Card Design Toolkit

1 Visa Card Design Toolkit
CARD DESIGN TOOLKIT
Visa Confidential
Visa Confidential
About This Guide Visa Card Design Toolkit
NOTICE OF CONFIDENTIALITY
This presentation is furnished to you solely in your
capacity as a customer of Visa Inc. and/or a participant
in the Visa payments system. By accepting this
presentation, you acknowledge that the information
contained herein (the “Information”) is confidential and
subject to the confidentiality restrictions contained in
Visa’s operating regulations and/or other confidentiality
agreements, which limit your use of the Information.
You agree to keep the Information confidential and to
not use the Information for any purpose other than in
your capacity as a customer of Visa Inc. or as a participant
in the Visa payments system. The Information may only
be disseminated within your organization on a need-
to-know basis to enable your participation in the Visa
payments system. Please be advised that the Information
may constitute material non public information under
U.S. federal securities laws and that purchasing or selling
securities of Visa Inc. while being aware of material
non public information would constitute a violation of
applicable U.S. federal securities laws.
Visa Confidential
INDEX Visa Card Design Toolkit
APPROVAL PROCESS
ABOUT THIS GUIDE VISA CARDS DESIGNS
About this guide 4 Card designs 13
The card design toolkit 5 Overview 14
Designing your Visa card 6 Consumer 15
Visa Classic 16
APPROVAL PROCESS Visa Gold 22
Visa Platinum 27
Visa cards approval process 7
Visa Signature 31
Affinity & co-branded 9
Visa Infinite 34
Print On Demand Approval Process 10
Commercial 41
Visa Business 42
Visa Platinum Business 44
Visa Signature Business 45
Visa Corporate 46
Visa Confidential
4 About This Guide Visa Card Design Toolkit
ABOUT THIS GUIDE

This guide contains information based on the current
Visa Product Brand Standards, and are subject to change.
Please refer to the Visa Product Brand Standards for the
updated guidelines through Visa Online web site.
Visa Confidential
THE CARD DESIGN TOOLKIT
A Visa card is so It represents acceptance and reliability at tens of millions It should also reflect the individuality of the cardholder
much more than a of merchants worldwide, and provides a safe and and display artwork reflecting that cardholder’s
payment device. It is an secure environment for payment, no matter where your aspirations and expectations in life.
aspirational item in the cardholder is.
This toolkit contains a range of ready-to-go card
wallets of people all over
Therefore, it is important that the design of your Visa designs exclusively prepared for Visa card issuers.
the world.
cards reflect those standards of quality, security and
reliability that Visa is known for.
Visa Confidential
DESIGNING YOUR VISA CARD

A Visa card’s design is an Who is your target market? What is your brand message?
invaluable opportunity Your card’s design should reflect the aspirations and You should view the designing of a Visa card as an
to strengthen your needs of its potential customers. For example, cards invaluable opportunity for you to self-promote and
own brand identity, targeted at the youth segment will differ considerably strengthen your own brand.
and provide for your from cards designed for customers who are at a more It is also important for you to take into consideration
customer a product they mature financial life-stage. Visa’s card design specifications when designing your
can identify with. Both new Visa card.
of these aspects are To protect the Visa brand and deliver Visa’s brand
Which Visa product are you designing for?
important, because they promise of universal acceptance, Visa requires issuers
You should consider which Visa product you are
strengthen your ability of Visa cards to abide by a set of standards governing
designing your card for. Is it Visa Classic, Visa Gold, Visa
to retain customers the design, printing, production and personalization
Platinum, Visa Signature or Visa Infinite? Is it Prepaid,
and improve your Visa of Visa cards. Please refer to the Visa Product Brand
Credit or Debit?
portfolio’s performance. Standards for the most up-to-date card design
specifications and high resolution artwork of Visa
Where will your Visa card be launched? Brand Marks and logos.
What your card’s design says to your customer can vary
The Visa Product Brand Standards site can be accessed
widely depending on where it is launched. The card
via Visa Online web site.
design should be consistent with the country or region’s
culture, norms and values.
Visa Confidential
7 Approval Process Visa Card Design Toolkit
VISA CARDS APPROVAL PROCESS

To protect the Visa brand and issuer’s investment, Visa
requires issuers to submit card designs through the Visa
Online application for each production run, including
reprints, for approval prior to production.
Visa Confidential
APPROVAL PROCESS FOR VISA CARDS

Central Europe, Middle East and Africa
1 Color
Proof
Submission 2 Final Card
Design
Approval 3 Card
Issuance To
The Market 4 Non-Personalized
Plastic Sample
Submission 5 Non-Personalized
Plastic Sample
Feedback
Manufacturer submits the Visa review the submission Following color proof Manufacturer submits Visa review the card
color proof on Visa Online within 3 to 5 business approval, cards can be non-personalised samples samples within 3 business
application. The color proof days. issued. (appropriately punched days. No further review
submission is assigned “void”) to Visa within 10 letters will be issued unless
a unique Visa reference business days of completing the samples are to be
number. the newly produced batch declined.
order .
Visa Confidential
AFFINITY & CO-BRAND

PROGRAM APPROVAL PROCESS
A Visa affinity program is a partnership between

A card issuer and a non-profit, social or lifestyle
association, while a Visa co-branded program
is a partnership between a card issuer and a commercial
partner.
Issuers planning to implement a Visa affinity or a Visa co-

brand program must complete and submit an affinity/ co-
brand program application for Visa’s review. This application
has to be submitted through Visa Online application for
Visa’s review process by documenting program details,
such as opportunity forecasts, marketing plans, affinity/
co-brand partners, third party agents and other pertinent
information. Please allow 5-10 business days from receipt
for review.
Please note that card designs for affinity/ co-brand
programs can only be approved upon approval of
program application. Please ensure that this is taken
into consideration as you plan your new program
implementation timeline.
Visa Confidential
PRINT-ON-DEMAND APPROVAL PROCESS

POD (Print-on-Demand) cards have designs that are
printed at the time of order fulfillment or for card
personalization.
Card designs are added to generic Visa-branded card

stock rather than incorporating the designs at the point
of plastics manufactured. With this technique, issuers can
offer cardholders the ability to design their own cards, or
to select from a gallery of pre-designed cards.
Visa Confidential
Approval process for issuers

PRINT ON DEMAND cards
Central Europe, Middle East and Africa
1 Color
Proof
Submission 2 Color
Proof
Approval 3 Personalized
Plastic Sample
Submission 4 Final Card
Design
Approval 5 Card
Issuance
Manufacturer submits the Visa reviews the Manufacturer submits 1 Visa reviews the samples Following the final
color proof on Visa Online submission within 3 to 5 base stock card sample as within 10 business days card design approval,
application, with the area business days. Following well as: through Visa Online the cards can be issued
for a personalized image the color proof approval, application. to the market.
left blank on the color the cards can • 50 personalized samples
proof. The color proof be produced. for new programs
submission is assigned
a unique Visa reference • 5 personalized samples for
number. repeated programs
Visa Confidential
POD - PRINT ON DEMAND

Choose your favorite picture, fulfill your creative desires with picture cards (cards for which cardholders
provide pictures to the issuer for use as a cardface).
Visa Confidential
13 Visa Cards Visa Card Design Toolkit
CARD DESIGNS
On the following pages, you will find a set of card
designs which have been produced exclusively for
Visa card issuers. We have also included suggestions
on how you can enhance the designs using different
materials and production techniques.
Additionally, the artwork can be downloaded through

Visa Online. Click on the download icon (below the
cards) and you will go directly to the log-on page of
Visa Online, login and you will be routed directly to the
download page.
Card issuers from Central Europe, Middle East and Africa
may contact the CEMEA Card Designs & Standards team
at cemeacarddesign@visa.com for more information on
the card features, materials and production techniques.
Visa Confidential
14 Visa Cards | Overview Visa Card Design Toolkit
Visa Confidential
15 Visa Consumer Cards | Overview Visa Card Design Toolkit
Visa Consumer
Cards
Visa Confidential
16 Visa Consumer Cards | Classic | Overview Visa Card Design Toolkit
Visa Classic Cards

Connection | Entry level | Part of a system | Young | Tech-savvy
Visa Confidential Return to overview

17 Visa Consumer Cards | Classic Visa Card Design Toolkit
Natural Lightness
A clean and organic imagery that symbolizes the simple yet delicate functionality of the entry-level card. This
gives the end-user a sense of belonging to an ever-growing ecosystem of credit card users.
PVC card
Semitransparent card
Visa Confidential Return to Classic overview Return to overview Download the artwork via Visa Online web site
Silicon Valley
End-users are technology-savvy and have a propensity for the latest gadgets and seamless transaction. The card
will show the inside details of a single chip, looking to connect to a motherboard. This will create a feeling of
connection as the user hands the card to a merchant to complete the transaction.
PVC card PVC card
Loud Music
Music lovers feel the vibe of symphony blasting from their pockets. The card design is cool and hip, targeting
young consumers who are energetic, passionate and not afraid to let the world know they have good taste.
PVC card
Colorful Canvas
A canvas that inspires vivid thoughts and imagination, as if enabling users to live life to the fullest by painting their
experiences on canvas. The credit card is a tool that they can use to live their lives with more color and vibrancy.
PVC card
Symmetric Plumage
Animal patterns, symmetric design and natural elements go hand-in-hand to create a cool and trendy layout
that lets young consumers reveal their unique and colorful side.
PVC card PVC card

Matte coating / soft touch Matte coating / soft touch
22 Visa Consumer Cards | Gold | Overview Visa Card Design Toolkit
Visa Gold Cards

Precious | Tiny objects | Texture | Brilliance | Lavishness

23 Visa Consumer Cards | Gold | Overview Visa Card Design Toolkit
Open Sesame
A glimmer of gold is what catches the eye; attention-holding and mysteriously alluring, one can but wonder
at the discoveries that await in the cave of golden wonders.
PVC card
Visa Confidential Return to Gold overview Return to overview Download the artwork via Visa Online web site
24 Visa Consumer Cards | Gold Visa Card Design Toolkit
Fairy Kaleidoscope
A close up of colorful beads, pearls and small elemental pieces, such as glass and pebbles, creates a
kaleidoscope dance. Any combination may not be duplicated, as if a simple rearrangement crafts a unique and
poetic masterpiece.
PVC card
Smooth as Silk
Beauty is in the eye of the beholder, but some beauty is absolute. This visual sensory experience imparts an
unforgettable feeling of exquisite quality and an intangible impression of elegance in texture.
PVC card
Matte coating / soft touch
Golden Sparkling
A visual spectacle of sparkling gold, for users with an elegant air of sophistication, those who know how to
have fun and celebrate in style.
ProMotion
Effect simulation: movement of glittering gold
27 Visa Consumer Cards | Platinum | Overview Visa Card Design Toolkit
Visa Platinum Cards

Elegance, Luxury, Energetic, Unique, Vibrant

28 Visa Consumer Cards | Platinum Visa Card Design Toolkit
Positive Energy
Vibrant light beams conveyed in space, light the way toward a direction that will not end. Energy flows through
interaction and experience, and only positive vibes are passed on from end-user to merchant.
PVC card PVC card
PVC card
Visa Confidential Return to Platinum overview Return to overview Download the artwork via Visa Online web site
A Thousand and One Nights

The stars shine brightly in the night sky, like street lights that lead the way along the unfamiliar road. No
matter how many days it may take to travel the unbeaten path, the journey is more important than the
destination.
PVC card
Warm Fur
Wild and unique, these animal patterns don’t repeat. A distinguishing set of striped and spotted prints reflect the
natural elegance and prominent personality of the end-user.
PVC card
Matte coating / soft touch
31 Visa Consumer Cards | Signature | Overview Visa Card Design Toolkit
Visa Signature Cards

Solid | Impactful | Luxury | Earthiness

32 Visa Consumer Cards | Signature Visa Card Design Toolkit
Chic Marble
A cold, hard surface is a work of art. Evoking concepts of durability and luxury; sculptures of art and natural
patterns impacted and merged to create a solid yet smooth impression over time.
PVC card PVC card Semitransparent card
Visa Confidential Return to Signature overview Return to overview Download the artwork via Visa Online web site
33 Visa Consumer Cards | Signature Visa Card Design Toolkit
Multifaceted Geometry
Shiny, sturdy and memorable--just like diamonds, these designs give a sense of exclusivity and uniqueness.
Inspired by stone patterns and their values; a beautifully designed representation of glitz and glamor.
PVC card PVC card

Sparkling finish on light areas Sparkling finish on light areas
Visa Confidential Return to Signature overview Return to overview Download the artwork via Visa Online web site
34 Visa Consumer Cards | Infinite | Overview Visa Card Design Toolkit
Visa Infinite Cards

Vastness, Infinity, Symmetry, Understated elegance, Geometry

35 Visa Consumer Cards | Infinite Visa Card Design Toolkit
Deep Space
A star; an unreachable sparkling star in the infinite night sky. The design gives a feeling of vastness, symbolizing
the countless number of opportunities presented to those who dream big in the universe.
PVC card PVC card
Visa Confidential Return to Infinite overview Return to overview Download the artwork via Visa Online web site
Ultra Uomo
Inspired by Leonardo da Vinci’s Vitruvian Man, an iconic symbol of the ideal person we strive to be.
Multi-talented and well-balanced; a perfect reminder of how each action we take should make us a better
individual.
Engraved Metal card
Inner Values
A fractal pattern that acts like an organic armor around a delicate curve, giving an impression of infinite depth
and delicateness. The repetitive design represents understated elegance and boundless possibilities.
Left side semistransparent
Persia Geometry
Very few have seen, let alone been chosen to behold such a magnificent piece of art. The geometric shapes
that make up the pattern are visibly formed from tiny, elaborate designs. There is an intricate harmony needed
in creating something with such an understated prestige.
PVC card metallic effect
Dynamic Volumes
Bold, dark and symmetric designs that represent the impact of people who aim to make a difference in the
world. For end-users that are constantly on the go and looking to move mountains.
ProMotion PVC card Metallic card
Effect simulation: Entering, going inside new spaces.
Precious Minerals
A close up of brilliant and shiny colors, sprinkled over organic texture to exude a precious sense of style and
sophistication.
PVC shining (metallic effect) card PVC shining (metallic effect) card
41 Visa Commercial Cards | Overview Visa Card Design Toolkit
Visa Commercial
Cards
Visa Confidential
42 Visa Commercial Cards | Business Visa Card Design Toolkit
Steel Architecture
Corporate values symbolized by large, complex and symmetric architecture. Regular, geometric and monotoned
shapes create an environment of solidarity, reliability and security.
PVC card
Visa Confidential Return to Commercial Cards overview Return to overview Download the artwork via Visa Online web site
43 Visa Commercial Cards | Business Visa Card Design Toolkit
Company Values
Corporate values symbolized in single, circular entities that intersect and overlap each other, creating a
symbiosis of teamwork, collaboration and growth.
PVC card
44 Visa Commercial Cards | Platinum Business Visa Card Design Toolkit
New Baroque
A contemporary interpretation of classic baroque, where royalty and class are evidently represented by the
deep blue banner and intricate floral pattern.
PVC card metallic effect
45 Visa Commercial Cards | Signature Business Visa Card Design Toolkit
Solid Carbon
A mesmerizing detail of technical patterns create a feeling of imperviousness, high performance and
exclusivity-- meant only for the elite few.
ProMotion
Effect simulation: dynamic carbon pattern
46 Visa Commercial Cards | Corporate Visa Card Design Toolkit
Indelible Traces
The Pantheon, Rome (118-128 AD). Only a handful of people leave their marks on history-- people who have
an impeccable savvy to mix expertise, style and technique together to produce excellence in everything they
do.
PVC card
47 Visa Commercial Cards | Corporate Visa Card Design Toolkit
Vibrant City
Businesses can aim high and look to the sky. Skyscrapers and reflective glass take you to the heart of the central
business district. Prestige and unprecedented growth await promising enterprises looking to win big with their next
brilliant idea.
BOUNDLESS HORIZONS AWAIT

This toolkit was created with the purpose of providing
inspiration and guidance.
Future card users can use this guidebook to create
innovative card designs and align their values and
objectives with the Visa brand. With a future this bright,
we only strive to be everywhere you want to be.
Visa Confidential

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1 Visa Card Design Toolkit

CARD DESIGN TOOLKIT

ABOUT THIS GUIDE VISA CARDS DESIGNS

About this guide 4 Card designs 13

The card design toolkit 5 Overview 14

Designing your Visa card 6 Consumer 15

Visa Platinum Business 44

Visa Signature Business 45

ABOUT THIS GUIDE

THE CARD DESIGN TOOLKIT

DESIGNING YOUR VISA CARD

VISA CARDS APPROVAL PROCESS

APPROVAL PROCESS FOR VISA CARDS

AFFINITY & CO-BRAND

A Visa affinity program is a partnership between

Issuers planning to implement a Visa affinity or a Visa co-

PRINT-ON-DEMAND APPROVAL PROCESS

Card designs are added to generic Visa-branded card

Approval process for issuers

POD - PRINT ON DEMAND

Additionally, the artwork can be downloaded through

Visa Classic Cards

Visa Confidential Return to overview

PVC card PVC card

PVC card PVC card

Visa Gold Cards

Visa Confidential Return to overview

Effect simulation: movement of glittering gold

Visa Platinum Cards

Visa Confidential Return to overview

PVC card PVC card

A Thousand and One Nights

Visa Signature Cards

Visa Confidential Return to overview

PVC card PVC card Semitransparent card

PVC card PVC card

Visa Infinite Cards

Visa Confidential Return to overview

PVC card PVC card

Engraved Metal card

Left side semistransparent

PVC card metallic effect

ProMotion PVC card Metallic card

Effect simulation: Entering, going inside new spaces.

PVC card metallic effect

Effect simulation: dynamic carbon pattern

BOUNDLESS HORIZONS AWAIT

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