5.

Optional MasterCard Card Design Features

In addition to the Core MasterCard Design Features, there are several optional features available to

MasterCard card issuers. This chapter specifies these options, as well as their respective standards of use.

1. Tag Lines and Other

Identifying Elements
A member may use an advertising slogan, a tag line,
or other identifying element on the card front if
the element is consistently used by the issuer or
Affinity/Co-Branded (A/CB) partner as part of its
identity.

The member must submit proof of trademark

or ownership of such identity to MasterCard
International Card Design Management (CDM) in
the form of a letter.

The type font for the following identifying elements

is left to the issuer’s discretion but must not exceed
7 points in type size:

• Mailing address (member’s or A/CB partner’s)

• Telephone number
• Internet or e-mail address
• Language describing a member’s anniversary or
centennial (these cards may be issued for a period
of two years).

©2005 MasterCard International Incorporated

 OPTIONAL MASTERCARD CARD DESIGN FEATURES 5.2

2. Card Identifier 3. Step-and-Repeat Pattern

If the issuer plans to market a specific type of A step-and-repeat pattern may be used as a
MasterCard card program, a card identifier may design treatment on the card front for any of the
be used on the card front. In these instances, the following elements:
name of the MasterCard card program would be
• Member name and/or mark
used ((e.g., “Gold MasterCard®” or “MasterCard
• A/CB partner name and/or mark
Card).” SEE FIGURE 5.2.A.
• Program name
The card identifier must appear in the required card
• MasterCard card program name
program nomenclature; it may appear alone or with
The pattern may not enter the MasterCard
other identities on the card front. The appropriate
Identification Area (MIA).
trademark symbol must be used (i.e., ® or ™). If
the card identifier is used alone, the issuer must If a MasterCard card program name is used in a
be identified on the card back using the required step-and-repeat pattern, the full card program name
MasterCard language. The card identifier name must must appear predominantly on the card front at least
be consistent with the card type. once in its entirety. SEE FIGURE 5.3.A.
Members may not use the term “World” in English
or in any other language on a MasterCard card other
than in accordance with the World MasterCard™ Card
design standards and licensing agreement.

©2005 MasterCard International Incorporated 4.2

OPTIONAL MASTERCARD CARD DESIGN FEATURES 5.3

FIGURE 5.2.A CARD IDENTIFIER

FIGURE 5.3.A STEP-AND-REPEAT PATTERN

©2005 MasterCard International Incorporated

 OPTIONAL MASTERCARD CARD DESIGN FEATURES
4. Color Image Area
A. General Requirements for
MasterCard Cards
SEE FIGURE 5.4.A.
A cardholder choice color image with maximum
dimensions of 50.8mm x 50.8mm (2" x 2") may be
placed on the card front of selected products and
card programs with the following requirements:
• The image may not interfere with the appearance
of the Bank Identification Number (BIN) on the
card front. According to the security requirements,
the BIN must be indent-printed or reversed to
white. The member must submit in writing to
CDM which option will be utilized.
• The color image area may appear only on the
left-hand side of the card.
• The color image area may be outlined with a
black border line that must not exceed 3.6 points
in thickness. The border line must fit within the
dimensions of the color image area.
• The color image must not violate the prohibited
subject matter guidelines outlined in this section.
• The color image area is intended for customer
choice photographs to be used as design
elements. It is not intended to be used for
cardholder photographs for security or
identification verification purposes.
B. Specific Requirements for
Gold MasterCard Cards (Asia/Pacific,
Latin America, and SAMEA Regions)
• The use of the color image area is available only
in limited markets – please consult with your
MasterCard regional office.
• The base color must be MasterCard Gold 2000.
Other background designs or patterns are not
permitted on the balance of the card front.
• The color image area on a Gold MasterCard Card
may be outlined with a black border line that
must not exceed 3.6 points in thickness. The
border line must fit within the dimensions of
the color image area.
©2005 MasterCard International Incorporated
5.4
• If an issuer name/mark, A/CB partner name/mark,
or program name appears inside the image area,
the name may be printed only in black or white.
• If an issuer name/mark, A/CB partner name/mark,
or program name appears outside the image area,
the name may be printed only in approved
secondary gold, black, or screens of black.
• If an A/CB partner or a program name is added
to the (50.8mm x 50.8mm) 2" x 2" image area, the
appropriate approval processes must be followed.
SEE FIGURE 5.4.B.
C. Prohibited Subject Matter Guidelines
for Photographs for Color Image Area
Prohibited subject matter standards for a color
image on any MasterCard card include but are
not limited to:
• Sexual subject matter of any nature
• Political subject matter of any nature (except
if the affinity or co-branded partner is a
political organization)
• Offensive racial/prejudicial subject matter of
any nature
• Offensive religious subject matter of any nature
• Advertising of any nature
• Portrait of an adult, including the cardholder,
intended for identification purposes
• Self-promotion of any nature ((e.g., personal
business card)
• Copyrighted material of any nature
• Branded products/services, including
abbreviations, acronyms and/or symbols of
any nature (except those identities approved
for co-branded card programs)
• Solicitations, including telephone numbers or
services of any nature ((e.g., 900 or 800 numbers)
• Celebrities/musicians/athletes/entertainers/public
figures, etc., of any nature (except those identities
approved for co-branded card programs)
• Affiliations with groups that are determined to be
of a “socially unacceptable” nature
OPTIONAL MASTERCARD CARD DESIGN FEATURES 5.5

• Subject matter of any nature that might result in

card acceptance confusion by merchants
• Subject matter of any nature that might result in
card fraud
• Any graphic design element that, at the sole
discretion of MasterCard International, might
reflect poorly on the brand, or that might
engender hostility toward or derision of the
MasterCard Brand Mark.
MasterCard International reserves the right to
require a member to replace any MasterCard card
that does not comply with the preceding guidelines.
These standards may be modified at MasterCard
International’s discretion at any time. This
prohibited subject matter list does not in any way
imply order of preference.

©2005 MasterCard International Incorporated

OPTIONAL MASTERCARD CARD DESIGN FEATURES 5.6

FIGURE 5.4.A GENERAL REQUIREMENTS

FIGURE 5.4.B SPECIFIC REQUIREMENTS

©2005 MasterCard International Incorporated

 OPTIONAL MASTERCARD CARD DESIGN FEATURES
5. Cardholder Photograph and
Digitized Signature
(For Identification Purposes)
A cardholder photograph and a digitized signature
may appear on the card front of any MasterCard
card for the purpose of identifying the authorized
user. The following guidelines outline the required
and recommended presentation of the cardholder
photograph and signature on the card front.
SEE FIGURE 5.5.A.
A. Photograph Image Guidelines
• Photographs may be in color or black and white.
They must be in focus, with sufficient lighting
and background contrast to ensure that the
cardholder’s front and head are clearly visible.
• The photograph must be a frontal, full-front view
of the cardholder, no profiles or angles.
• The cardholder’s front must be centered
horizontally and vertically within the image area.
• The distance from the base of the cardholder’s
chin to the top of the head must occupy between
70% and 80% of the height of the photograph.
• The cardholder must appear in normal street
attire (no costumes), without a hat or other
headgear or dark glasses (unless required for
religious or medical reasons).
• The photo may be that of the cardholder alone
(no family, friends, animals, objects, etc.,
are permitted).
B. Photograph Location and Size
• The photograph is recommended to appear in
either of two locations on the card front: upper
left corner (SEE FIGURE 5.5.A) or upper right corner
(SEE FIGURE 5.5.B). Refer to Section 11.9.B for exact
positioning and dimensions.
©2005 MasterCard International Incorporated
5.7
• The size of the photograph must be:
Upper Left: From 19.1mm x 19.1mm (0.75" x
0.75") to 25.6mm x 25.6mm
(1.0" x 1.0").
Upper Right:12.7mm x 12.7mm
(0.5" x 0.5").
• The cardholder photograph may not enter or
interfere with the MIA.
• The photograph may not enter or interfere with
the embossing area on the card front.
C. Photograph Border
• To accommodate the tolerances for imprinting
the photograph image on the card, a 4-point black
border may surround the photograph image area.
Refer to Section 11.9.B for exact positioning and
dimensions.
D. Digitized Cardholder Signature
• An image of the cardholder signature, thermally
printed, may appear on the card front with the
cardholder photograph. It is not a substitute for
the signature on the card back and is permitted
solely to aid signature comparison. If an image
of the cardholder signature is placed on the
card front, it must be positioned in proximity
to the cardholder photograph. The image of
the signature cannot extend into the MIA or
the embossing area. SEE FIGURE 5.5.A AND 5.5.B.
• Retaining line color requirements apply to the
presentation of the digitized cardholder signature.
The signature must be printed in black or white
and have sufficient contrast to the base color.
OPTIONAL MASTERCARD CARD DESIGN FEATURES 5.8

E. Card Integrity
The inclusion of a photograph and/or image of
the cardholder signature on the card front of a
MasterCard card must not interfere with the integrity
and the ability of the card to conform with ISO
standards. In addition, the following requirements
must be adhered to:

• Use of a photograph cannot interfere with

chip placement. If a chip is embedded in the
card, the cardholder photo may be positioned
in the upper right corner on the card front or
positioned on the card back. SEE FIGURE 5.5.C.
• All security and operational elements must
be adhered to. Refer to Chapter 10 for more
information.
• Use of a photograph is an option and
cannot replace any critical element on any
MasterCard card.
• The appearance of the cardholder signature
image on the card front cannot be used as a
substitute for the signature panel on the card
back. (The cardholder should be directed to
sign the card immediately upon receipt.)

©2005 MasterCard International Incorporated

OPTIONAL MASTERCARD CARD DESIGN FEATURES 5.9

FIGURE 5.5.A CARDHOLDER PHOTOGRAPH & SIGNATURE

FIGURE 5.5.B CARDHOLDER PHOTOGRAPH & SIGNATURE

FIGURE 5.5.C CARDHOLDER PHOTOGRAPH & CHIP PLACEMENT

©2005 MasterCard International Incorporated

 OPTIONAL MASTERCARD CARD DESIGN FEATURES
6. Local-Use Only Cards
and Local Language
• If the card is valid only for use in a specific
country or region, the card front must include the
following words: “Valid only in (Country/ Region).”
Minimum type size is 7 points.
• If the local language of the country or region is
not English, “Valid only in (Country/Region)” must
be written in English only, or in both English and
the local language. The wording cannot appear in
only the local language.
• The dating legend on the card may be printed in
the local language.
7. Dating Legend
Members may preprint the words “Month/Year”
above the embossed dual or single expiration
date. The words may be printed in English or
in the local language. Refer to Section 11.5.C for
more information.
8. “Member Since” or Equivalent
on Card Front
Including “Member Since” or equivalent dates on the
card front is optional to the issuer. Refer to Section
11.7 for more information.
©2005 MasterCard International Incorporated
5.10
9. MasterCard Global Service
Issuers may consider printing a telephone
number for the MasterCard Global Service
Center (MGSC) on the back of their
MasterCard cards. Because there are currently
over 70 toll-free telephone numbers, issuers
are encouraged to choose one or two
key destination countries and include the
respective Global Service toll-free numbers
on the card back. All other Global Service
telephone numbers are easily accessible
through directory assistance, printed directory
listings, hotels, and MasterCard’s web site,
www.mastercard.com. Issuers may include
MasterCard’s web site address on the card
back so that cardholders can go directly to
the site to search for the appropriate phone
number.
MasterCard also recommends that issuers
include their own domestic customer service
numbers for in-country calls and their collect
numbers for other international calls.
For further information, contact Global
Services Department at 1-914-249-5339.
 OPTIONAL MASTERCARD CARD DESIGN FEATURES 5.11

10. MasterAssist® Reference

(Optional)
The MasterAssist family of services is provided to all
Gold, Platinum, World, and Corporate MasterCard
Card cardholders. If a member chooses to identify
the MasterAssist program name on the card, it must
be placed on the card back and identified in the
following specified language:

For MasterAssist® Services call 1-800-MC-Assist or

call collect 1-314-542-7211.

If an issuer chooses to identify the MasterAssist

program, the issuer’s customer service number is
required and must be displayed more prominently
than the MasterAssist customer service numbers.
Location on the card back is at the issuer’s
discretion.

©2005 MasterCard International Incorporated