Swedbank – Bank cards

Swedbank – Bank cards
July 2013
Table of content
Introduction ______________________________________________________ 3
Card design strategy _______________________________________________ 4
Groups ___________________________________________________________ 5
Colour hierarchy ____________________________________________________ 6
Pattern ___________________________________________________________ 7
Logotype _________________________________________________________ 8
Environmental aspects _____________________________________________ 9
Third party brands _________________________________________________ 10
Our card portfolio __________________________________________________ 12
Private ___________________________________________________________ 13
Business __________________________________________________________ 14
Card functions – Private _____________________________________________ 15
Card functions – Business ___________________________________________ 32
Originals and technicals specifications _________________________________ 39
Swedbank – Bank cards 2
Introduction
Our bank cards are one of our most important touch point products
that we offer to our customers. In order to fulfill our customers’
different needs we offer a variety of different cards. Bank cards
get exposed to many people on a daily basis, and it is therefore
important that the user feels proud of the card and the design.
Swedbank – Bank cards 3
Card design strategy
The design strategy for our bank cards is based
on design elements from our visual identity.
The design dramatises our brand platform and
manifests our vision.
By adding modern effects we push the brand
forward which results in a card portfolio that
differentiates us from our competitors.
Our card design strategy is based on three main design elements:
Colour
Pattern
Logotype
Swedbank – Bank cards 4
Card design strategy – Groups
We cluster our cards into 4 hierarchical groups, from Basic to Premium Plus:
Basic
Standard
Premium
Premium Plus
Swedbank – Bank cards 5
Card design strategy – Colour
The colours of our bank cards comes from
the colours in our visual identity. In order to
communicate our whole hierarchy – from Basic
to Premium Plus and to be able to easily create
and add new products, the colours used in
the bank cards are closely connected to the
group they represent.
As our large volumes are in the Basic and
Standard group, these cards communicate
our brands’ core colour; orange. As we
move higher up in the card hierarchy, gold
and platinum are added as functional colours.
Private
Basic
Standard
Premium
Business
Basic
Standard
Premium
Premium Plus
Swedbank – Bank cards 6
Card design strategy – Pattern
The pattern used on our cards is based on the
pattern in our visual identity. The pattern on
our Basic and Standard cards reflect a generous
foliage and becomes more subtle and refined
as we move up the scale towards Premium Plus.
Basic
Standard
Premium
Premium Plus
Swedbank – Bank cards 7
Card design strategy – Logotype
Our logotype is always present on the front
of the card and we use the full colour logotype
in Basic and Standard cards.
Basic
Standard
In Premium and Premium Plus cards we use
a one colour version of the logotype that
harmonises with the background colour of
the card for a more subtile impression.
Premium
Premium Plus
Swedbank – Bank cards 8
Environmental aspects
Taking responsibility is a big part of our everyday
business. We are strongly committed to society
and to sustainability in the environment in which
we all work and live. Our Swedish operations
holds an ISO 14001 environmental certification
and environmental work is an integral part of
all our business activities. For this reason a vast
majority of our cards are produced using PVC
plastic that can ensure high quality and long life
span of the cards.
Swedbank – Bank cards 9
Third party brands
We work with other brands, such as MasterCard,
Visa, AMEX, etc., to provide the bank card service.
We must therefore also consider and adhere to
their guidelines when designing the cards.
Basic
Standard
Premium
•Maestro
• MasterCard x2x
• Visa Electron
• Visa x2x
•MasterCard
• MasterCard Debit
• Visa Classic
•AMEX
•MasterCard
• MasterCard Gold
• Visa Classic
• Visa Gold
Premium Plus
•MasterCard
Platinum
• Visa Platinum
• Visa Infinite
*Changes in our card portfolio may occur
Unless stated otherwise we always:
Front
Reverse
• place the third party logotypes at the bottom
right hand corner on the front
• place third party holograms at the reverse
side of the card
Swedbank – Bank cards 10
Our card portfolio
Our card portfolio
All our card designs represent a specific function. It is important
to keep our card designs as consistent as possible in order to maintain
control over our product offers. We should not develop separate
designs for different third party brands. Instead, when developing
a new product you should first review the existing cards to see if
the function of your product is similar to one of the existing cards.
If necessary to develop a new card design, you need to get approval
from the Design and Brand Manager.
Swedbank – Bank cards 12
Our card portfolio – Private
Basic
Standard
Premium
Premium
Plus
Private
Banking
Category
specific cards
Youth (debit)
Debit
Customised picture
card (debit or credit)
Co-branded card
(debit or credit)
Credit
Swedbank – Bank cards 13
Our card portfolio – Business
Basic
Standard
Premium
Corporate
Category
specific cards
Debit
Customised picture
card (debit or credit)
Credit
Swedbank – Bank cards 14
Card functions – Private
Private Basic debit card
Function
This card enables the user to access their money
from ATM machines and to purchase goods,
provided the retailer has an ‘on-line’ connection.
Design
The design is created on a 100% light orange
principle, with an orange pattern placed tonein-tone on a light orange background, with no
effects and matt finish.
Potential customers
Targeted towards customers with a limited
income, or those who prefer to purchase at
retailers with an online connection only.
Third party brands
This product is available from the following
third parties:
•Maestro
• MasterCard x2x
• Visa Electron
• Visa x2x
Swedbank – Bank cards 16
Private Standard debit card
Function
Enables the user to access their money from
ATM machines and to purchase goods.
The retailer is not required to have an ‘on-line’
connection.
Design
The design is created on a 100% orange principle,
with an orange gradient pattern placed tone-intone on an orange background, with glitter and
matt finish.
Potential customers
Targeted towards customers with average
monthly income.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 17
Private Standard credit card 1
Function
This is a charge and/or credit card and it has
a lower credit allowance.
Design
The design is created on a 50% orange and
50% white principle, with an orange gradient
pattern placed on a white background, with
glitter and glossy finish.
Potential customers
First time credit card users, and for people who
prefer to purchase on credit for convenience.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 18
Private Standard credit card 2
Function
This card has the same function as standard
credit card 1 with the exception that this card
is a revolving and/or fixed product.
Design
The design is created on a 100% white principle,
with a white pattern screen printed in multilayer
tone-in-tone on a white glitter background, with
glossy finish to emphasise the effects.
Potential customers
First time credit card users, and for people who
prefer to purchase on credit for convenience.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 19
Private Premium debit card
Function
The premium debit card is a classic premium card
and has a higher premium level than the standard
debit card. The premium debit card should therefore offer better services and benefits than the
standard debit card.
Design
The design is created on a 50% gold and 50%
white principle, with a gold pattern placed on
a white background, with a reflective foil with
matt finish to represent the precious gold metal.
Potential customers
Only distributed to customers with the means for
such high credit rating and premium clients.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 20
Private Premium credit card
Function
The premium credit card is a classic premium card
and has a higher premium level than the standard
credit card. The premium credit card should there­
fore offer better services and benefits than the
standard credit card.
Design
The design is created on a 100% gold principle,
with a gold gradient pattern placed tone-in-tone
on a gold background, with a reflective foil with
matt finish to represent the precious gold metal.
Potential customers
Only distributed to customers with the means
for such a high credit rating and premium clients.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
•AMEX
Swedbank – Bank cards 21
Private Premium Plus debit card
Function
The premium plus card is a classic platinum card
and has a higher level than the premium debit
card. The premium plus card should therefore
offer better services and benefits than the
premium debit card.
Design
The design is created on a 50% platinum and
50% white principle, with a platinum pattern
placed on a white background, with a reflective
foil with matt finish to represent the precious
platinum metal.
Potential customers
Only distributed to VIP customers, with the
means for such a high credit rating.
Third party brands
This product is available from the following
third parties:
• MasterCard Platinum
• Visa Platinum
Swedbank – Bank cards 22
Private Premium Plus credit card
Function
The premium plus card is a classic platinum card
and has a higher premium level than the premium credit card. The premium plus card should
therefore offer better services and benefits
than the premium credit card.
Design
The design is created on a 100% platinum principle, with a platinum gradient pattern placed
tone-in-tone on a platinum background, with
a reflective foil with matt finish to represent
the precious platinum metal.
Potential customers
Only distributed to VIP customers, with the
means for such a high credit rating.
Third party brands
This product is available from the following
third parties:
• MasterCard Platinum
• Visa Platinum
•AMEX
Swedbank – Bank cards 23
Private Premium Plus Private Banking debit card
Function
The premium plus private banking card has a
higher level than the premium plus debit card.
The premium plus card should therefore offer
better services and benefits than the premium
plus debit card.
Design
The design is created on a 50% maroon and
50% rich purple principle, with a maroon
pattern placed on a rich purple background,
with a reflective foil with matt finish.
Potential customers
Only distributed to our Private Banking
customers.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 24
Private Premium Plus Private Banking credit card
Function
The premium plus private banking card has a
higher level than the premium plus credit card.
The premium plus card should therefore offer
better services and benefits than the premium
plus credit card.
Design
The design is created on a 100% rich purple
principle, with a purple pattern placed on a rich
purple background, with a reflective foil, glossy
finish and a partial varnish on the pattern.
Potential customers
Only distributed to our Private Banking
customers.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 25
Private Premium Plus Private Banking
Visa Infinite card
Function
Enables the user to withdraw money from ATM
machines and to purchase goods on credit.
The retailer is not required to have an ‘on-line’
connection. It also provides travel insurance,
a security program, a grace period and other
extra services in connection with the third
party issuer.
Design
The design is created on a near 100% black
principle, with a dark purple pattern placed on
a rich purple to black gradient background,
with a a black core, with reflective foil, glossy
finish and a partial varnish on the pattern.
Potential customers
Only distributed to our Private Banking
customers
Third party brands
This product is only available from Visa Infinite
Swedbank – Bank cards 26
Category specific cards,
Private customised picture card (debit or credit)
Image area
(selected by customer)
Function
Enables the user to access their money
from ATM machines and to purchase goods.
Depending on the third party brand the
retailer may or may not be required to have
an ‘on-line’ connection.
Design
The design is created on a 100% orange principle
for the brand area, with an orange pattern placed
tone-in-tone on an orange background, with no
effects and glossy finish.
Potential customers
As this card is available on many different
third-party brand levels we can reach a large
range of our customer group.
Third party brands
This product is available from the following
third parties:
• Maestro
• Visa Electron
• MasterCard
• Visa
Swedbank – Bank cards 27
Category specific cards,
Co-branded cards
Co-brand area
Function
Co-branded card that can be either debit
or credit.
Design
The design is created on a 100% orange principle
for the brand area, with an orange pattern placed
tone-in-tone on an orange background, with
glitter effect and matt finish.
Potential customers
The range of customer group can vary
depending on benefits offered with card.
Third party brands
This product is available from the following
third parties:
•Maestro
• Visa Electron
•MasterCard
•Visa
Swedbank – Bank cards 28
Private Youth School debit card
Function
This card is an introduction card offered
only to youths and the service level can offer
depending on third party brand.
Design
The design is created on a 50% orange and
50% advertising concept principle in order to
be inviting to our youngest customers, with
glitter effect and matt finish. To emphasise
the young and modern look this card is
designed in a portrait format.
Potential customers
Targeted towards young customers.
Third party brands
This product is available from the following
third parties:
• Maestro
• Visa Electron
• MasterCard
• Visa
Swedbank – Bank cards 29
Private Youth debit card
Function
This card is an introduction card offered
only to youths and the service level can offer
depending on third party brand.
Design
The design is created on a 100% orange principle
with an orange youth pattern placed tone-in-tone
on an orange background, with rainbow foil and
matt finish. To emphasise the young and modern
look this card is designed in a portrait format.
Potential customers
Targeted towards young customers.
Third party brands
This product is available from the following
third parties:
• Maestro
• Visa Electron
• MasterCard
• Visa
Swedbank – Bank cards 30
Private Youth Student debit card
Function
This card is an introduction card offered
only to youths and the service level can offer
depending on third party brand.
Design
The design is created on a 50% orange principle
and 50% white principle with an orange youth
pattern placed on a white background, with
glitter effect and glossy finish.
Potential customers
Targeted towards young customers.
Third party brands
This product is available from the following
third parties:
• Maestro
• Visa Electron
• MasterCard
• Visa
Swedbank – Bank cards 31
Card functions – Business
Business Basic debit card
Function
Enables the user to withdraw money from
ATM machines and to purchase goods, provided
the retailer has an ‘on-line’ connection.
Design
The design is created on a 100% grey principle,
with a dark grey pattern placed tone-in-tone
on a light grey background, with no effects and
matt finish.
Potential customers
Ideal for all types of business customers,
or those who prefer to purchase at retailers
with an online connection only.
Third party brands
This product is available from the following
third parties:
•Maestro
• MasterCard x2x
• Visa Electron
• Visa x2x
Swedbank – Bank cards 33
Business Standard debit card
Function
Enables the user to withdraw money
from ATM machines and to purchase goods.
The retailer is not required to have an
‘on-line’ connection.
Design
The design is created on a 100% grey principle,
with a grey gradient pattern placed tone-intone on a grey background, with glitter and
matt finish.
Potential customers
Ideal for all types of business customers.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 34
Business Standard charge/credit card
Function
This card enables the user to withdraw money
from ATM machines and to purchase goods
on credit. The retailer is not required to have an
‘on-line’ connection.
Design
The design is created on a 100% dark grey
principle, with a dark grey pattern screen
printed in multilayer tone-in-tone on a dark
grey glitter background, with glossy finish
to emphasize the effects.
Potential customers
Business customers who need the convenience
of paying via invoice for a set period of time.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 35
Business Premium Corporate debit card
Function
This card enables the user to withdraw money
from ATM machines and to purchase goods.
The retailer is not required to have an ‘on-line’
connection. It also provides better services and
benefits than the business standard debit card.
Design
The design is created on a 50% gold and
50% black principle, with a gold pattern
placed on a black gradient background, with
a reflective foil with matt finish to represent
the precious gold metal.
Potential customers
Only distributed to business customers with
the means for such a high credit rating.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 36
Business Premium Corporate credit card
Function
This card has a higher credit allowance than
the business standard charge/credit card.
It enables the user to withdraw money from
ATM machines and to purchase goods on credit.
The retailer is not required to have an ‘on-line’
connection. It also provides better services and
benefits than the business standard charge/
credit card.
Design
The design is created on a 30% gold and
70% black principle, with a gold pattern
placed on a black gradient background,
with a reflective foil with glossy finish
to represent the precious gold metal.
Potential customers
Only distributed to business customers with
the means for such a high credit rating.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 37
Category specific cards,
Business customised picture card
Image area
(selected by customer)
Function
This card enables the user to withdraw money
from ATM machines and to purchase goods
on credit. The retailer is not required to have an
‘on-line’ connection.
Design
The design is created on a 100% grey principle,
with an grey pattern placed tone-in-tone on
a grey background, with no effects and glossy
finish.
Potential customers
Ideal for all types of business customers.
Third party brands
This product is available from the following
third parties:
•MasterCard
•Visa
Swedbank – Bank cards 38
Originals and technical specifications
All technical specifications for our cards are
available for download for card suppliers,
detailing which effects, colours etc to use.
Always refer to a dummy card example, to
ensure that all colours, gradient and effects
are identical. Dummy cards can be provided
by the Brand and Design Manager.
When producing new cards you must always
create a dummy card first, to ensure that colours,
effects and materials are correct. You will need
to get the dummy approved by the Brand and
Design Manager before starting production.
branding@swedbank.com
Swedbank – Bank cards 39