Mastercard

Official Websites

• https://www.mastercard.com
• http://www.mastercardbrandcenter.com/us/moreabout/index.shtml
• https://www.mastercard.us/en-us.html
• https://www.mastercard.com.au
• https://sea.mastercard.com
• https://www.mastercard.com.cn
• https://www.mastercard.com.hk
• https://www.mastercard.co.in
• https://www.mastercard.co.id
• https://www.mastercard.co.jp
• https://www.mastercard.co.kr
• https://www.mastercard.com.my
• https://www.mastercard.co.nz
• https://www.mastercard.com.ph
• https://www.mastercard.com.sg
• https://www.mastercard.com.tw
• https://www.mastercard.co.th
• https://www.mastercard.com.vn
• https://www.mastercard.com/europe
• https://www.mastercard.am
• https://www.mastercard.at
• https://www.mastercard.az
• https://www.mastercard.by
• https://www.mastercard.ba
• http://www.mastercard.bg
• https://www.mastercard.hr
• https://www.mastercard.com.cy
• https://www.mastercard.cz
• https://www.mastercard.dk
• https://www.mastercard.fi
• https://www.mastercard.fr
• https://www.mastercard.com.ge
• https://www.mastercard.de
• https://www.mastercard.gr
• https://www.mastercard.hu
• https://www.mastercard.ie
• https://www.mastercard.co.il
• https://www.mastercard.it
• https://www.mastercard.kz
• https://www.mastercard.lu
• https://www.mastercard.mt/en-mt.html
• https://www.mastercard.md
• https://www.mastercard.me
• https://www.mastercard.nl
• https://www.mastercard.no
• https://www.mastercard.pl
• https://www.mastercard.pt
• https://www.mastercard.ro
• https://www.mastercard.rs
• https://www.mastercard.si
• https://www.mastercard.sk
• http://www.mastercard.es
• https://www.mastercard.se
• https://www.mastercard.ch
• https://www.mastercard.com.tr
• https://www.mastercard.ua
• https://www.mastercard.uz
• https://www.mastercard.com.ar
• https://www.mastercard.com.br
• https://caribbean.mastercard.com
• https://cam.mastercard.com
• https://www.mastercard.cl
• https://www.mastercard.com.co
• https://latam.mastercard.com
• https://www.mastercard.com.mx
• https://www.mastercard.com.pe
• https://www.mastercard.co.ve
• https://mea.mastercard.com
• https://www.mastercard.co.za
• https://www.mastercard.ca
• https://www.mastercard.ru
• https://www.mujmastercard.cz
• https://www.mojmastercard.sk
• https://www.mastercard.com.tw/zh-tw.html
• https://www.mastercard.com.cn/zh-cn.html

Brand Guidelines

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Brand Summary

Mission

• The Mastercard Foundation seeks a world where everyone has the opportunity to learn and prosper. The Foundation works with visionary organizations to enable young people in Africa and Indigenous communities in Canada to access dignified and fulfilling work. Its mission is to advance learning and promote financial inclusion to create an inclusive and equitable world [^1].

Core Values

• inclusion
• respect
• listening
• co-creation
• collaboration
• integrity
• independence
• authenticity
• diversity
• empowerment
• innovation
• clarity
• efficiency
• consistency
• quality assurance
• partnership
• community impact
• client centricity
• accessibility
• visual hierarchy

Target Audience

• Young people in Africa, Indigenous youth in Canada, financially disadvantaged persons and communities, partners and stakeholders in education, technology, and financial inclusion [^2].

Personality Traits

• aspirational
• human
• natural
• authentic
• bold
• inclusive
• collaborative
• innovative
• efficient
• clear
• trustworthy
• respectful
• empowering
• modern
• sophisticated

Visual Identity Overview

• The visual identity centers on the Mastercard Foundation Brand Mark, a vertical logo with overlapping red and orange circles and bold, clean sans-serif typography. The color palette includes whites, warm greys, dark greys, orange, and accent colors, with a reserved green for program names. Visual style emphasizes simplicity, balance, contrast, and clarity, with intentional design cues such as bold typography, colorful imagery, prominent shapes, and outlined areas. Layouts use open space, clear hierarchy, and grid systems. Iconography is proprietary, geometric, and simple, echoing the brand mark. Photography is vibrant, authentic, and human-focused. Accessibility guidelines ensure color contrast compliance. All applications, including merchandise, brochures, internal documents, and email templates, follow strict logo usage, scale, and placement rules [^3].

Categories

Brand Imagery

• The tone of photography should be human, natural, and aspirational. Photography should be highly saturated, authentic and have bright, vibrant colours. Images should capture people in their natural environment doing something they would normally do.
• Written or verbal consent must be obtained from people featured in photos prior to photo usage. Additionally, people featured in photography must be over 18 years of age. If people featured are under the age of 18, then consent must be obtained from the person’(s) legal guardian(s).
• When using the Foundation’s photography, we ask that you obtain our permission and please credit the photo “[Photographer] for the Mastercard Foundation.”
• Please use appropriate Photo Release Forms when required for on-site photography at events or functions. All Content Release Forms can be downloaded here.
• Composition: Allow the primary subject to be the focus of each photo. Backgrounds and secondary subjects should form a cohesive relationship with the primary subject.
• Content: Photography should be authentic and natural. Avoid images that are overly staged.
• Brand vs. Secondary Imagery: Images used should be sourced from the Foundation’s photo library. If necessary, stock photos can be used to play a supporting visual role.
• User-generated photos, such as those to the right, should follow the same principles, with good composition and authentic, natural expressions.
• Black and white photography has been used for the Secondary Education in Africa portfolio.
• It is a good technique for bringing visual consistency to images supplied by multiple sources.
• When converting a colour image to black and white, use the CMYK adjustments layer in Photoshop, rather than converting the image to greyscale, which would give a duller result.
• Save the image as CMYK, and adjust the tones so that the blacks are rich, and there is detail and a variety of tones in darker areas.

Color Palette

• The Mastercard Foundation Brand Mark colour palette consists of whites, warm grey, and dark­grey tones with a touch of orange that feels modern, warm, and sophisticated. Add colour with care. In most situations, let the light or dark­grey background dominate. Then use additional colour to augment what is being communicated, such as drawing attention to what is most important in the application.
• There is an additional green colour for the program names. This colour is reserved exclusively for the program names artwork.
• Background Primary Light Grey Dark Grey Orange C 6 M7 Y 10 K 11 CO MO YO K 100 C 0 M 75 Y 100 K 0 R 227 G 223 B 215 R20 G20 B19 R 255 G 103 B 27 HEX E3DFD7 HEX 141413 HEX FF671B PANTONE Warm Grey 2 C PANTONE: Black C PANTONE 166 C Secondary Accent Gold Yellow Green Red Teal COM 44 Y 100 KO C 0 M 29 Y 100 K 0 C 51 M 8 Y 100 K 0 C 0 M 100 Y 98 K 3 C 62 MO Y 29 K 0 R 243 G 139 B 0 R 255 G 200 B 31 R 141 G 185 B 46 R 210 G 42 B 47 R 79 G 205 B 176 HEX F38B00 HEX: FFC81F HEX: 8DB92E HEX:D22A2F HEX 4FCDB0 PANTONE: 144 C PANTONE 7408 C PANTONE: 377 C PANTONE: 711 C PANTONE: 319 C Program names green Used only for Internal Communications C 81 M32 Y 62 K 13 C 7 M 90 YO K 0 R 47 G 123 B 107 R 222 G 60 B 149 HEX: 2F7B6B HEX:DE3C95
• Background colours: Light Grey backgrounds tend to feel inclusive, relatable, and modern. Dark Grey backgrounds impart feelings of sophistication and are more assertive.
• Primary colour: Our primary brand colour is a muted version drawn from the centre overlap of the Mastercard Brand mark.
• Secondary colours: Our secondary brand colours are muted versions of the left and right circles of the Mastercard Brand mark.
• Accent colours: Use accent colours sparingly. Use only one at a time in any application to emphasize a particular element or provide contrast.
• Program names green: The use of this colour is reserved exclusively for the program names artwork.
• Tints and shades provide broad choices within the Mastercard Foundation brand palette. By working with the tints and shades of a single brand colour in an application, you’ll achieve a modern, simple sensibility.
• Keep in mind that we want to preserve the vibrancy of the colours, so the primary colours should be dominant.
• Note that the program name’s green colour should not be used in a screen or a tint.
• The background colours and orange, including their tints, are the starting colours for every colour combination. Secondary and accent core and tint colours may be added as shown below. Not all possible colour combinations are shown here.
• Current palette colours are displayed with WCAG Level AA- and AAA-compliant variations. Variants were chosen from the existing colour palette shade/tint options as outlined in the Mastercard Foundation brand standards.
• WCAG Level AA requires a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text. Level AAA requires a minimum contrast ratio of 7:1 for normal text and 4.5:1 for large text.
• Large text is defined as 14-point bold or larger, or 18-point regular or larger. Regular text is defined as sizes that are lower than 14-point bold or 18-point regular. All values are referenced with white as the contrasting colour. White is defined as: C 0 M 0 Y 0 K 0 R 255 G 255 B 255 HEX: FFFFFF

Typography

• Always use Mark for MC font, which is a key component of our brand design system.
• The Mark for MC font family includes a variety of typestyles. Production limitations and aesthetic preferences must be considered when choosing the specific weight.
• When Mark for MC font is not available, use Arial on macOS®/iOS platform and on Windows/Android™ platform.
• For more information on how to obtain Mark for MC, please contact us at: cokpala@mastercardfdn.org
• Limit the number of weights and sizes to reduce visual noise and help the reader understand the hierarchy of information at a glance.
• Typography should be direct and legible, while at the same time it should feel light on the page. Always assess the balance between blocks of type and the surrounding open space to engage the reader with a sense of ease.
• By carefully contrasting size, weight, and colour among related blocks of type, you’ll increase clarity for readers. Use contrast to express hierarchy, and to make a piece scannable, allowing readers to absorb relevant bits of information quickly.
• Mark for MC is used for all situations with text larger than 12-point in print or 14-pixel in digital applications.
• Mark for MC Narrow is used for all situations with text smaller or equal to 12-point in print or 14-pixel in digital applications.
• Mark for MC is our primary typeface. Use Narrow for smaller sizes, particularly in lengthy text blocks, charts, or tight columns.
• Mark for mc: Uses — Headlines — Subtitles — Large typography — Whenever the letterforms are noticeable — Small caps
• Mark for mc Narrow: Uses — Running text — Data-heavy text — Graphs — Legends
• As the size of the type increases, its weight should decrease. That helps provide an open, light feeling to the application.
• Create contrast in one of two ways: through size or weight relationships. Both approaches work well, but use only one at a time in the application you’re creating.
• All Internal Communications should follow the Mastercard Foundation brand standards for both colour and typography.
• While typically Mark for MC would be the default and recommended typeface for Mastercard Foundation projects, the primarily digital nature of Internal Communications precludes its use.
• As such, when Mark for MC font is not available, use Arial, which is available on all computer platforms.
• Note: Email templates provided default to Arial.

Logo Usage

• There is only one configuration of the Mastercard Foundation Brand Mark. See the Mastercard Foundation Brand Mark
• Always surround the Mastercard Foundation Brand Mark with sufficient free space, based on “x”, which is equal to the combined height of the words “mastercard foundation”. See minimum free-space specifications
• Always reproduce the Mastercard Foundation Brand Mark at a size that is clear and legible (depending on screen/print resolution). Get minimum-size specifications and always provide sufficient contrast with the background against which the Mastercard Foundation Brand Mark appears.
• The Mastercard Foundation Brand Mark is used by the Foundation and partners to represent the Mastercard Foundation. The Mark is available only in a vertical configuration. A horizontal configuration is not available. Full-colour, greyscale, and solid versions are available in positive (for use on light-colour backgrounds) and reverse (for use on dark-colour backgrounds).
• Full-colour is strongly preferred. When technical limitations prohibit the use of full-colour, use the greyscale or solid version.
• The trademark symbol (™) after the yellow circle appears in Mastercard Yellow for digital (RGB) and print using match colour (PANTONE). In four-colour process printing (CMYK), the trademark symbol (™) should be black for the positive Mark or white for the reverse Mark.
• The solid version may appear in black, white, or any single colour, as long as there is sufficient contrast between the background colour and the Mark.
• To ensure the greatest legibility of the Mastercard Foundation Brand Mark, follow the minimum-size and free-space specifications (size may depend on screen/print resolution).
• Screen: 24 pixels Print: 8.9 mm 48 points 0.35 inches
• Do not alter approved artwork in any way. Always apply the Mark thoughtfully, carefully, and appropriately. To avoid some common mistakes shown here, do not: 1. Omit the orange centre shape 2. Recolour the circles 3. Outline the circles 4. Recolour the Logotype 5. Display or reproduce at insufficient resolution 6. Reconfigure or reposition elements of the Mark 7. Individually resize components of the Mark 8. Enclose the Mark in a holding shape 9. Change the font of the Logotype 10. Position the Logotype within the circles 11. Omit the Logotype 12. Alter, add, or combine other text to the Logotype
• Partners are kindly asked to consult the Mastercard Foundation to obtain prior written approval from the Foundation for any and all uses of the trademarks, in accordance with the review and approval process prescribed by the Mastercard Foundation.
• Partners are kindly asked to comply with the instructions, quality assurance and other standards, specifications and requirements set and approved by the Mastercard Foundation from time to time, including as to the form and manner in which the trademarks are displayed and used, as well as to the character or quality of the goods or services of the partner and with which the trademarks are to be associated.
• Partners are kindly asked to display with the trademarks any notice or legend prescribed by the Mastercard Foundation to identify the owner of the trademarks and the use as a licensed use.
• Partners are kindly asked to not allow any third-parties to use the trademarks.
• Partners are kindly asked to not allow any marks denoting or identifying any third party or any third party’s goods or services to appear in or otherwise form part of any promotional or advertising materials which display the trademarks.
• Partners are kindly asked to not take any action that may be deemed likely to cause confusion, deception or mistake, injure, harm, or dilute the distinctiveness of or goodwill in and to any of the trademarks.
• We kindly ask that partners take care in ensuring that the trademarks of the Mastercard Foundation, Mastercard International Incorporated, or its affiliates are not disparaged.
• Partners are asked to take care in ensuring that there is no attempt to obtain or register (or aid any third parties in obtaining or registering) any rights in any trade-mark, trade name, service mark, logotype or other device, designation, domain name, or IP right that is confusingly similar to, dilutive of, or employs any part of the trademarks.

Tone And Messaging

• The tone of photography should be human, natural, and aspirational. Photography should be highly saturated, authentic and have bright, vibrant colours. Images should capture people in their natural environment doing something they would normally do.
• Photography should be authentic and natural. Avoid images that are overly staged.
• Images used should be sourced from the Foundation’s photo library. If necessary, stock photos can be used to play a supporting visual role.
• User-generated photos, such as those to the right, should follow the same principles, with good composition and authentic, natural expressions.
• When appropriate, commission African and/or Indigenous illustrators. The illustrations should be authentic, representing cultures and diversity. The illustrator should use the Foundation’s colour palette as the primary colours.
• The Mastercard Foundation illustration style should never be fictional, childish, cartoonlike or a caricature. We also discourage the use of stock or royalty-free illustration.
• Inclusion: We believe in being a force for good where the underbanked benefit from the safety and convenience of our technology and network.
• Safety in the world: We believe in continually advancing the security and integrity of our technology, products and services so we can bring a peace of mind to all of our stakeholders, everywhere.

Brand Values

• The Mastercard Foundation seeks a world where everyone has the opportunity to learn and prosper.
• Over the last few years, the Mastercard Foundation has made a series of strategic decisions to accelerate its mission and ensure that meaningful impact is achieved through its work in Africa and across Indigenous communities in Canada.
• We have an opportunity to use brand architecture as a strategic lever to clearly articulate the breadth and depth of who we are and what we do, to improve brand consistency and clarity, and to bring added value to our stakeholders.
• The brand architecture for the Mastercard Foundation serves as the cornerstone for how we organize and represent our portfolio of work. It also demonstrates how to visually treat the various parts of our work, including programs, events, publications, and third-party relationships to ensure our brand is appropriately represented.
• What should brand architecture do? • Communicate the Mastercard Foundation’s priorities and objectives. • Highlight how all of the parts come together to drive a bigger impact. • Achieve clarity and efficiency with a more consistent visual approach. • Strengthen the brand value by providing a clear visual hierarchy. • Support an understanding of how the Foundation partners with other organizations.
• We organize our portfolio around three core pillars that reflect the essence of our strategic priorities.
• The Mastercard Foundation is committed to working closely with partners to ensure that communications efforts are aligned with each organization’s values and goals.
• While the partnership is built on collaboration and shared values, it is essential that each organization’s brand retains its integrity and independence.
• This Mastercard Foundation toolkit ensures consistency and cohesion in language and style, and proper representation of brands within a partnership.
• The Mastercard Foundation EleV Program identity was developed with Indigenous communities and program partner involvement.
• The logo contains a symbolic meaning/story that is important to young people and to Indigenous communities in Canada.
• Retaining the logo aligns with the Foundation’s values of respect, listening, and co-creation.
• Indigenous youth are powerful agents for their communities, Nations, and Canada as a whole.
• Our vision is of Indigenous young people living Mino Bimaadiziwin, a concept in the Anishinaabe language that means “a good life” - a fulfilling, meaningful life consistent with one’s traditions and values.

Visual Style

• There is only one configuration of the Mastercard Foundation Brand Mark. See the Mastercard Foundation Brand Mark
• Always surround the Mastercard Foundation Brand Mark with sufficient free space, based on “x”, which is equal to the combined height of the words “mastercard foundation”. See minimum free-space specifications
• Always reproduce the Mastercard Foundation Brand Mark at a size that is clear and legible (depending on screen/print resolution). Get minimum-size specifications and always provide sufficient contrast with the background against which the Mastercard Foundation Brand Mark appears.
• The Mastercard Foundation Brand Mark is used by the Foundation and partners to represent the Mastercard Foundation. The Mark is available only in a vertical configuration. A horizontal configuration is not available. Full-colour, greyscale, and solid versions are available in positive (for use on light-colour backgrounds) and reverse (for use on dark-colour backgrounds).
• The Mastercard Foundation Brand Mark is available in full-colour, greyscale, and solid, in both positive and reverse. Full-colour is strongly preferred. When technical limitations prohibit the use of full-colour, use the greyscale or solid version.
• The trademark symbol (™) after the yellow circle appears in Mastercard Yellow for digital (RGB) and print using match colour (PANTONE). In four-colour process printing (CMYK), the trademark symbol (™) should be black for the positive Mark or white for the reverse Mark.
• The solid version may appear in black, white, or any single colour, as long as there is sufficient contrast between the background colour and the Mark.
• Mastercard Red: C 0 M 100 Y 98 K 3, R 235 G 0 B 27, HEX: EB001B, PANTONE: 2035 C
• Mastercard Orange: C 0 M 75 Y 100 K 0, R 255 G 95 B 0, HEX: FF9500, PANTONE: 165 C
• Black: C 0 M 0 Y 0 K 100, R 0 G 0 B 0, HEX: 000000, PANTONE: Black C
• Mastercard Yellow: C 0 M 44 Y 100 K 0, R 247 G 158 B 27, HEX: F79E1B, PANTONE: 1375 C
• Mastercard Dark Grey: C 0 M 0 Y 0 K 75
• Mastercard Medium Grey: C 0 M 0 Y 0 K 52
• Mastercard Light Grey: C 0 M 0 Y 0 K 28
• To ensure the greatest legibility of the Mastercard Foundation Brand Mark, follow the minimum-size and free-space specifications (size may depend on screen/print resolution).
• Screen: 24 pixels; Print: 8.9 mm; 48 points; 0.35 inches
• Do not alter approved artwork in any way. Always apply the Mark thoughtfully, carefully, and appropriately.
• Do not: 1. Omit the orange centre shape 2. Recolour the circles 3. Outline the circles 4. Recolour the Logotype 5. Display or reproduce at insufficient resolution 6. Reconfigure or reposition elements of the Mark 7. Individually resize components of the Mark 8. Enclose the Mark in a holding shape 9. Change the font of the Logotype 10. Position the Logotype within the circles 11. Omit the Logotype 12. Alter, add, or combine other text to the Logotype

Iconography

• The purpose of icons is to represent activities or things in a universal way that can be understood regardless of language or culture. Mastercard Foundation icons are intended to function universally while not feeling overly generic.
• The geometric forms of our icons reflect the sensibilities of our Brand Mark. Their stencil style provides an openness and simplicity that carries through the entirety of our brand expression. In those ways, our icons are proprietary to the Mastercard Foundation.
• The simplicity you find throughout the Mastercard Foundation brand expression also defines our palette of icons. They are designed to fit as natural extensions of our typography with a clean drawing style that echoes our typefaces.
• As pictograms, icons provide visual punctuation in combination with typography. They work well in user-interface situations to aid navigation by providing quick-read visual cues for a range of topics.
• Icons work best in small and medium sizes as an accompaniment to text. They should not be used as hero images, or as a replacement for imagery that typically illustrates communications.
• Icons can appear in black on light backgrounds, and in white on dark backgrounds.
• Colour can be used with icons to provide emphasis to a relevant element. When adding colour, use only the tints and shades of a single hue in combination with black, white, or grey.
• In some instances, the icons available in the library may not be a perfect fit for the need at hand. In that case, new icons can be created with the following rules in mind: • New icons should be line icons in the style of the existing icon library. • New icons should use the same line weight as the existing icons. • Icons should be simple and communicate at a glance.

Layout And Composition

• Simplicity Our communications don’t exist in isolation. Rather, they compete with a digital and print onslaught that each of us faces every day. When the Mastercard Foundation communicates through simple, well-ordered layouts, we invite reader engagement, and provide a cohesive brand experience that can feel like calm in a storm.

• Balance Carefully balanced layouts guide a reader’s eye through a clear hierarchy of information. A thoughtful arrangement of elements makes it possible to scan a layout, helping readers to instantly understand the purpose and focus of the communication.

• Contrast By providing significant open space in a layout, you create contrast that brings clarity to the content of the communication. In the same way a frame sets a work of art apart from its surroundings, open space allows the eye to quickly take in the content.

• Layouts/ open space Significant open space in any layout, regardless of purpose, contributes to a light, uncomplicated experience. Use the placement of open space to draw attention to the most important elements.

• Layouts/ text block and column grid You’ll find the sample column grid shown here embedded in our templates for letter-sized pages in portrait orientation. Similar grids are also set up in templates for a wide range of other formats we commonly use.

• Gutter width —————————v-. Equal to 3 baseline units= 13.5 pt Margin Top: 27 pt Bottom: 63 pt Left: 40.5 pt Right: 27 pt 12-column grid For footer information, folio, and logo placement Large bottom margin For footer information, folio, and logo placement
• The three-column grid offers maximum flexibility for arranging body copy, pull-quotes, data visualization, and charts and graphs.
• Here are some examples of the three-column grid in use.

Trademark Guidelines

• Partners are kindly asked to consult the Mastercard Foundation to obtain prior written approval from the Foundation for any and all uses of the trademarks, in accordance with the review and approval process prescribed by the Mastercard Foundation.
• Partners are able to use the trademarks only in connection with the following goods and services:
• Goods: Clothing, namely jackets, t-shirts and golf shirts; lapel pins, tie clips, stuffed toys; coffee mugs, umbrellas, pens, caps, decals and stickers; stationery, namely writing paper and greeting cards; publications, namely magazines, books, booklets, newspapers, newsletters, brochures, and pamphlets.
• Services: Relating to the Mastercard Foundation’s impact-driven purposes, which are (i) to establish, operate, and provide programs and services to help children and youth to access education, understand and use technology, and develop the skills necessary to succeed in a diverse and global work force; and (ii) to establish, operate, and provide financial inclusion programs and services to financially disadvantaged persons and communities to economically enhance communities and develop entrepreneurs as a means of relieving poverty.
• Partners are kindly asked to comply with the standards presently maintained and exemplified by the goods and services offered and provided by the partner to the public in connection with the trademarks.
• Partners are kindly asked to comply with the instructions, quality assurance and other standards, specifications and requirements set and approved by the Mastercard Foundation from time to time, including as to the form and manner in which the trademarks are displayed and used, as well as to the character or quality of the goods or services of the partner and with which the trademarks are to be associated.
• Partners are kindly asked to display with the trademarks any notice or legend prescribed by the Mastercard Foundation to identify the owner of the trademarks and the use as a licensed use.
• Partners are kindly asked to not allow any third-parties to use the trademarks.
• Partners are kindly asked to not allow any marks denoting or identifying any third party or any third party’s goods or services to appear in or otherwise form part of any promotional or advertising materials which display the trademarks.
• Partners are kindly asked to not take any action that may be deemed likely to cause confusion, deception or mistake, injure, harm, or dilute the distinctiveness of or goodwill in and to any of the trademarks.
• We kindly ask that partners take care in ensuring that the trademarks of the Mastercard Foundation, Mastercard International Incorporated, or its affiliates are not disparaged.
• Partners are asked to take care in ensuring that there is no attempt to obtain or register (or aid any third parties in obtaining or registering) any rights in any trade-mark, trade name, service mark, logotype or other device, designation, domain name, or IP right that is confusingly similar to, dilutive of, or employs any part of the trademarks.

Enterprise Toolkit

• The Mastercard Foundation is committed to working closely with partners to ensure that communications efforts are aligned with each organization’s values and goals.
• While the partnership is built on collaboration and shared values, it is essential that each organization’s brand retains its integrity and independence.
• This Mastercard Foundation toolkit ensures consistency and cohesion in language and style, and proper representation of brands within a partnership. The toolkit includes guidelines and messaging to assist partners in communicating about the Mastercard Foundation in a consistent way. Also included in the toolkit are a style guide, an overview of the review process, and guidelines for media, events, and photography.
• Contact your Mastercard Foundation Program Communications Lead for support.

Brochures

• This section details guidelines for brochures, which are less formal reports branded by the Foundation, and available publicly. In the past, these have been executive summaries for signature publications (where the full report is forthcoming but is not yet ready to go out), policy briefs focused on specific subject areas, brochures on partner projects, financial reports, etc. They have a cover, do not use rich photography but do have charts, process graphics, data visualization, and are saddle stitched or staple bound. These have shorter research/writing/production timelines lasting several days/weeks, and range from six to 10 pages in length.
• Covers have a full-bleed coloured band at the very bottom of the page, which also extends across the back cover. A heading that differentiates the brochure from the signature publication lives in this coloured band. The overall layout is the same as the signature publication so that they remain connected, but the band at the bottom with the heading provides differentiation.
• 8.5" (w) x 11.0" (h)
• Primarily meant for digital (PDF) but also available for print.
• The three-column grid offers maximum flexibility for arranging body copy, pull-quotes, data visualization, and charts and graphs.

Internal Documents

• This section details guidelines for internal documents, which are informal pieces meant to be shared internally only. They are documents that are self-written by staff, may be a “grey paper” containing preliminary findings and a working title, or a policy document placed on the intranet for staff reference. Such documents would typically be desktop published from a staff member’s computer with little or no external production support, and stapled in the top left corner, or published as a PDF only. There is a Microsoft Word document template with the typography system (using commonly available fonts, not the “Mark for MC” font), graphic styling, header/footer styling, cover page, table of contents, citations/end page.
• 8.5’’ (w) x 11.0" (h)
• Primarily meant for digital (PDF) but also available for print.
• Designed with the user in mind, the intention is to allow anyone to create this document on their desktop computer without the support of outside production. The result is a consistent, streamlined look for all internal communications. A two-column grid is ideal for this type of application. The line length remains pleasing to the eye and comfortable to read with the increased margins and gutter width. The document is set up as a user-friendly Microsoft Word template.
• This document is in the format of a Microsoft Word document that will be shared on the Intranet and printed in-house for “Lunch-and-Learn Meeting Documents”.
• 8.5" (w) x 11.0" (h)
• Note that internal communications without title pages use the logo size rules for narrow vertical formats (see page 28), where the sizing of the Mastercard Foundation logo is equal to one-seventh of the width of the document.
• Table styles are Mastercard Yellow and Mastercard Orange. The header row can be enabled.or disabled under the Table Tools > Design tab.
• The keyline is a gradient of Mastercard Orange and Mastercard Yellow. The keyline must be a 10-pt weight, and lives at the top of each consecutive page like a running header. The footer keyline is two-point and should adhere to the same widths.
• To highlight important text, such as a case study, use a Mastercard Yellow background with 20% tint and place the text on top in black. Use the left column to define the case study or place a title, and use the right column to place the body text.
• Use the gradient keyline at a 1.1671" length (half the width of the left-hand column) above Mastercard Orange text.
• All Internal Communications should follow the Mastercard Foundation brand standards for both colour and typography.
• While typically Mark for MC would be the default and recommended typeface for Mastercard Foundation projects, the primarily digital nature of Internal Communications precludes its use.
• As such, when Mark for MC font is not available, use Arial, which is available on all computer platforms.
• Note: Email templates provided default to Arial.

Email Templates

• Email templates provided default to Arial.
• A series of custom illustrations have been developed to provide a unique visual element to the Internal Communications pieces. They are: The Weekly; Leadership Update; People News; Security Update; Internal Communications; All-in; Wellbeing Hour; and a blank template that can be customized.

Animations

• Simply build the logo to its final state (e.g., circles coming together or emerging from one circle), and hold on complete mark sufficiently at the end of the animation.
• Do not create animation that appears to break up or fragment the logo or morph another object into the logo and vice versa.
• Animation files can be found here.

Merchandise Guidelines

• When designing and creating merchandise for a program, please adhere to the guidelines outlined below. Please note that the Baobab Summit has been used as a sample program for this section, and these guidelines apply to all programs as listed on page 12.
• Centre-alignment branding approach is to be strictly adhered to on merchandise. ©2023 Mastercard Foundation. All rights reserved.
• Ensure the Mastercard Foundation logo is never smaller than the minimum size (page 8).
• Here are some examples of applications: • Water bottle • T-shirt • Hooded sweatshirt mastercard foundation Baobab Summit sis Baobab Summit obab Summit
• Partner logos should appear optically equal in size to the Mastercard Foundation logo.
• Here are some examples of applications: • Water bottle • T-shirt • Hooded sweatshirt
• To ensure logos are sized optically equal, use the sizing lines. First, place the partner logo on the same baseline as the Mastercard Foundation logo (bottom aligned). Then, optically size the partner logos to the closest sizing lines. (In this case, the logo is sized to the eighth line).
• If the partner logo is complex and unable to fit properly on the front of the merchandise with the Mastercard Foundation logo, then the Foundation logo may be placed elsewhere (examples here show it on the sleeve for apparel).
• Ensure the Mastercard Foundation logo has the In partnership with lock-up and is the same size as the partner logo.
• Here are some examples of applications: • T-shirt • Hooded sweatshirt
• Create a grid of sizing lines to use as a visual guide to determine equal sizing. This is done by vertically dividing the Mastercard Foundation logo into 10 equal squares.
• To ensure logos are sized optically equal, use the sizing lines. First, place the partner logo on the same baseline as the Mastercard Foundation logo (bottom aligned). Then, optically size the partner logos to the closest sizing lines. (In this case, the logo is sized to the sixth line).

Accessibility Guidelines

• Current palette colours are displayed with WCAG Level AA- and AAA-compliant variations. Variants were chosen from the existing colour palette shade/tint options as outlined in the Mastercard Foundation brand standards.
• WCAG Level AA requires a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text. Level AAA requires a minimum contrast ratio of 7:1 for normal text and 4.5:1 for large text.
• Large text is defined as 14-point bold or larger, or 18-point regular or larger. Regular text is defined as sizes that are lower than 14-point bold or 18-point regular. All values are referenced with white as the contrasting colour. White is defined as: C 0 M 0 Y 0 K 0 R 255 G 255 B 255 HEX: FFFFFF
• AA L&R = WCAG Level AA large- and regular-text-compliant AAA L = WCAG Level AAA large-text-compliant AAA L&R = WCAG Level AAA large- and regular-text-compliant
• Supports global disability standards by providing enough colour contrast in sub-heads.

2016

Brand Summary

Mission

• The Mastercard Foundation seeks a world where everyone has the opportunity to learn and prosper. The Foundation works with visionary organizations to enable young people in Africa and Indigenous communities in Canada to access dignified and fulfilling work. Its mission is to advance learning and promote financial inclusion to create an inclusive and equitable world [^1].

Core Values

• inclusion
• respect
• listening
• co-creation
• collaboration
• integrity
• independence
• authenticity
• diversity
• empowerment
• innovation
• clarity
• efficiency
• consistency
• quality assurance
• partnership
• community impact
• client centricity
• accessibility
• visual hierarchy

Target Audience

• Young people in Africa, Indigenous youth in Canada, financially disadvantaged persons and communities, partners and stakeholders in education, technology, and financial inclusion [^2].

Personality Traits

• aspirational
• human
• natural
• authentic
• bold
• inclusive
• collaborative
• innovative
• efficient
• clear
• trustworthy
• respectful
• empowering
• modern
• sophisticated

Visual Identity Overview

• The visual identity centers on the Mastercard Foundation Brand Mark, a vertical logo with overlapping red and orange circles and bold, clean sans-serif typography. The color palette includes whites, warm greys, dark greys, orange, and accent colors, with a reserved green for program names. Visual style emphasizes simplicity, balance, contrast, and clarity, with intentional design cues such as bold typography, colorful imagery, prominent shapes, and outlined areas. Layouts use open space, clear hierarchy, and grid systems. Iconography is proprietary, geometric, and simple, echoing the brand mark. Photography is vibrant, authentic, and human-focused. Accessibility guidelines ensure color contrast compliance. All applications, including merchandise, brochures, internal documents, and email templates, follow strict logo usage, scale, and placement rules [^3].

Categories

Brand Imagery

• The tone of photography should be human, natural, and aspirational. Photography should be highly saturated, authentic and have bright, vibrant colours. Images should capture people in their natural environment doing something they would normally do.
• Written or verbal consent must be obtained from people featured in photos prior to photo usage. Additionally, people featured in photography must be over 18 years of age. If people featured are under the age of 18, then consent must be obtained from the person’(s) legal guardian(s).
• When using the Foundation’s photography, we ask that you obtain our permission and please credit the photo “[Photographer] for the Mastercard Foundation.”
• Please use appropriate Photo Release Forms when required for on-site photography at events or functions. All Content Release Forms can be downloaded here.
• Composition: Allow the primary subject to be the focus of each photo. Backgrounds and secondary subjects should form a cohesive relationship with the primary subject.
• Content: Photography should be authentic and natural. Avoid images that are overly staged.
• Brand vs. Secondary Imagery: Images used should be sourced from the Foundation’s photo library. If necessary, stock photos can be used to play a supporting visual role.
• User-generated photos, such as those to the right, should follow the same principles, with good composition and authentic, natural expressions.
• Black and white photography has been used for the Secondary Education in Africa portfolio.
• It is a good technique for bringing visual consistency to images supplied by multiple sources.
• When converting a colour image to black and white, use the CMYK adjustments layer in Photoshop, rather than converting the image to greyscale, which would give a duller result.
• Save the image as CMYK, and adjust the tones so that the blacks are rich, and there is detail and a variety of tones in darker areas.

Color Palette

• The Mastercard Foundation Brand Mark colour palette consists of whites, warm grey, and dark­grey tones with a touch of orange that feels modern, warm, and sophisticated. Add colour with care. In most situations, let the light or dark­grey background dominate. Then use additional colour to augment what is being communicated, such as drawing attention to what is most important in the application.
• There is an additional green colour for the program names. This colour is reserved exclusively for the program names artwork.
• Background Primary Light Grey Dark Grey Orange C 6 M7 Y 10 K 11 CO MO YO K 100 C 0 M 75 Y 100 K 0 R 227 G 223 B 215 R20 G20 B19 R 255 G 103 B 27 HEX E3DFD7 HEX 141413 HEX FF671B PANTONE Warm Grey 2 C PANTONE: Black C PANTONE 166 C Secondary Accent Gold Yellow Green Red Teal COM 44 Y 100 KO C 0 M 29 Y 100 K 0 C 51 M 8 Y 100 K 0 C 0 M 100 Y 98 K 3 C 62 MO Y 29 K 0 R 243 G 139 B 0 R 255 G 200 B 31 R 141 G 185 B 46 R 210 G 42 B 47 R 79 G 205 B 176 HEX F38B00 HEX: FFC81F HEX: 8DB92E HEX:D22A2F HEX 4FCDB0 PANTONE: 144 C PANTONE 7408 C PANTONE: 377 C PANTONE: 711 C PANTONE: 319 C Program names green Used only for Internal Communications C 81 M32 Y 62 K 13 C 7 M 90 YO K 0 R 47 G 123 B 107 R 222 G 60 B 149 HEX: 2F7B6B HEX:DE3C95
• Background colours: Light Grey backgrounds tend to feel inclusive, relatable, and modern. Dark Grey backgrounds impart feelings of sophistication and are more assertive.
• Primary colour: Our primary brand colour is a muted version drawn from the centre overlap of the Mastercard Brand mark.
• Secondary colours: Our secondary brand colours are muted versions of the left and right circles of the Mastercard Brand mark.
• Accent colours: Use accent colours sparingly. Use only one at a time in any application to emphasize a particular element or provide contrast.
• Program names green: The use of this colour is reserved exclusively for the program names artwork.
• Tints and shades provide broad choices within the Mastercard Foundation brand palette. By working with the tints and shades of a single brand colour in an application, you’ll achieve a modern, simple sensibility.
• Keep in mind that we want to preserve the vibrancy of the colours, so the primary colours should be dominant.
• Note that the program name’s green colour should not be used in a screen or a tint.
• The background colours and orange, including their tints, are the starting colours for every colour combination. Secondary and accent core and tint colours may be added as shown below. Not all possible colour combinations are shown here.
• Current palette colours are displayed with WCAG Level AA- and AAA-compliant variations. Variants were chosen from the existing colour palette shade/tint options as outlined in the Mastercard Foundation brand standards.
• WCAG Level AA requires a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text. Level AAA requires a minimum contrast ratio of 7:1 for normal text and 4.5:1 for large text.
• Large text is defined as 14-point bold or larger, or 18-point regular or larger. Regular text is defined as sizes that are lower than 14-point bold or 18-point regular. All values are referenced with white as the contrasting colour. White is defined as: C 0 M 0 Y 0 K 0 R 255 G 255 B 255 HEX: FFFFFF

Typography

• Always use Mark for MC font, which is a key component of our brand design system.
• The Mark for MC font family includes a variety of typestyles. Production limitations and aesthetic preferences must be considered when choosing the specific weight.
• When Mark for MC font is not available, use Arial on macOS®/iOS platform and on Windows/Android™ platform.
• For more information on how to obtain Mark for MC, please contact us at: cokpala@mastercardfdn.org
• Limit the number of weights and sizes to reduce visual noise and help the reader understand the hierarchy of information at a glance.
• Typography should be direct and legible, while at the same time it should feel light on the page. Always assess the balance between blocks of type and the surrounding open space to engage the reader with a sense of ease.
• By carefully contrasting size, weight, and colour among related blocks of type, you’ll increase clarity for readers. Use contrast to express hierarchy, and to make a piece scannable, allowing readers to absorb relevant bits of information quickly.
• Mark for MC is used for all situations with text larger than 12-point in print or 14-pixel in digital applications.
• Mark for MC Narrow is used for all situations with text smaller or equal to 12-point in print or 14-pixel in digital applications.
• Mark for MC is our primary typeface. Use Narrow for smaller sizes, particularly in lengthy text blocks, charts, or tight columns.
• Mark for mc: Uses — Headlines — Subtitles — Large typography — Whenever the letterforms are noticeable — Small caps
• Mark for mc Narrow: Uses — Running text — Data-heavy text — Graphs — Legends
• As the size of the type increases, its weight should decrease. That helps provide an open, light feeling to the application.
• Create contrast in one of two ways: through size or weight relationships. Both approaches work well, but use only one at a time in the application you’re creating.
• All Internal Communications should follow the Mastercard Foundation brand standards for both colour and typography.
• While typically Mark for MC would be the default and recommended typeface for Mastercard Foundation projects, the primarily digital nature of Internal Communications precludes its use.
• As such, when Mark for MC font is not available, use Arial, which is available on all computer platforms.
• Note: Email templates provided default to Arial.

Logo Usage

• There is only one configuration of the Mastercard Foundation Brand Mark. See the Mastercard Foundation Brand Mark
• Always surround the Mastercard Foundation Brand Mark with sufficient free space, based on “x”, which is equal to the combined height of the words “mastercard foundation”. See minimum free-space specifications
• Always reproduce the Mastercard Foundation Brand Mark at a size that is clear and legible (depending on screen/print resolution). Get minimum-size specifications and always provide sufficient contrast with the background against which the Mastercard Foundation Brand Mark appears.
• The Mastercard Foundation Brand Mark is used by the Foundation and partners to represent the Mastercard Foundation. The Mark is available only in a vertical configuration. A horizontal configuration is not available. Full-colour, greyscale, and solid versions are available in positive (for use on light-colour backgrounds) and reverse (for use on dark-colour backgrounds).
• Full-colour is strongly preferred. When technical limitations prohibit the use of full-colour, use the greyscale or solid version.
• The trademark symbol (™) after the yellow circle appears in Mastercard Yellow for digital (RGB) and print using match colour (PANTONE). In four-colour process printing (CMYK), the trademark symbol (™) should be black for the positive Mark or white for the reverse Mark.
• The solid version may appear in black, white, or any single colour, as long as there is sufficient contrast between the background colour and the Mark.
• To ensure the greatest legibility of the Mastercard Foundation Brand Mark, follow the minimum-size and free-space specifications (size may depend on screen/print resolution).
• Screen: 24 pixels Print: 8.9 mm 48 points 0.35 inches
• Do not alter approved artwork in any way. Always apply the Mark thoughtfully, carefully, and appropriately. To avoid some common mistakes shown here, do not: 1. Omit the orange centre shape 2. Recolour the circles 3. Outline the circles 4. Recolour the Logotype 5. Display or reproduce at insufficient resolution 6. Reconfigure or reposition elements of the Mark 7. Individually resize components of the Mark 8. Enclose the Mark in a holding shape 9. Change the font of the Logotype 10. Position the Logotype within the circles 11. Omit the Logotype 12. Alter, add, or combine other text to the Logotype
• Partners are kindly asked to consult the Mastercard Foundation to obtain prior written approval from the Foundation for any and all uses of the trademarks, in accordance with the review and approval process prescribed by the Mastercard Foundation.
• Partners are kindly asked to comply with the instructions, quality assurance and other standards, specifications and requirements set and approved by the Mastercard Foundation from time to time, including as to the form and manner in which the trademarks are displayed and used, as well as to the character or quality of the goods or services of the partner and with which the trademarks are to be associated.
• Partners are kindly asked to display with the trademarks any notice or legend prescribed by the Mastercard Foundation to identify the owner of the trademarks and the use as a licensed use.
• Partners are kindly asked to not allow any third-parties to use the trademarks.
• Partners are kindly asked to not allow any marks denoting or identifying any third party or any third party’s goods or services to appear in or otherwise form part of any promotional or advertising materials which display the trademarks.
• Partners are kindly asked to not take any action that may be deemed likely to cause confusion, deception or mistake, injure, harm, or dilute the distinctiveness of or goodwill in and to any of the trademarks.
• We kindly ask that partners take care in ensuring that the trademarks of the Mastercard Foundation, Mastercard International Incorporated, or its affiliates are not disparaged.
• Partners are asked to take care in ensuring that there is no attempt to obtain or register (or aid any third parties in obtaining or registering) any rights in any trade-mark, trade name, service mark, logotype or other device, designation, domain name, or IP right that is confusingly similar to, dilutive of, or employs any part of the trademarks.

Tone And Messaging

• The tone of photography should be human, natural, and aspirational. Photography should be highly saturated, authentic and have bright, vibrant colours. Images should capture people in their natural environment doing something they would normally do.
• Photography should be authentic and natural. Avoid images that are overly staged.
• Images used should be sourced from the Foundation’s photo library. If necessary, stock photos can be used to play a supporting visual role.
• User-generated photos, such as those to the right, should follow the same principles, with good composition and authentic, natural expressions.
• When appropriate, commission African and/or Indigenous illustrators. The illustrations should be authentic, representing cultures and diversity. The illustrator should use the Foundation’s colour palette as the primary colours.
• The Mastercard Foundation illustration style should never be fictional, childish, cartoonlike or a caricature. We also discourage the use of stock or royalty-free illustration.
• Inclusion: We believe in being a force for good where the underbanked benefit from the safety and convenience of our technology and network.
• Safety in the world: We believe in continually advancing the security and integrity of our technology, products and services so we can bring a peace of mind to all of our stakeholders, everywhere.

Brand Values

• The Mastercard Foundation seeks a world where everyone has the opportunity to learn and prosper.
• Over the last few years, the Mastercard Foundation has made a series of strategic decisions to accelerate its mission and ensure that meaningful impact is achieved through its work in Africa and across Indigenous communities in Canada.
• We have an opportunity to use brand architecture as a strategic lever to clearly articulate the breadth and depth of who we are and what we do, to improve brand consistency and clarity, and to bring added value to our stakeholders.
• The brand architecture for the Mastercard Foundation serves as the cornerstone for how we organize and represent our portfolio of work. It also demonstrates how to visually treat the various parts of our work, including programs, events, publications, and third-party relationships to ensure our brand is appropriately represented.
• What should brand architecture do? • Communicate the Mastercard Foundation’s priorities and objectives. • Highlight how all of the parts come together to drive a bigger impact. • Achieve clarity and efficiency with a more consistent visual approach. • Strengthen the brand value by providing a clear visual hierarchy. • Support an understanding of how the Foundation partners with other organizations.
• We organize our portfolio around three core pillars that reflect the essence of our strategic priorities.
• The Mastercard Foundation is committed to working closely with partners to ensure that communications efforts are aligned with each organization’s values and goals.
• While the partnership is built on collaboration and shared values, it is essential that each organization’s brand retains its integrity and independence.
• This Mastercard Foundation toolkit ensures consistency and cohesion in language and style, and proper representation of brands within a partnership.
• The Mastercard Foundation EleV Program identity was developed with Indigenous communities and program partner involvement.
• The logo contains a symbolic meaning/story that is important to young people and to Indigenous communities in Canada.
• Retaining the logo aligns with the Foundation’s values of respect, listening, and co-creation.
• Indigenous youth are powerful agents for their communities, Nations, and Canada as a whole.
• Our vision is of Indigenous young people living Mino Bimaadiziwin, a concept in the Anishinaabe language that means “a good life” - a fulfilling, meaningful life consistent with one’s traditions and values.

Visual Style

• There is only one configuration of the Mastercard Foundation Brand Mark. See the Mastercard Foundation Brand Mark
• Always surround the Mastercard Foundation Brand Mark with sufficient free space, based on “x”, which is equal to the combined height of the words “mastercard foundation”. See minimum free-space specifications
• Always reproduce the Mastercard Foundation Brand Mark at a size that is clear and legible (depending on screen/print resolution). Get minimum-size specifications and always provide sufficient contrast with the background against which the Mastercard Foundation Brand Mark appears.
• The Mastercard Foundation Brand Mark is used by the Foundation and partners to represent the Mastercard Foundation. The Mark is available only in a vertical configuration. A horizontal configuration is not available. Full-colour, greyscale, and solid versions are available in positive (for use on light-colour backgrounds) and reverse (for use on dark-colour backgrounds).
• The Mastercard Foundation Brand Mark is available in full-colour, greyscale, and solid, in both positive and reverse. Full-colour is strongly preferred. When technical limitations prohibit the use of full-colour, use the greyscale or solid version.
• The trademark symbol (™) after the yellow circle appears in Mastercard Yellow for digital (RGB) and print using match colour (PANTONE). In four-colour process printing (CMYK), the trademark symbol (™) should be black for the positive Mark or white for the reverse Mark.
• The solid version may appear in black, white, or any single colour, as long as there is sufficient contrast between the background colour and the Mark.
• Mastercard Red: C 0 M 100 Y 98 K 3, R 235 G 0 B 27, HEX: EB001B, PANTONE: 2035 C
• Mastercard Orange: C 0 M 75 Y 100 K 0, R 255 G 95 B 0, HEX: FF9500, PANTONE: 165 C
• Black: C 0 M 0 Y 0 K 100, R 0 G 0 B 0, HEX: 000000, PANTONE: Black C
• Mastercard Yellow: C 0 M 44 Y 100 K 0, R 247 G 158 B 27, HEX: F79E1B, PANTONE: 1375 C
• Mastercard Dark Grey: C 0 M 0 Y 0 K 75
• Mastercard Medium Grey: C 0 M 0 Y 0 K 52
• Mastercard Light Grey: C 0 M 0 Y 0 K 28
• To ensure the greatest legibility of the Mastercard Foundation Brand Mark, follow the minimum-size and free-space specifications (size may depend on screen/print resolution).
• Screen: 24 pixels; Print: 8.9 mm; 48 points; 0.35 inches
• Do not alter approved artwork in any way. Always apply the Mark thoughtfully, carefully, and appropriately.
• Do not: 1. Omit the orange centre shape 2. Recolour the circles 3. Outline the circles 4. Recolour the Logotype 5. Display or reproduce at insufficient resolution 6. Reconfigure or reposition elements of the Mark 7. Individually resize components of the Mark 8. Enclose the Mark in a holding shape 9. Change the font of the Logotype 10. Position the Logotype within the circles 11. Omit the Logotype 12. Alter, add, or combine other text to the Logotype

Iconography

• The purpose of icons is to represent activities or things in a universal way that can be understood regardless of language or culture. Mastercard Foundation icons are intended to function universally while not feeling overly generic.
• The geometric forms of our icons reflect the sensibilities of our Brand Mark. Their stencil style provides an openness and simplicity that carries through the entirety of our brand expression. In those ways, our icons are proprietary to the Mastercard Foundation.
• The simplicity you find throughout the Mastercard Foundation brand expression also defines our palette of icons. They are designed to fit as natural extensions of our typography with a clean drawing style that echoes our typefaces.
• As pictograms, icons provide visual punctuation in combination with typography. They work well in user-interface situations to aid navigation by providing quick-read visual cues for a range of topics.
• Icons work best in small and medium sizes as an accompaniment to text. They should not be used as hero images, or as a replacement for imagery that typically illustrates communications.
• Icons can appear in black on light backgrounds, and in white on dark backgrounds.
• Colour can be used with icons to provide emphasis to a relevant element. When adding colour, use only the tints and shades of a single hue in combination with black, white, or grey.
• In some instances, the icons available in the library may not be a perfect fit for the need at hand. In that case, new icons can be created with the following rules in mind: • New icons should be line icons in the style of the existing icon library. • New icons should use the same line weight as the existing icons. • Icons should be simple and communicate at a glance.

Layout And Composition

• Simplicity Our communications don’t exist in isolation. Rather, they compete with a digital and print onslaught that each of us faces every day. When the Mastercard Foundation communicates through simple, well-ordered layouts, we invite reader engagement, and provide a cohesive brand experience that can feel like calm in a storm.

• Balance Carefully balanced layouts guide a reader’s eye through a clear hierarchy of information. A thoughtful arrangement of elements makes it possible to scan a layout, helping readers to instantly understand the purpose and focus of the communication.

• Contrast By providing significant open space in a layout, you create contrast that brings clarity to the content of the communication. In the same way a frame sets a work of art apart from its surroundings, open space allows the eye to quickly take in the content.

• Layouts/ open space Significant open space in any layout, regardless of purpose, contributes to a light, uncomplicated experience. Use the placement of open space to draw attention to the most important elements.

• Layouts/ text block and column grid You’ll find the sample column grid shown here embedded in our templates for letter-sized pages in portrait orientation. Similar grids are also set up in templates for a wide range of other formats we commonly use.

• Gutter width —————————v-. Equal to 3 baseline units= 13.5 pt Margin Top: 27 pt Bottom: 63 pt Left: 40.5 pt Right: 27 pt 12-column grid For footer information, folio, and logo placement Large bottom margin For footer information, folio, and logo placement
• The three-column grid offers maximum flexibility for arranging body copy, pull-quotes, data visualization, and charts and graphs.
• Here are some examples of the three-column grid in use.

Trademark Guidelines

• Partners are kindly asked to consult the Mastercard Foundation to obtain prior written approval from the Foundation for any and all uses of the trademarks, in accordance with the review and approval process prescribed by the Mastercard Foundation.
• Partners are able to use the trademarks only in connection with the following goods and services:
• Goods: Clothing, namely jackets, t-shirts and golf shirts; lapel pins, tie clips, stuffed toys; coffee mugs, umbrellas, pens, caps, decals and stickers; stationery, namely writing paper and greeting cards; publications, namely magazines, books, booklets, newspapers, newsletters, brochures, and pamphlets.
• Services: Relating to the Mastercard Foundation’s impact-driven purposes, which are (i) to establish, operate, and provide programs and services to help children and youth to access education, understand and use technology, and develop the skills necessary to succeed in a diverse and global work force; and (ii) to establish, operate, and provide financial inclusion programs and services to financially disadvantaged persons and communities to economically enhance communities and develop entrepreneurs as a means of relieving poverty.
• Partners are kindly asked to comply with the standards presently maintained and exemplified by the goods and services offered and provided by the partner to the public in connection with the trademarks.
• Partners are kindly asked to comply with the instructions, quality assurance and other standards, specifications and requirements set and approved by the Mastercard Foundation from time to time, including as to the form and manner in which the trademarks are displayed and used, as well as to the character or quality of the goods or services of the partner and with which the trademarks are to be associated.
• Partners are kindly asked to display with the trademarks any notice or legend prescribed by the Mastercard Foundation to identify the owner of the trademarks and the use as a licensed use.
• Partners are kindly asked to not allow any third-parties to use the trademarks.
• Partners are kindly asked to not allow any marks denoting or identifying any third party or any third party’s goods or services to appear in or otherwise form part of any promotional or advertising materials which display the trademarks.
• Partners are kindly asked to not take any action that may be deemed likely to cause confusion, deception or mistake, injure, harm, or dilute the distinctiveness of or goodwill in and to any of the trademarks.
• We kindly ask that partners take care in ensuring that the trademarks of the Mastercard Foundation, Mastercard International Incorporated, or its affiliates are not disparaged.
• Partners are asked to take care in ensuring that there is no attempt to obtain or register (or aid any third parties in obtaining or registering) any rights in any trade-mark, trade name, service mark, logotype or other device, designation, domain name, or IP right that is confusingly similar to, dilutive of, or employs any part of the trademarks.

Enterprise Toolkit

• The Mastercard Foundation is committed to working closely with partners to ensure that communications efforts are aligned with each organization’s values and goals.
• While the partnership is built on collaboration and shared values, it is essential that each organization’s brand retains its integrity and independence.
• This Mastercard Foundation toolkit ensures consistency and cohesion in language and style, and proper representation of brands within a partnership. The toolkit includes guidelines and messaging to assist partners in communicating about the Mastercard Foundation in a consistent way. Also included in the toolkit are a style guide, an overview of the review process, and guidelines for media, events, and photography.
• Contact your Mastercard Foundation Program Communications Lead for support.

Brochures

• This section details guidelines for brochures, which are less formal reports branded by the Foundation, and available publicly. In the past, these have been executive summaries for signature publications (where the full report is forthcoming but is not yet ready to go out), policy briefs focused on specific subject areas, brochures on partner projects, financial reports, etc. They have a cover, do not use rich photography but do have charts, process graphics, data visualization, and are saddle stitched or staple bound. These have shorter research/writing/production timelines lasting several days/weeks, and range from six to 10 pages in length.
• Covers have a full-bleed coloured band at the very bottom of the page, which also extends across the back cover. A heading that differentiates the brochure from the signature publication lives in this coloured band. The overall layout is the same as the signature publication so that they remain connected, but the band at the bottom with the heading provides differentiation.
• 8.5" (w) x 11.0" (h)
• Primarily meant for digital (PDF) but also available for print.
• The three-column grid offers maximum flexibility for arranging body copy, pull-quotes, data visualization, and charts and graphs.

Internal Documents

• This section details guidelines for internal documents, which are informal pieces meant to be shared internally only. They are documents that are self-written by staff, may be a “grey paper” containing preliminary findings and a working title, or a policy document placed on the intranet for staff reference. Such documents would typically be desktop published from a staff member’s computer with little or no external production support, and stapled in the top left corner, or published as a PDF only. There is a Microsoft Word document template with the typography system (using commonly available fonts, not the “Mark for MC” font), graphic styling, header/footer styling, cover page, table of contents, citations/end page.
• 8.5’’ (w) x 11.0" (h)
• Primarily meant for digital (PDF) but also available for print.
• Designed with the user in mind, the intention is to allow anyone to create this document on their desktop computer without the support of outside production. The result is a consistent, streamlined look for all internal communications. A two-column grid is ideal for this type of application. The line length remains pleasing to the eye and comfortable to read with the increased margins and gutter width. The document is set up as a user-friendly Microsoft Word template.
• This document is in the format of a Microsoft Word document that will be shared on the Intranet and printed in-house for “Lunch-and-Learn Meeting Documents”.
• 8.5" (w) x 11.0" (h)
• Note that internal communications without title pages use the logo size rules for narrow vertical formats (see page 28), where the sizing of the Mastercard Foundation logo is equal to one-seventh of the width of the document.
• Table styles are Mastercard Yellow and Mastercard Orange. The header row can be enabled.or disabled under the Table Tools > Design tab.
• The keyline is a gradient of Mastercard Orange and Mastercard Yellow. The keyline must be a 10-pt weight, and lives at the top of each consecutive page like a running header. The footer keyline is two-point and should adhere to the same widths.
• To highlight important text, such as a case study, use a Mastercard Yellow background with 20% tint and place the text on top in black. Use the left column to define the case study or place a title, and use the right column to place the body text.
• Use the gradient keyline at a 1.1671" length (half the width of the left-hand column) above Mastercard Orange text.
• All Internal Communications should follow the Mastercard Foundation brand standards for both colour and typography.
• While typically Mark for MC would be the default and recommended typeface for Mastercard Foundation projects, the primarily digital nature of Internal Communications precludes its use.
• As such, when Mark for MC font is not available, use Arial, which is available on all computer platforms.
• Note: Email templates provided default to Arial.

Email Templates

• Email templates provided default to Arial.
• A series of custom illustrations have been developed to provide a unique visual element to the Internal Communications pieces. They are: The Weekly; Leadership Update; People News; Security Update; Internal Communications; All-in; Wellbeing Hour; and a blank template that can be customized.

Animations

• Simply build the logo to its final state (e.g., circles coming together or emerging from one circle), and hold on complete mark sufficiently at the end of the animation.
• Do not create animation that appears to break up or fragment the logo or morph another object into the logo and vice versa.
• Animation files can be found here.

Merchandise Guidelines

• When designing and creating merchandise for a program, please adhere to the guidelines outlined below. Please note that the Baobab Summit has been used as a sample program for this section, and these guidelines apply to all programs as listed on page 12.
• Centre-alignment branding approach is to be strictly adhered to on merchandise. ©2023 Mastercard Foundation. All rights reserved.
• Ensure the Mastercard Foundation logo is never smaller than the minimum size (page 8).
• Here are some examples of applications: • Water bottle • T-shirt • Hooded sweatshirt mastercard foundation Baobab Summit sis Baobab Summit obab Summit
• Partner logos should appear optically equal in size to the Mastercard Foundation logo.
• Here are some examples of applications: • Water bottle • T-shirt • Hooded sweatshirt
• To ensure logos are sized optically equal, use the sizing lines. First, place the partner logo on the same baseline as the Mastercard Foundation logo (bottom aligned). Then, optically size the partner logos to the closest sizing lines. (In this case, the logo is sized to the eighth line).
• If the partner logo is complex and unable to fit properly on the front of the merchandise with the Mastercard Foundation logo, then the Foundation logo may be placed elsewhere (examples here show it on the sleeve for apparel).
• Ensure the Mastercard Foundation logo has the In partnership with lock-up and is the same size as the partner logo.
• Here are some examples of applications: • T-shirt • Hooded sweatshirt
• Create a grid of sizing lines to use as a visual guide to determine equal sizing. This is done by vertically dividing the Mastercard Foundation logo into 10 equal squares.
• To ensure logos are sized optically equal, use the sizing lines. First, place the partner logo on the same baseline as the Mastercard Foundation logo (bottom aligned). Then, optically size the partner logos to the closest sizing lines. (In this case, the logo is sized to the sixth line).

Accessibility Guidelines

• Current palette colours are displayed with WCAG Level AA- and AAA-compliant variations. Variants were chosen from the existing colour palette shade/tint options as outlined in the Mastercard Foundation brand standards.
• WCAG Level AA requires a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text. Level AAA requires a minimum contrast ratio of 7:1 for normal text and 4.5:1 for large text.
• Large text is defined as 14-point bold or larger, or 18-point regular or larger. Regular text is defined as sizes that are lower than 14-point bold or 18-point regular. All values are referenced with white as the contrasting colour. White is defined as: C 0 M 0 Y 0 K 0 R 255 G 255 B 255 HEX: FFFFFF
• AA L&R = WCAG Level AA large- and regular-text-compliant AAA L = WCAG Level AAA large-text-compliant AAA L&R = WCAG Level AAA large- and regular-text-compliant
• Supports global disability standards by providing enough colour contrast in sub-heads.

Promotion Insights

Color Analysis

Statistics computed across 1059 images

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Sample Images

Image 1

Applications are now open for the Mastercard Foundation Alumni Network Leadership Committees in Ghana, Kenya, North America (US and Canada), Rwanda and Senegal. Learn more and apply:

Attributes:

• Caption: A group of people are gathered to discuss and plan a project.
• Keywords: group, people, project, discussion, planning, teamwork, collaboration, communication, alumni network, social impact, change, programs, apply, deadline, January 25 2023, QR code, Mastercard Foundation, alumni, networking, support

Image 2

What support and skills are needed for young people to transition into the workforce? At the Baobab Summit 2022, key stakeholders offered their insight into what will empower youth in their careers. Watch the panel discussion here #Scholars10

Attributes:

• Caption: A group of people sitting on chairs in front of a podium
• Keywords: podium, chairs, people, panel discussion, microphones, water bottles, Mastercard Foundation, business, conference

Image 3

What support and skills are needed for young people to transition into the workforce? At the Baobab Summit 2022, key stakeholders offered their insight into what will empower youth in their careers. Watch the panel discussion here #Scholars10

Attributes:

• Caption: A group of people sitting on a stage
• Keywords: Stage, Microphones, Chairs, People, Mastercard Foundation, Business, Conference

Image 4

Why are skills like #literacy so important? Because they’re the foundation upon which all other learning is built. Read more:

Attributes:

• Caption: According to UNESCO, 733 million young people and adults lack basic literacy skills globally.
• Keywords: UNESCO, literacy, young people, adults, skills, global

Image 5

Join us today at 9AM (SAST) for the Southern Africa region implementation launch of the Saving Lives and Livelihoods Program. Watch the live event: @SouthernRCC

Attributes:

• Caption: Southern Africa Regional Implementation Launch
• Keywords: Africa, AIDS, health, women, nurses, doctors, masks, vaccinations, community, prevention, awareness

Image 6

From #STEM learning to #entrepreneurial know-how, foundational skills are critical to the success of Africa’s future job creators and changemakers.

Attributes:

• Caption: A boy in a white shirt and khaki pants is smiling.
• Keywords: boy, white shirt, khaki pants, happy, smiling, secondary education, Africa, preparing for the future of work, fundamental skills, groundwork, life long learning, better employment, wages, entrepreneurship

Image 7

From #STEM learning to #entrepreneurial know-how, foundational skills are critical to the success of Africa’s future job creators and changemakers.

Attributes:

• Caption: Secondary education in Africa
• Keywords: African, children, education, youth, future, work, foundation, skills, groundwork, learning, employment, wages, entrepreneurship, secondary, school, preparing, young, people, community, development

Image 8

Join us on October 26 for EleV’s National Launch Event! Learn more about how we’re #TakingFlightTogether with Indigenous youth and our partners to support the success of young leaders of tomorrow

Attributes:

• Caption: A colorful advertisement for the National Launch of Taking Flight Together
• Keywords: advertisement, colorful, National Launch, Taking Flight Together, 2021, October 29

Image 9

Equity and inclusion are critical to building prosperous & sustainable societies, and core to our work at the Foundation. Congratulations to our President & CEO @ReetaRoyMCF for being selected as a 2023 #GlobalPluralismAward jury member @GlobalPluralism.

Attributes:

• Caption: A group of six people in a row
• Keywords: person, row, award, jury, 2016, global, peace, foundation

Image 10

To counteract the #digitaldivide an increasingly digitized economy can create, we need to prioritize education in #digitalliteracy. Read about how secondary education can better prepare youth to succeed.

Attributes:

• Caption: Two people working on a computer
• Keywords: computer, work, education, Africa, digital literacy, automation, secondary education, youth, future of work, low-skill jobs, competencies, digital literacy

… and 1049 more images

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