2. Brand Identity

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

Therefore, to ensure that the Brand Identity is applied consistently and coherently across the different Technical Solutions, and that it supports a high-quality User Experience, Primary Actors MUST comply with the requirements for applying the IT-Wallet System Brand Identity within their Technical Solutions. In particular, all Primary Actors:

  • MUST exclusively follow the indications specified in the Brand Manual, which will be made available shortly on the official website https://www.wallet.gov.it.

  • MUST exclusively use the Official Resources that will be made available in the related Official Resources folder of these Technical Specifications.

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. All those who intend to refer to the IT-Wallet System:

  • MUST use of the uppercase letters in the term “IT” and in the initial letters of Wallet and System;

  • MUST use of the hyphen (“-”) between "IT" and "Wallet", without any spacing;

  • MUST correctly pronounce the term “IT”, phonetically separating the two letters “I” and “IT”. In Italian, the correct pronunciation is /i ti/ and not /it/, while in English the correct pronunciations is /ˌaɪ ˈtiː/ e non /ɪt/, /aɪt/ o /ɪti/.

2.2. Visual Identity

The “IT-Wallet" Brand has its own Visual Identity. All actors within the ecosystem MUST apply it to provide visibility of their participation in the IT-Wallet System but MUST NOT use “IT-Wallet” Visual Identity as a replacement of the Visual Identity of their own organization or their own Technical Solutions.

To ensure proper coexistence between the “IT-Wallet” Visual Identity and the Visual Identity of their organization or Technical Solutions, Primary Actors MUST exclusively use the Official Resources and comply with the indications specified in the Brand Manual.

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.

Trust Mark on a light background

Fig. 2.5 Trust Mark on a light background

Below are illustrated the requirements for the use of the Trust Mark, that apply to both physical and digital contexts (e.g., websites, apps, documents, printed materials, videos, etc.). All Primary Actors:

  • MUST use the Trust Mark exclusively to indicate their participation in the IT-Wallet System and MUST NOT use it for any other purpose;

  • MUST display the Trust Mark only in the Technical Solutions that have successfully completed the registration process;

  • MUST exclusively use the Trust Mark provided in the Official Resources and MUST comply with the related usage specifications provided in the Brand Manual;

  • MUST NOT alter, distort, modify the Trust Mark, or replace it with unofficial elements;

  • MUST NOT resize the Trust Mark below the minimum dimensions specified in the Brand Manual to maintain legibility across formats and devices;

  • MUST maintain the minimum clear space as defined in the Brand Manual to ensure visibility and recognizability. They MUST NOT allow other graphic or textual elements to interfere with this space;

  • MUST NOT place the Trust Mark on backgrounds that compromise its visibility or legibility. They MUST ensure adequate contrast between the Trust Mark and the background, in accordance with the Brand Manual;

  • MAY display the Trust Mark alongside other actors' logos, trademarks, or symbols, in accordance with the Brand Manual.

For further information on the Trust Mark, refer to the Brand Manual which will soon by made available on the official website https://www.wallet.gov.it. Trust Mark Official Resources will be made available in the related Official Resources section of these Technical Specifications.