The NFC Forum N-Mark® Brand Guide

The touchpoint of power and ease

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This Brand Guide document is Copyright © 2005-2012 by NFC Forum, Inc. All rights are reserved. This document is made available pursuant to a license agreement entered into between the recipient (Licensee) and NFC Forum, Inc. (Licensor) and may be used only by Licensee, and in compliance with the terms of that license agreement (License). If you are not the Licensee, you are not authorized to make any use of this document. However, you may obtain a copy at the following page of Licensor’s Website: www.nfc-forum.org/N-Mark after entering into and agreeing to such license terms as Licensor is then requiring. For press inquiries, please contact the NFC Forum.

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The N-Mark Brand Guide is supported by: NFC Forum, Inc. 401 Edgewater Place, Suite 600 Wakefield, MA, 01880 Tel.: +1 781-876-8955 Fax: +1 781-610-9864 www.nfc-forum.org The Market Education Working Group maintains this document.

Intellectual Property
The N-Mark Brand Guide conforms to the Intellectual Property guidelines specified in NFC Forum’s Intellectual Property Rights Policy and outlined in the NFC Forum Rules of Procedure.

Table of contents 3 Magic made real 4 The purpose of this guide 5 The power of the global N-Mark brand 6 Why is use of the NFC N-Mark important? 6 The N-Mark brand promise 7 NFC technology and the NFC Forum 10 NFC Forum marks 11 N-Mark design guidelines 11 Use of the ® and ™ symbols 12 Regulations 13 Isolation zone 14 Colors 15 Backgrounds 16 Shading 17 Embossing/debossing 18 Minimum height 18 Resolution 25 Language 26 How to get the N-Mark 26 Registered jurisdictions 19 N-Mark usage guidelines 19 Use with other marks 20 Use and placement on devices 21 Use in software 22 Use as a NFC tag indicator/ touchpoint 23 Use in online and digital media 24 Use as a brand The touchpoint of power and ease Page 2 .

It provides a new. thereby enhancing people’s experience of both. That age-old fantasy has now become reality thanks to near field communication (NFC) technology. A touch – and it is done. The touchpoint of power and ease Page 3 . In card emulation mode. lives – NFC makes everything it touches easier. impossible or impractical. jobs. intuitive way to interact with technology. The key to unlocking the power of NFC is the NFC Forum N-Mark. Using the specifications developed by the NFC Forum. NFC makes it virtually effortless to purchase products at retail. transactions. NFC helps to merge the physical and online worlds. Wielding this power couldn’t be simpler. creating opportunities for applications that were previously unimagined. NFC reduces time-consuming tasks into simple gestures. innovations. It helps deliver entirely new capabilities from the electronic devices we use every day. Tasks.Magic made real People have always been fascinated with the idea of commanding great power with the wave of a magic wand. It is globally usable. intuitively natural and endlessly versatile. NFC solutions developers are bringing a growing range of consumer and business applications to market.

It alerts users to the presence of an NFC tag embedded in the material and indicates where to position an NFC-enabled device to activate NFC functionality. point-of-purchase signage. The N-Mark is an NFC tag indicator and touchpoint on smart posters. The touchpoint of power and ease Page 4 . The N-Mark is a hardware touchpoint on devices that support NFC Forum specifications. application software and system software. personal computers. NFC has applications in healthcare. and NFC-compatible tags. the NFC Forum N-Mark plays multiple roles: ■ ■ The N-Mark is a brand used to promote NFC and to educate people about the capabilities and attributes of NFC technology as specified by the NFC Forum. showing users where to position their devices to activate NFC functionality. The N-Mark is a technology mark in software to indicate support for NFC functionality in graphical user interfaces. ■ ■ Use of the N-Mark will help advance the acceptance of NFC short-range wireless interaction between consumer electronics. to help N-Mark licensees understand how to use the N-Mark properly in all of these roles. electrical appliances. mobile devices. such as the use of tags embedded in wristbands to provide patient data to doctors in remote areas. the nonprofit industry association formed to advance the use of NFC technology.The purpose of this guide As the universal symbol for NFC technology. This guide was created by the NFC Forum. a nonprofit industry association formed to advance the use of NFC technology. and other display materials.

Similarly. NFC is not only the technology that enables these solutions – it is also the source of many of their consumer benefits. consumers will go from simply recognizing the N-Mark to actively seeking it out.The power of the global N-Mark brand For NFC solutions providers to be successful. In reader/writer mode. the proliferation of NFC tags that are accompanied by the N-Mark as a touchpoint will build consumer awareness of NFC tags as sources of valuable. exclusive information and new ways to enrich their lives. As more licensees use and display the N-Mark. including: ■ ■ ■ ■ ■ That means when you. Increasingly. The touchpoint of power and ease Page 5 . more consumers will recognize the N-Mark and associate it with the full capabilities and benefits of NFC technology based on NFC Forum specifications. This in turn will increase adoption and generate greater global demand for NFC Forum-compliant solutions. display the N-Mark on your products. you are taking advantage of one of the most powerful sales tools available to you. advertising and promotional material. it is vital that their offerings stand out clearly from the array of other wireless connectivity solutions competing for the attention and support of the world’s businesses and consumers. Ease Convenience Global use Fast action Greater device functionality and value The N-Mark is the single global symbol that represents and communicates all of these benefits. the N-Mark licensee. and packaging. NFC-enabled devices can access information from embedded tags in smart posters.

supporting greater freedom and convenience. The N-Mark is both the visual representation of all of these benefits and (when used as a touchpoint) the means to accessing them. and more.Why is use of the NFC N-Mark important? ■ The N-Mark is the key to unlocking all the benefits of NFC: making everyday tasks easier. ■ The N-Mark helps to distinguish true NFC Forum-compatible solutions from other contactless solutions that offer fewer capabilities and less value. providing access to valuable information and resources. In short. enabling new applications. The touchpoint of power and ease Page 6 . providing nearly effortless access to the full power. ease and convenience of NFC solutions. NFC makes transit ticketing and access fast and convenient. the N-Mark is the only symbol that can fulfill the N-Mark brand promise: ■ ■ The N-Mark brand promise The N-Mark enables people to easily identify NFC-enabled devices and touchpoints.

and connect electronic devices with a touch. NFC Forum specifications foster openness and global interoperability by harmonizing these standards and supporting the existing contactless card technologies used by millions of consumers around the world. and ETSI industry standards. NFC Forum specifications are robust. NFC makes life easier and more convenient for consumers around the world by making it simpler to perform transactions. ECMA. unlocking the full capabilities of NFC technology. How can a technology deliver so much? The answer can be found in the technical specifications developed by the NFC Forum. Based on ISO. users of NFC-enabled devices can quickly share contact information and other files with a touch. Reader/writer mode enables NFC devices to read information stored on inexpensive NFC tags embedded in smart posters and displays. ■ In addition. ■ In peer-to-peer mode. The touchpoint of power and ease Page 7 . allowing users to perform transactions such as retail purchases and transit access with just a touch.NFC technology and the NFC Forum A short-range wireless communication technology. exchange digital content. Card emulation mode enables NFC devices to act like smart cards. including three modes of operation: ■ Peer-to-peer mode enables two NFC devices to communicate with each other to exchange information and share files.

This unique combination of broad functionality and intuitive ease of use is what makes NFC so powerful – and so well suited to the widest array of applications and use cases. special offers and loyalty rewards. ■ Mobile payments: Touch a point-ofsale terminal to pay for products Transit fare and access: Touch a turnstile to gain access to subways and trains Loyalty and couponing: Get offers from favorite brands and redeem with a touch Device pairing: Touch wireless speakers to pair them with an audio device Healthcare: Touch a mobile device to check in for a doctor appointment Information exchange: Touch devices to share contact information Hospitality: Check in via mobile and unlock your door with a touch ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ The touchpoint of power and ease Page 8 . NFC can provide consumers with product data. including: ■ ■ Access control: Touch an NFC lock to gain entry to a building or office In-store marketing: Read product information on NFC shelf tags Automotive: Unlock a car with a touch Social networking: Touch an NFC tag to notify friends of your location Gaming: Touch phones to enable shared game play Government access: Verify personal identity with a touch Location-based services: Check in to a location by touching an NFC tag Application downloads: Get a download link by touching an NFC tag smart poster Targeted marketing: Get offers at the local level via an NFC tag smart poster At retail.

network operators.As this diversity of use cases suggests. and simplify our lives – all with just a touch. stay connected. semiconductor producers. NFC offers the ability to merge our physical and online worlds. The touchpoint of power and ease Page 9 . IT and services companies. and financial services organizations have put their support behind the NFC Forum. It’s no wonder why the world’s leading communication device manufacturers. enabling us to do more.

nfc-forum. and educates the market about NFC technology. Use of the Certification Mark is granted only to NFC Forum member companies that have completed certification. The touchpoint of power and ease Page 10 . The N-Mark is available for use by anyone for these purposes after completing the N-Mark Trademark License Agreement (http://www. The NFC Forum logo represents the nonprofit industry association that develops NFC technology specifications. and as an indicator of NFC functionality in software. or by NFC Forum member companies to indicate their membership. Each of these marks serves a unique purpose.org/resources/N-Mark) for so long as the use of the N-Mark continues to comply with those license terms. as a touchpoint for NFC tags and NFC-enabled devices. The NFC Forum logo is not to be used as a symbol for NFC technology. It can only be used with the permission of the NFC Forum. ensures interoperability among devices and services. The NFC Forum Certification Mark is the industry-facing mark used to indicate a hardware device has been certified compliant with NFC Forum specifications. The NFC Forum N-Mark is the consumer-facing trademark used to represent the NFC brand for education and awareness-building.NFC Forum marks The N-Mark is one of three marks created by the NFC Forum.

This will strengthen consumer recognition of the N-Mark as the universal symbol for NFC and ensure that the N-Mark adds value to your brands and solutions. etc.: “The N Mark is a trademark or registered trademark of NFC Forum. If the N-Mark is smaller than 5mm in height. position the ® or ™ symbol to the upper right of the N-Mark in a size visible to the naked eye. By adhering to the following regulations. etc. use of the ™ symbol is permitted. The following trademark attribution statement must accompany all uses of the N-Mark on product packaging. or if the means of display makes it unfeasible to render the ™ or ® symbol legibly. consistent with the specific requirements for use contained in this Brand Guide. the ™ or ® symbol may be omitted. The N-Mark may not dominate a licensee’s own trademarks in any usage. promotional literature. promotional literature. in the United States and in other countries. unless otherwise advised by the NFC Forum. A licensee’s own trade name and trademarks must be easily recognizable and at least as prominent on the licensee’s product packaging. etc.” In the event that the placement of the trademark attribution is not commercially feasible. you will maintain the integrity of the N-Mark. If you employ the N-Mark in both registered and unregistered jurisdictions. Inc. Use of the ® and ™ symbols In jurisdictions where the N-Mark is registered. In addition.N-Mark design guidelines The N-Mark symbol is a trademark. and recommendations.. provided that the trademark attribution language is clearly visible and prominently displayed. promotional literature. the N-Mark must always be accompanied by the registered trademark ® symbol. it must appear with the trademark ™ symbol. guidelines. The touchpoint of power and ease Page 11 . the N-Mark is to be applied in such a manner as to ensure that the N-Mark is not perceived as the product brand. When the N-Mark is displayed on a product or the packaging or label of a product. The N-Mark must only appear on a licensee’s product packaging. when the licensee’s own trademark is present. Elsewhere. you may include the trademark attribution on printed matter distributed together with the product. as the N-Mark.

Do not enclose the N-Mark in a rectangle or other shape. ■ Do not arrange the N-Mark iteratively like tile blocks. Do not tilt or rotate the N-Mark on its axis.Regulations ■ The N-Mark must be used as a single. Do not break it apart. or distorts the proportions of the N-Mark or the individual elements comprising the mark. Do not use the N-Mark on anything but a solid color background. the following graphics. integral design. ■ ■ ■ ■ The touchpoint of power and ease Page 12 . ■ ■ Examples of inappropriate uses of the N-Mark include. but are not limited to. Do not place the N-Mark on a background that renders the N-Mark unreadable. skews. Do not add drop shadows or graphic emboss effects to the N-Mark. The N-Mark should not be manipulated in any way that alters.

This minimum space should be maintained as the logo is proportionally enlarged or reduced in size. copy.Isolation zone To ensure its integrity. H/2 H H/2 H/2 H/2 The touchpoint of power and ease Page 13 . photography or background patterns that may divert attention. This clear space isolates the logo from competing graphic elements such as other logos. the N-Mark must be surrounded by an isolation zone as illustrated below. The minimum clear space for the N-Mark is defined as its height.

request permission from the NFC Forum to deviate from the recommended color schemes. In these cases. PANTONE 2935C RGB: 0/90/187 RGB Hex: #005ABB CMYK: 100/46/0/0 Other Colors While the NFC Forum recommends that you use the PANTONE 2935C basic color (gradation) and single-color schemes above to enhance global recognition of the N-Mark. Single-Color (Silkscreen and uni-color printing) The N-Mark must be in the following color or equivalents: ■ ■ ■ ■ Monochrome (Silkscreen printing. it is understood there may be occasions where other colors are more visually complementary to the overall design of a device or information materials and are thus allowable.Colors Basic Color (Gradation) (Offset printing. etc. black. The touchpoint of power and ease Page 14 .) You may download the N-Mark image file in several file formats from the NFC Forum’s website after you have executed an N-Mark license. on-screen display. or a gradation of gray. etc.) The N-Mark must be printed in white. monochrome prints.

Mark on a colored background. do not use a colored NFC Forum N. but are not limited to. Examples of inappropriate uses of a colored N-Mark on a colored background include. observe the following recommendations: ■ To ensure that the N-Mark is clearly visible. you must use the specified colors or gradations of gray (including solid black). such as on product packaging. the following graphics: Dark background color – N-Mark: White Light background color – N-Mark: Gray or black ■ The touchpoint of power and ease Page 15 .Backgrounds When the N-Mark is displayed on a white background. as shown below. When the N-Mark is placed on a colored background.

The minimum contrast ratio between the foreground and background must be at least 4. Note that the color of the N-Mark in both examples is significantly lighter or darker than the background. Follow the color guidelines as specified below. Chiaroscuro examples of the N-Mark The touchpoint of power and ease Page 16 .Shading You may use shading to represent the N-Mark as shown in these examples.5 to 1.

Embossing/debossing The N-Mark may appear in embossed (convex) or debossed (concave) form on devices. tags. and printed material as shown below. Debossed and embossed examples of the N-Mark Example of a debossed N-Mark touchpoint on a device The touchpoint of power and ease Page 17 .

Resolution The N-Mark should always be displayed with the best possible quality and the highest possible resolution. Height 3 mm Minimum height. provided that the N-Mark is never displayed larger or more prominently than your company’s own marks. There is no regulation on the maximum size. When an N-Mark is shown on a computer or portable device screen. the height of the N-Mark should not be smaller than 3 mm. actual size The touchpoint of power and ease Page 18 . the lowest possible resolution allowed is 16 x 16 pixels.Minimum height When displayed on the surface or screen of a device.

or convey a false endorsement by or affiliation with the NFC Forum. Do not integrate the N-Mark with any proprietary mark or trademark in a manner that creates the overall impression of a single. unitary mark.N-Mark usage guidelines Use with other marks The N-Mark may be displayed in combination with other proprietary marks or trademarks as long as it does not dominate those marks. New P1XOR Shoot ‘n’ Share 200 with NFC technology New P1XOR Shoot ‘n’ Share 200 with NFC technology Example of N-Mark and a proprietary mark in an advertisement Example of incorrect placement of the N-Mark with a proprietary mark in an advertisement The touchpoint of power and ease Page 19 . Your company’s trade name and trademarks must be easily recognizable and at least as prominent on the licensee’s products. etc. create confusion. product promotion literature. product packaging. smart posters.

the N-Mark is used as a touchpoint to identify the position on the device where the consumer can align the device with an NFC-compatible tag or another NFC device to enable an NFC interaction.Use and placement on devices On an NFC-enabled device. The NFC Forum recognizes that it may not always be possible to place the N-Mark alongside the pre-existing mark. the N-Mark should be the touchpoint indicator to enable the consumer to access the service. Example of the N-Mark as a touchpoint on a camera Example of the N-Mark as a touchpoint on a laptop PC The touchpoint of power and ease Page 20 . the N-Mark should be placed alongside that mark (while maintaining the N-Mark isolation zone) on the optimal touchpoint. Where a pre-existing application-specific mark already denotes the touchpoint. While the N-Mark can be displayed alongside other proprietary marks and trademarks.

Example of the N-Mark in a system software menu The touchpoint of power and ease Page 21 . In an application. Uses of the N-Mark in software include: ■ To indicate that a device is NFC-enabled. When used in a GUI to indicate that NFC functionality is on or off. the N-Mark can be used at a maximum of 25% of an application’s icon to indicate that an application supports NFC functionality. In application software. In the graphical user interface (GUI) to indicate if NFC functionality is on or off As an NFC touchpoint in a GUI if the screen can act as an antenna In system settings dialogues and other device-specific low-level software related to the NFC functionality of an NFC-enabled device In preinstalled or user-installed application software programs that support NFC ■ ■ ■ The N-Mark may only be displayed in the GUI of the NFC-enabled device. and only if NFC Forum functionality is supported. the N-Mark should appear in a similar size to the battery indicator or other technology indicator marks. If an application supports NFC.Use in software The N-Mark should be displayed in system-level and application software of NFC-enabled devices to make consumers aware of the availability of NFC functionality and make it easy to interact with other NFC-enabled devices and tags. the N-Mark should be placed in a menu next to the switch or button to turn NFC functionality on and off. but the device on which it is installed does not provide NFC services. then the N-Mark should either not be displayed or “greyed out” to indicate that NFC services are not available. the N-Mark may be used to indicate which functions of the application use the device’s NFC functionality.

Use as a NFC tag indicator/touchpoint In NFC tag applications. including printed posters. NFC tags may be applied to virtually any physical medium. the N-Mark must be the touchpoint indicator to enable the consumer to access the service. Example of the N-Mark as a tag indicator/ touchpoint on a smart poster Example of the N-Mark as a tag indicator/ touchpoint on a prescription medicine jar Example of the N-Mark as a tag indicator/ touchpoint on a retail shelf tag The touchpoint of power and ease Page 22 . Shown below are some examples of the N-Mark as a touchpoint for embedded tags on various media. point-of-sale displays. the N-Mark is used to identify the position over an NFC tag where the consumer can align an NFC-enabled device to initiate an NFC interaction. While the N-Mark may be displayed in combination with other proprietary marks and logos. The minimum specification that must be used with the N-Mark on tags is the NFC Data Exchange Format (NDEF) Technical Specification and specifications that ensure the RF of the tag can be read by an NFC device. counter cards. and product packaging. shelf signs. adhesive labels.

Use in online and digital media The N-Mark may be used in online and digital media for the following purposes: Social networking websites ■ Media websites ■ To illustrate content related to NFC technology To show that a social connection can be made using NFC To identify locations on a map where related NFC services are available Digital products ■ ■ To distinguish products that have an NFC component Banner advertisements ■ Corporate websites/videos ■ To highlight NFC functionality of devices To highlight the NFC functionality of a product The touchpoint of power and ease Page 23 .

please contact the NFC Forum. promotional materials. however. To discuss use of the N-Mark in other contexts. You may not. unless you have completed the NFC Forum Certification Program and are entitled under a separate license to do so. and packaging. When used for these purposes.Use as a brand The NFC Forum encourages you as an N-Mark licensee to incorporate the N-Mark into your advertising. the NFC Forum N-Mark trademark may be applied to your organization’s: ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ Point-of-sale materials Press materials Product and sales literature TV commercials Visual aids/slide presentations Websites Advertisements Direct mail materials Exhibition stands Outdoor posters Product packaging All use of the N-Mark in these contexts must be consistent with this Brand Guide. Example of the N-Mark in a transit advertisement Example of the N-Mark on product packaging Example of the N-Mark on a website The touchpoint of power and ease Page 24 . use the N-Mark to indicate that your products are NFC-compliant or NFC-certified. both to inform readers that your products are NFC-enabled and to create greater consumer awareness and use of NFC technology as specified by the NFC Forum.

A standards-based connectivity technology. healthcare. which hold seats on the Board of Directors. The NFC Forum’s Sponsor members. About Near Field Communication Technology NFC technology makes life easier and more convenient for consumers around the world by making it simpler to make transactions. NXP Semiconductors.. IT and services companies. ensuring interoperability among devices and services. NFC technology is supported by the world’s leading communication device manufacturers. Renesas Electronics Corporation. and protocols for interoperable data exchange and deviceindependent service delivery. network operators. ads. and financial services organizations. include leading players in key industries around the world. The Sponsor members are: Barclaycard. payments. About the NFC Forum The NFC Forum was launched as a non-profit industry association in 2004 by leading mobile communications. INSIDE Secure. NTT DOCOMO. NFC technology should be described and presented as consistently as possible. semiconductor producers. Inc. enabling current and future solutions in areas such as access control. and transport. NFC technology makes life easier and more convenient for consumers around the world by making it simpler to make transactions. MasterCard Worldwide. and educating the market about NFC technology. and connect electronic devices with a touch. and device capability. NFC is compatible with hundreds of millions of contactless cards and readers already deployed worldwide. and connect electronic devices with a touch. loyalty and coupons. and consumer electronics companies. Microsoft Corp. The following boilerplate texts are provided as the basis for describing NFC technology and the NFC Forum in brochures. device discovery. The touchpoint of power and ease Page 25 . Samsung. exchange digital content. information collection and exchange. STMicroelectronics. NFC Description for Devices This device supports Near Field Communication (NFC) technology as specified by the NFC Forum. Broadcom Corporation. and other communications. The Forum’s mission is to advance the use of Near Field Communication technology by developing specifications. The Forum’s 160+ global member companies currently are developing specifications for a modular NFC device architecture. and Visa Inc. NFC harmonizes today’s diverse contactless technologies. semiconductor.. NEC. Sony Corporation.Language To achieve maximum impact and avoid confusion. editorials. Intel. exchange digital content. Nokia. consumer electronics. press releases.

As of March 14.org/ resources/N-Mark/n-mark_jurisdictions . the NFC Forum has registered the N-Mark trademark in the following jurisdictions: ■ ■ ■ ■ ■ Canada China Community Trade Mark. Click the link to download the N-Mark zip file. 2012. The N-Mark Download page is displayed. Bulgaria. Luxembourg.org/resources/N-Mark/nmark_license carefully. ■ Registered jurisdictions The license agreement for the N-Mark provides limited indemnification for licensed users of the N-Mark in those jurisdictions where the N-Mark is registered. Lithuania. France.nfc-forum. Slovakia. Licensed N-Mark users are not shielded from liability in jurisdictions where the N-Mark is not registered or in connection with products or services not specified in the registration of that jurisdiction. Spain. Malta. Slovenia. Romania. To accept the terms and execute the license. Belgium.How to get the N-Mark The N-Mark is available through a simple click-through license.nfc-forum. Hungary. Latvia. Cyprus. Sweden. To download the N-Mark: ■ ■ Read the click-through license at www. the Netherlands. Germany. Ireland. Finland. Poland. Denmark. Estonia. Czech Republic. please visit http://www. Portugal. fill in the fields at the bottom of the page and click Accept. the United Kingdom Hong Kong India Israel ■ ■ ■ ■ ■ ■ ■ ■ Japan Mexico Russia Singapore South Korea Switzerland Taiwan United States of America Australia Brazil ■ ■ ■ For the most recently updated list. Italy. The touchpoint of power and ease Page 26 . consisting of the following European Union jurisdictions: Austria. Greece.

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