7. Card art in marketing THE CARD IN MARKETING. Card plastic is the most visible touch point of the American Express brand. More than any other form of marketing and communications, the Card physically connects you to Cardmembers and is a very important expression of both of our brands. Follow these guidelines when using Card art: Mock cards • Aim to show the full Card. If necessary, show Cards stacked or in partial view Mock cards, also known as faux cards, are either paper or plastic cards that are – as long as the Blue Box or Centurion on the front is fully visible. typically adhered inside an acquisition direct mail package. To ensure that mock • Make sure the words “American Express” within the Blue Box logo are legible cards are not mistaken for real Cards, these guidelines must be followed: when the Card is reproduced. • Issuer clarity should be maintained on the card front as required in the Card • The Card artwork should not be reduced by more than 50%. Design Guidelines (applicable per contractual agreement with partner). • Position Card artwork in a prominent place in printed materials. • Either on the face (bottom or side) or on the card back, include “SAMPLE”, “VOID”, “This is not an actual charge/credit card” or “This is not a valid • Use a non-valid account number for security and fraud prevention. charge/credit card”. • If a name is used on the Card front, make sure you have permission • Do not include a 4 digit CID number, an Expiration Date, a Valid through date and a release. or a magnetic stripe. • Always depict Cards accurately. • A marketing message may be added but only on the back of the card. Make sure the words “American Express” within the Blue Box logo are • Avoid making the Card part of another object. legible when the card is reproduced – card artwork should not be reduced by more than 50%. • No marketing text or other imagery should be added to Card art. • Print – or for plastic, can be embossed – “Your Name Here” or “Cardmember • Do not rotate the Card sideways or display it upside down. Name” in the name field. • Do not use mirror imaging of the Card in communications. Please note that mock cards should never be used in Centurion or Platinum Card marketing. ‹ Contents ›