How to Implement
Guidance
Support common Scheme branding.
Scheme adoption of a common brand name and identity that is used by all DFSPs promotes the Inclusive IPS and encourages usage. When end users recognize the common brand at merchants or other access points, they know the service is useful to their daily lives.
Ensure overall quality through brand guidelines.
The Inclusive IPS should provide guidelines to DFSPs on how to properly display the brand name and logo to ensure consistent usage and presentation.
Collect end user input on brand.
The Inclusive IPS develops the common trade name and logo with input from end users, with particular attention to women end users, to ensure it is relevant, recognizable, and builds trust.
Why It Matters
This makes digital payments more recognizable, trusted, accessible, widely adopted, and ultimately, more useful. This creates a level of equity in branding among DFSPs.
Seeing More Clearly
Select a lens to learn the “why” this practice.
Women’s Inclusion
Data suggests that all users’ adoption of digital payments is boosted by a common, recognizable brand. For many women users less familiar with and trusting of digital payments generally, a common brand builds trusts – encouraging use and ultimately driving down costs, thus overcoming common barriers to women’s inclusion.
Tools
Design Guides
Dig into how to implement each of the practices.
Minimum Branding Guidelines
Overview of select features that constitute minimum branding guidelines, namely in-app logo placement, logo repetition, and point-of-sale experience requirements.
Review Minimum Branding GuidelinesAim for Common, Consumer-Facing Brand
Overview of potential brand design choices for Inclusive IPSs, alongside implications and representative examples from the market.
Review Aim for Common, Consumer-Facing BrandPIX Minimum Requirements for User Experience, Version 7.0
These are the user experience rules for financial institutions participating in Pix
Review PIX Minimum Requirements for User Experience, Version 7.0Generic payments scheme rulebook categories and example table of contents
A generic scheme rules that IIPS operators can use to build their own rulebook
Review Generic payments scheme rulebook categories and example table of contentsMarket Illustrations
Learn from design choices in action.
Bre-B (Colombia) Standardizes Brand and Experience to Improve Trust in the Central Bank Brand
Country
Colombia
Challenge
Banco de la República wished to establish brand guidelines on where and how to use the Bre-B logo to ensure its prominence and clear visibility to users.
Outcome
These strong guidelines, which highlight the overlap between brand and user interface, and enablement of the brand by the Central Bank help define an ecosystem of dependability and trust.
UPI’s Common Brand Ensures Consistency and Builds Trust
Country
India
Challenge
The National Payments Corporation of India (NPCI) wished to establish a clear and consistent brand across UPI and the associated BHIM payment service as the operator of UPI in order to increase trust in and adoption of UPI.
Outcome
The UPI brand is widely recognized and adoption of UPI enabled payments is high and continues to grow.
Banco Central do Brasil Offers Guidance, and Flexibility, in Deploying the Pix Brand
Country
Brazil
Challenge
Banco Central do Brasil committed to improving the visibility of the Pix brand across a diverse ecosystem of digital providers and digital and physical merchants while ensuring consistency.
Outcome
Pix’s brand is well-recognized in Brazil and associated with a trustworthy, innovative payments ecosystem.
Related Resources
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Review other L1P practices and learn more about how to apply them to your IPS.
