
# Barclaycard core principles

Discover what makes us, us →

barclaycard

October 2024 | Version 4
RESTRICTED – EXTERNAL: This document is for use only by Barclays employees and their nominated agencies. This document has been optimised for digital and should not be printed where possible.


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Our brand | Voice | Overview | Logo | Card Portal | Colour | Typography | Photography | Iconography | Motion | Applications | Contact

# Our brand
## Introduction

### Overview Expression Design principles

# The world is evolving, and so are we, by visually bringing the Barclays and Barclaycard brands closer together.

We're using our shared assets to visually bring Barclaycard closer to Barclays and to aid our customers in navigating our brand, products, services and apps.

All while benefiting from the halo media effect and increased brand attribution of bringing both brands closer together.

We're building on the same principles we've always had and the same sense of playfulness that's in the Barclaycard DNA, while allowing us to bridge the gap between traditional and new competitors.

In these core principles you'll find the starter tools and information needed to use our brand elements in the best possible way.

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Our brand | Voice | Overview | Logo | Card Portal | Colour | Typography | Photography | Iconography | Motion | Applications | Contact | < Previous | Next >

# Our brand
## Introduction

Overview | Expression | Design principles

## Barclaycard is a part of Barclays and uses the *capturing possibilities* expression platform to capture the attention of our audience.

### Capturing possibilities

Our world is full of possibilities, there to be seized, but often disappearing before people can make the most of them. We keep our eye on the horizon, focused on revealing new possibilities as they appear.

Once we spot them, we act boldly to present them to our customers, clients and colleagues; from the large and the small, to the confident and cautious, and everyone in between.

Because we believe that by capturing possibilities we're helping create brighter futures, making an enduring difference for each other and for the long term.

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# Our brand
## Introduction

Overview | Expression | <ins>Design principles</ins>

These are our design principles, to bring our brand expression platform *capturing possibilities* to life. These principles ensure our brand is coherent clear, and above all, represents who we are.

When using the Barclaycard brand, our design principles must be front of mind. They are:

## Bold

Bold is in our DNA, from the first credit card to first contactless payment. Our ideas are inventive and push the boundaries to represent the forward thinking, modern and innovation-led business we are. Our creative is fresh, vivid and impactful.

## Purposeful

We create purposeful designs, tailored to the needs and design cues of each of our audiences. As experts, we're able to present complex information with clarity, delivering experiences that are truly authentic to who we are.

## Expressive

All work we create should be positive, human, aspirational and expressive, while grounded in the reality of our customers, clients and colleagues. Through the Barclaycard playful spirit, we focus on the people we work for and those we work with, using the most powerful currency of them all – real human connection.

## Sacred assets

The logo, Card Portal and the colour cyan are our sacred assets. Uniting the Barclaycard sub-brand with the Barclays Masterbrand. As well as visually connecting our brand across every touchpoint and ensuring we're instantly recognisable.

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Our brand | Voice | Overview | Logo | Card Portal | Colour | Typography | Photography | Iconography | Motion | Applications | Contact

< Previous | Next >

# Our voice
Introduction

## <ins>Overview</ins>

Our words carry weight but should never feel like baggage. They have the power to connect, impress, help, and raise a smile.

We're not just practical, we're purposeful. We want our customers to know we're thinking of them and trust that we're giving them the information they need in the simplest way. And we're connecting them to new opportunities.

To help us get it right every time, we have three principles guiding our brand Voice.

## Considerate

We step into the shoes of our reader before anything else. We anticipate their needs, work out their wants and tailor our message to resonate right away. It's how we make sure we're not just speaking, but truly communicating. In some ways, this is like our 'purposeful' design principle.

## Confident

We make our words clear, concise, and immune to skimming. We take the 'um's and 'ah's out of finance, along with furrowed brows, scratchy chins and pursed lips. Our readers get it right away – we make sure of that. In some ways, this is like our 'bold' design principle.

## Connected

We're all about showing, not telling. We get to know our readers on a deeper level so we can bring them into the moment and connect them to possibilities with a lightness of language. The antidote to 'dad-dancing'. A new way to be playful. In some ways, this is like our 'expressive' design principle.

See our Barclaycard Voice guidelines for more detail.

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# Overview
## The Barclaycard visual identity

These brand assets provide Barclaycard with the tools to create purposeful and contemporary communications.

The following guidance shows how these assets come to life.

[The right side of the page displays various visual mockups and examples of the Barclaycard brand identity in action, including:
- The Barclaycard logo in blue
- A color palette showing various brand colors including blues, yellows, greens, purples, and other accent colors
- A collage of photography showing people in various situations, cards, and lifestyle imagery arranged in a grid format
- A dark blue card or interface element showing "Helloooo" with "Barclays Effra" text
- Interface icons and navigation elements in a gray panel
- A purple/magenta promotional element with text "Remember, the clocks go forwarrrrrrrrd an hour tonight"
- A teal/mint colored element showing "This is our Card Portal holding shape"]

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# Our logo
## Introduction

Overview | Design | Usage

The Barclaycard logo is a primary brand asset, appearing on everything that we do. It's crucial that we present our logo correctly and consistently.

The Open World symbol and Barclaycard wordmark are always used together.

The cyan logo is used against all the colours in our palette and is used in all possible instances.

Where it isn't possible to use cyan, white can be used as an exception.

[The page displays three versions of the Barclaycard logo: 
1. A large cyan logo on white background showing the circular "Open World" symbol with flowing lines next to the "barclaycard" wordmark
2. A white logo on cyan background in a rounded rectangle card format
3. A white logo on dark blue background in a rounded rectangle card format]

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# Our logo
Examples

Overview    Design    Usage

The Barclaycard logo can be used across digital, print and within physical environments.

When using our logo in physical environments, we can be innovative and creative. However, always be conscious of sustainability and ensure materials have a low environmental impact. The logo may not be used in any way other than as presented in these guidelines, i.e. in any other colours, positions or proportions.

The Open World symbol is only separated from the wordmark when used as a:

* Social media profile
* Favicon
* App icon.

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# Our logo
## Minimum size and clear space

Overview | Design | <ins>Usage</ins>

**Minimum size:**

The Barclaycard logo has been optimised for digital use as well as for print. Our size guide refers to the height of Open World.

**Digital minimum size**
25px high

**Print minimum size** 
12mm high

**Clear space**
The clear space is determined by the height of the letter 'a' in the wordmark. We use this when placing the logo below the headline and secondary copy <sup>(1)</sup>.

Please note: With prior approval from the Brand team, our logo may appear smaller for specialised materials such as promotional items, e.g. pens.

[The right side shows visual examples of the Barclaycard logo at minimum sizes - 25px and 12mm versions are displayed]

**Clear space:**

[A diagram shows the Barclaycard logo with geometric guidelines indicating proper clear space around it, with dotted lines and spacing markers]

[Below that is a smaller version of the logo within a bordered box demonstrating minimum clear space]

**Headline**
**Secondary copy**
<sup>(1)</sup>

[The bottom right shows the Barclaycard logo positioned below headline and secondary copy text as an example of proper placement]

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# Our logo
## Logo size

Overview    Design    <ins>Usage</ins>

We position our logo below our messaging, this helps to give our messaging impact whilst ensuring our logo is always clearly visible.

With a variety of different formats, sizes, headline lengths and headline styles to choose from, the size of our logo is dictated by the size of the headline used in a communication.

To size the logo, the Open World can be 25%, 50%, 75%, 100% and even 125% of the headlines cap* height.

<table>
<tr>
<td>25%</td>
<td>50%</td>
<td>75%</td>
<td>100%</td>
<td>125%</td>
</tr>
</table>

**= 25% of headline**

**Booooold**

This is an example of body text. It supports the headline and provides details around an offer or service. It should be concise.

Call to action copy goes here

**= 50% of headline**

**Bold headlines**

This is an example of body text. It supports the headline and provides details around an offer or service. It should be concise.

Call to action copy goes here

**= 75% of headline**

**Short big headlines**

This is an example of body text. It supports the headline and provides details around an offer or service. It should be concise.

Call to action copy goes here

**= 100% of headline**

**Headlines with a medium sized word count**

This is an example of body text. It supports the headline and provides details around an offer or service. It should be concise.

Call to action copy goes here

**= 125% of headline**

**Headlines with a high word count used over several lines of text**

This is an example of body text. It supports the headline and provides details around an offer or service. It should be concise.

Call to action copy goes here

* Cap height refers to the height of uppercase letters. Measured from the baseline (bottom) to the top of flat characters like 'A', 'B' or 'M'.

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# Our logo
## Logo size with varying headline sizes

Overview    Design    <ins>Usage</ins>

In instances where playful or varying text sizes are used, the logo height is determined by the smaller text size. It's not taken from the exaggerated expressive text.

To size the logo, the Open World can be 25%, 50%, 75%, 100% and even 125% of the small headlines cap* height.

**= 125% of small headline**

Buy the things you love at **0% interest**

This is an example of body text. It supports the headline and provides details around an offer or service. It should be concise. Call to action copy goes here

barclaycard

**= 100% of small headline**

**Money made easy**

With low interest rates you can enjoy more this summer

barclaycard

* Cap height refers to the height of uppercase letters. Measured from the baseline (bottom) to the top of flat characters like 'A', 'B' or 'M'.

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# Our logo
## Logo size and placement exceptions (digital only)

Overview    Design    <ins>Usage</ins>

**(1)**                                                        **(2)**

For extreme or small digital formats, follow the logo placement exceptions.

For small digital formats that are 400px or less, we fix our logo at a minimum size of 120px to the top right corner of the Card Portal <sup>(1)</sup>. Always ensure the clear space rule is applied.

For extreme vertical digital formats only, the logo can be fixed to the bottom of the Card Portal <sup>(2)</sup>.

barclaycard

120px

0% interest
for up to
19 months

Helping you with the purchases you've made

barclaycard

Remember,
the clocks go
forward an
hour tonight

barclaycard

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# Our logo
## Payments signpost

Overview | Design | Usage | (1)

Signposts are a typographic device used to bring clarity to our audience. The Barclaycard Payments signpost helps customers quickly identify whether something is for consumers or businesses. This is to be used when we need to make it clear that it's a business communication, or when we want to create a more obvious connection between our brand and the payments space e.g. ATL comms, fact sheets or paid adverts.

We have horizontal and stacked signposts available.

Contact the Brand team if you're not sure which version to use.

Minimum sizes and clear space remain the same as for our core logo.

**(1)** Horizontal Barclaycard Payments signpost with logo icon and text "barclaycard | payments" 
- Minimum size: 25px / 12mm

**(2)** Stacked Barclaycard Payments signpost with logo icon above and "barclaycard payments" text below
- Minimum size: 70px / 30mm

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# Our logo
## Co and multi-branding

Overview    Design    <ins>Usage</ins>

When hosting another brand within Barclaycard branded communications, we use a systematic approach to establish a visual hierarchy between the Barclaycard logo and the other brand's logo.

We size partner logos so that their height is visually the same as the letter 'b' of the Barclaycard logo <sup>(1)</sup>.

Sometimes this means that ascenders and descenders may appear above or below <sup>(2)</sup>. To ensure each mark retains its prominence, use the letter 'a' of the Barclaycard logo between the divider line and the logos <sup>(3)</sup>.

The height of the divider line is equal to the height of the Open World symbol <sup>(4)</sup>.

<table>
<tr>
<td>barclaycard</td>
<td>RAC</td>
<td>Vitality</td>
</tr>
</table>

<table>
<tr>
<td>barclaycard</td>
<td>|</td>
<td>RAC</td>
<td>|</td>
<td>Vitality</td>
</tr>
</table>

## Reap the rewards

Let your bank do more for you with discounts off car and health insurance and more.

barclaycard | RAC | Vitality

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# Our Card Portal
Introduction

Overview    Design    Usage

Inspired by the form of a physical Barclaycard, the Card Portal is an adaptation of the Barclays Portal. It's used to closely connect us to Barclays.

The Card Portal is a visual representation of the brand expression platform. We present our content inside our simple graphic framing device, allowing us to capture possibilities.

The Card Portal shape is also inspired by, and represents a physical or digital Barclaycard. We use our Card Portal to reveal the best opportunities for our customers whilst keeping our product at the forefront.

To keep the Card Portal feeling consistent across assets, the following rules should be applied.

Enjoy
**more**
by paying less

With low interest rates you can enjoy more this summer

barclaycard

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# Our Card Portal
## How it's used

Overview    Design    Usage

The Card Portal is a highly flexible sacred asset that creates consistency by revealing opportunities to our audiences. Cyan is always the Card Portal colour and any Barclaycard colour can be partnered with it.

It's the first asset applied to any communication and our other assets work around it. For example, headlines, expressive text and cut out imagery can sit within and can overlap it <sup>(1, 3)</sup>.

It's also used dynamically by framing photography <sup>(2)</sup> and in some cases can allow photography to break out of it <sup>(3)</sup>.

Its flexibility enables it to adapt to any digital, print and physical format. It can be brought to life imaginatively to create memorable Barclaycard experiences.

(1) Example showing cyan Card Portal with "Wooooooooowza" text in white lettering against the cyan background, demonstrating text placement within the portal.

(2) Example showing the Card Portal used as a frame around a photograph of a woman with curly hair in a blue coat, demonstrating how photography can be framed by the portal element.

(3) Example showing a photograph of a laughing woman in red clothing against a pink background, with the Card Portal frame allowing the photography to break out of its boundaries, demonstrating flexible usage.

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# Our Card Portal
## Sizing and placement

Overview    Design    <ins>Usage</ins>

We calculate the Card Portal size and placement by dividing the shortest side of the communication by 12<sup>(1)</sup>.

The margin width is equal to 1/12<sup>(2)</sup> and the Card Portal takes up the remaining 10/12<sup>(3)</sup>. This ratio always ensures the Card Portal is centrally positioned.

Make sure that the Card Portal stroke sits inside of the margin boundary<sup>(4)</sup>.

**(1) Shortest side**
[Large yellow rectangular area with dotted margin lines showing the full communication space]

**(2) 1/12 clear space**
[Yellow rectangular strip showing the margin space allocation]

**(3) Card Portal is 10/12**
[Yellow rectangular area with a photo of a person wearing glasses and a polka dot top, surrounded by a blue border frame, demonstrating the card portal placement within the designated space]

**(4) Stroke inside margin**
[Small yellow square with blue curved element showing stroke placement detail]

[Software interface panel showing stroke settings:
- Stroke
- Weight: 3 pt
- Cap: [dropdown options]
- Mitre Limit: 4 x
- Join: [options]
- Align Stroke: [alignment options]]

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# Our Card Portal
## Sizing and placement exception

Overview    Design    <ins>Usage</ins>

Our Card Portal must adapt to include terms and conditions information.

In these instances, the Card Portal frames the key message and imagery only. The card portal must never frame the terms and conditions.

Terms and conditions are always applied to the bottom of communications, unless the landscape format doesn't allow.

The placement of the Card Portal is still defined by the margins being 1/12 of the communications shortest side <sup>(1)</sup>. However, we use 1/2 the Card Portal's clear space as clear space for the terms and conditions <sup>(2)</sup>.

To create clean and considered layouts, left align the terms and conditions and with the Card Portal.

[Visual example (1): Shows a grid layout with dotted lines indicating spacing and margins for card portal placement]

[Visual example (2): Shows a Barclaycard credit card design with "56 days interest free" messaging and "See how we can help you manage life's costs" text, along with card imagery]

[Visual example (2): Shows "XX% APR" text with sample terms and conditions text below: "Epre pericia dolupta tquias doloris ipicipsame volupicit, qui blabo. Tem que quatio. Nequatur, omnimin experor sint que magnatque laccabo. Itatum quae sitio voloris dolore et et ipienimet odiae videse plis aut enitio veliquo blanduscium et que nusam. Videse, omnimin experor sint que magnatque laccabo. Itatum que quae sitio voloris dolore et et ipienimet odiae videse plis aut enitio veliquo blanduscium et que nusam."]

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# Our Card Portal
## Obstructing the Card Portal

Overview | Design | <ins>Usage</ins>

Even though our Card Portal is slim and clean, we always ensure it has impact and stand out.

Full corner clear space refers to this area <sup>(1)</sup> which is equal to 2/12 of the communications shortest side.

We always allow at least three of the Card Portal corners to be seen <sup>(2)</sup>.

With one corner being covered, both imagery and typography are able to overlap the remaining sides of the Card Portal.

If an image covers more than two corners, the image must sit behind the Card Portal, revealing all four corners <sup>(3)</sup>.

**Don't:**
* Use the Card Portal to obstruct peoples faces <sup>(4)</sup>
* Cover two or more corners <sup>(5)</sup>
* Cover an entire length or width of the Card Portal <sup>(6)</sup>.

<table>
<tr>
<td>(1) ✓<br>Full corner clear space<br>1/12 | 2/12</td>
<td>(2) ✓</td>
<td>(3) ✓</td>
</tr>
<tr>
<td>(4) ✗</td>
<td>(5) ✗<br>barclaycard<br>Platinum VISA</td>
<td>(6) ✗<br>barclaycard<br>Platinum</td>
</tr>
</table>

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# Our Card Portal
## Stroke size

Overview | Design | <ins>Usage</ins>

For consistent sizing of the Card Portal, ensure the stroke and corner radius follows the directions shown in this table.

Use the smallest side measurement to find the correct sizing bucket.

**Example format:**
350px x 800px
6pt (stroke)
20 px (corner radius)

## Digital (Shortest side)

<table>
<thead>
<tr>
<th>Format</th>
<th>299px<br>or below</th>
<th>599px<br>or below</th>
<th>1920px<br>or below</th>
<th>3840px<br>or below</th>
</tr>
</thead>
<tbody>
<tr>
<td>Stroke</td>
<td>3pt</td>
<td>6pt</td>
<td>12pt</td>
<td>24pt</td>
</tr>
<tr>
<td>Corner radius</td>
<td>10px</td>
<td>20px</td>
<td>30px</td>
<td>60px</td>
</tr>
</tbody>
</table>

## Print

<table>
<thead>
<tr>
<th>Format</th>
<th>A6</th>
<th>A5</th>
<th>A4</th>
<th>A3</th>
<th>A2</th>
<th>A1</th>
<th>6<br>sheet</th>
<th>48<br>sheet</th>
</tr>
</thead>
<tbody>
<tr>
<td>Stroke</td>
<td>4pt</td>
<td>5pt</td>
<td>7pt</td>
<td>10pt</td>
<td>14pt</td>
<td>19pt</td>
<td>60pt</td>
<td>140pt</td>
</tr>
<tr>
<td>Corner radius</td>
<td>3mm</td>
<td>4mm</td>
<td>6mm</td>
<td>7mm</td>
<td>11mm</td>
<td>16mm</td>
<td>56mm</td>
<td>250mm</td>
</tr>
</tbody>
</table>

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# Colour
## Introduction

Overview | Design | Usage

We have a bold and diverse spectrum of colours that work in harmony with cyan and are designed to be digital-first.

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# Colour
Bringing colour to life

Overview Design Usage

Our diverse colour palette has the ability to flex in tonality across both B2B and B2C audiences.

Cyan is a sacred asset and is used sparingly, as a linking thread to unite applications.

We aim to limit the amount of colours used per communication. Ensure colour is purposeful and impactful, avoid using colours that clash.

In highly functional material, black or white text is used for optimum accessibility. Full colour and colour tints can be used to pull out important information in digital applications<sup>(1)</sup>.

## Example Applications

**Marketing Material 1:**
Get **credit happy**

Pay 0% interest every time you use your Barclaycard

barclaycard

**Marketing Material 2:**
For the business minded

Pay 0% interest every time you use your Barclaycard

barclaycard

**Email Communication:**
barclaycard

**HURRY HURRY HURRRRRRRR**

Your 3 simple ways to avoid late payment fees

Hello <firstname>

You recently had a late fee payment charges to your account. We know this can happen sometimes, but to help you avoid it in the future, and to ease any money worries you may have, we've put together a few useful tips below.

**Credit Card Application:**
What you buy is your business. Helping you pay less interest is ours. Transferring your card balances to a Barclaycard Platinum credit card could help you pay down your debt and stay in control of your money.

**Check if you're eligible first**
* Applying for more than one credit card in a short space of time could affect your credit score.
* Use our free eligibility checker before applying to find out whether you're likely to be accepted for a card.

**Representative example:**

<table>
<tr>
<td><strong>24.9% APR</strong><br>Representative APR (variable)</td>
<td><strong>24.9%</strong><br>Purchase rate p.a. (variable)</td>
<td><strong>£1,200</strong><br>Assumed Credit Limit</td>
</tr>
</table>

Subject to application, financial circumstances and borrowing history. 0% interest on balance transfers for up to 29 months from the date you open your account. A 3.45% balance transfer fee applies. New customers only. T&Cs and exclusions apply.

Check if you're eligible

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# Colour
## Colour palette

Overview    Design    <ins>Usage</ins>

<table>
<tr>
<td style="background-color: #00AEEF;">
<strong>Cyan</strong><br>
Hex: 00AEEF<br>
RGB: 0 174 239<br>
CMYK: 71 13 0 0<br>
Pantone: Process Cyan C<br>
RAL: RAL 250 60 40
</td>
<td style="background-color: #FFFF98;">
<strong>Light yellow</strong><br>
Hex: FFFF98<br>
RGB: 255 255 152<br>
CMYK: 4 0 48 0
</td>
<td style="background-color: #1A2142;">
<strong>Primary blue</strong><br>
Hex: 1A2142<br>
RGB: 26 33 66<br>
CMYK: 100 90 40 40
</td>
<td style="background-color: #001276;">
<strong>Bright blue</strong><br>
Hex: 001276<br>
RGB: 0 18 118<br>
CMYK: 100 85 0 54
</td>
<td style="background-color: #AFFDFD;">
<strong>Bright mint</strong><br>
Hex: AFFDFD<br>
RGB: 175 253 253<br>
CMYK: 71 100 28 23
</td>
<td style="background-color: #5C1E5B;">
<strong>Bright purple</strong><br>
Hex: 5C1E5B<br>
RGB: 92 30 91<br>
CMYK: 71 100 28 23
</td>
<td style="background-color: #000000;">
<strong>Black</strong><br>
Hex: 000000<br>
RGB: 0 0 0<br>
CMYK: 0 0 0 100
</td>
<td style="background-color: #E8E8C9;">
<strong>Stone</strong><br>
Hex: E8E8C9<br>
RGB: 232 232 201<br>
CMYK: 12 5 27 0
</td>
</tr>
<tr>
<td style="background-color: #00AEEF;">
</td>
<td style="background-color: #FFFF00;">
<strong>Bright yellow</strong><br>
Hex: FFFF00<br>
RGB: 255 255 0<br>
CMYK: 0 0 100 0
</td>
<td style="background-color: #007481;">
<strong>Light teal</strong><br>
Hex: 007481<br>
RGB: 0 116 129<br>
CMYK: 82 25 32 10
</td>
<td style="background-color: #00395D;">
<strong>Dark blue</strong><br>
Hex: 00395D<br>
RGB: 0 57 93<br>
CMYK: 100 66 29 39
</td>
<td style="background-color: #0076B6;">
<strong>Light blue</strong><br>
Hex: 0076B6<br>
RGB: 0 118 182<br>
CMYK: 95 35 0 15
</td>
<td style="background-color: #4C3D6C;">
<strong>Dark purple</strong><br>
Hex: 4C3D6C<br>
RGB: 76 61 108<br>
CMYK: 9 33 0 0
</td>
<td style="background-color: #E1C0E2;">
<strong>Light purple</strong><br>
Hex: E1C0E2<br>
RGB: 225 192 226<br>
CMYK: 9 33 0 0
</td>
<td style="background-color: #D9D9D9;">
<strong>Light grey</strong><br>
Hex: D9D9D9<br>
RGB: 217 217 217<br>
CMYK: 9 6 7 8
</td>
</tr>
<tr>
<td style="background-color: #00AEEF;">
</td>
<td style="background-color: #FFCB05;">
<strong>Orange</strong><br>
Hex: FFCB05<br>
RGB: 255 203 5<br>
CMYK: 0 20 97 0
</td>
<td style="background-color: #006666;">
<strong>Teal</strong><br>
Hex: 006666<br>
RGB: 0 102 102<br>
CMYK: 87 35 52 28
</td>
<td style="background-color: #CDF5E8;">
<strong>Mint</strong><br>
Hex: CDF5E8<br>
RGB: 205 245 232<br>
CMYK: 16 0 5 4
</td>
<td style="background-color: #006DE3;">
<strong>Active blue</strong><br>
Hex: 006DE3<br>
RGB: 0 109 227<br>
CMYK: 95 35 0 15
</td>
<td style="background-color: #FFC9C9;">
<strong>Light claret</strong><br>
Hex: FFC9C9<br>
RGB: 255 201 201<br>
CMYK: 0 30 15 0
</td>
<td style="background-color: #7A0FF9;">
<strong>Electric violet</strong><br>
Hex: 7A0FF9<br>
RGB: 122 15 249<br>
CMYK: 61 51 50 45
</td>
<td style="background-color: #515151;">
<strong>Dark grey</strong><br>
Hex: 515151<br>
RGB: 81 81 81<br>
CMYK: 61 51 50 45
</td>
</tr>
<tr>
<td style="background-color: #00AEEF;">
</td>
<td style="background-color: #C3FB5A;">
<strong>Lime</strong><br>
Hex: C3FB5A<br>
RGB: 195 251 90
</td>
<td style="background-color: #004750;">
<strong>Dark teal</strong><br>
Hex: 004750<br>
RGB: 0 71 80<br>
CMYK: 93 50 49 46
</td>
<td style="background-color: #3F7E37;">
<strong>Green</strong><br>
Hex: 3F7E37<br>
RGB: 63 126 55<br>
CMYK: 85 25 100 0
</td>
<td style="background-color: #0000FF;">
<strong>Electric blue</strong><br>
Hex: 0000FF<br>
RGB: 0 0 255
</td>
<td style="background-color: #C7237A;">
<strong>Bright claret</strong><br>
Hex: C7237A<br>
RGB: 199 35 122<br>
CMYK: 25 100 15 0
</td>
<td style="background-color: #752157;">
<strong>Dark claret</strong><br>
Hex: 752157<br>
RGB: 117 33 87<br>
CMYK: 39 91 28 33
</td>
<td style="background-color: #FFFFFF;">
<strong>White</strong><br>
Hex: FFFFFF<br>
RGB: 255 255 255<br>
CMYK: 0 0 0 0
</td>
</tr>
</table>

To ensure consistency across branded touchpoints, always use the colour values provided.

Tints can be used for secondary and tertiary levels of information, such as diagrams, tables, charts and infographics. We don't use tints on our Card Portal, logo and ticker tape headlines or as background colours.

We want to cater for all, so we have tested colour accessibility for visually impaired audiences.

Please note, active blue is a functional colour that is used to highlight interactive elements such as buttons or links only.

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Our brand     Voice     Overview     Logo     Card Portal     Colour     Typography     Photography     Iconography     Motion     Applications     Contact     < Previous     Next >

# Colour
## Colour pairings

Overview     Design     <ins>Usage</ins>

For more creative and less functional communications we use colour pairing in our headlines and subheadings.

These pairings provide maximum contrast between colours and optimise accessibility for our audience. When using copy on full bleed imagery, you can use an online contrast checker to make sure your copy is legible.

Cyan is used sparingly and for our signature ticker tape messaging only.

Please note active blue is a functional colour, that is used to highlight interactive elements such as buttons or links only.

<table>
<thead>
<tr>
<th>Cyan<br>paired with<br>Bright blue</th>
<th>Light yellow<br>paired with<br>Dark grey</th>
<th>Primary blue<br>paired with<br>White</th>
<th>Bright blue<br>paired with<br>Bright mint</th>
<th>Bright mint<br>paired with<br>Bright blue</th>
<th>Bright purple<br>paired with<br>Light purple</th>
<th>Black<br>paired with<br>White</th>
<th>Stone<br>paired with<br>Dark blue</th>
</tr>
</thead>
<tbody>
<tr>
<td>AA<br>AAA</td>
<td>AAA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AAA<br>AAA</td>
<td>AAA<br>AAA</td>
<td>AAA<br>AAA</td>
<td>AAA<br>AAA</td>
<td>AAA<br>AAA</td>
</tr>
<tr>
<td rowspan="2"></td>
<td>Bright yellow<br>paired with<br>Dark grey</td>
<td>Light teal<br>paired with<br>Bright mint</td>
<td>Dark blue<br>paired with<br>Light purple</td>
<td>Light blue<br>paired with<br>White</td>
<td>Dark purple<br>paired with<br>Light purple</td>
<td>Light purple<br>paired with<br>Dark claret</td>
<td>Light grey<br>paired with<br>Dark grey</td>
</tr>
<tr>
<td>AAA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AAA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AA<br>AAA</td>
</tr>
<tr>
<td rowspan="2"></td>
<td>Orange<br>paired with<br>Dark grey</td>
<td>Teal<br>paired with<br>Bright mint</td>
<td>Mint<br>paired with<br>Bright blue</td>
<td>Active blue<br>paired with<br>White</td>
<td>Light claret<br>paired with<br>Dark claret</td>
<td>Electric violet<br>paired with<br>White</td>
<td>Dark grey<br>paired with<br>White</td>
</tr>
<tr>
<td>AA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AAA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AAA<br>AAA</td>
</tr>
<tr>
<td rowspan="2"></td>
<td>Lime<br>paired with<br>Dark teal</td>
<td>Dark teal<br>paired with<br>Bright mint</td>
<td>Green<br>paired with<br>White</td>
<td>Electric blue<br>paired with<br>Mint</td>
<td>Bright claret<br>paired with<br>White</td>
<td>Dark claret<br>paired with<br>Light purple</td>
<td>White<br>paired with<br>Black</td>
</tr>
<tr>
<td>AAA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AAA<br>AAA</td>
<td>AAA<br>AAA</td>
<td>AA<br>AAA</td>
<td>AAA<br>AAA</td>
</tr>
</tbody>
</table>

Page 24


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Our brand | Voice | Overview | Logo | Card Portal | Colour | Typography | Photography | Iconography | Motion | Applications | Contact | < Previous | Next >

# Colour
## Using colour

Overview | Design | <ins>Usage</ins>

We embrace colour but always respect the importance of cyan. It's only used in our Barclaycard logo, Card Portal and ticker tape headlines.

Use this colour scale from expressive to functional to help tailor our tone.

**Expressive** colours represent energy, joy, youthfulness, innovation and modernity.

**Softened** colours live centrally, acting as neutrals that create quieter moments within communications.

**Functional** colours represent trust, security, sensitivity, privacy and reassurance.

When selecting colours ensure they share the same tone as the communication and message.

<table>
<thead>
<tr>
<th>Expressive</th>
<th>Functional</th>
</tr>
</thead>
<tbody>
<tr>
<td style="background-color: #00BFFF; color: white;">Cyan</td>
<td style="background-color: #40E0D0; color: white;">Turquoise</td>
</tr>
<tr>
<td style="background-color: #FFFF00; color: black;">Yellow</td>
<td style="background-color: #800080; color: white;">Purple</td>
</tr>
<tr>
<td style="background-color: #9932CC; color: white;">Dark Orchid</td>
<td style="background-color: #FFB6C1; color: black;">Light Pink</td>
</tr>
<tr>
<td style="background-color: #0000FF; color: white;">Blue</td>
<td style="background-color: #4B0082; color: white;">Indigo</td>
</tr>
<tr>
<td style="background-color: #ADFF2F; color: black;">Green Yellow</td>
<td style="background-color: #006400; color: white;">Dark Green</td>
</tr>
<tr>
<td style="background-color: #87CEEB; color: black;">Sky Blue</td>
<td style="background-color: #F5F5DC; color: black;">Beige</td>
</tr>
<tr>
<td colspan="2" style="text-align: center;">
<strong>Expressive | Softened | Functional</strong>
</td>
</tr>
</tbody>
</table>

Page 25
