©2017 First Data Corporation. All Rights Reserved.First Data Brand Guidelines, Page 4

Our logo

A logotype is the visual symbol of an

organization, representing the company’s

strengths, its aspirations and its character.

Our logotype was chosen for its ability

to represent who we are today and where

we are going.

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First Data Brand Guidelines, Page 5 ©2017 First Data Corporation. All Rights Reserved.

OUR LOGO

The wordmark

The logotype comprises two elements: the

interlocking F and D design elements, and the

typeset text of the wordmark. The mark and the

wordmark should always appear together. As you

will see in the following section, every element of the

logotype—from the typeface to the relative

sizes of the design element—has been carefully

chosen to symbolically communicate the essence of

our brand.

The wordmark is the typeset name First Data.

The distance between the words First and Data are

condensed to a half-space in order to reinforce our

connection and unity. The font is a fresh, modern

typeface. The typeface’s approachability balances

the boldness of the mark.

The stacked version of the logo is approved only

for use on Social Media sites where a vertical space

prohibits use of the horizontal version. Any other

use of the stacked logo requires prior approval. To

seek approval for use of the stacked First Data logo,

please contact the brand team at brandquestions@

firstdata.com..

Note that the ® logo should be used in U.S.-only

materials. For content that is, or may be, distributed

outside the U.S., the “TM” logo should be used.

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OUR LOGO

Area of isolation: logo

All logo designs are governed by an area of

isolation, a minimum “clear space” around the

artwork, inside of which no copy or imagery can

appear. This space reinforces the importance of

the logo by separating it from competing visual

elements.

The area of isolation also describes the minimum

distance between the logo and the edge of the

page or screen. The amount of clear space is

defined by the height of the First Data logotype

and scales proportionately with the logotype.

The logotype should never be used smaller than

6 mm (or 0.25”) high.

Minimum size = 0.25”

“X” is equal to the top of the bottom cross bar of the capitol F in the wordmark and is the unit of measure used to determine the minimum clear space for the logo.

XX

XX

X

First Data Brand Guidelines, Page 7 ©2017 First Data Corporation. All Rights Reserved.

OUR LOGO

4- and 1-color variations

Different communications programs utilize

different printing technologies and, therefore,

require different versions of our logo. The designs

on the right are the most commonly used.

The 4-color positive logos are displayed only on a

solid white background. For all other background

colors, the 1-color positive or reverse logos should

be used.

There are two versions of the 1-color positive

artwork. The preferred version incorporates a tint

or reduced opacity for portions of the First Data

logotype. Alternatively, solid 1-color artwork is

available when production techniques prohibit

the use of tints (e.g., embroidery, embossing,

etched glass, etc.).

4-Color: FD_Logo_4Color Navy Blue

Solid 1-Color: FD_Logo_1Color_PMS 302

Solid 1-Color: FD_Logo_1Color Reversed

1-Color: FD_Logo_1Color Black

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OUR LOGO

On photographic backgrounds

In order to maintain a strong, discernible

contrast between the logo and background, only

use the 4-color logo on light or white areas

of a photograph, paying attention to the area of

isolation, ensuring the logo is clearly visible.

Consider logo placement when selecting,

color-correcting or retouching images. The area

on which the logo is placed should significantly

approximate a solid color. Avoid areas that are

visually cluttered, high-contrast, textured or

uneven.

©2016 First Data Corporation. All Rights Reserved.

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OUR LOGO

On photographic backgrounds (cont.)

When the logo is used on a darker area of

a photo, use the 1 color-reversed logo

with the design element at 40% opacity.

As with other applications, ensure the logo is

placed on an area free of visual clutter.

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OUR LOGO

Co-branding scenarios

First Data will co-brand in select situations.

The design on the right is the template for these

co-brand arrangements.

When creating a co-brand lockup, it is important

that the two logos appear visually balanced.

Taglines, URL’s, etc. should not appear in logo

lock-ups. Neither mark should be

disproportionately larger than the other. And,

wherever possible, the full-color artwork should

be used. When this is not feasible, both logos

should appear in 1-color positive (black) or

reverse (white).

A vertical rule is centered between the two logos

to separate the marks and balance the lockup.

The rule height must match either the height of

the First Data wordmark or the height of the

First Data logotype.

RSA Brand Logo

4-Color Logo: 4Color_CoBrand_Temp.ai

Area of Isolation

First Data/EMPS Co-Brand Lockup Example

RSA Brand Logo

First Data Brand Guidelines, Page 11 ©2017 First Data Corporation. All Rights Reserved.

OUR LOGO

Improper usage

The rules on the preceding pages detail the

correct application of the First Data logo.

Displayed are several ways that the logo can be

mistreated; these are situations to be avoided.

Adhering to the rules on these pages ensures

that logo use remains consistent and helps drive

brand recognition and awareness.

First DataDO NOT change the font of the First Data wordmark

DO NOT change the color of any parts of the logotype

DO NOT outline any part of the logotype

DO NOT fill in any part of the logotype with patterns or images of any kind

DO NOT use product names in a lockup with the Master Brand

ICVerify®

DO NOT use the logo at an angle

DO NOT stretch the logtype

Merchant Services

DO NOT use business unit names in a lockup with the Master Brand

©2017 First Data Corporation. All Rights Reserved.First Data Brand Guidelines, Page 24

For more information

For all questions regarding our brand guidelines, please contact the brand team:

brandquestions@firstdata.com

©2016 First Data Corporation. All Rights Reserved.First Data Brand Guidelines, Page 24