Samsung Pay Identity Guidelines: March 2019

1
Samsung Pay
Identity Guidelines
March 2019
Logos Colors App Icon In-app & online ATM Assets Contacts
Samsung Pay Identity Guideliness
S Proprietary & Confidential 2
Samsung Pay is a mobile payment app you

can use virtually everywhere you swipe or
tap your credit card.
This document was created to set

parameters for using the elements and
visuals that make up our unique brand
identity.
Overview
Follow these guidelines to help Samsung
Pay become instantly recognizable,
wherever people see it.
Samsung Pay Identity Guidelines Proprietary & Confidential 3
Table of contents
S01 Logos S03 App icon S06 Assets

05 Old & new comparison 20 App icon 34 Assets
06 Horizontal & stacked lock-ups S04 In-app & online S07 Contacts
07 Sizing 22 In-app & online button
08 Lock-up ration & clear space 23 CTA buttons
09 Black logo 24 Button sizing
10 White logo 25 Button clear space
11 Co-branding 26 Partner buttons
12 Text 27 Partner button sizing
13 What not to do (don’ts) 28 In-app & online mark
14 Wordmark & text combination 29 Round/Square buttons
15 Specific application lockup 30 What not to do (don’ts)
S02 Colors S05 ATM
17 Palette overview 32 ATM
Logos
Samsung Pay Identity Guidelines Proprietary & Confidentia 5
Old & new

comparison
Old logo New logo
The Samsung Pay logo has

been updated as of January
2019 to reflect our updated
mobile service design system
and brand iconography style.
The P of Pay has been

captitalized and the ratio
between masterbrand logo
and service name has been
updated in line with other
mobile services.
Moving forward we will no Old icon New icon

longer use the old Samsung
Pay branding as shown.
Horizontal
& stacked
lock-ups
Stacked lock-up
The Samsung Pay logo is our Scale ratio

core visual asset. When people S = height of masterbrand logo
see it in store windows or near
checkout terminals, they know
they can use Samsung Pay.
It’s made up of the Samsung
masterbrand logo and the Pay
service wordmark.
The lockup is created using a

1:1 ratio of size between the
two elements. The height of
the first S in masterbrand logo
and the height of the P of Pay
service are the same height.
Horizontal lock-up
The logo must appear in a
lock-up, and “Pay” should
never appear on its own.
Sizing
Stacked lock-up minimum size
Our sizing guidelines help Print Digital

ensure legibility across print
and digital mediums.
Stacked lock-up 8px

5mm
For print, the minimum
height of masterbrand logo
should be 5mm.
For digital, the minimum

should be 8px.
Horizontal lock-up
Horizontal lock-up minimum size
For print, the minimum
height of masterbrand logo Print Digital
should be 5mm.
For digital, the minimum

should be 8px. 5mm 8px
Lock-up ratio
& clear space
Stacked lock-up
Lock-ups use the x-height of Scale ratio

the service name to determine x = x-height
the spacing between the two
elements. 0.65x
The x-height is measured from

the top to the bottom of the flat
parts of lowercase letters. 0.95x
An area of clear space must be x

left around each edge of the
logo. This allows the logo to
breathe and makes it easier to 0.65x
recognize. Don’t place other
visual elements within this
exclusion zone. Horizontal lock-up
The clear space is equal to 0.65x.

0.65x
x 0.65x
Black logo
01. Stacked lock-up 02. Stacked lock-up 03. Stacked lock-up 04. Stacked lock-up
For monotone applications, Black logo on white background Black logo on gray background Black logo placed over light tone Black logo placed over photography
the black version of the logo photography sitting on an area of tone no darken than
25% black
must be used if positioned on
a white background.
Logo placement
on photography
When placing the logo on
top of a photo, make sure the
photo has a light background.
Also, choose the logo that
will give the highest level
of contrast.
01. Horizontal lock-up 02. Horizontal lock-up 03. Horizontal lock-up 04. Horizontal lock-up
Remember to pay attention
to the clear space rules to Black logo on white background Black logo on gray background Black logo placed over flat area of Black logo placed over photography
avoid placing the logo over light tone photography adhering to sitting on an area of tone no darken than
clear space rules 25% black
cluttered areas of the photo.
White logo
01. Stacked lock-up 02. Stacked lock-up 03. Stacked lock-up 04. Stacked lock-up
For monotone applications, White logo on black background White logo on blue background White logo placed over dark tone White logo placed over photography
the white version of the logo photography sitting on an area of tone no darker
than 25% white
must be used if positioned on
a black or dark background.
02 04
Logo placement
on photography
When placing the logo on
top of a photo, make sure the
photo has a dark background.
Also, choose the logo that
will give the highest level
of contrast.
01. Horizontal lock-up 02. Horizontal lock-up 03. Horizontal lock-up 04. Horizontal lock-up
Remember to pay attention
to the clear space rules to White logo on black background White logo on blue background White logo placed over flat area of White logo placed over photography
avoid placing the logo over dark tone photography adhering to sitting on an area of tone no darker
clear space rules than 25% white
cluttered areas of the photo.
Co-branding
Orientation Print
Orientation 01. Horizontal partnership Horizontal or vertical partnership

There are two partnership lock- Partner logo placed to the left of the Samsung Pay logo at the same height as the
Samsung Pay logo.
ups for co-branding situations:
horizontal and vertical. You 02. Vertical partnership
Partner logo centered above the Samsung Pay logo, and proportionally sized to the
should use the horizontal Samsung Pay logo
partnership for most instances.
The vectical partnership is only
for tall thin formats, such as
online skyscraper banners.
LOGO
02
Sizing
Partner logos should always
appear the same size or smaller
than the Samsung Pay logo.
01 TV
Horizontal partnership
LOGO
Centered
Text
Correct usage
Samsung Pay can be written 01. Title case 02. All uppercase
using regular text in body copy or
when all other payment options
are in regular text too.
Text-only
In a text-only format, Samsung
Pay should be the same font
and weight as the rest of the NOTE: Only to be used in UIs where the type style is all uppercase
document. Also, be sure to use
title case (the “S” in Samsung,
and the “P” in Pay should be
capitalized).
Incorrect usage
Uppercase
Samsung Pay should only
01. Mixed font weights / Pay in bold 02. Title case Samsung / uppercase Pay 03. Uppercase Samsung / title case Pay 04. Uppercase bold Samsung /
be written in uppercase when mixed case regular Pay
the type style of the UI is
all uppercase. Samsung Pay
shouldn’t be written in
uppercase in body copy.
Translations
Never translate “Samsung Pay”
into other languages.
What not
to do (don’ts)
Incorrect usage
Alterations 01. Don’t use other colors apart from Samsung Pay 02. Don’t outline the logo 03. Don’t use gradients
Never recreate or alter the primary colors
Samsung Pay logo in any way.
The following examples show

incorrect logo use.
04. Don’t position the logo at angles 05. Don’t add drop shadows or other effects 06. Don’t abbreviate
07. Don’t use Pay in another font 08. Don’t use Pay alone 09. Don’t re-size or reposition the lock-up
pay
Wordmark
& text
combination
Never recreate the Samsung Pay 01. Masterbrand Samsung / Pay text lowercase 02. Masterbrand Samsung / Pay text uppercase
logo. Don’t try to combine the
Samsung masterbrand or Pay
wordmark with regular text.
pay PAY
03. Samsung text uppercase / Pay wordmark 04. Samsung text title case / Pay wordmark
Specific
application
lockup
Scaled stacked lock-up Scaled stacked lock-up example
A 1:1 ratio lockup can create

some challenges for legibility,
standout and user experience in
certain contexts.
Center aligned
To address these issues, a scaled
lockup that reduces the size of
the masterbrand logo to 60% is Logo height scaled to 60%
available for specific use. of service name height
Pay
0.8x
This lockup allows the service x
name to appear larger overall,
and helps to improve legibility at
small sizes, and increase service
visibility in Samsung branded
environments.
If a specific application is required,

please contact the mobile services
team for approval.
Colors
17
Palette
overview
Primary colors
Samsung Pay uses a streamlined

version of the masterbrand
color palette, divided into two Black White Samsung Blue
color groups: primary colors and PMS 286 C
secondary colors. CMYK 0/0/0/100 CMYK 0/0/0/0 CMYK 100/80/0/0
RGB 0/0/0 RGB 255/255/255 RGB 20/40/160
HEX 000000 HEX FFFFFF HEX 1428A0
Primary colors
Our overall brand look and feel
utilizes a combination of black
and white with Samsung Blue in Secondary colors
almost all of our visual elements.
Secondary colors
Secondary colors should be used Sky Blue Sea Blue Teal
to support the primary colors. PMS 3005 C PMS 306 C PMS 3265 C
CMYK - 100/34/2/0 CMYK - 80/0/4/0 CMYK - 66/0/39/0
They can be used across UX and RGB - 0/119/200 RGB - 0/179/227 RGB - 0/195/178
any illustrations, or other graphic HEX - 0077C8 HEX - 00B3E3 HEX - 00C3B2
elements, helping to tell the
Samsung Pay story.
Clover Saffron Coral

PMS 2285 C PMS 1365 C PMS Warm Red C
CMYK - 40/0/90/0 CMYK - 0/28/73/0 CMYK - 0/80/70/0
RGB - 151/214/83 RGB - 255/181/70 RGB - 255/67/55
HEX - 97D653 HEX - FFB546 HEX - FF4337
18
Palette
overview
Gray
Gray
Various tones of warm gray
provide a more human feel for
our brand. We use high contrast
that never feels too neutral when
using gray tones.
Logos App Icon In-app & online ATM Assets Contacts

App icon
App icon
Icon
The default app icon should only

be used online to represent the
app itself. It shouldn’t be used in
print materials, nor in place of
the Samsung Pay logo. For the
latest version of the app icon,
please reach out to the contact
on page 34.
In-app
& online
In-app &
online button
Samsung Pay black button Samsung Pay white button
The Samsung Pay button is for use Samsung black button on white background Samsung white button on black background
on the checkout page or product
detail page of participating
thirdparty apps and websites.
The Samsung Pay button should

always appear in your app or
website as a directly clickable asset
that immediately launches into the
Samsung Pay experience.
The Samsung Pay button should

never be used in marketing
communications.
Button visibility
To ensure best visibility and
sufficient contrast, the black
Samsung Pay button should be
used on white and light colored
backgrounds, while the white
Samsung Pay button should be
used on black and dark colored
backgrounds.
CTA buttons
Samsung Pay black CTA buttons
Pay with “Pay with” CTA “Add to” CTA

The “Pay with Samsung Pay” button
is used to notify users that they can
purchase items and services
in-app with Samsung Pay.
Add to
The “Add to Samsung Pay” button
is used in banking apps to notify
users that they can add their
credit or debit card information
into Samsung Pay. For additional
information on this functionality,
please reach out to your
“Donate with” CTA
designated representative.
Donate with
The “Donate with Samsung Pay”
button is used to notify users
that they can donate to nonprofit
organizations with Samsung Pay.
Button sizing
Samsung Pay black CTA buttons Minimum size
The sizing ratios displayed should Scale ratio At minimum size the button should have a height of 30px
be followed to ensure clear S = height of masterbrand logo
x = x-height
readability of the Samsung Pay
button.
arc is equal to a circle with a diameter of
Samsung Pay payment buttons can
be equal to or larger than similar 30px
payment or checkout buttons. The
button should never be smaller
than other buttons. 0.5
Flexible width
The width of the button can Adjustable width
arc is equal to a circle with a diameter of
be extended to match other
Width can be adjusted to match other environmental elements
environmental elements. When
extending, the width should always x
be extended evenly on both sides
of the mark. x x
0.5
checkout
other
Button
clear space
Samsung Pay black CTA buttons
The sizing ratios displayed should Minimum padding

be followed to ensure clear Y = height of button
readability of the Samsung Pay
button.
Samsung Pay payment buttons can

be equal to or larger than similar
Y
payment or checkout buttons. The
button should never be smaller
0.1Y
than other buttons.
Flexible width
The width of the button can
be extended to match other
environmental elements. When Y
extending, the width should always
be extended evenly on both sides 0.1Y
of the mark.
Partner
buttons
Samsung Pay black partner buttons
There are two lock-ups for partner Partner horizontal logo lock-up
button situations: horizontal
and vertical. You should use
the horizontal lock-up for most
instances. The vertical lock-up
should only be used if the partner
lock-up is vertical.
Partner logos should always

appear as a 1:1 height ratio to
Samsung Pay mark for horizontal
placement and 1:1 height ratio to
Samsung Pay logo for vertical
placement. Partner stacked logo lock-up *
* In situations where the stacked lockup has

poor legibility or poor standout due to limited
available space, a specific use lockup can be
used to allow ‘Pay’ to appear larger, if necessary.
Please see page 15 for details of this lockup.
Partner
button sizing
Samsung Pay black partner buttons
When using a partner button, Scale ratio

follow the sizing ratios displayed to 3Y = height of button
ensure clear readability.
A divider bar should be used to

separate the Samsung Pay logo
from the partner logo. A white bar
Y 3Y
should be used on black buttons
and a black bar should be on white
buttons.
0.5Y
Y
Y
0.5Y
0.5Y
When using a horizontal lock-up,
the padding between the divider 0.5Y
and each logo should be half of the Y 3Y
height of masterbrand logo. 0.5Y
When using a stacked lock-up, the

Y
Y
Y
0.5Y
padding between the divider and

each logo should be the height of
masterbrand logo. 0.5Y
Y 3Y
0.5Y
Y
0.5Y
In-app &
online mark
Use the Samsung Pay logo to Radial button stacked lock-up * Radial button horizontal lock-up Alternate radial button horizontal / stacked lock-up *
identify Samsung Pay within
payment flows when other Payment method Payment method Payment method
payment brand marks are also
displayed by logo. Other Other Other
Size Other Other

Payment method
Within payment flows, match the
height of other lock-ups displayed Other Other Other Other Other
in this format. The Samsung Pay
logo should never appear smaller
than other brand marks.
Text Arrow button stacked lock-up * Arrow button horizontal lock-up Text only radial buttons
Samsung Pay should be displayed

in text when other payment Payment method Payment method Payment method
options are also displayed in text.
Samsung Pay Other Other Other
Match the existing UI font and

typographical style. Don’t imitate Other Other
Payment method
Samsung Pay typography.
Other Other SAMSUNG PAY OTHER OTHER OTHER
* In situations where the stacked lockup has

poor legibility or poor standout due to limited
available space, a specific use lockup can be
used to allow ‘Pay’ to appear larger, if necessary.
Please see page 15 for details of this lockup.
Round/Square
buttons
Secondary shapes Sizing Clear Space
In rare circumstances, a partner Scale ratio Scale ratio
may place the logo on other button S = height of masterbrand logo Y = height of button
shapes, as long as the designated
0.1Y
rules are followed.
The logo must appear in a lock-up, Y

and “Pay” should never appear on
its own.
Appropriate clear space must

be left around each edge of the 0.1Y
button.
Black shapes should be used Y
on white and light colored

backgrounds, and white shapes
should be used on black and dark
colored backgrounds. 0.1Y
Reach out to your designated

representative for information on Y
using round and square buttons.
What not
to do (don’ts)
Incorrect usage
Alterations 01. Don’t use Samsung white button on white 02. Don’t use Samsung black button on black 03. Don’t alter the color of the button or
Never recreate or alter the Samsung background or with black stroke background or with white stroke masterbrand/wordmark
Pay button in any way.
The following examples show

incorrect button use.
04. Don’t alter the height ratio of the button to the 05. Don’t add drop shadows or other effects 06. Don’t abbreviate
masterbrand/wordmark
07. Don’t use type for the button 08. Don’t use the Samsung Pay app icon as a button 09. Don’t use lower case for text-only button
samsung pay
ATM
ATM
Sample image
The Samsung Pay logo should

be depicted on ATM screens of
participating banks.
For inclusion of Samsung Pay in
ATMs, or for additional information,
please reach out to your designated
representative.
Other Other
Assets
Assets
Logos Images Devices

www.samsungpay.com www.samsungpay.com www.samsungpay.com
For more information, or if you have any The information contained herein is proprietary
questions, please contact HQ’s Global brand and confidential to Samsung. Any use, copying,
marketing team for Samsung Pay below: retention, or disclosure by any person other than
the intended recipient, or the intended recipient’s
designees, is strictly prohibited.
Contact Jenn Song / Director

jh2011.song@samsung.com © Samsung Electronics Co. 2019

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1

Samsung Pay is a mobile payment app you

This document was created to set

S01 Logos S03 App icon S06 Assets

Old & new

The Samsung Pay logo has

The P of Pay has been

Moving forward we will no Old icon New icon

The Samsung Pay logo is our Scale ratio

The lockup is created using a

Our sizing guidelines help Print Digital

Stacked lock-up 8px

For digital, the minimum

For digital, the minimum

Lock-ups use the x-height of Scale ratio

The x-height is measured from

An area of clear space must be x

The clear space is equal to 0.65x.

Orientation 01. Horizontal partnership Horizontal or vertical partnership

The following examples show

A 1:1 ratio lockup can create

If a specific application is required,

Samsung Pay uses a streamlined

Clover Saffron Coral

Logos App Icon In-app & online ATM Assets Contacts

The default app icon should only

The Samsung Pay button should

The Samsung Pay button should

Pay with “Pay with” CTA “Add to” CTA

The sizing ratios displayed should Minimum padding

Samsung Pay payment buttons can

Partner logos should always

* In situations where the stacked lockup has

When using a partner button, Scale ratio

A divider bar should be used to

and each logo should be half of the Y 3Y

height of masterbrand logo. 0.5Y

When using a stacked lock-up, the

padding between the divider and

Size Other Other

Samsung Pay should be displayed

Match the existing UI font and

* In situations where the stacked lockup has

The logo must appear in a lock-up, Y

Appropriate clear space must

Black shapes should be used Y

on white and light colored

Reach out to your designated

The following examples show

The Samsung Pay logo should

Logos Images Devices

Contact Jenn Song / Director

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