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POWER OF PRICELESS‎

Priceless is a key competitive differentiator and the very human core of our brand.

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Priceless is at the forefront of everything we do with our brand. When leveraging priceless for activations and campaigns its important that priceless is rooted in an emotional outcome and makes people feel more connected to Mastercard than before.

Common themes for determining if something is priceless is that it should have human impact and connection, feature emotion, be relatable to the audience, tied to an experience, moment or outcome and can tell a story.

If you have questions, please contact us

KEY TAKEAWAYS

01

Priceless should not be used for something that is purely functional or transactional like a discount. In addition, just because something is fancy or expensive doesn’t automatically make it priceless.

02

Using priceless as an adjective before a noun should be avoided (i.e., I just had a priceless conversation). This is in an effort to protect the magic of priceless and avoid trivializing it.

03

Currently we should not be naming new things priceless outside of the existing priceless pillars, Priceless Planet Coalition and priceless naming exceptions related to our multi-sensory strategy (restaurant, fragrance, album).

SPECIFICATIONS

Configurations

Priceless should no longer be set in orange italic in layouts.

Standard lockup (for most applications)

High visibility lockup (for large format environmental signage)

Minimum size

Always reproduce the priceless lockup at a size that is clear and legible (depending on screen/print resolution). Never use the lockup at a size smaller than the minimum size requirements.

Standard minimum size: 13.5mm

Clear space

Always surround the priceless lockup with sufficient clear space. Based on “X”, which is equal to the height of the Mastercard Symbol, general clear space should be half X.

General clear space

Read-through campaign clear space

Background contrast

Always provide sufficient light or dark contrast with the background against which the lockup appears.

COMMON MISTAKES

Priceless should no longer be set in orange italic in layouts.

Do not use the priceless lockup directly next to the Mastercard Symbol. If you are creating a priceless ad, use the priceless lockup unless the ad allows for plenty of space for both the priceless lockup and the Mastercard Symbol to appear significantly separate from each other.

There is no one-color version of the priceless lockup.

There is no stacked or vertical version of the priceless lockup.

IN USE

Use in motion

In video and animations, use the priceless lockup end frame accompanied by an approved sound logo.

Priceless motion assets‎

Use in text

When writing priceless within copy, use Mark for MC Medium for the word “priceless” with a lowercase "p".

Legal and trademarking guidance

No ™ or ® is required for the priceless lockup. A trademark ownership legal line is no longer required for priceless marketing materials, except on: Mastercard owned and 3rd party websites and email communications, or if required by parity rule which is outlined in the full legal guidance here.

Colon treatment

Condensed spacing

Optimal spacing

Horizontal spacing for extreme landscape formats

Campaign layout components

  • Use a colon following the priceless line, e.g., “Seeing life through a different lens:”.
  • The headline font is Mark for MC Light. The colon font is Mark for MC Regular.
  • The space between the colon and headline should be adjusted to the same width as the colon.
  • The headline and priceless text should be equal x-heights.
  • The headline and priceless lockup should be aligned left. It might be necessary to move the lockup slightly further left to optically balance the headline and circles.
  • Optimal spacing: This is the preferred vertical spacing for the lockup for advertising copy lines. The space between the baseline of the headline and the top of the lockup should be the same height as the Symbol.
  • Condensed spacing: For ads with more graphical elements or less vertical space, the spacing can be reduced to half the height of the Symbol.
  • For extreme landscape formats, the spacing between the headline and Symbol should be half the width of one of the circles.

Use in partner and co-branding materials

Feature priceless using the priceless lockup. Where possible, put the co-brand lockup in a place where it will not compete with the priceless lockup while ensuring you’re still following your sponsorship partner guidelines.

In sponsorship activations, the priceless lockup should be used on environmental signage and throughout installation touchpoints without co-branded lockups present (e.g., lounge signage or leaderboards).

CO-BRANDED EXAMPLES WITH PRICELESS IN COPY (USING THE STANDARD VERSION)

 

 

 

 

 

ENVIRONMENTAL INSTALLATION EXAMPLE (USING THE HIGH-VISIBILITY VERSION)