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    Glossary

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    A


    Acceptance Mark
    The Acceptance Mark is a combined mark which includes the Brand Mark placed on the MasterCard Dark Blue Acceptance Rectangle in order to provide a consistent neutral background for acceptance situations.

    Acceptance Decals and Signs
    Any decal or sign displaying a brand used to designate acceptance of that brand at a point of interaction.

    Application
    A program and associated data that satisfy a business function, positioned on an application carrier device.

    Application Carrier Device
    A secure device that can carry a purse or other applications.

    Audible Brand
    An acoustic representation of a brand identity.

    Automated Teller Machine (ATM)
    An unattended card reading terminal that typically dispenses physical cash; loads electronic cash onto a card; accepts deposits and loan payments; enables a cardholder to order transfers among accounts and make account inquiries; and may provide additional services.

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    B


    Brand
    Our brand is a name but much more than a name. It's the essence of a company, its people, and the products and services it provides its customers.

    Brand Mark
    The proprietary combination of names, symbols, and colors that convey visually a brand's identity. Each of our Brand Marks represents the unique essence of the respective brand-everything it is and does, its image in the minds of the consumers and merchants who use it, its personality and promise. Brand Marks are used in printed communications, on-screen communications, and in advertising.

    Brand Name
    See "Brand."

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    C


    Cirrus® Brand
    The Cirrus brand is a valuable asset that represents immediate deposit account access convenience at cash machine locations worldwide. Consumer awareness, recognition, and use are greatly enhanced by the consistent presentation of the Cirrus brand.

    Cirrus Brand Mark
    A proprietary combination of name, symbol, and color that visually conveys the identity of the Cirrus brand.

    Cirrus Brand Name
    See "Cirrus brand."

    Color Trapping
    The treatment of individual inks in a print piece to ensure precise registration and accurate reproduction.

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    D


    Digital Artwork
    All graphic matter (typography, illustrations, photographs, etc.) intended for reproduction, presented in a digital format.

    Digital Wallet
    A digital wallet is a small software program (either on a personal computer, on a personal digital assistant (PDA), or on a server) that stores personal purchasing-related data.

    Drop Shadow
    The graphic device that appears in MasterCard Dark Blue or black behind, below, and to the left of the brand names in each Brand Mark.

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    E


    Electronic Purse Module (EPM)
    A small plastic card embedded with a chip, used in card acceptance technologies such as Mondex® telephone devices, merchant terminals, and digital wallets.

    Encapsulated Postscript (EPS)
    EPS files are vector graphics, they can be scaled without loss of quality. EPS files are unique because they can contain both vector and bitmap graphics. EPS graphics have a "header graphic", which is typically a low resolution TIFF, although some software programs allow you to choose what format the header graphic is. When you place an EPS file into a page layout program, such as QuarkXPress, or a word processing program, such as Microsoft Word, the header graphic is what you see.

    You can only print EPS graphics to a PostScript printer. If you try to print an EPS file to a non-PostScript printer, only the low resolution header graphic will print.

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    F


    Four-Color Process
    The technique of separating artwork into four colors-cyan, magenta, yellow, and black-and then combining these colors during printing to achieve images with an unlimited color range. See also "Process colors."

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    G


    Grayscale
    In print, the use of percentages of black ink to simulate gray tones ranging from black to white.

    Graphic Interchange Format (GIF)
    GIF is a compressed graphic format. GIF is also a lossless compression format, which means that you can save it over and over without losing quality.

    GIFs only support 256 colors, so it's important to create them using web-safe colors. If web-safe colors aren't used, the resulting image may dither on monitors that display 256 colors or less.

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    H


    Hexadecimal
    Web colors are specified in hypertext markup language (HTML) using hexadecimal numbers. Hexadecimal is a base 16 system, which consists of the numbers 0 to 9 and the letters A to F. For instance, the hexadecimal equivalent of black is #000000.

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    I


    Interlocking Circles Device
    A registered trademark of MasterCard International Incorporated, comprised of the Interlocking Circles design mark of the MasterCard family of brands.

    International Organization for Standardization (ISO)
    The worldwide federation of national standards bodies that sets standards for international compatibility, including the physical and electronic standards for payment cards.

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    L


    Logotype
    A unique arrangement and refinement of letterforms in which an organization's name is rendered visually.

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    M


    Maestro® Brand
    Maestro is one of the world's most widely recognized global deposit access brands, representing instant buying power and cash access convenience worldwide. It is a valuable asset that empowers the consumer, strengthens a financial institution's brand, and conveys worldwide acceptance.

    The Maestro brand enhances the traditional ATM debit card, providing cardholders convenient, secure access to their money wherever they travel.

    Maestro Brand Mark
    A proprietary combination of name, symbol, and color that visually conveys the identity of the Maestro brand.

    Maestro Brand Name
    See "Maestro brand" and "Maestro Brand Mark."

    Magnetic Stripe
    A magnetically encoded stripe on a payment card that contains information about the cardholder's account. The physical and magnetic characteristics of the magnetic stripe are specified in ISO Standards 7810, 7811, and 7813.

    MasterCard® Brand
    The MasterCard brand is a major asset-one of the world's most widely recognized consumer brands, providing cardholders instant buying power and immediate deposit access convenience worldwide. Maintaining and extending that recognition worldwide requires consistent presentation of the MasterCard brand in all media and at all times.

    MasterCard Brand Mark
    A proprietary combination of name, symbol, and color that visually conveys the identity of the MasterCard brand.

    MasterCard Brand Name
    See "MasterCard brand" and "MasterCard Brand Mark."

    MasterCard Electronic™ Brand
    MasterCard Electronic is a widely recognized brand which represents instant buying power, flexibility in payment options, and security. It offers shopping convenience, reduces dependency on cash and checks, and increases spending power for consumers.

    MasterCard Electronic Brand Mark
    A proprietary combination of name, symbol, and color that visually conveys the identity of the MasterCard Electronic brand.

    MasterCard Electronic Brand Name
    See "MasterCard Electronic brand" and "MasterCard Electronic Brand Mark."

    MasterCard Identification Area (MIA)
    The MIA is the area on a MasterCard card consisting of the MasterCard Brand Mark and the MasterCard Global Hologram stacked within the MasterCard Retaining Line.

    Match Color
    A printing ink pre-mixed to a particular color specification.

    MasterCard ConnectTM
    The password-protected website for MasterCard acquirers, issuers, partners, and card manufacturers.

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    O


    Overlapping Circles Device
    A registered trademark of MasterCard International Incorporated, comprised of the Overlapping Circles design mark of the MasterCard family of brands.

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    P


    PANTONE® Matching System (PMS)
    A proprietary color classification system for printing inks, with colors coded numerically for easy identification.

    PANTONE is a registered trademark of Pantone, Inc. The colors shown and specified are not intended to match the PANTONE color standards. The standards for PANTONE colors are shown in the current editions of the PANTONE color publications. PANTONE colors are not equivalent to Toyo colors.

    Portable Network Graphic (PNG)
    PNG is a compressed graphic format that uses lossless compression, which means that you can save it over and over without losing quality.

    PNGs support millions of colors with varying levels of transparency, so you can use a single piece of artwork on many different background colors without seeing undesirable "matte" colors around the edges of the artwork. PNGs may be used at full size or smaller in office documents, such as presentations, but they will display and print poorly if enlarged.

    Point of Interaction (POI)
    Any merchant establishment, ATM location, or unattended environment in which a cardholder can make a payment transaction, add or delete value, or obtain cash.

    Point of Sale (POS)
    The environment in or the location at which a payment transaction occurs.

    Process Colors
    The technique of separating artwork into four colors-cyan, magenta, yellow, and black-and then combining these colors during printing to achieve images with an unlimited color range. See also "Four-color process."

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    R


    RGB Color
    One of the color spaces used in graphics software. This color space is based on the primary additive colors of Red, Green, and Blue. This is the most common color mode used in graphics software.

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