receiver’s bankaccount, instantly and securely. Enabled by Visa
– For Funding (AFT - Fund with Debit): Fund your transfer with a debit card,
instantly and securely. Enabled by Visa
All messaging must be approved by Visa. Visa does not make any warranty as totiming and funds availability of Visa Direct Transactions.
• Display payment network marks in fullcolor, and ensure the Visa Brand Mark is
at least at equal parity and prominence
as other payment network marks.
* Actual fund availability depends on receiving financial
institution and region.
Examples on this page are for illustrative purposes
only. Program providers are responsible for theirprograms and compliance with any applicable laws
and regulations.

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa Direct User
Scenarios
To ensure the visibility of the Visa brand during the digital consumer
journey, brand the digital flows with accurate and relevant claims like“enabled by Visa.” Please see the Visa Direct User Scenarios Chart, which

Sender
• Account Send Setup: Card Art• Entering Send Amount: Card Art• During Visa Direct send: Endorsement• Confirmation: Endorsement• Visa Sensory Branding• Account Send Setup: Card Art• Entering Send Amount: Card Art• During Visa Direct send: Endorsement• Visa Sensory Branding

Receiver

Visa to Visa

Visa to Any

outlines the requirements for the sender and the receiver across four Visa
Direct scenarios to ensure a consistent consumer experience.

• N/A

Entity to Visa

The Visa Direct User Scenarios present four primary use cases for Visa

• Account Receive Setup: Card Art• Confirmation: Endorsement + Message• Visa Sensory Branding• N/A – This could apply to send to
Account or Wallet• Account Receive Setup: Card Art• Enrollment of Payout: Card Art• Confirmation: Endorsement + Message• Visa Sensory Branding

Direct, each illustrating the pivotal role Visa plays in the transaction process.
These use cases involve a Sender and Receiver.
The first use case is a Visa-to-Visa transaction, where a transaction is fundedusing Visa debit credentials and the receiver is receiving funds to their accountusing their debit credentials. The second use case involves Visa as thesender and any account as the receiver. An instance of this could be a
Visa cardholder using Visa Direct to fund the transaction using their debit
credentials to a cardholder with an account from a different provider.
The third use case represents an Entity-to-Visa transaction. There are
numerous potential applications for this use case, one of which could be a
gig worker receiving a payout after a shift. The fourth use case is the reverseof the second use case, where any cardholder can transfer funds to a Visa
cardholder.
*Cardholder in this instance can be Visa Debit or Visa Prepaid.

46 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public• Not Considered

Any to Visa

• Not Considered• Visa Sensory Branding

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa to Visa
SenderReceiver• Account Send Setup: Card Art• Account Receive Setup: Card Art• Entering Send Amount: Card Art• Confirmation: Endorsement + Message
If imagery is not available, “enabled by Visa”
must be included in text and applied to any
instance of the text message flow.

• During Visa Direct send:Endorsement• Confirmation: Endorsement• Visa Sensory Branding
Account Setup Enrollment

Include Visa Brand
on Paywall

47 |Include Visa
Card Art

Payment Moment

Include Visa Card Art& Endorsement| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Confirmation

Visa sensory
branding• Visa Sensory Branding
Account Setup Enrollment

Include Visa
Endorsement

Include Visa Brand
on Paywall

Include Visa
Card Art

Confirmation

Include Visa
Endorsement

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa to Any
Deposit via Debit
Transfer to bank using your debit card number, quickly and securely.

SenderReceiver• Account Send Setup: Card Art• N/A• Entering Send Amount: Card Art• During Visa Direct send:Endorsement• Confirmation: Endorsement• Visa Sensory Branding48 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Visa Direct Instant Deposit Account Setup Enrollment

Payment Moment

Include Visa Brand
on Paywall

Include Visa Card Art& Endorsement

Include Visa
Card Art

Confirmation

Visa sensory
branding

Include Visa
Endorsement

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa to Any –Visa to AccountSenderReceiverWhile the recipient ofBank Transfer

funds in this scenario• During Visa Direct receive:
Endorsement

Send money to your bank account quickly & securely, Enabled by Visa.

may or may not be• Confirmation: Endorsement

using a Visa credential,
the transfer is still
enabled by and runson the Visa network,

Account Setup Enrollment

Payment Moment

Confirmation

Include Visa
Endorsement

Include Visa
Endorsement

Include Visa
Endorsement

therefore Visa is thesender for this use
case.

49 |

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicContact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa to Any –Visa to Wallet

SenderReceiverWhile the recipient of

Digital Wallet

funds in this scenario• During Visa Direct receive:
Endorsement

Transfer to a digital wallet, quickly and securely, Enabled by Visa.

may or may not be• Confirmation: Endorsement

using a Visa credential,
the transfer is still
enabled by and runson the Visa network,

Account Setup Enrollment

Payment Moment

Confirmation

Include Visa
Endorsement

Include Visa
Endorsement

Include Visa
Endorsement

therefore Visa is thesender for this use
case.

50 |

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicContact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Entity to Visa
SenderReceiverEntities• Account Receive Setup: Card Art

such as:• Enrollment of Payout: Card Art• Universities• Confirmation: Endorsement + Message• Healthcare• Visa Sensory Branding• Marketplaces• Insurance

Account Setup Enrollment

Payment Moment

Confirmation• Government• Gig Economy

Include Visa Brand
on Paywall

51 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Include Visa
Card Art

Include Visa Card Art& Endorsement

Visa sensory
branding

Include Visa
Endorsement

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Any to Visa
SenderReceiver• N/A• Account Receive Setup: Card Art• Enrollment of Payout: Card Art• Confirmation: Endorsement + Message• Visa Sensory Branding
Account Setup Enrollment

Include Visa Brand
on Paywall

52 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Include Visa
Card Art

Payment Moment

Include Visa Card Art& Endorsement

Confirmation

Visa Sensory
Branding

Include Visa
Endorsement

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ General
Information

User Experience Product Elements: Service NameCore Experience Product Elements: Credential Format

Visa+ is the consumer-facing service name and must be used wherever theservice is referenced. Refer to the Visa+ brand specifications section.

The Visa+ payname must comply with the format “+payname.app” and otherspecifications detailed in the Visa+ implementation guide. See illustration
below,where amiller is the payname and wallet is the name of the Visa+ issuer.

Visa++amiller.wallet

User Experience Product Elements
For optimal user experience, outlined are specific requirements that detailthe product elements of the service and credential name.

Core Experience Product Elements
Additionally, for the Core Experience of Visa+, the network attribution andcredential format product elements should be formatted in a specificmanner as shown.

User Experience Product Elements: Credential NameCore Experience Product Elements: Network Attribution

Visa+ payname is the user’s unique, receive-only payment address linked to theireligible Stored Value Account. The credential name, “Visa+ payname”, must be
used wherever the user’s unique credential is labeled or referenced throughout
the experience.

Displaying the “Enabled By Visa” attribution at key points across the Visa+
experience promotes trust and confidence in the service. See following
illustrations for examples.

Visa+ payname

To correctly render the network attribution, refer to the Visa+ brandspecifications section.

+amiller.wallet
Enabledby+amiller.wallet

53 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Enabled by

Introduction

Brand Elements

Visa Direct

eCommerce

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ General
Information
Core Product Experience Requirements for All Use Cases

Element

Requirement Principles

1. Service Name

Service name always presented in full as “Visa+” and should be used wherever the service is referenced:
3 “Visa+”
X “Visa Plus” / “VisaPlus”
3 “Enable Visa+”
X “Visa +”, should not have a space between “Visa” and “+”
X “Wallet+”X “Enable Wallet to Wallet transfer”

2. Credential Name

Credential name always presented in full as “Visa+ payname” when introduced, and should be distinguishedfrom the Stored Value Account username:
3 Visa+ payname
X Wallet+ payname
X Visa+ username
X Visa handle

3. Credential Format

Must follow the format of “+payname.app”. All 3 components of the format must be present for the Visa+ payname to be valid:
3 “+” prefix
3 “payname”
3 “.app” domain name

Please see the requirement principles for the various elements of Visa+.

• Any credential editing functionality is restricted to the characters between the “+” prefix and “.” preceding the domain name• Visa+ payname must comply with the character guidelines highlighted in the implementation guide• Full credential format must always be displayed in the “send to” field

4. Network Attribution

5. Equal Placement and Treatment

Display the “Enabled by Visa“ attribution to promote trust and confidence in the service. It must be displayed in the following
scenarios:• “Enabled by Visa” must be displayed in new feature education flows where the full service capabilities are detailed to the user
• “Enabled by Visa” must be displayed in the enrollment flow
• “Enabled by Visa” must be displayed to the sender in the payment confirmation
Visa+ service to be placed in a position that is no less favorable than any similar money transfer network or money movement
functionality
Visa+ enrollment functionality should be present in each of the following scenarios;
i. during creation of user account;ii. when a user is prompted to enter payment credentials associated with their account;iii. when a user sets, changes, or confirms a default payment method;
iv. and wherever money transfer networks are presented as options.

54 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicIntroduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ General
Information

Service Name Expression in Full and Against Light & Dark Backgrounds

Clear Space

Service Name Brand Specifications
The Visa+ service name should be displayed with certain specification that

Applied Within a Visa+ User’s Avatar Placeholder

meet the following requirements shown.
Color: Visa Blue
Digital:
R 20 G 52 B 203 / #1434CB
Print:
Pantone 2728 C / 286 UC 100 M 74 Y 0 K 0

DO NOT...

X

Visa+

Visa+

Do not use low contrast or textured backgrounds

55 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

X X+payname+

Do not invent alternative product naming

Visa+

+

Visa+

Visa+

Do not modify typography, color, or design

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Discovery & Education

Opt-in Enrollment

Profile View

Visa+ P2P
Enrollment Flow
The following user flow outlines the introduction of Visa+ in App, as well as
the education and brief benefits of Visa+. Once the user chooses to setup a
Visa+ payname, they receive an enrollment success confirmation and canview their profile.

New feature introductionin App56 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

New feature education page

Visa+ payname setup page

Enrollment success confirmation
with Visa Sensory Branding

Visa+ payname display at
profile viewIntroduction

Brand Elements

Visa Direct

eCommerce

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ P2P
Discovery

Existing User – Profile or Account View

New User – Account Creation

A: Provide a new feature touchpoint in the profile or account view that prompts users toenable Visa+, as well as a permanent menu option for managing their Visa+ payname.
Users should also be able to enroll in the new service from their Profile or Account View page.

C: Welcome page at account creation should include an option to enroll in Visa+
New users should be introduced to Visa+ at account creation.

Existing User – New Feature Introduction
B: Announce the new feature with an interstitial or tooltip on the Activity page or otherrelevant touchpoint. Provide a concise but compelling value proposition with a link toa fuller education page.

New User – Feature Introduction
D: Provide a concise but compelling value proposition with a link to a fuller
education page.
E: Display Visa endorsement language such as “Enabled by Visa” or other legally
approved endorsement language messages.

For existing users, new feature touchpoints can be provided anddetailed via announcements for users. New users can explore Visa+and further education through in app links.

s
B

s

s
A

D

s
C

s
E

Profile or Account View

57 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Dashboard or Activity View

New user welcome page

Education page

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User InterfacesVisa+ P2P
EducationA

A user can use their profile or account view to see the Visa+ payname
option, and click to learn more.

A: Highlight the value proposition to ensure comprehension and encourage
enrollment. This can be done by emboldening the text or adding supportive
design elements.
Use the verbiage provided here to describe the full benefits of Visa+.
B: Display Visa endorsement language such as “Enabled by Visa” or otherlegally approved endorsement language messages.

s
B

Profile or Account View

58 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Education Page

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ P2P
Enrollment
A user can enroll into Visa+ and edit their payname, and is also

The enrollment process should be simple and straightforward. Ease of use shouldmatch the expectations set by the Discovery and Education steps.
A: Display users’ stored value account username, if applicable, to allow user todistinguish between the app credential and their new Visa+ payname.
B: Prepopulate a new Visa+ payname by transposing their stored value accountusername into the Visa+ payname format (e.g., @amiller becomes +amiller.wallet).
C: Highlight the Visa+ payname to convey the creation of a new payment credential.
D: Provide access to Visa+ education within the enrollment flow.
Use the suggested copy to create an education pop-up or tooltip for the enrollment
process, and reinforce how Visa+ works

provided information on Visa+ to aid in enrollment.

Enrollment Success Confirmation
After successful enrollment, next steps should be clearly presented tothe user:
E: Display the user’s newly enabled Visa+ payname.
F: Users should be able to copy their new Visa+ payname as displayed on the enrollment
success screen. Facilitate this action with a dedicated button, icon, or text link.
G: Provide a nudge on how to use their new Visa+ payname.
H: The Visa Sensory Branding animation, sound, and haptic vibration must be integrated(when supported) into this portion of the user experience.
I: Display Visa endorsement language such as “Enabled by Visa” or other legally
approved endorsement language messages.

s
H

s
D

s s s

B

E

C

s

s ss
A

I

F

G

Enrollment Page

59 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Visa+ Edit Dialog

Visa+ Education

Enrollment Success Page with
Visa Sensory Branding

Introduction

Brand Elements

Visa Direct

eCommerce

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ P2P
Payment Flow

Embedded Sender Experience

Dedicated Button & Send Page Sender Experience

Sending money to a Visa+ payname should be simple, easy andintuitive.

An alternative Visa+ user interaction is having a dedicated Visa+ button and send page for a focusedsend-to-Visa+ payname user experience.

A: Include the Visa+ payname format as an option in the “To:” field.
B: As an embedded solution, the Visa+ payment experience should
not differ from what senders already expect from their standard
payment flow.
C: Disable notes/messaging for senders initiating a Visa+ payment, as
this functionality is not currently supported.

D: Include a Visa+ option on the initial Pay page or at the Recipient input page for users
who intend to pay someone with a Visa+ payname.
E: Prefix the ‘+’ icon in the “To:” field of the dedicated Visa+ send page to facilitate easier input of the
Visa+ payname credential. If senders paste in a copied Visa+ payname, resolve the entered value todisplay the icon followed by the unique Visa+ payname, per illustration “F” below.

Users can view recent payment recipients or enter a new Visa+spayname and pay or request funds.

E

s s

s
A

B

C

s
D

s
D

Default Send Money View

Visa+ payname Entered

Pay Start Page

Recipient Input Page

s
F

60 |

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Dedicated Visa+ Send Page

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ P2P
Receipt Verification

Verification Transaction Threshold

New Recipient Verification (Optional)

Request sender confirmation when the transaction amount exceeds a specified
threshold. Additionally, display the Visa+ payname as entered, and request thesender to confirm that it was accurately input.

When sending to a recipient’s Visa+ payname for the first time, request sender toverify the last four digits of the phone number that is associated with the recipient’s
Visa+ payname.

A: Ensure that the sender can review and confirm that the recipient’s Visa+
payname is correct.

B: Display the Visa+ payname as entered to provide additional visual verification.

The user will receive a confirmation of the funds recipient andamount. For sending funds to new recipients, the sender may berequested to verify the last four digits of the phone number associated| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicsA

Send Money Page

61 |

B

s

with the recipient’s Visa+ payname.

Recipient Verification

Send Money Page

Recipient Verification

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ P2P Payment
Confirmation

Payment Success Confirmation

Post-Sender Experience

To indicate the completion of the fund transfer, include onscreen visualconfirmation.

Display payments made to a Visa+ payname in senders’ Activity page. Allow thesender to review completed Visa+ payments in the same way they confirm theirother transactions.

A: Include the relevant details of the fund transfer on the confirmation page
such as the amount and the recipient Visa+ payname.
B: The Visa Sensory Branding animation, sound, and haptic vibration must be
integrated (when supported) into this portion of the user experience.
C: Display Visa endorsement language such as “Enabled by Visa” or otherlegally approved endorsement language messages.

D: Display the recipient Visa+ payname in the activity feed as additional confirmationof payment success, including the recipient’s first and last name, to reinforce the
Visa+ capability in the sender’s app UI.
E: Allow the sender to see the full details of their transactions including transaction
ID/ref no., date and time sent.
F: Display Visa endorsement language such as “Enabled by Visa” or other legally
approved endorsement language messages.

The user receives a confirmation of the sent funds, and can review thehistorical activity of fund transfers on their account.

s
D

s

s

E

B

s
A

s
C

s
F

Recipient Verification

62 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Payment Success Confirmation
with Visa Sensory Branding

Activity or Transaction History
View

Transaction Details View

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ P2P Recipient
Notification

Recipient Push Notification

Recipient Email Notification

Notify the recipient of funds received through Visa+ through push
notifications

Notify the recipient by email of funds received

A: Keep language concise and human. Choose a conversational approach:”You received $40 through Visa+.”

B: Provide details on the transactions i.e., sender, amount, date, and transaction
ID or reference number.
C: Indicate in email notification through copy when payments are made frombusiness platforms.

Recipients of the Visa+ fund transfer can receive push notifications totheir mobile device, as well as via email.

s
C

s
B

s
A

Recipient’s App Notification

63 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Recipient’s Email Notificationfrom wallet user

Email Notification of payment frombusiness platform

Introduction

Brand Elements

Visa Direct

eCommerce

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ Profile View
& PaynameManagement

Profile User Experience

Visa+ Payname Management

Giver users the ability to recall their new Visa+
payname.

Provide a management page for users to not only recall their Visa+ payname but also to access options for editingor deactivating their Visa+ payname.

A: Users should be able to navigate to their Profile
or app main menu and view their new Visa+
payname or copy for sharing. This should be
displayed next to their proprietary app ID tocontrast and avoid confusion.

B: Users should have a link at their Profile page or app main menu to access and manage their Visa+ payname.
C: The Visa+ payname management page should display their unique Visa+ pay name with an option to easily
copy or delete it.
D: Include helpful resources e.g., FAQs, etc.
E: Display Visa endorsement language such as “Enabled by Visa” or other legally approved endorsement language
messages.
F: Provide a confirmation dialog when users opt out of Visa+ with a warning of the implications of deleting their
Visa+ payname.

s

Users can view, edit and manage their Visa+ payname.

C

s
E

s

s

s

D

A

F

s
B

Profile View or App Main Menu

64 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Profile View or App Main Menu

Visa+ payname Management Page

Deactivation Confirmation

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ B2C
Enrollment Flow

Users first enroll for the Visa+ service in a participating digital wallet. Users need to complete this step prior to setting up their Visa+ payname to receive payouts fromparticipating merchants.
A: Display Visa endorsement language such as “Enabled by Visa” or other legally approved endorsement language messages.
B: The Visa Sensory Branding animation, sound, and haptic vibration must be integrated (when supported) into this portion of the user experience.

Profile View

Opt-in Enrollment

Discovery & Educations
B

Similarly to the Visa P2P Enrollment flow, for B2C, users are introduced to Visa+in app, and can setup their payname, receive an enrollment confirmation andreview their account.

s
A

s
A

New feature introductionin App65 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

New feature education page

Visa+ payname setup page

Enrollment success confirmation
with Visa Sensory Branding

Visa+ payname display at
profile viewIntroduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ B2C
Payout Setup Flow

Verification (Two Options)

Payout Method Discovery

Setup SuccessA business can view their payout initialization and the option to use
Visa+. For payout verification, the user can enter the Visa+ payname
a second time, or verify the last 4 digits of the phone number
associated with the recipient’s account.

Business app’s payout
initialization screen

66 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Payout method introduction

Visa+ education andpayname nomination

Repeat payname input OR prompt sender to
input recipient’s last four digits of mobile

Payname as payout
method is set

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User InterfacesA

Education Page
A: Provide a link for users to learn more about the Visa+ service and add their
Visa+ payname as a payout method, or as discovery touchpoint for newusers.
B: Display Visa endorsement language such as “Enabled by Visa” or otherlegally approved endorsement language messages.
C: Highlight the value proposition to ensure comprehension. This can bedone by emboldening the text, including the identifiable logos or app icons
of participating wallets (mock names and app icons illustrated), or othersupportive design elements.
Use the verbiage provided here to describe the full benefits of Visa+.

s

Users can explore how Visa+ operates and the value it provides.

Cs

Visa+ B2C Payout
Method Discovery& Education

B

Education Touchpoint

67 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Concise education pop-up

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Push Notification

Payment Completion

Email Notifications

B2C Payout to
Visa+ Flow
The user can enter and send funds that recipients will receive a push
notification or email for once the funds are sent.

Amount entered andpayname as recipient

68 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Payment processing
confirmation with Visa Sensory
Branding

Payment notification fromthe receiving wallet

Recipient’s email notificationfrom the business platform

Recipient’s email notificationfrom the wallet app

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ B2C Payout
Processing
Confirmation &Flow Options

Confirmation Touchpoints

Scheduled Payments

A: Display the recipient’s payname, first name, and last name in the payout success page for users to have visualconfirmation of the transaction.
B: The Visa Sensory Branding animation, sound, and haptic vibration must be integrated (when supported) into thisportion of the user experience.
C: Display Visa endorsement language such as “Enabled by Visa” or other legally approved endorsement language
messages.
D: The transaction activity entry and related details page is another opportunity to present confirmation of payout
to the payname.
E: Finally, in the related email notification, again include the payname user’s first and last name in the related
payout summary.

F: Include a scheduled payment or automatedpayout option to a Visa+ payname, in linewith what users have come to expect fromcommerce platform accounts for added
convenience.

s
B

There are various confirmation touch-points for a Visa+ user, which
include a confirmation moment once the funds are sent, as well as ahistorical account of the activity associated with their payname. Userss

can also automate or schedule payments to paynames.

A

s

s
D

E

s
C

s
F

Payout Success Confirmation
with Visa Sensory Branding69 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Transaction Activity Confirmation

Email Confirmation

Option for scheduled payments

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ Addendum:
Illustrative Web
User Interfaces

Discovery – Profile or Account View

Discovery – New Feature Introduction

Education – Education Page

A: Provide a new feature touchpoint in the profileor account view that prompts users to enable
Visa+, as well as a permanent menu option for
managing their Visa+ payname.
Users should also be able to enroll in the new service
from their Profile or Account View page

B: Announce the new feature with an interstitial
or tooltip on the Activity page or other relevant
touchpoint. Provide a concise but compelling
value proposition with a link to a fuller
education page

C: Highlight the value proposition to ensure comprehension and encourage enrollment. Thiscan be done by emboldening the text or adding
supportive design elements.
Use the verbiage provided here to describe the full
benefits of Visa+.
D: Display Visa endorsement language such as“Enabled by Visa” or other legally approved
endorsement language messages.

For web user interfaces, users can view their profile and activity as
well as learn more about Visa+.

s
B

s

s
A

C

s
D

Profile or Account View

70 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Dashboard or Activity View

Education Page

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ Addendum:
Illustrative Web
User Interfaces

Enrollment

Enrollment Success Confirmation

The enrollment process should be simple and straightforward. Ease of use
should match the expectations set by the Discovery & Education steps.

After successful enrollment, next steps should be clearly presented to the user.

A: Highlight the Visa+ payname to convey the creation of a new payment
credential.

sCs

Visa+ users can enroll and receive confirmation that their account

B: Display the user’s newly enabled Visa+ payname.
C: The Visa Sensory Branding animation, sound, and haptic vibration must be
integrated (when supported) into this portion of the user experience.

was created successfully.

As
B

Enrollment Page

71 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Enrollment Success Page

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ Addendum:
Illustrative Web
User Interfaces

Visa+ Payname Management

Visa+ Payname Deletion

Enable payname management when user select the ‘Manage’ option for Visa+at the Account Settings page.

Selecting “Delete my Visa+ payname” will remove the capability to receive payments to the platform through the payname.

A: The Visa+ payname management page should display their unique Visa+
payname with an option to easily copy or delete it.
B: Display Visa endorsement language such as “Enabled by Visa” or otherlegally approved endorsement language messages.
C: Include a link for helpful resources e.g., FAQs, etc.
D: Provide a confirmation dialog when users opt out of Visa+ with a warning of
the implications of deleting their Visa+ payname.

E: Confirm that user intends to delete their Visa+ payname, and minimize the riskof accidental deletes through a confirmation dialog.

Users can edit, manage and delete their payname for Visa+.

s

s

A

E

ss
s
B

C

D

Payname Management

72 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Deletion Confirmation Window

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

User Scenarios
Visa+
P2P Mobile Interface
Merchant Payouts
Mobile Interface
Web User Interface

Visa+ Addendum:
Illustrative Web
User Interfaces

Payment Flow – Embedded
Sender Experience

Payment Details Review
Review Payment Details

Payment Confirmation
Payment Success Confirmation

Sending money to a Visa+ payname should be
simple, easy and intuitive.

Let users review or change recipient information
prior to completion of payment.

To indicate the completion of the fund transfer,include onscreen visual confirmation.

A: Include the Visa+ payname format as an option
in the “To:” field

B: Include the relevant details of the fund transfer
on the payment review page such as theamount and the recipient Visa+ payname.

C: Include the relevant details of the fund transfer
on the confirmation page such as the amountand the recipient Visa+ payname.
D: The Visa Sensory Branding animation, sound,and haptic vibration must be integrated (whensupported) into this portion of the user experience.
E: Display Visa endorsement language such as“Enabled by Visa” or other legally approved
endorsement language messages.

When users send money via a web interface for Visa+, they canreview the verification of the recipient and receive a payment
success confirmation moment.

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

B

s

73 |

B

D

s

Default Send Money View

s

s
A

s

s
C

E

Recipient Verification

Payment Success Confirmation

Introduction

Brand Elements

eCommerce

Visa Direct

Urban Mobility
Connected Car
Voice Activated Devices
Smart Home

IoT
As a leader in payment technology, Visa is always developing new
payment experiences that fit seamlessly into consumer’s evolving
lifestyles. The Internet of Things is a rapidly expanding ecosystem,
and with consumer’s expectations for seamless payment
experiences growing with every new innovation, Visa looks todeliver at every opportunity.

74 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Points of Sale

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

Urban Mobility

Points of Sale

Connected Car
Voice Activated Devices
Smart Home

Connected Car

Visa Integration with an Automobile Manufacturer’s UI

A: Visa Animation
B: Stored Credentials
C: Visa Sensory Sound

For the growing number of consumers who practically live in their cars,
it’s clear that seamless in-vehicle payment experiences are just aroundthe corner. That is why we look to create and deploy new in-car payment
experiences that effortlessly fit into the consumer’s mobile lifestyles – anB

integrated into the vehicle, our goal is to put consumer’s in the driver’s seat

MPLETEORDER #764AM7
645323
Payment Total: $12.00

with in-vehicle payment options wherever the road may lead.

Required:• To the extent that the technology and integration with the automobile
manufacturer’s UI allows, the Visa Brand Mark and user credentials must be
shown during payment transactions.
• When supported, Visa sensory animation should be shown in thedashboard or in some other visible place, in addition to an audible sensory
Clear Messaging
To help consumers keep theirattention on the road, transaction
messaging should be clear andsimple, easy to read and easy tounderstand at a glance.

| Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

PURCHASE COs

Whether it’s a graphic in-dash UI, voice commands, or biometric support

75 |

s

A

innovator.

sound when transactions are approved.

Cs

appropriate destination for the industry’s leading payment technology

Coffee Shop
4 Large Coffees

Total: $12.00
12 points added to your Visa Rewards

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

Urban Mobility
Connected Car
Voice Activated Devices
Smart Home

Connected Car

Gas Purchases

The User Experience:

R
PA

While user experiences may vary, and as technology allows, all consumers
should enjoy a satisfying payment experience that seamlessly integrates into
their vehicle’s onboard UI. From fuel purchases to parking meters to late-night
drive-thrus, Visa branding must always be made clear using Visa sensory
animation and sound for every Connected Car payment transaction.

In-Car Purchases

76 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Toll Booths and Parking

G
N
I
K

Points of Sale

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

Connected Car
Voice Activated Devices
Smart Homethe convenience of the touchless payment experience, making it easy for
consumers to make purchases in less time and with fewer barriers. With aA“Confirming you wantto make a $12 purchaseusing your Visa card
ending in 1234” BsAs voice activated devices become an integral part of people’s lives, so does

A: Clear audible purchase details for the entire
transaction
B: Visa User Credentials
C: Visa Sensory Sound on purchase approvals

Voice ActivatedDevices

Voice Activated Purchase Example

simple command, consumers can purchase new items, reorder items fromtheir order history, renew subscriptions, pay bills, make donations, and more.
Visa brands these experiences with the use of clear, conversational language
and audible payment confirmations in every instance.

“Yes.”

Required:• To keep purchases fast, easy, and secure, Visa user credentials must be
clear during every payment transaction, using the last 4 digits of the Visa

• Final prices, taxes, and other costs must be clearly communicated.
• A Visa audible sensory sound must play once a transaction is approved.

Considerations:
On some brands of voice-activated control hubs, lights may be available tocreate a visual confirmation.

77 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Publicscard or a “nickname” that the user has previously assigned to a specific card.

“Payment confirmed.
12 points added to your
Visa card.”

C

Visual Confirmation Example
If the technology allows, a visible
light can be shown in addition to
the audible Visa sound once thetransaction has been approved.

Introduction

Brand Elements

eCommerce

Visa Direct

Urban Mobility

Points of Sale

Contact Us

Connected Car
Voice Activated Devices
Smart Home

Voice ActivatedDevices

Voice Activated Payments Are Made When Hands Are Filled

Voice Activated Payments Are Made
When Consumers Are Distracted

The User Experience:
Voice activated devices are quickly becoming a popular way to makepurchases in the home and are used most often when consumers are
multitasking – preparing a meal or watching television. Consumers expect
all transaction details to be clear, purchases to be quick, and the processof completing a transaction to be seamless.
Voice Activated Payments Are Made
When Consumers Want Convenience78 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicIntroduction

Brand Elements

eCommerce

Visa Direct

Urban Mobility
Connected Car
Voice Activated Devices
Smart Home

Smart Home
Smart home payments give consumers an opportunity to securely
make payments on an ever-growing array of devices that don’t require
the traditional card and terminal. As internet-enabled home appliancesand devices become more popular, virtually any of them could provide
consumers with a convenient Visa payment experience.

Required:• Visa branding must be clear and consistent across all appliances anddevices throughout the home, including an audible Visa sensory soundplayed once a transaction is approved.
• Visa Credentials must also be made clear so consumers can recognize thecard account being used for each transaction.
• When supported, Visa sensory animation must be shown on the display.
If no display is available, the voice activation devices requirements apply.
Refer to page 9 of this document for additional details.
• If applicable, smart home appliances and devices that have anaccompanying app must include Visa branding within the app wherever
appropriate.

Considerations:
If the appliance or device allows, the Visa haptic vibration must also be
included to signal a payment transaction has taken place.

79 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Visa Branding on Smart Home Appliances and Devices

Points of Sale

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

Urban Mobility
Connected Car
Voice Activated Devices
Smart Home

Smart HomeThe User Experience:
Consumers have come to expect the same simplicity and ease of use fromtheir smart home appliances as they’ve grown accustomed to on theirsmartphones. Innovations within payment environments have expanded
the reach of digital payments to virtually anywhere in the home, increasing
consumer expectations for secure, seamless purchasing experiences that area convenient and welcome addition in the heart of where they live.

80 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Visa Purchasing Experiences from the Living Room...

Old West Cowboy Hat$24.99BUY NOW...to the Laundry Room

Points of Sale

Contact Us

Introduction

Urban Mobility
Payments
Even as people are on their way to where they want to be, theVisa brand can empower them with a quick and intuitive payment
experience to keep them moving forward.

81 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

Introduction

eCommerce

Visa Direct

Tap “Target” Detail Example

C

The Contactless Symbol must
always be larger than theacceptance marks to serve as aclear target.

enable fast, frictionless, and flawless payments for millions of consumers.

largest logo on the payment reader.

Symbol on the payment reader. Be sure to follow the guidelines for use of
the Visa Brand Mark with other acceptance marks.
• When supported by the payment reader’s technology, Visa Sensory Sound
must be played to confirm a Visa transaction. Refer to the Visa Digital Brand
Guidelines for more details.

A: Large “target” Contactless
Symbol
B: Visa Brand Mark andany other payment
network marks near theContactless Symbol

A

DO NOT...

s• Visa Brand Mark and any other marks must appear near the Contactless

Always include the text
“Contactless Payments
Accepted.”s• To provide users a clear visual tap “target,” Contactless Symbol must be theB

Contactless Payments Accepted

C: When supported, audible
tones, lights, or otherpayment confirmations
must be used

Do not show the Visa Brand
Mark larger or smaller thanthe other acceptancemarks.

D: The phrase “Contactless
Payments Accepted”
must be included

All acceptance marks must
always be shown at thesame size.

Considerations:
Other quick and unmistakable payment confirmations as people movethrough the contactless payment point may also be considered. Examples

Co-Branded Example

may include gates opening, turnstiles unlocking, or a green confirmation light.
When creating co-branded units, logos may beincorporated but they must not be shown larger
than the “target” Contactless Symbol.
Contactless Payments Accepted

82 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Urban Mobility

Do not show the Contactless
Symbol at the same size or smaller
than the acceptance marks.

Mass Transit Payment has to be easy to recognize and unencumbered. It must

Required:

IoT

DO NOT...

s

Urban Mobility
Payments

Brand Elements

Points of Sale

Contact Us

XXIntroduction

Urban Mobility
Payments

Brand Elements

Make Contactless Payments withany Visa credit, debit, or prepaid cardwith the Contactless Indicator icon or
any mobile / wearable device with NFC
payment capability enabled.

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contactless Payments in Urban Mobility Use:
D: A card, mobile or wearable device taps the “target” of the payment reader displaying the Contactless Symbol.
E: Payment is confirmed when a light turns on, a tone is played, and the turnstile doors open.

The User Experience:ss

The Urban Mobility user expects a quick and seamless process that makesED

paying convenient, fast, and clear. When a card, mobile or wearable device
taps on the terminal, payment confirmation comes as a satisfying tone, light,
and other mechanical means such as the turnstile / gate opening.

Co

ntac

Co

ntac

tless

Pa

ym

Common Contactless Payment Points:

Contactless Payments Accepted

Train or subway
entry turnstile

83 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicContactless Payments Accepted

On board
a bus

ents

Acce

pted

tless

Pa

ym

ents

Acce

pted

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of SalemPOS
Visa Tap to Phone
Unattended Retail

Digital Points
of SaleThe retail landscape keeps changing and consumers expect
their payment options to keep up. The Visa brand provides afast, simple payment experience, enabling consumers to payon the go – without checkout slowing them down.

84 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicContact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of SalemPOS
Visa Tap to Phone
Unattended RetailmPOS

Visa Sensory mPOS Branding

Awaiting Payment Display
The awaiting payment
display on the seller’s mPOS
device screen must include
the Contactless Symbol,
Visa Brand Mark, and othernetwork acceptance marksof a similar size.

Mobile point of sale systems (mPOS) are ideal for businesses that requirea tablet, smartphone, or other handheld device, mPOS systems can help anysmobility, flexibility, and security when it comes to accepting payments. UsingAsbusiness take advantage of the latest web-based features, provide additionalC

convenience for their customers, and allow them to accept payments inmobile locations like pop-up stores, food trucks, trade shows, sidewalk sales,and even in consumers’ own homes.

• For Visa Ready mPOS solutions, the Contactless Symbol, Visa Brand Mark,and other applicable network acceptance marks must appear during the
awaiting payment period (if possible) on the seller’s mobile device.
• The Contactless Symbol must always be prominent and larger than the
network acceptance marks and all included network acceptance marks
must be similar in size.
• To confirm a Visa transaction, Visa sensory animation, sound, and haptic
vibration must be played on the seller’s device (when supported).
• POS signage must be displayed with Visa Brand Mark and other network
acceptance marks of similar size, Contactless Indicator, and “Contactless
payments only accepted” or similar language.

85 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa PublicsRequired:B

The Visa sensory animation,
sound, and haptic vibration are
played on the seller’s device(when supported) to confirm a
Visa transaction.
A: Visa Animation
B: Visa Haptic Vibration
C: Visa Sound

Example: Payment Acceptance POS Signage

When a seller offers mPOS checkout, POS
signage with Visa Brand Mark and othernetwork acceptance marks, Contactless
Indicator, and “Contactless payments only
accepted” or similar language must be
displayed.

Conta
ctlesspayments
accep onlyted

Contact Us

Introduction

Brand Elements

eCommerce

Push Payments

IoT

Points of Sale

Urban Mobility

Contact Us

mPOS
Visa Tap to Phone
Unattended RetailmPOS
The User Experience:

mPOS Card Readers
Accessories that work seamlessly
with mPOS applications allow
customers to tap, swipe, or dip their
Visa card to make a sale. Whereverapplicable, appropriate Visa Sensory
Branding must be applied.

mPOS Payment in Use
D: Consumers swipe, tap,
or dip their card into theseller’s mPOS device.

E: When payment is authorized, theVisa sensory animation, sound andhaptic vibration are played (where
technology allows).

mPOS solutions give consumers a fast and convenient way to makepurchases just about anywhere and at any time. Swiping, tapping, ordipping their card on the seller’s device intitiates a quick and convenientspayment transaction that ends with the Visa sensory animation, sound,Dsand haptic vibration (where technology allows). These branding elements

Emust be included to provide confidence and ensure consumers that thetransaction was secure even in non-traditional retail environments.

Examples of Common Contactless Payment Points
Consumers know mPOS
payments may be madeat any physical seller
location where contactless
payment acceptance POS
signage appears – ie, mobile
businesses, consumer homes,
convention booths, pop-ups,
or sellers without traditional
checkout counters.

86 || Visa Digital Brand Requirements | October 2023 | © 2023 Visa. All Rights Reserved. | Visa Public

Food Truck
Menu

LOGO

LOGO

Contactless
payments only
acceptedIntroduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

mPOS
Visa Tap to Phone
Unattended Retail

Visa Tap to PhoneC

consumers use a contactless card, smartphone, or wearable device, Tap

Tap to Phone Display
The Visa sensory animation, sound, andhaptic vibration are played on the seller’s
device (when supported) to confirm a Visatransaction.
A: Visa Animation
B: Visa Sound
C: Visa Haptic VibrationBsterminal for sellers, without the need for additional hardware. WhethersWith Tap to Phone, select mobile devices can act as a contactless POS

Visa Sensory Animation

Contact Visa for a Tap to Phone
Demo App which provides
examples of contactless
payment screens as well as therequired branding.

to Phone provides sellers the flexibility of mobile contactless payment
acceptance.

• The Contactless Symbol, Visa Brand Mark, and other applicable networks

Required:

The “awaiting payment”
moment of acceptance on theseller’s Tap to Phone device
screen is indicated by displaying
the Contactless Symbol, Visa
Brand Mark, and other network
acceptance marks.

A

acceptance marks must appear during the “awaiting payment” moment of

DO NOT...

acceptance on the seller’s Tap to Phone device screen.
Do not use the Contactless
Indicator instead of theContactless Symbol oromit acceptance marks on
the Tap to Phone device’s
screen.

• The Contactless Symbol must always be prominent and larger than the
network acceptance marks. All network acceptance marks must be similarin size.
• Visa sensory animation, sound, and haptic vibration are played on theseller’s device (when supported) to confirm a Visa transaction. Refer topage 9 of this document for details.
• When a seller provides Tap to Phone checkout at a physical location,
POS signage must be displayed with Visa Brand Mark and other network
acceptance marks of similar size, Contactless Indicator, and “Contactless
payments only accepted” or similar language.

87 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Example: Payment Acceptance POS Signage
When a seller offers Tap to Phonecheckout, POS signage with Visa
Brand Mark and other network
acceptance marks, Contactless
Indicator, and “Contactless payments
only accepted” or similar language
must be displayed.

XIntroduction

Brand Elements

eCommerce

Visa Direct

IoT

Points of Sale

Urban Mobility

Contact Us

mPOS
Visa Tap to Phone
Unattended Retail

Visa Tap to Phone

Make Contactless Payments withcredit, debit, or prepaid chip cards
with the Contactless Indicator icon orother mobile devices with NFC mobile
payment capability enabled.

Contactless Payment in Use
D: Users tap the card, smartphone, or wearable device to the NFC
reader’s field of the seller’s phone device. Note: Location of the
NFC reader may be on the front or back of the phone, and will varyby device.

E: When payment is authorized, the Visa
sensory animation, sound and haptic
vibration are played.

The User Experience:ssWith Tap to Phone, users have a fast, convenient payment methodEDavailable even when no traditional checkout counter exists. By seeing aclear Contactless Symbol on the seller’s screen, users know to tap theircard, smartphone or wearable device to the seller’s device. The Visa
sensory animation, sound, and haptic vibration that follows a transaction
indicates payment acceptance and provides clarity and confidence tousers when in these non-traditional retail environments.

Examples of Common Contactless Payment Points
Tap to Phone checkout canbe done at any physical seller
location where contactless
payment acceptance POS
signage appears – ie, mobile
businesses, consumer homes,
convention booths, pop-ups,
or sellers without traditional
checkout counters.

88 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

LOGO

LOGO

Contactle
payment sss
acceptedonlyIntroduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of SalemPOS
Visa Tap to Phone
Unattended Retail

Unattended RetailInternet-enabled kiosks, smart mirrors, and vending machines significantly
impact the retail experience and make it more convenient for consumers
to make purchases quickly and without the need for an attendant. Clear
Visa branding serves to ensure a sense of security and overall satisfaction forthe consumer.

Required:• When consumers pay with Visa at an unattended device, the Visa Brand
Mark animation must be displayed and an audible Visa sensory soundmust be played to confirm the transaction.
• Not all kiosks or vending machines may have a screen that can display
Visa animation. In this case, an audible Visa sensory sound is required toconfirm payment transaction.
• If applicable, unattended kiosks and vending machines that work with anaccompanying app must include Visa branding within the app wherever
appropriate.

89 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Unattended Retail in Action
Visa transactions are displayed andconfirmed with clear and consistent
Visa branding and sensory elements.

Contact Us

Introduction

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

mPOS
Visa Tap to Phone
Unattended Retail

Unattended Retail
The User Experience:

KiosksVending Machines

Retailers can expand theirfootprint with kiosks thatoffer consumers additional
inventory and/or ways tocustomize orders

Vending machines
may be located inplaces where there is
no room for a fullstore, or theinventory is very
select like, airports,
schools, waiting
rooms, etc.

guidelines to all Visa accounts, transactions, and final confirmations. in all
instances, including:• Kiosks that provide opportunities for consumers to order from an expanded
list of inventory options as in small store spaces, and allow customization oforders in busy retail locations like fast food restaurants.
• Kiosks that offer consumers a convenient checkout option at busy locations
where they may be in a hurry like in airports or train depots.

convenient shopping in public places as well as locations where retail may
have previously not been practical like waiting rooms, schools, and more.

90 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public˜˜When developing unattended retail displays, apply the Visa branding• Vending machines that provide customers new opportunities for˜Smart Mirrors
Smart Mirrors can help
consumers make their in-store
shopping experiences more
efficient, fulfilling, and secure.

Introduction

Contact Us
Depending on your regional location, there may be additional
requirements. For your specific Visa branding and technology
questions, please email us at:

Regional:
Asia Pacific: APBrand@visa.com
CEMEA: CEMEAcarddesign@visa.com
Europe: EUCardDesign@visa.com
LAC: LACbrand@visa.com
North America: NAbrand@visa.com

Global:
VPBS@visa.com

91 || Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public

Brand Elements

eCommerce

Visa Direct

IoT

Urban Mobility

Points of Sale

Contact Us

Visa Digital Brand Requirements | April 2024 | © 2024 Visa. All Rights Reserved. | Visa Public