The story of diners clubThe beginning of diners clubCompany timelineBrand comparisonLooking back Looking forwardOur clientsOur new standard

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Diners club new identityAnatomy of the markMinimum sizeSignature systemIncorrect usageTypographic standardColor standard

Our new experienceBrand extensionsSafeguardRex clubThe locomoteTrans rentalThe hubThe treasure storeConnoisseur and gourmet tour

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TABLE OF CONTENTS

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CHAPTER 1 THE STORY OF DINERS CLUB

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AT THE BEGINNING OF THE TWENTIETH CENTURY PEOPLE HAD TO PAY CASH FOR ALMOST ALL PRODUCTS AND SERVICES. ALTHOUGH THE EARLY PART OF THE CENTURY SAW AN INCREASE IN INDIVIDUAL STORE CREDIT ACCOUNTS, A CREDIT CARD THAT COULD BE USED AT MORE THAN ONE MERCHANT WAS NOT INVENTED UNTIL 1950.

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IT ALL STARTED WHEN FRANK X. MCNAMARA AND TWO OF HIS FRIENDS WENT OUT TO SUPPER.

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WITH HIS ATTORNEY, RALPH SCHNEIDER, FRANK MCNAMARA CREATES DINERS CLUB. THE FIRST CHARGE CARD IS OFFERED TO 200 PEOPLE, MOST OF WHOM ARE PERSONAL FRIENDS AND ACQUAINTANCES. FOURTEEN NEW YORK RESTAURANTS AGREE TO ACCEPT THE CARD.

THE BUSINESS EXPANDS SO RAPIDLY THAT DINERS CLUB HAS TO CHANGE ITS OFFICES THREE TIMES. THE BUSINESS BEGINS ON THE 24TH FLOOR OF EMPIRE STATE BUILDING, AND THEN EXPANDS TO THE 32ND, AND FINALLY TO THE 77TH FLOOR. BY THE END OF THE YEAR, 20,000 PEOPLE CARRY DINERS CLUB CARDS.

EMPIRE STATE BUILDINGIN 1950

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THE BEGINNINGOFDINERS CLUB

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In 1949, Frank X McNamara, head of the Hamilton Credit Corporation, went out to eat with Alfred Bloomingdale, McNamara’s long-time friend and grandson of the founder of the Bloomingdale’s store, and Ralph Sneider, McNamara’s attorney. The three men were eating at Major’s Cabin Grill, a famous New York restaurant located next to the Empire State Building, to discuss a problem customer of the Hamilton Credit Corporation.

The problem was that one of McNamara’s customers had borrowed some money but was unable to pay it back. This particular customer had gotten into trouble, when he had lent a number of his charge cards (available from individual department stores and gas stations) to his poor neighbors who needed items in an emergency. For this service, the man required his neighbors to pay him back the cost of the original purchase plus some extra money. Unfortunately for the man, many of his neighbors were unable to pay him back within a short period of time and he was then forced to borrow money from the Hamilton Credit Corporation.

At the end of the meal with his two friends, McNamara reached into his pocket for his wallet so that he could pay for the meal (in cash). He was shocked to discover that he had forgotten his wallet. To his embarrassment, he then had to call his wife and have her bring him some money. McNamara vowed never to let this happen again.

Merging the two concepts from that dinner, the lending of credit cards and not having cash on hand to pay for the meal, McNamara came up with a new idea - a credit card that could be used at multiple locations. What was particularly novel about this concept was that there would be a middleman between companies and their customers.

Though the concept of credit has existed lon-ger even than money, charge accounts became popular in the early twentieth century. With the invention and growing popularity of automobiles and airplanes, people now had the option to travel to a variety of stores for their shopping needs.

In an effort to capture customer loyalty, various department stores and gas stations began to offer charge accounts for their customers which could be accessed by a card. Unfortunately, people needed to bring dozens of these cards with them if they were to do a day of shopping. McNamara had the idea of needing only one credit card.

McNamara discussed the idea with Bloomingdale and Sneider and the three pooled some money and started a new company in 1950 which they called the Diners Club. The Diners Club was going to be a middleman. Instead of individual compa-nies offering credit to their own customers (whom they would bill later), the Diners Club was going to offer credit to individuals for many companies (then bill the customers and pay the companies).Previously, stores would make money with their credit cards by keeping customers loyal to their particular store, thus maintaining a high level of sales. However, the Diners Club needed a different way to make money since they weren’t actually selling anything.

To make a profit without charging interest (interest bearing credit cards came much later), the compa-nies who accepted the Diners Club credit card were charged 7 percent for each transaction while the subscribers to the credit card were charged a $3 annual fee (begun in 1951).

The first Diners Club credit cards were given out in 1950 to 200 people (most were friends and acquaintances of McNamara) and accepted by 14 restaurants in New York. The cards were not made of plastic; instead, the first Diners Club credit cards were made of a paper stock with the accepting locations printed on the back.

Mcnamara’s new credit company focused on salesmen. Since salesmen often need to dine (hence the new company’s name) at multiple restaurants to entertain their clients, the diners club needed both to convince a large number of restaurants to accept the new card and to get salesmen to subscribe.

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COMPANYTIMELINE

whowewere

Diners club becomes the world’s first multipurpose card. for bussinessman. A year later in February 1950, he returned to the Major’s Cabin Grill with his partner Ralph Schneder. When the bill arrived, Mcnamara paid with a small cardboard card, known today as a Diners club card. This event was hailed as the First Supper paving the way for world’s first multipurpose charge card.

Membership reaches 42,000 as card acceptance expand to major U.S. cities.

Diners Club becomes the first internationally accepted charge card when businesses in the U.K., Canada, Cuba, and Mexico agree to accept the card.

Cardmembers reach one million and Diners Club is listed on the New York Stock Exchange.

1950 1951 1953 19591957

Founder Frank McNamara dies at age 40.

Citicorp acquires Diners Club International.

1981

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Diners Club international launches its super premium black card.

We are ready to introduce brand new Diners Club to the industry

Discover Financial Services acquires Diners Club.

Diners Club offers the first multi-national corporate card program.

COMPANYTIMELINE

whowewere

1990 2008 2000 2015

Cardmembers can access cash through ATMs Worldwide through club cash.

19871984

Diners Club creates the indus-try’s first rewards program: Club Rewards. Cardmembers can earn frequent flier miles and merchandise for dollars charged.

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BRAND COMPARISON

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High accesability

Low accesability

Necessity Luxury

MASTER CARD

NEW DINERS CLUB

OLD DINERS CLUB

VISA

AMERICANEXPRESS

DISCOVER CARD

The new diners club aims to provide exclusive, accessible and luxury services to frequent travelers

In company history, Diners club was first targeted towards traveling salesmen (more common in that era) for use on the road. From the concept of customers paying different merchants using the same card, many banks and credit card companies are following the same route. The new Diners club will focus on the frequent travelers with higher income. We will provide exclusive trips, both business and personal. The chart on the right is a comparison matrix of the credit card industry and also where the old Diners club used to be and where it will be in the industry.

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LOOKING BACK

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Diners club first started for the business trav-elers who travel frequently. Diners provides an easier way to carry money for business travel, both domestic and overseas. But after the rise of credit card industry many credit card institutes had the similar concept of “instant money for travel and entertainment”

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LOOKING FORWARD

whowewere

After the rebranding, Diners club will expand for both business trip and personal trips. We will provide cardholders the most convenient way to travel. We will offer the various expe-riences for upscale cardholders.

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Richard is a middle-aged top executive. He comes from an old money family and is an graduate of a prestigious Ivy League university. He is ambitious and attained financial success early and he likes the company of his social/economic peers. He is a member of a number of social clubs and has culti-vated a taste for the things that wealth and social position can provide.

Richard, Vice President of Sales

OURCLIENTS

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Nick started taking fashion shoot when he was seventeen. He’s worked in the fashion industry for a decade. He shoots for well-known fashion magazine like Vogue, W and Elle. He has acquired a taste for the good life. He loves to socialize, travel and meet people form different walks of life. He has a flexible schedule and likes to explore different locales in his free time.

David, mid thirties, works as a buyer for an interna-tional trading company. He’s a frequent flyer on several airlines, international and domestic. His hobby is physical fitness and collecting fine wines. He hates hanging out in the airport lounge, eating in the terminal cafes and staying at economy hotels, but he often feels that he has no other choices.

Nick, Fashion Photographer David, International Business Traveler

Betty, middle twenties, is a hard worker who earned her PhD in three years. Now she wants to devote her skills and knowledge to making the world a better place by working for an international non-profit organization. However, despite her self sacrificing ideals, she likes to treat herself from time to time to the higher end pleasures. Her new job will take her to a variety of different places and she is looking forward to exploring new cultures.

Betty, Non-Profit Researcher

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HAPPINESS IS NOT A STATE TO ARRIVE AT, BUT A MANNER OF TRAVELING.”

—MARGARET LEE RUNBECK

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CHAPTER 2 OURNEW STANDARD

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DINERS CLUB NEW IDENTITY

The new Diners club signature comes from the idea of travelling. Back in to its history, Diners club card was primary used for salepeople who did not want to carry money around. The rebranding process still conveys the idea of travel. New Diners club enriches travelling by adding exclu-sive acessibility only for its members. Exclusive accessibility is the meaning under the symbol. Two arrows represent the back and forth accessibility. The negative space of both arrows has a curve line to state the letters D and C which is Diners club.

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ANATOMY OF THE MARK

X

X

XX

0.5X

This diagram shows Diners club signature anatomy. The height of one line in the logotype is “x”, the space between the symbol and the logo should measure half of “x“.

To enhance the vision of Diners club signature, the minimun requirement for clear space is defined by the measurement “1” as shown. This measure-ment of “1” is equal to “1.5 x”. The measurement of “x” is the space equal to the height of one line in the logotype.

1

1

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Symbol only minimum size in black. Symbol only minimum size in full color.

signature minimum size in full colorSignature minimum size in black.

To ensure the visibility of Diners club signature, do not resize the signature under 1” or 98 pixels. The minimun size of the signature is 1.5”. Logo only version of the Diners club logo is required to be used when the usage is under 1”

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MINIMUM SIZE

1.5” 1.5”

1”1”

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There are three main configurations of signature systems. The signature should be of primary use in the identity system. The symbol can be used in the small size applications.

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SIGNATURE SYSTEM

Signature version in full color Signature version in black

Symbol only version in full color Symbol only version in black

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The identity of the Diners club signature is powerful. The signature is important to Diners club identity. Please DO NOT attempt to alter the signature.

DO NOT change typeface in the logotype

DO NOT change the color of the signature even on a secondary color scheme.

DO NOT use drop shadow to the signatureor logotype.

DO NOT apply gradient color to the signature or logotype.

DO NOT separate and rearrange the signature or symbol.

DO NOT add more elements to the signa-ture or symbol.

DO NOT use outline on the signature.

DO NOT rotate signature

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INCORRECT USAGE

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TYPOGRAPHIC STANDARD

GOTHAM medium

Gotham is a family of geometric sans-serif digital typefaces designed by American type designer Tobias Frere-Jones in 2000. This typeface is used only for all the headlines and subhead within Diner club identity system.

FF DIN Condensed Regular

In 1995, Dutch typeface designer Albert-Jan Pool designed this multi-weight family on request of FontFont as FF DIN. This particular style of typeface is used only for Diners club logotype.

Univers LT 45

Univers is the name of a realist sans-serif typeface designed by Adrian Frutiger in 1954. This particular weight of typeface is used only for the body type of the Diners club identity system.

AgAg Aga b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z

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COLORSTANDARD

The main color of Diners club signature is blue. Diners blue is the color on the upper half of the symbol. The blue is related to open space which represents the sky and sea travelling. Lower part of the symbol is the light grey which represents travelling on the road.

This secondary color scheme will add more of a vibrant color to contrast the colors in the Diners club signature. This color scheme is used only in the identity system of Diners club.

PMS: #319 CC: 65%M: 0%Y: 20%K: 0%

PMS: #877 CC: 50%M: 35%Y: 30%K: 0%

PMS: #425 CC: 62%M: 55%Y: 50%K: 25%

PMS: #321 CC: 80%M: 25%Y: 40%K: 0%

PMS: #430 CC: 50%M: 40%Y: 45%K: 10%

PMS: #7582 CC: 45%M: 60%Y: 80%K: 40%

PMS: #7563 CC: 15%M: 40%Y: 100%K: 0%

PMS: #7485 CC: 15%M: 0%Y: 30%K: 0%

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CHAPTER 3 OURNEW EXPERIENCE

WE INVITE YOU TO EXPERIENCE THE NEW DINERS CLUB

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DINERS CLUB WILL TAKE YOU TO ANOTHER LEVEL OF EXCLUSIVE ACESSIBILITY WITH ONE SINGLE CARD

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BRAND EXTENSIONS

STARTING OUT GETTING THERE BEING THERE

SAFEGUARDSERVICEDiners agent will take care of your home, garden, pets, and provide licensed childcare when you are away.

REX CLUBEVENTRelaxation, leisure and recre-ation area exclusive for Diners members.

INTERNATIONAL BUSINESS TRAVELERS ETIQUETTE LABEDUCATIONWorkshop and counselling sevice to help members interact in social/business environments in the diverse cultures that constitute the global economy.

SAVE THE LAST SEAT SERVICE The Club booking specialist will help you to reserve everything necessary for a first class travel experience including ticket, hotel, and/or any type of trans-portation or advanced booking.

THE CLUB LOUNGEENVIRONMENTDiners members only area located in most major terminals and stations.

THE CLUB FIRSTEXPERIENCEDiners members will be prioritized to board and receive preferred seating.

THE D LOCOMOTESERVICEOn-time and comfortable ride from your front door to destination with the vehicle of your choice.

THE CLUB MOBILE PACK SYSTEMPRODUCTClub Mobile is the self transport unit using bluetooth technology that keeps members connected to all their electronic communi-cation devices

THE TREASURE STOREPRODUCTOne stop shop offering a wide selection of thoughtful gifts and souvenirs from local craftsmen for your loved ones back home.

BRIDGING DIVERSITY CLASSEDUCATIONSeries of workshops on cultural diversity.

CONNOISSEUR AND

GOURMET TOURSSERVICEpackaged tours that take members to the global capitols of art, culture and dining to experience

THE HUB EVENTBiweekly networking event with local entrepreneurs promoting business connections and expanding cultural perspective

THE TRANS RENTAL SERVICEVehicle rental service with local knowledgable driver.

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You are leaving for a trip and are concerned about your pets or your garden or you might be worried about leaving the kids with grandma. Diners takes the worry out of leaving home. With Diners residential security service, we will take care your pet, your kids and your garden. Members have the option to select extra services such as, sending your dog to training classes, renovate your garden, professional home cleaning service and licensed childcare and tutors for your children. All of these can be reserved with your Diners agent.

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SAFEGUARD

brand extensions 01

starting out

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REX CLUB

brand extensions 02

Rex club is your at-home resort and is exclusive for Diners black card members. With a elegantly appointed day spa, gym, sporting area, swimming pool, and restaurant, the Rex Club in your city is the place to interface with business professionals while enjoying all the amenities of a world class dining and entertainment center.

starting out

Note: Rex club is now available only in US major cities. by the end of 2018 will be open more in 12 major cities thoughout Europe and asia. more info call diners agent.

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THE LOCOMOTE

brand extensions 03

getting there

From the moment you leave home to the moment you arrive on board we provide a premium trans-portation experience. Our pick up and drop off service is not the normal shuttle bus with another eight passengers. You can select any vehicle and simply tell us what time you want to be there. All of these in one simple app on your phone.

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TRANS RENTAL

brand extensions 04

being there

Note: This sevice need to be reserve at least a day before your trip. Specific licence needed for some vehicle. For more informa-tion call the Diners agent.

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THE WHOLE OBJECT OF TRAVEL IS NOT TO SET FOOT ON FOREIGN LAND; IT IS AT LAST TO SET FOOT ON ONE’S OWN COUNTRY AS A FOREIGN LAND.”

— G.K. CHESTERTON

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THE HUB

brand extensions 05

Our invitation-only networking events, held every two week in the Rex Club offers members a unique opportunity to network with like-minded entrepreneurs and potential investors. The event will focus on cross cultural and financial topics. Members can sign up with our Diners agent.

being there

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THE TREASURE STORE

brand extensions 06

being there

The Treasure Store is the one stop shop located in major terminals within international airports offering regional gifts and souvenirs crafted by local artisans for your loved ones back home. Often business trips can mean tight and overlap-ping schedules but the Treasure Store makes gift selection and purchase easy and convenient. The Treasure Store also delivers souvenirs and gift direct to your home. You can pick up the catalog by presenting the Diners card to your local airlines agent.

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CONNOISSEUR AND GOURMET TOUR

brand extensions 07

being there

Diners Club offers a specially packaged tours that take members to the global capitols of art, culture and dining to experience the exquisite pleasures of the world’s great art works, spectacular cultural events and sumptuous meals prepared by inter-nationally renown chefs. Tours are available to Europe, Asia and the Pacific. Visit the Diners Club website for destination and schedule information.

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FOR DINERS CLUB OUR JOURNEY NEVER ENDS

TANYA NORACHIT03195609SP13 : NATURE OF IDENTITYHUNTER WIMMER ACADEMY OF ART UNIVERSITY