Merchant Advisory Group

Official Websites

• https://www.merchantadvisorygroup.org

Brand Guidelines

2024

Brand Summary

Mission

• To strengthen the MAG’s reputation and prominence in the industry by building a consistent brand identity that assists the audience in recognizing MAG across all platforms and contributes to the broader goal of strengthening the global merchant voice and providing payments education opportunities.

Core Values

• consistency
• clarity
• collaboration
• education
• industry leadership

Target Audience

• Payments industry professionals, merchant members, conference attendees, sponsors, and partners involved in payments processing, fraud, authentication, and related topics.

Personality Traits

• professional
• modern
• clear
• strong
• collaborative

Visual Identity Overview

• MAG’s visual identity is clean, modern, and professional, emphasizing clarity and strength. The brand uses a strong geometric sans-serif logo in dark blue, a consistent color palette dominated by blue with accent colors, and minimalistic layouts with ample white space. Typography is standardized with Calibri and Arial, and visual elements are structured for legibility and brand recognition.

Categories

Brand Voice

• Use active voice. Avoid passive voice.
• Avoid slang and jargon.
• Use positive language rather than negative language.
• Focus your message. Lead with the main point.
• Be concise. Use short words and sentences. Avoid unnecessary modifiers.
• Be specific. Avoid vague language. Cut the fluff.
• Be consistent.

Brand Imagery

• • Utilize crisp images that are not pixelated, warped, or blurry
• • Utilize owned, public domain, royalty-free, or non-watermarked images
• • Crop images to make them fit your layout (or selectively go full screen)
• • Replace words with relevant images wherever possible
• • Graphics are easier to read than tables of information
• • Avoid obscuring slide content with too many photos
• • As a general rule, do not exceed more than five small-sized images, three medium-sized images, or two large images per slide

Color Palette

• Our Usage of the Color Blue is One of the Most Powerful Visual Assets We Have.
• That’s why it’s important to get it right. From printing to pixels, whatever you’re producing, it needs to adhere to the color breakdown shown here.
• Primary Color Palette
• Web Hex: #073174 R 7 | G 49 | B 116
• Print C 43 | M 26 | Y 0 | K 55
• Web Hex: #0050c4 R 0 | G 80 | B 196
• Print C 77 | M 45 | Y 0 | K 23
• Web Hex: #3bcef8 R 59 | G 206 | B 248
• Print C 74 | M 16 | Y 0 | K 3
• The Secondary Palette Should be used to provide accents or to add a highlight. These accent colors may also be used as full background colors on collateral.
• Avoid using these colors as the dominant color field on corporate materials. In most cases, utilize the primary colors as the most dominant colors showcased in the graphic.
• Secondary Color Palette
• Web Hex: #0091e2 R 00 | G 145 | B 226
• Print C 76 | M 34 | Y 00 | K 00
• Web Hex: #258e32 R 37 | G 142 | B 50
• Print C 83 | M 20 | Y 100 | K 06
• Web Hex: #db5912 R 219 | G 89 | B 18
• Print C 09 | M 79 | Y 100 | K 01
• Web Hex: #fbc41e R 251 | G 196 | B 30
• Print C 02 | M 23 | Y 96 | K 00

Typography

• Text in the MAG Logo is created in Futura BT Book and should never be substituted for another font.
• Calibri or Arial are the MAG’s standard PowerPoint typeface.
• If Calibri is not available, use the similar font Arial.
• Bolding or italics can be used for highlighted content.
• Black, gray, or white can be used as accent colors. Blue can be used as a secondary accent color.
• Header: CALIBRI/ARIAL BOLD, UPPERCASE 36 POINTS
• Subheader: Calibri/Arial , 32 points
• Avoid utilizing long headers. In cases where your header cannot fit into the frame, reduce the font size consistently or utilize a Subheader.
• Font size will depend on the amount of content on the slide, including graphics and the size of the conference room. Be consistent with your selections.
• Paragraph Header: Calibri/Arial Bold, 26-28 Points
• Paragraph body text: Calibri /Arial regular, 24-26 points when possible
• 12 points is starting to get really tiny, try to avoid going this small
• 32 points is getting too large
• Paragraph Header: Calibri/Arial Bold, 24-26 Points
• Paragraph body text: Calibri /Arial regular, 22-24 points when possible

Logo Usage

• There are Two Versions of the MAG Logo.
• Text in the MAG Logo is created in Futura BT Book and should never be substituted for another font.
• The registered trademark symbol must always appear when the logo is used.
• This logo is used when the wording “Merchant Advisory Group” is not prominently displayed in the surrounding area.
• This logo is used when the wording “Merchant Advisory Group” is prominently displayed in the surrounding area.
• We Want Our Logo to be Legible.
• Make sure you follow the minimum size guidelines.
• • For print, the minimum width is 15 inches.
• • For web, the minimum width is 75 pixels.
• The MAG Logo Should be Surrounded by White Space.
• To ensure the logo’s visibility and impact, no graphic elements of any kind should invade the marked zone. To determine the size of the whitespace, take the height of the “M” in MAG from the logo text and reduce the scale to 40%.
• Our Logo Has Been Designed in Only One Color
• blue and its negative version in white. When using the blue logo, place it only on a white background. If a full-color print or render cannot be done, the alternate 100% black version must be used.
• Incorrect Logo Usage.
• 1. Superimpose the logos on images
• 2. Place on any other colors
• 3. Rotate the logo
• 4. Squeezethelogo
• 5. Change the color of any element
• 6. Change the alignment between the logo and the text

Tone And Messaging

• Always use an Oxford comma.
• Use active voice. Avoid passive voice.
• Avoid slang and jargon.
• Use positive language rather than negative language.
• Focus your message. Lead with the main point.
• Be concise. Use short words and sentences. Avoid unnecessary modifiers.
• Be specific. Avoid vague language. Cut the fluff.
• Be consistent.
• Spell out numbers when it begins a sentence. Otherwise, use the word for 1-10 and numerals for 11+.

Visual Style

• Text in the MAG Logo is created in Futura BT Book and should never be substituted for another font.
• The registered trademark symbol must always appear when the logo is used.
• Make sure you follow the minimum size guidelines. • For print, the minimum width is 15 inches. • For web, the minimum width is 75 pixels.
• The MAG Logo Should be Surrounded by White Space. To ensure the logo’s visibility and impact, no graphic elements of any kind should invade the marked zone. To determine the size of the whitespace, take the height of the “M” in MAG from the logo text and reduce the scale to 40%.
• Our Logo Has Been Designed in Only One Color blue and its negative version in white. When using the blue logo, place it only on a white background. If a full-color print or render cannot be done, the alternate 100% black version must be used.
• Incorrect Logo Usage. 1. Superimpose the logos on images 2. Place on any other colors 3. Rotate the logo 4. Squeezethelogo 5. Change the color of any element 6. Change the alignment between the logo and the text
• Our Usage of the Color Blue is One of the Most Powerful Visual Assets We Have. That’s why it’s important to get it right. From printing to pixels, whatever you’re producing, it needs to adhere to the color breakdown shown here.
• Primary Color Palette Web Hex: #073174 R 7 | G 49 | B 116 Print C 43 | M 26 | Y 0 | K 55 Web Hex: #0050c4 R 0 | G 80 | B 196 Print C 77 | M 45 | Y 0 | K 23 Web Hex: #3bcef8 R 59 | G 206 | B 248 Print C 74 | M 16 | Y 0 | K 3
• The Secondary Palette Should be used to provide accents or to add a highlight. These accent colors may also be used as full background colors on collateral. Avoid using these colors as the dominant color field on corporate materials. In most cases, utilize the primary colors as the most dominant colors showcased in the graphic.
• Secondary Color Palette Web Hex: #0091e2 R 00 | G 145 | B 226 Print C 76 | M 34 | Y 00 | K 00 Web Hex: #258e32 R 37 | G 142 | B 50 Print C 83 | M 20 | Y 100 | K 06 Web Hex: #db5912 R 219 | G 89 | B 18 Print C 09 | M 79 | Y 100 | K 01 Web Hex: #fbc41e R 251 | G 196 | B 30 Print C 02 | M 23 | Y 96 | K 00

Layout And Composition

• Make sure you follow the minimum size guidelines. • For print, the minimum width is 15 inches. • For web, the minimum width is 75 pixels.
• The MAG Logo Should be Surrounded by White Space. To ensure the logo’s visibility and impact, no graphic elements of any kind should invade the marked zone. To determine the size of the whitespace, take the height of the “M” in MAG from the logo text and reduce the scale to 40%.
• Avoid obscuring slide content with too many photos. As a general rule, do not exceed more than five small-sized images, three medium-sized images, or two large images per slide
• Power Points Utilize a 16:9 Format Changing the size of a presentation in “Page Setup” will stretch and distort graphics. Copy and paste graphics into a pre sized document to avoid any distortion.
• Consistent placement and size of headers
• Keeping the header in the same position from slide to slide makes it easier for the viewer to quickly identify the topic for that slide.
• Avoid utilizing long headers. In cases where your header cannot fit into the frame, reduce the font size consistently or utilize a Subheader.
• Consider each slide as representing a single idea. The same for images. Clustering images adds clutter and dilutes your message.
• Simplicity is the ultimate sophistication yielding greater impact and easier, quicker reading.

Social Media Guidelines

• These guidelines were developed for all social media sites, accounts, interactions, and posts on behalf of the MAG. These guidelines will be adjusted as needed to adapt to changes in the evolving landscape.
• We do not approve of live-tweeting and/or sharing of speakers’ direct quotes and content from MAG conferences and events.
• Always use an Oxford comma.
• Use active voice. Avoid passive voice.
• Avoid slang and jargon.
• Use positive language rather than negative language.
• Focus your message. Lead with the main point.
• Be concise. Use short words and sentences. Avoid unnecessary modifiers.
• Be specific. Avoid vague language. Cut the fluff.
• Be consistent.
• Spell out numbers when it begins a sentence. Otherwise, use the word for 1-10 and numerals for 11+.
• MAG encourages attendees and sponsors to share conference session titles and speaker information on social media channels, including, but not limited to: LinkedIn, Twitter, Facebook, and the MAG conference app; however, we do not approve of live-tweeting and/or sharing of speakers’ direct quotes and content from MAG conferences and events.
• MAG retains control over the development and presentation of sessions, topics, and materials. All session materials, video, and audio recordings of sessions are the property of MAG for distribution and use as MAG sees fit.
• If you plan to include the MAG’s logo in promoting your participation in the conference, please share the Brand Guidelines with any marketing individuals who will be creating promotional graphics.
• These toolkits were developed for promotional use for all conference speakers to use to promote the event on all social media sites, accounts, interactions, and posts on behalf of the MAG.
• Contents of the kit include: 1. Social Media Template (PPT) 2. Picture Instructions 3. Social Share Kit
• Insert a Picture in PowerPoint 1. Click where you want to insert the picture on the slide. 2. On the insert tab, in the images group, click pictures and then click this device. 3. In the dialog box that opens, browse to the picture that you want to insert, click that picture, and then click Insert. • For best results, crop your selected image before inserting into the template. 4. Save your image as a JPEG for best posting results when promoting on LinkedIn.

Event Guidelines

• MAG Payments Conference Brief History. Building on the esteemed legacy of the MAG Annual Conference and Tech Forum, the MAG Payments Conference retains its status as the MAG’s flagship gathering every September. Rooted in topical relevance and featuring illustrious keynote speakers, this conference offers unparalleled insights into the future of payments.
• MAG Payments Conference Logo:
• MAG Payments Conference Colors: Hex: #073174 R 7 | G 49 | B 116 Hex: #0050c4 R 0 | G 80 | B 196 Hex: #0091e2 R 00 | G 145 | B 226
• Payments MAGnified Conference Brief History. Transforming the former MAG Mid-Year Conference and Tech Forum, Payments MAGnified includes enhanced networking opportunities and customizable experiences that cater to varying career stages for payments professionals. This event provides a deep dive into industry challenges and opportunities for both business- and tech-minded individuals every February.
• Payments MAGnified Logo:
• Payments MAGnified Colors: Hex: #073174 R 7 | G 49 | B 116 Hex: #0050c4 R 0 | G 80 | B 196 Hex: #fbc41e R 251 | G 196 | B 30
• MAG International Events. The MAG hosts in-person events internationally, inviting payments industry experts to discuss several key topics including fraud, payments processing, alternative payments, authentication, and more. The MAG is focused on strengthening the global merchant voice and building a presence in international regions with the objective of fostering collaboration, and providing payments education opportunities.
• International Event Logos:
• International Event Colors: Hex: #073174 R 7 | G 49 | B 116 Hex: #0050c4 R 0 | G 80 | B 196 Hex: #15a5b0 R 21 | G 165 | B 176
• Leveraging Conference Collateral. Website Banners:
• Social Media Images:
• PPT Templates:
• MAG Content Ownership and Distribution Policy. The MAG requires all speakers to sign a speaker agreement before presenting on a MAG-hosted webinar or conference session. Many of our merchant members have strict policies on their ability to participate or attend webinars or conference sessions, which can include being a speaker or asking questions in an open Q&A format, whether verbal or through presentation technology. All MAG merchant members have executed a non-disclosure agreement which includes a commitment by the MAG that any content recordings will remain the property of the Merchant Advisory Group and remain solely accessible through our own platforms which not only require a login but are also permission-locked to only those allowed to view that content. By releasing our raw recordings or content materials to other third parties, we break that commitment and lose control over how that content could be altered or further distributed to unauthorized parties.
• The MAG does not grant exceptions to this policy in any circumstance.

Presentation Template Guidelines

• 1. Use Calibri or Arial fonts 2. Always use an Oxford comma 3. Use black, gray, or white; blue can be used as a secondary accent color 4. Simple backgrounds in white or black 5. Consistent placement and size of headers 6. Utilize : Images and videos that enhance content delivery 7. Avoid : Animations, Slide Timing, and Transitions • Slides automatically advance when webcast starts if “Use Timings” is enabled and saved on any slide • Hidden slides will convert and display in Studio
• Power Points Utilize a 16:9 Format Changing the size of a presentation in “Page Setup” will stretch and distort graphics. Copy and paste graphics into a pre sized document to avoid any distortion.
• The maximum file size is 300MB.
• Utilize the cover slide provided in the PowerPoint template. Ensure the first slide of the presentation includes presentation title and presenter names.
• Your company logo may be inserted only on the Introduction page of the presentation. Commercial logos and marketing messages are prohibited in presentations.
• To maintain brand recognition, external presentations will contain the MAG Conference footer referencing the MAG logo and conference details. Avoid altering or covering this up unless full screen layout is required for select slides.
• Calibri or Arial are the MAG’s standard PowerPoint typeface.
• If Calibri is not available, use the similar font Arial.
• Bolding or italics can be used for highlighted content.
• Black, gray, or white can be used as accent colors. Blue can be used as a secondary accent color.
• Header: CALIBRI/ARIAL BOLD, UPPERCASE 36 POINTS Subheader: Calibri/Arial , 32 points
• Keeping the header in the same position from slide to slide makes it easier for the viewer to quickly identify the topic for that slide.
• Avoid utilizing long headers. In cases where your header cannot fit into the frame, reduce the font size consistently or utilize a Subheader.
• Font size will depend on the amount of content on the slide, including graphics and the size of the conference room. Be consistent with your selections.
• Paragraph Header: Calibri/Arial Bold, 26-28 Points Paragraph body text: Calibri /Arial regular, 24-26 points when possible 12 points is starting to get really tiny, try to avoid going this small 32 points is getting too large
• Paragraph Header: Calibri/Arial Bold, 24-26 Points Paragraph body text: Calibri /Arial regular, 22-24 points when possible
• • Utilize crisp images that are not pixelated, warped, or blurry • Utilize owned, public domain, royalty-free, or non-watermarked images • Crop images to make them fit your layout (or selectively go full screen) • Replace words with relevant images wherever possible • Graphics are easier to read than tables of information • Avoid obscuring slide content with too many photos • As a general rule, do not exceed more than five small-sized images, three medium-sized images, or two large images per slide
• If you are using a video in your presentation, DO NOT embed the video. Please send the video 72 hours in advance of recording session or live event. Consideration when including a video: attendee screen will be around ¼ your full screen view during the presentation.
• If you are planning a live demo and need to share your screen please let the MAG know when submitting your PPT.
• Keep notes and extra details that you would like to mention, but don’t need to show, off the slide by adding them into the notes section.
• Consider each slide as representing a single idea. The same for images. Clustering images adds clutter and dilutes your message.
• Simplicity is the ultimate sophistication yielding greater impact and easier, quicker reading.
• Animations, Slide Transitions, and Word Art Object animation

Content Distribution Policy

• The MAG requires all speakers to sign a speaker agreement before presenting on a MAG-hosted webinar or conference session. Many of our merchant members have strict policies on their ability to participate or attend webinars or conference sessions, which can include being a speaker or asking questions in an open Q&A format, whether verbal or through presentation technology. All MAG merchant members have executed a non-disclosure agreement which includes a commitment by the MAG that any content recordings will remain the property of the Merchant Advisory Group and remain solely accessible through our own platforms which not only require a login but are also permission-locked to only those allowed to view that content. By releasing our raw recordings or content materials to other third parties, we break that commitment and lose control over how that content could be altered or further distributed to unauthorized parties.
• The MAG does not grant exceptions to this policy in any circumstance.

Partner Logo Guidelines

• MAG often conducts its work in association with partners. One aspect of being a good partner is sharing credit. Your company logo may be inserted only on the Introduction page of the presentation. Commercial logos and marketing messages are prohibited in presentations.