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Swedbank – Bank cardsJuly 2013

Swedbank – Bank cards 2

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


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.


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.

Colour Pattern Logotype

Our card design strategy is based on three main design elements:


Card design strategy – Groups

We cluster our cards into 4 hierarchical groups, from Basic to Premium Plus:

Basic Standard Premium Premium Plus


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.

BasicPrivate

BasicBusiness

Standard

Standard

Premium

Premium

Premium Plus


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.



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.

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.



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.


• Maestro• MasterCard x2x • Visa Electron • Visa x2x

• MasterCard• MasterCard Debit • Visa Classic

• AMEX • MasterCard • MasterCard Gold • Visa Classic • Visa Gold

• MasterCard Platinum

• Visa Platinum • Visa Infinite

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.

Unless stated otherwise we always:

• 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

Front Reverse


*Changes in our card portfolio may occur

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.


Our card portfolio – Private


PrivateBanking

Category specific cards

Customised picture card (debit or credit)

Youth (debit)

Co-branded card (debit or credit)

Debit

Credit


Our card portfolio – Business

Basic Standard Premium Corporate

Category specific cards

Debit

Credit

Customised picture card (debit or credit)

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 tone-in-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


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-in-tone 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


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


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


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 there-fore 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


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


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


Private Premium Plus credit card

Function The premium plus card is a classic platinum card and has a higher premium level than the pre-mium 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 prin-ciple, 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


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


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


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


Category specific cards, Private customised picture card (debit or credit)

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

Image area (selected by customer)


Category specific cards, Co-branded cards

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

Co-brand area


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


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.



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.


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


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-in-tone 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


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


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


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


Category specific cards, Business customised picture 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% 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

Image area (selected by customer)


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. [email protected]

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