Proprietary + Confidential
Google Pay Playbook Co-marketing for Financial Institutions Proprietary + Confidential
01: Introduction Co-marketing templates About Google Pay Incorrect uses What you’ll find Benefits of Google Pay Acceptance mark Getting started Clear space Minimum size in this playbook 02: Getting approval Color palette Brand approval process Device screens, device shells and card artwork Push provisioning brand guidelines 05: Creative examples
03: Messaging Digital banner ads Suggested messaging App interstitials Editorial guidelines In-branch digital displays Legal requirements Landing page
04: Visual identity Email Logo versions Out-of-home Backgrounds Social Clear space In-branch print materials Minimum size 06: Push provisioning introduction Incorrect uses and customer journey Co-marketing logos Push provisioning introduction Clear space Suggested journey Minimum size Proprietary + Confidential
Overview Use this playbook to guide and inspire your own co-marketing campaigns with Google Pay Proprietary + Confidential
01 Introduction Proprietary + Confidential
Introduction
Google Pay is a safe, simple, and helpful way for customers to manage their money, giving them a clearer picture of their spending and savings. They can pay at their favorite places, split the bill with friends, discover offers, and earn rewards—all in one simple app.
Available on Android and iOS Proprietary + Confidential
Introduction
A safer way to pay
With built-in security to protect customers before, during, and after every payment, Google Pay is safer than swiping a card or paying with cash. Proprietary + Confidential
Introduction
Pay at millions of businesses
Customers can use Google Pay at millions of businesses. They can pay in apps, on websites, at gas stations and restaurants, and anywhere contactless payments are accepted.
Works wherever they see either of these symbols. Proprietary + Confidential
Introduction
Getting started is simple
Just ask your customers to:
1. Download the Google Pay app from Google Play or the App Store
2. Select their Google Account, then follow the instructions to make the most of Google Pay
3. Find easy ways to pay friends, earn rewards, search their transactions, explore businesses, and more
Available on Android and iOS Proprietary + Confidential
02 Getting approval Proprietary + Confidential
Getting approval
Brand approval process 1. Review our brand guidelines
It’s important that our branding is represented consistently and accurately, so if you’d like to use Google Pay in any 2. Design your assets co-marketing materials, you’ll need to follow our brand approval process before it goes live.
3. Submit your assets for review at least 10 business days before launch
4. Wait for approval (3-5 business days)
5. Approved and ready to launch
Submit creative Proprietary + Confidential
Getting approval
Push provisioning brand guidelines
It’s crucial that we maintain a strong, consistent brand across the apps that integrate with Google Pay, including our banking partners.
If your business uses the Google Pay Push Provisioning API, make sure to review our pushing provisioning brand guidelines to keep your materials on-brand.
Push Provisioning Brand Guidelines Proprietary + Confidential
03 Messaging Proprietary + Confidential
Describing Google Pay In this section, you’ll find approved marketing copy you can use to describe Google Pay in your creative and promotional materials.
Google reserves the right to review and request changes to any alterations. Proprietary + Confidential
Messaging
Introducing Google Pay to your customers Proprietary + Confidential
Messaging: Introducing Google Pay
Bold = Categories of copy Suggested messaging Bold = Copy headlines Simple, clear, and effective messaging is the best way to help your customers get Regular font = Subcopy acquainted with Google Pay.
Short Medium Long
Google Pay is a safe, simple, and helpful Google Pay is a safe, simple, and helpful Google Pay is a safe, simple, and helpful way to pay and manage your money. way to pay and manage your money, way to pay and manage your money, giving you a clearer picture of your giving you a clearer picture of your spending and savings. spending and savings. Pay at your favorite places, split the bill with friends, discover offers, and earn rewards - all in onesimple app. Proprietary + Confidential
Messaging
Getting started Proprietary + Confidential
Messaging: Getting started Set up messaging includes:
Getting started Instructions for downloading the app
Let’s start with the basics. In this section, you’ll find messaging Making contactless payments around topics like downloading the app and making contactless payments to help your customers get set up.
Making payments online or in apps
Paying for gas and parking
Ordering from restaurants Proprietary + Confidential
Messaging: Getting started
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
Setup copy Adding a payment method Where to use Google Pay
Getting started is simple How to add a payment method Pay at millions of businesses
Get set up quickly 1. You can add your first paymentmethod You can use Google Pay at millions when you make a purchase of businesses. Pay in apps, on websites, 1. Download the Google Pay app from or by tapping the ‘+’ on the top corner at gas stations and restaurants, and Google Play or the App Store of the home screen and choosing a anywhere contactless payments are accepted. 2. Select your Google Account, then card or account follow the instructions to make the 2. To add more payment methods, tap most of Google Pay on your default payment method. 3. Find easy ways to pay friends, earn You can also tap your profile, then rewards, search for your transactions, select Payment methods. explore businesses, and more 3. Then just follow the instructions. For your security, you may need to verify your account.
*When explaining the overall setup, please include the Google Play & App store download badges. Proprietary + Confidential
Messaging: Getting started
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
How to make How to pay in apps How to pay for gas contactless payments and on the web How to pay for gas with Google Pay (Android only) How to check out online and in apps 1. When you arrive at a participating How to make contactless payments gas station, open the app and tap 1. To get started, add a credit or debit Get gas from the home screen card to the Google Pay app How to pay with your Android phone 2. Select your pump number 2. When you’re ready to pay, choose 1. To get started, add a credit or debit Google Pay as your payment method 3. Finish the payment and you’re card to the Google Pay app on Android or tap the ‘Buy with Google Pay’ button ready to fuel up 2. Set up your card for contactless 3. That’s it—no need to fill out forms or payments enter your payment info 3. When you’re ready to pay, unlock your phone, hold it near the reader, and look for the check mark. That’s it!
*Contactless payments are only available on *In-app payments are only available on Android. Android. Proprietary + Confidential
Messaging: Getting started
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
How to order How to pay for parking How to activate and redeem from a restaurant offers from merchants How to pay for parking with How to order food with Google Pay Google Pay How to activate and redeem offerswith Google Pay 1. Open the app and tap Order Food 1. Open the app and tap pay for parking from the home screen. You can filter from the home screen 1. Tap on Explore in the app places by pickup as well as by cuisine 2. Tap Start new session 2. Opt in to Google Pay rewards and and rating. 3. Enter your parking zone number enroll a card from a participating bank 2. Choose a restaurant and add items and your parking space number. 3. Explore offers and tap the + button to from the menu. If it’s your first time parking with activate those you like 3. Finish the payment and track your Google Pay, you’ll also enter your 4. Pay with your enrolled card (via phone order status. license plate number. or plastic card) to redeem the offer* 4. Add time and finish the payment. If you need to add more time later, go back to 5. Cashback will be added to your Google the session and choose Add time Pay balance* *Terms and conditions apply. Proprietary + Confidential
Messaging
The benefits of Google Pay Proprietary + Confidential
Messaging: Highlighting product benefits Payment features include:
Help your customers make Peer-to-peer payments faster, simpler payments
Google Pay makes everyday payments simple. Fueling up, Group payments splitting the bill, and sending money to friends has never been easier.
Contactless payments
Online and in-app payments
Payments made right from the Google Pay app Proprietary + Confidential
Messaging: Highlighting product benefits
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
Simple group payments Tap to pay Pay for gas from (Android only) the Google Pay app Split the bill with a group Create a group to send and receive money for things like trips, dinner, bills, Fast, easy contactless payments Fuel your next adventure rent, and more. Google Pay will even help Find nearby gas stations, see prices, and Make contactless payments with you do the math on who owes what. pay for fuel right from the app. Google Pay
Pay with your phone anywhere Pay everyone back at once Pay for gas with Google Pay contactless payments are accepted. Just Simplify shared expenses with a group. Find nearby gas stations, see prices, unlock it, hold it to the reader, and go. You can start a conversation, divide the and pay for fuel right from the app.
bill, send and request money, and easily
keep track of who’s paid.
*Contactless payments are only available on Android. Proprietary + Confidential
Messaging: Highlighting product benefits
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
Send and request Connect with and find your Buy a transit pass and money privately favorite merchants commute with ease (Android only) Your shared payments stay private Connect with your favorite businesses and discover new ones When you send and receive money with Get around with just your phone
Google Pay, it’ll stay between you and See businesses where you’ve used your friends. Only the people involved in Tap to pay on transit Google Pay right when you open the transaction will see it. the app for quick access to your Google Pay makes it easier than ever to transactions and loyalty cards. You’ll pay contactless for rides on transit. Just also find businesses that let you make add a pass or set up a card, then use your purchases and activate offers. phone to ride. Proprietary + Confidential
Messaging: Highlighting product benefits
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
Order from favorite Order from your favorite Pay parking meters restaurants from the app restaurants from the app (alt) from the app
Lunchtime without the line Discover nearby restaurants Pay for parking on the go and order a meal Skip the line with Google Pay Pay for parking with Google Pay Meals made easy Order ahead at your favorite restaurants No coins? No problem. Google Pay makes so you can grab your food and go. Explore places to eat, see menus, and order it easy to pay for street parking—and add a meal for pickup or delivery with just a few extra time—from your phone. Can’t taps. remember where you left your vehicle? Find it on the map in the app.
Paying for street parking shouldn’t be as hard as finding a spot. With Google Pay, make payments, add time, and see where you’ve parked—all from the app. Proprietary + Confidential
Messaging: Highlighting product benefits Features that help them organize their money, cards, and passes include: Empower your customers to Linking multiple bank accounts and cards make smart financial decisions
Google Pay gives your customers the ability to easily Storing tickets and loyalty cards consolidate their payment methods and financial information all in one place.
Payment reminders and spending insights
Searchable transaction history
Receipt import from Gmail and Google Photos Proprietary + Confidential
Messaging: Highlighting product benefits
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
Transaction history Payment reminders Single, secure digital place to store cards, passes, IDs, All your transactions, all together Don’t miss a payment and more See all your transactions together Get help remembering bills Leave your wallet at home Keep track of all your transactions Get reminders about upcoming bills so you’ll always be on top of your payments. Carry your cards digitally See activity from accounts you’ve linked, plus import receipts from Store credit or debit cards, loyalty cards, Gmail and Google Photos, so it’s transit passes, event tickets, and boarding easy to find every transaction. passes in Google Pay for quick, easy access right from your phone.
Add credit or debit cards, loyalty cards, transit passes, event tickets, and boarding passes to Google Pay for easy access without the extra bulk. Proprietary + Confidential
Messaging: Highlighting product benefits Money-saving features include:
Help your customers Relevant offers, selected for you save money Exclusive merchant offers Google Pay helps your customers save and grow their money through exclusive features only found within the app.
Automatic redemption of rewards
Earn rewards no matter how you pay
Loyalty programs Proprietary + Confidential
Messaging: Highlighting product benefits
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
Easy enrollment in loyalty Easy enrollment in loyalty and reward programs and reward programs (alt)
Simple signup for loyalty Loyalty made easy and reward programs No more sign-up forms or punch cards. Say goodbye to sign-up forms and Easily enroll in loyalty and rewards long-lost punch cards. Enroll in your programs from the app, then let Google favorite loyalty and rewards programs in a Pay apply points and perks automatically. few easy steps, then get points and perks applied automatically with Google Pay. Proprietary + Confidential
Messaging: Highlighting product benefits Rewards include:
Encourage your customers Cashback to earn rewards
Google Pay rewards your customers for doing things like Gift boxes making everyday payments, referring friends and redeeming merchant offers.
Group rewards Proprietary + Confidential
Messaging: Highlighting product benefits
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
Get cashback you can use Earn rewards for activating Describing group rewards right away just for using and redeeming merchant Paying just got rewarding Google Pay offers Earn rewards you can use right away Paying just got rewarding A more rewarding way to shop Get cashback just for things like paying Earn rewards you can use right away and referring friends. Any money you Take your rewards even further receive will go straight to your balance so Get cashback just for things like paying you can use it instantly.* and referring friends. Any money you Activate offers and get cashback for receive will go straight to your balance redeeming them—whether you use *T&Cs apply so you can use it instantly.* Google Pay or your plastic card. Better yet: the cashback you earn is on top *T&Cs apply of any rewards you already receive through your credit card. Proprietary + Confidential
Messaging
Security and privacy Proprietary + Confidential
Messaging: Security and privacy
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
Security (overview) Your data isn’t used outside Phishing alerts of Google Pay A safer way to pay Extra protection against scams
Pay with peace of mind. All the time. You’re in control of your data An extra layer of fraud protection
With security built-in to protect you You’ll get to choose the data you share If someone outside of your contacts before, during, and after every payment, with Google Pay to make the most of requests money, Google Pay will alert you using Google Pay is safer than swiping the app. to make sure you know the person before your card or paying with cash. you send it.
If Google Pay doesn’t recognize someone who’s requested money from you, you’ll see an alert to make sure you know the person before you send money. Proprietary + Confidential
Messaging: Security and privacy
Bold = Categories of copy Suggested messaging Bold = Copy headlines Regular font = Subcopy
Two-factor authentication Contactless payments Online and in-app payments (Android only) Built-in protection before you pay Industry-leading security
You’ll need to unlock with your fingerprint, Make secure contactless payments Payment methods saved to your pattern, PIN, or face each time you open Google Account are securely stored When you tap to pay with your Android Google Pay, so no one can make on Google’s private servers. When you phone, Google Pay shares a unique Virtual payments or send money but you. pay online, Google Pay encrypts your Account Number instead of your actual data so your payment stays safe on the card number with the business, so your Google Pay verifies it’s you each time you way to the business. payment info stays safe. open the app, so no one can pay or send money but you.
*Contactless payments are only available on Android. Proprietary + Confidential
Messaging
Editorial guidelines
When referring to Google Pay in text, please keep in mind the following requirements.
Google Pay is the name of our app and the brand users will see during online checkout when they checkout with Google Pay. This is the branded term to be used in all communications. The P in “Pay” must always be capitalized. Proprietary + Confidential
Messaging
Legal requirements
You can find simple instructions and everything you need in our tools page. Visit ourlegal line generator.
How to display the How to include the My creative includes other trademark symbol attribution statement Google trademarks
A trademark symbol ™ is required for the first or most Whenever the Google Pay trademark (including any of When using the Google Pay trademark alongside prominent time “Google Pay” appears in text, for each the logos seen on this page) is used, the following other Google trademarks, be sure to include the language section of the marketing creative. The attribution statement should be included: correct attribution statement for those trademarks as trademark symbol does not need to be repeated for well. Some examples: additional instances of that trademark. Social media posts and product UI do not require a trademark symbol. Make sure to always use the ™ symbol, not the ® symbol. Google Pay is a trademark of Google LLC. Android and Google Pay are trademarks of Google LLC. Google Pay™ *Social media posts, product UI, and very small executions like terminal screens do not need an attribution statement. For banners and clickable creatives, the attribution statement can Google, Android, Google Pay, and other Android™ be included on the destination landing page. marks are trademarks of Google LLC. Proprietary + Confidential
04 Visual identity Proprietary + Confidential
Visual identity
Logos and lockups Proprietary + Confidential
Visual identity: Choosing a logo
Google Pay logos
The Google Pay logo is used by Google and our partners to promote Google Pay products and programs. Horizontal lockup
Primary co-marketing logo
Acceptance mark Proprietary + Confidential
Visual identity: Horizontal lockup
Horizontal lockup
This is the Horizontal Google Pay lockup, used to describe the brand or product on its own. If you want to reference Google Pay without any co-branding, this is the logo to use. Proprietary + Confidential
Visual identity: Horizontal lockup
Primary logo options
Whenever possible, use the horizontal, full-color lockup. If the horizontal version doesn’t work with your design, use Horizontal lockup the vertical lockup instead. The horizontal lockup (reverse) is reserved for 100% black backgrounds.
Vertical lockup
Horizontal lockup (reverse) Proprietary + Confidential
Visual identity: Horizontal lockup
Backgrounds
Use the full-color version of the horizontal lockup on a white Use this version on white backgrounds. This is the background, or a background with a maximum 5% black tint. DO preferred way to display the Google Pay logo.
Use this version on a background DO with no more than 5% black tint.
Use this version on backgrounds darker DON’T than 5% black tint. Proprietary + Confidential
Visual identity: Horizontal lockup
Clear space
Always leave enough clear space around the horizontal lockup. The minimum clear space is one full height of the G on all sides.
X = the height of G Proprietary + Confidential
Visual identity: Vertical lockup
Clear space
Always leave enough clear space around the vertical lockup. The minimum clear space is one full height of the G on all sides.
X = the height of G Proprietary + Confidential
Visual identity: Horizontal & Vertical lockups
Minimum size
When placing the lockup, do not alter or modify the measurements 32 px/0.15 in or proportions. Always show the lockup at the minimum size or minimum larger and ensure that the wordmark is clearly legible. All minimum sizes are based off height.
Horizontal lockup Digital: 32 pixels in height Print: 0.15 inches in height
Vertical lockup 73 px/0.34 in Digital: 73 pixels in height minimum Print: 0.34 inches in height Proprietary + Confidential
Visual identity: Horizontal lockup
Incorrect uses
It’s important that our logo is used correctly. Here are some examples of what not to do with the primary logo.
DON’T DON’T DON’T DON’T
Don’t alter, rotate, change the colors, Don’t use the primary logo in a co-marketing Don’t stack or alter the elements. Don’t use the logo in text or as part of a word. or recreate the logo. Only use the logo lockup. Instead, use the co-marketing logo. provided by Google.
DON’T DON’T DON’T DON’T
Don’t create a monochrome logo. Don’t use the logo on a busy background Don’t change the font in the logo. Don’t skew or warp the logo. or colorful background. Proprietary + Confidential
Visual identity: Co-marketing logo
Co-marketing logo
This is the Google Pay logo for use in co-marketing lockups. You will use this the most often. Proprietary + Confidential
Visual identity: Co-marketing logo
Co-marketing logo options
As with the primary Google Pay logo, use full-color if possible. The reverse logo can be used on a minimum of 40% black tint or on imagery when there’s enough contrast. For small usage or condensed areas where the regular logo won’t fit, use the condensed co-marketing logo.
Primary Condensed This version should be used whenever possible. Should be used as a last resort. For constrained areas and small usage only.
Full-color Condensed primary
Reverse Condensed reverse Proprietary + Confidential
Visual identity: Co-marketing logo
Co-marketing logo examples
Primary Condensed
Partner + primary Partner + condensed (primary)
Partner + reverse Partner + condensed (reverse) Proprietary + Confidential
Visual identity: Co-marketing logo
Backgrounds
As with the horizontal and vertical lockups, use the full-color Use this version on white backgrounds. This is the version of the co-marketing logo on a white background, DO preferred way to display the Google Pay logo. or a background with a maximum 5% black tint.
Use this version on a background DO with no more than 5% black tint.
Use this version on backgrounds darker DON’T than 5% black tint. Proprietary + Confidential
Visual identity: Co-marketing logo
Backgrounds
For backgrounds with more than 5% black tint, create a white header or footer to hold the full-color logo. Use the reverse logo on a minimum of 40% black tint or on imagery when there’s enough contrast. DO ALTERNATIVE Create a white header or footer to Use the reverse on backgrounds hold the logo in full color. that are 40%–100% black.
ALTERNATIVE ALTERNATIVE
Use this logo on colorful backgrounds Use this logo on backgrounds or on imagery with enough contrast. when there’s enough contrast. Proprietary + Confidential
Visual identity: Condensed co-marketing logo
Backgrounds
For backgrounds with more than 5% black tint, create a white header or footer to hold the full-color logo. Use the reverse logo on a minimum of 40% black tint or on imagery when there’s enough contrast. DO DON’T Create a white header or footer Use this version on backgrounds *Only use the condensed co-marketing logo for very small or condensed to hold the logo in full color. darker 5% black tint. areas where the Primary co-marketing logo won’t fit.
ALTERNATIVE DON’T
Use this logo on 100% black backgrounds. Use this version on busy or colorful backgrounds. Instead, use the reverse co-marketing logo. Proprietary + Confidential
Visual identity: Co-marketing logo
Clear space
Always leave enough clear space around the logo. The minimum clear space is the height of the G in the Google logo on all sides.
Partner logo Primary co-marketing logo Proprietary + Confidential
Visual identity: Condensed co-marketing logo
Clear space
Always leave enough clear space around the logo. The minimum clear space is the height of the Super G mark on all sides.
Partner Logo Condensed co-marketing logo Proprietary + Confidential
Visual identity: Co-marketing logo
Minimum size
When placing the co-marketing logo, do not alter or modify the measurements or proportions. Always show the logo at the minimum size or larger and ensure that it is clearly legible. 28 px/0.128 in All minimum sizes are based off height. minimum
Primary co-marketing logo Digital: 28 pixels in height Print: 0.128 inches in height
Condensed co-marketing logo 26 px/0.122 in minimum Digital: 26 pixels in height Print: 0.122 inches in height
Only use the condensed co-marketing logo in constrained spaces where the primary co-marketing logo at minimum size will not work. Proprietary + Confidential
Visual identity: Co-marketing logo
Co-marketing templates
When displaying Google Pay in a co-marketing lockup, always use the co-marketing logo. In a co-marketing lockup, the Google Pay logo always sits to the right of partner brand. The Google Pay logo and partner logo should occupy an equal amount of visual space. Regular clear space requirements apply.
1 partner + full co-marketing logo 1 partner + condensed logo
2 partners + full co-marketing logo 2 partners + condensed logo Proprietary + Confidential
Visual identity: Co-marketing logo
Co-marketing templates (reverse)
When displaying Google Pay in a co-marketing lockup, always use the co-marketing logo. In a co-marketing lockup, the Google Pay logo always sits to the right of partner brand. The Google Pay logo and partner logo should occupy an equal amount of visual space. Regular clear space requirements apply.
1 partner + full co-marketing logo (reverse) 1 partner + condensed logo (reverse)
2 partners + full co-marketing logo (reverse) 2 partners + condensed logo (reverse) Proprietary + Confidential
Visual identity: Co-marketing logo
Incorrect uses
It’s important that our logo is used correctly. Here are some examples of what not to do with the co-marketing logo.
DON’T DON’T DON’T DON’T
Don’t alter, rotate, change the colors, Don’t use the primary logo in a co-marketing Don’t use the reverse co-marketing logo Don’t use the logo in text or as part of a word. or recreate the logo. Only use the logo lockup. Instead, use the co-marketing logo. on backgrounds that blend with the logo. provided by Google.
DON’T DON’T DON’T DON’T
Don’t stack logos. Don’t remove the vertical divider Don’t scale your logo outside Don’t use the logo in situations that are unable separating the logos. the safe area in the template. to accommodate the clear space requirements. Proprietary + Confidential
Visual identity
Acceptance mark
The Google Pay acceptance mark indicates that Google Pay is an accepted payment method. You’ll use this asset within checkout flows in your app or website or on card reader screens in physical locations. You’ll also use it in marketing materials where you’re showing customers what to look for to know Google Pay is accepted at checkout. Proprietary + Confidential
Visual identity: Primary logo
Acceptance mark options
Use the primary version whenever possible. For terminal screens without color, use either of the monochrome versions (black or white).
Sticker Primary
Reverse Monochrome black Proprietary + Confidential
Visual identity: Horizontal logo
Clear space
Always maintain the minimum clear space of half (0.5x) the height of the super G on all sides of the Google Pay acceptance mark. Ensure the clear space is even with other brand identities you’re displaying. If you have more room, increase the clear space around the Google Pay acceptance mark.
If you’re displaying the logo at a physical point of sale (POS), you can order ready-made stickers for your door, window, card reader, or register.
When the acceptance mark is used in a checkout flow, special clear space requirements apply. Visit our developer site for details. X = the height of the super G Proprietary + Confidential
Visual identity: Co-marketing logo
Minimum size
When placing the acceptance mark, do not alter or modify the 40 px/0.25 in measurements or proportions. Always show the mark at the minimum minimum size or larger and ensure that it is clearly legible. All minimum sizes are based off height.
Acceptance mark Digital: 40 pixels in height Print: 0.25 inches in height
Acceptance mark outlined Digital: 40 pixels in height
Print: 0.25 inches in height 40 px/0.25 in minimum Proprietary + Confidential
Visual identity: Color palette
Color palette Proprietary + Confidential
Visual identity
Color palette
The Google Pay logo and acceptance mark use Google core colors and two neutral greys. Please remember that your creative may not leverage Google assets, colors, or fonts as a primary visual element, except as described in these guidelines.
Core colors Neutrals
Blue 500 Red 500 Yellow 500 Green 500 Grey 700 Grey 800
RGB: 66, 133, 244 RGB: 234, 67, 53 RGB: 251, 188, 4 RGB: 52, 168, 83 RGB: 95, 99, 104 RGB: 60, 64, 67 HEX: #4285F4 HEX: #EA4335 HEX: #FBBC04 HEX: #34A853 HEX: #5F6368 HEX: #3C4043 CMYK: 88, 40, 0, 0 CMYK: 0, 87, 89, 0 CMYK: 0, 37, 100, 0 CMYK: 78, 0, 92, 0 CMYK: 5, 0, 0, 70 CMYK: 5, 0, 0, 80 PMS tag">C: 2173 C PMS C 179 C PMS C 7549 C PMS 2257 C PMS U 2193 U PMS U 2347 U PMS U 7549 U PMS 2271 U Proprietary + Confidential
Visual identity: Color palette
Examples of usage
Please remember that your creative may not leverage Google assets, colors, or fonts as a primary visual element, except as described in these guidelines.
DO DON’T
Use your brand colors. Use Google colors as a primary visual element. Proprietary + Confidential
Visual identity
Device screens, device shells, and card artwork Proprietary + Confidential
Visual identity
Device screens
When showcasing the Google Pay app interface in your marketing materials, please use our pre-created screens and always show a screen in the context of a device.
Following this slide you’ll find key UI screens and flows that you can use in your marketing materials. Proprietary + Confidential
Visual identity
Payment screens
Tap to pay payment success P2P Screen Rewards
T Proprietary + Confidential
Visual identity
Wallet screens
Home screen Payment options Proprietary + Confidential
Visual identity
Tokenization flow Proprietary + Confidential
Visual identity
Pixel device shells
Always feature Google Pay on the latest Google devices, mobile, or otherwise.
Pixel 4a Device shells Proprietary + Confidential
Visual identity
Card artwork
It’s important that card artwork is product correct in all of your co-marketing creative. Please follow our card art guidelines and use the device screens provided by Google.
Customer Name Customer Name
DO DON’T
⋅ Always feature the last four digits of ⋅ Don’t feature a customer name the card number in the lower left hand on the card. corner as it is shown above. ⋅ Don’t show the full card number. Instead, ⋅ Feature your bank’s unique card only show the last 4 digits. artwork and brand. ⋅ Don’t feature the card chip. Proprietary + Confidential
05 Creative examples Proprietary + Confidential
Creative examples 300X250
Digital banner ads
Digital banner ads are a very targeted way to drive customers to add your bank card to Google Pay.
Application • Use digital banner ads both on your own site and on other sites for more exposure 320x480 320x50 Content • Keep copy short and direct, featuring one main Google Pay benefit • Make sure a complete, persuasive message is on the final frame (post motion cycle) • Make your CTA actionable—learning more about a feature, downloading the app, etc. • When relevant, use a deep link as your CTA 480x320 Headline text • 24 character max, Roboto medium, 2 lines max
Subtitle (optional) • 60 character max, Roboto regular, 3 lines max
Legal (optional) • 40 character max, Roboto regular-sharp, 2 lines max
Button text • 12 character max, Roboto bold, all-caps, 1 line max Proprietary + Confidential
Creative examples
App interstitials
Target users at exactly the right time with interstitial ads in your app. These are a great way to prompt mobile users to provision or add a card.
Application • This is one of the best channels to drive users to Google Pay. They are already in your app, which streamlines the experience. • Be thoughtful about the placement of the ad. Test placements to make sure there isn’t too much disruption to the user experience.
Content • For the CTA, use a deep link to add a card to the Google Pay app or, if you offer push provisioning, to provision a card through your app. Proprietary + Confidential
Creative examples
In-branch digital displays
Take advantage of screens like TVs and ATMs to educate users about Google Pay.
Application • ATM screen ads and in-branch videos will likely be solely educational, since you won’t be able to link a CTA • ATM screen ads should be supplemental to your marketing campaigns and not the main channel
Content • For in-branch videos, use existing Google Pay videos as inspiration
Headline text • 24 character max, Roboto medium, 2 lines max
Subtitle (optional) • 150 character max, Roboto regular, 3 lines max
Legal (optional) • 40 character max, Roboto regular-sharp, 2 lines max Proprietary + Confidential
Creative examples
Landing page
Create a landing page to help users get started when you launch Google Pay. Most co-marketing materials should link here.
Application • Include information on Google Pay benefits, the setup process, how and where to use it, and CTAs that prompt users to learn more or download the app. • Reassure users that they still get the rewards you offer when paying with Google Pay
Content • General messaging for the setup process is available within the messaging section • Show users where they can use Google Pay in stores, in apps, and online. Get permission from merchants before using their logos, or just link to the Google Pay page with participating merchants.
Headline text • 32 character max, Roboto medium, 2 lines max
Subtitle (optional) • 150 character max, Roboto regular, 3 lines max
CTA button text • 16 character max, Roboto bold, all caps, 1 line max Proprietary + Confidential
Creative examples
Drive awareness with co-marketing CRM emails or supplement your existing emails with Google Pay modules.
Application • Consider sending both push emails and trigger emails tied to a specific customer behavior • Add Google Pay modules to existing emails like welcome emails or Apply now quarterly updates to cardholders
Content • When relevant, use a deep link for your CTA. If you have push provisioning Capabilities, link to your app • We encourage you to use our suggested messaging
Your brand email with supplemental Google Pay module Proprietary + Confidential
Creative examples
Out-of-home
Out-of-home materials should be eye-catching and designed to quickly communicate a clear message.
Application • Create out-of-home marketing opportunities with everything from advertising to transit campaigns • Use relevant media whenever possible. For example, a transit campaign could use bus shelter posters, wrapped buses, taxi toppers, and more. • Consider concentrating your out-of-home marketing in specific areas or around specific events to increase density and scale your impact Content • Keep your headlines brief—aim for eight words or less Headline text • 40 character max, Roboto medium, 2 lines max TM
Subtitle (optional) • 150 character max, Roboto regular, 3 lines max
Legal (optional) • 40 character max, Roboto regular-sharp, 2 lines max Proprietary + Confidential
Creative examples Announcing Google Pay Announcing Google Pay Facebook Instagram Social
Social posts help you connect with targeted audiences, track engagement, and drive awareness through shares.
Application • Use social to announce new functionalities and product features, or to support campaigns and promotions
Content • Images, videos, or even GIFs can help posts perform better • When relevant, use a deep link for your CTA • Use @GooglePay or #GooglePay in relevant posts • By following @GooglePay, you can also retweet or share posts from Google Pay
Additional copy examples: Use your District Bank card with @GooglePay. Google Pay is a safe, simple, and helpful way to pay to manage your money, giving you a clearer picture of your spending and savings.
Use your District Bank card with @GooglePay to split the bill with a group. Create a group to send and receive money for things like trips, meals, bills, rent, and more. Google Pay will even help you do the math on who owes what.
Text • Note channel-specific rules likeFacebook’s 20% text suggestion for images, or Twitter’s 280 character-count limit Proprietary + Confidential
Creative examples
In-branch print materials
Use in-branch materials like posters, brochures, table tents, and more to drive awareness with on-site customers.
Application • Keep educational print materials on hand in-branch, and make sure the staff is trained to answer questions about Google Pay
Content • For longer print formats like brochures, address benefits like security, rewards and loyalty, easy setup, or how to pay • For shorter print formats like posters and table tents, keep copy more concise and compelling
Headline text • 46 character max, Roboto medium, 2 lines max
Subtitle (optional) • 160 character max, Roboto regular, 3 lines max
Legal (optional) • 40 character max, Roboto regular-sharp, 2 lines max Proprietary + Confidential
Push provisioning introduction 06 and customer journey Proprietary + Confidential
Push provisioning
Google Pay push provisioning enables users to pay from your app
Your customers use your mobile banking app for many of their financial needs. Google Pay enables your customers to pay simply and securely, directly from your mobile banking app.
Google Pay push provisioning allows your customers to add their cards directly to Google Pay from your mobile banking app, with a click of the button.
Customers can use their phones at millions of businesses. They can pay in apps, on websites, at gas stations and restaurants, and anywhere contactless payments are accepted. Proprietary + Confidential
Push provisioning
Help your customers unlock mobile payments by provisioning their card in your app
Goal-oriented messaging: Now you can pay with your phone using Google Pay. Learn more about Google Pay, a safe, simple, and helpful way to pay and manage your money.
A safer way to pay Peace of mind The benefits you love With security built-in to protect If your phone is ever lost You’ll enjoy all the same rewards, you before, during, and after or stolen, you can lock and benefits, and protections you’re every payment, using Google erase it with Find My Device. used to from your card. Pay is safer than swiping your card or paying with cash.
New mobile banking app user
Newly push provisioned user Proprietary + Confidential
Push provisioning
Get your users to start tapping Partner logo immediately after provisioning Congrats on
your first tap! Promote the key benefits of push-provisioned usage immediately after the user provisions their card in your app—no more than 5 days after provisioning. You can use Google Pay to buy your morning coffee, groceries, lunch and Using a combination of emails, app notifications, and other O&O pay for your ride home, all on your channels, reinforce the benefits which should include: phone. Google Pay is the safe, helpful way to pay and manage your money. • Top local merchant NFC acceptance: Ideally, leverage the user’s previous transaction data to dynamically call out favored merchants that accept Google Pay
• Convenience of usage: Highlight benefits like transit (if applicable) and faster See where POS check-out
• Added security benefits:Remind users that their card number is never shared [Merchant [Merchant [Merchant with the merchant logo] logo] logo]
CRM example
Newly push provisioned user
Minimally habituated push provisioned user Proprietary + Confidential
Push provisioning
Drive habitual usage among Partner logo new push provisioned users Tap 5 times this week at (merchant name) For laggardly push-provisioned users, multi-tap incentive campaigns can drive early habituation for long-term usage. and get $15 cash back
Using the same combination of emails, app notifications, and other Tap 5 times with your [Issuer Name] app between February 1 O&O channels, campaign mechanics can include: to February 28, 2021 and earn • Multi-use: Use Google Pay [x] times within 4 weeks and earn $[y] every time $15 cash back. You’ll see it on your next statement credit. • First use, last use: Earn $[x] the first time you use Google Pay, then earn another $[y] the [z] time you use Google Pay
• Themed prize campaign: Use Google Pay [x] times within 4 weeks and win a prize, which could be [prize 1], [prize 2], or [prize 3] (best to leverage an existing issuer Learn more partnership with a sports league, movie chain, or other partner with wide appeal)
• Points accelerator for rewards cards: Earn an additional [x]% cashback/points/miles for Homepage banner example every purchase; best if a substantial portion of the portfolio is made up of rewards cards
Minimally habituated push provisioned user Proprietary + Confidential
Push Provisioning
Get users to push provision
Bank app while they wait for their card to Your new credit/debit card Is on the way. You can still pay with your phone while you wait. Try it come in the mail today Similar to issuer-led multi-tap campaigns, this lever can drive the first taps from Google Pay; Google will support with engineering resources.
Major issuers have seen significant spikes in provisioning and transaction rates when communicating the value of push provisioning before their card arrives in the mail.
Push notifications, SMS, and email marketing have generated provision rate lifts between 9% and 26% (depending on the product), and transaction rate lifts between 4% and 132% (depending on the product).
Push notification Additional growth lever Proprietary + Confidential
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