2. Brand Identity

The IT-Wallet Brand Identity defines the system's personality and it's expressed through a set of standardized elements, such as its naming and Visual Identity. It strengthens and promotes a Trust Model at the basis of the entire ecosystem, introducing recognizable visual elements.

It is important to strengthen the User awareness and trust in the ecosystem by integrating coherent graphical elements into the Technical Solutions and across the various Touchpoints.

This section outlines the minimum requirements that Primary Actors must meet to ensure a proper application of the IT-Wallet System Brand Identity, to achieve a uniform, consistent, and recognizable visual presence, and deliver a high-quality User Experience.

Additional documentation and resources relevant to the IT-Wallet Brand Identity are provided in the Official Resources section. Primary Actors MUST use these Official Resources and MUST comply with all related usage specifications provided.

2.1. Naming

The term "IT-Wallet System", as defined by the establishing regulation, is the official name that SHOULD be used in institutional, formal, or legal contexts to refer to the system.

The contracted form "IT-Wallet" is the official Brand name that MUST be used in all communications and disclosures, whether written or verbal, physical or digital, to refer to the "IT-Wallet System". Below are the requirements for the correct spelling and pronunciation:

  • The use of uppercase letters for "IT" and the initials of "Wallet" and "System" MUST be followed;

  • The hyphen (“-”) between "IT" and "Wallet" MUST be used without any spacing;

  • The correct pronunciation of "IT" MUST be followed, with the two letters "I" and "T" pronounced separately. In Italian, the correct pronunciation is /i ti/, not /it/, while in English, it is /ai ti/, not /it/, /ait/, or /iti/.

2.2. Visual Identity

The IT-Wallet Brand has its own Visual Identity. All actors within the ecosystem MUST ensure that their Visual Identity and that of their Technical Solutions are distinct yet compatible and cohesive with the Visual Identity of IT-Wallet System. Specifically, all Primary Actors MAY use the Official Resources related to the Visual Identity of the IT-Wallet System. Their use MUST be exclusively aimed at representing the participation in the IT-Wallet System and not at replacing the Visual Identity of their own Technical Solutions.

2.2.2. Trust Mark

The Trust Mark is the official graphic element that guarantees the belonging of Primary Actors and their respective Technical Solutions to the IT-Wallet System.

The following requirements apply to its use in both physical and digital contexts (e.g., websites, apps, documents, printed materials, videos, etc.):

  • The Trust Mark MUST be used exclusively to certify the participation in the IT-Wallet System and MUST NOT be used for any other purpose;

  • The Trust Mark MUST only be displayed by Technical Solutions that have successfully completed the Certification Process;

  • The Trust Mark MUST be used exactly as provided in the Official Resources and MUST comply with the related usage specifications provided to ensure proper visibility throughout all the stages of the User Experience;

  • The Trust Mark MUST NOT be altered, distorted, modified, or replaced by unofficial elements;

  • The Trust Mark MUST NOT be resized below the minimum dimensions specified in the Official Resources to maintain legibility across formats and devices;

  • The Trust Mark MUST maintain the minimum clear space as defined in the Official Resources to ensure visibility and recognizability. Other graphic or textual elements MUST NOT interfere with this space;

  • The Trust Mark MUST NOT be placed on backgrounds that compromise its visibility or legibility. Adequate contrast between the Trust Mark and the background MUST be ensured, in line with the Official Resources;

  • The Trust Mark MAY be displayed alongside other actors' logos, trademarks, or symbols, in accordance with the coexistence specifications regarding proportions and visibility, as defined in the Official Resources.