Typeface helvetica Neue Light is the preferred PayPal brand typeface. Its clean, PrEfErrED contemporary style accentuates the streamlined experience we deliver helvetica Neue Light to our customers. To reinforce clarity and consistency in our design, please follow these general guidelines: ABCDEfGhIJKLMNOPQrSTuVWXyz ALIGNMENT: Left align is preferred. right align is okay when required abcdefghijklmnopqrstuvwxyz # @ & 1234567890 by the design, but center align should be avoided. hEADLINES AND SuBhEADS: you can use sentence case (Lorem ipsum) or all-caps (LOrEM IPSuM). ALTErNATE ALTErNATE (WEB) INTrO COPy, BODy TEXT, AND LEGAL DISCLAIMErS: Should always Helvetica Neue Roman/Regular Arial be in sentence case (Lorem ipsum). INITIAL CAPS (Lorem Ipsum): Only use on buttons, marks, labels, and PayPal entities. EXAMPLES Of hEADLINES AND SuBhEADS ITALICS: Can only be used where required by style conventions, such as names, titles or quotes. The choice is yours. ThE ChOICE IS yOurS TrADEMArKS: The “tm” must be included with “PayPal” the first time it appears in plain text. The preferred case for trademarks is lower The choice is yours. ThE ChOICE IS yOurS case. The traditional all-caps “TM” can be used when lower case is not an option. When using Pay and Pal blue, always lead with Pay blue, just like the PayPal logo. KErNING AND TrACKING: In Adobe applications, kerning should always be set to optical and tracking should never set it to less than -10 or greater than 10. SIGNAGE BODy TEXT IN ALTErNATE TyPEfACES: helvetica Neue roman/regular is the Black primary alternate typeface. Arial is used as a secondary (digital) alternate Slate typeface. Please read detailed usage instructions on the next page. ContentS PayPal | Corporate master brand guidelines | August 2013 | Copyright © 2013 PayPal Inc. All rights reserved. 19