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NATIONAL PAYMENTS CORPORATION OF INDIA MARKETING TEAM

BRAND IDENTITY GUIDELINES BHARAT BILL PAYMENT SYSTEM

BHARAT BILL PAYMENT SYSTEM-BRAND IDENTITY GUIDELINES

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Introduction

BBPS stands for Bharat Bill Payment System. The Bharat bill payment system is a Reserve Bank of India (RBI) conceptualised system driven by

National Payments Corporation of India (NPCI). It is a one-stop payment platform for all bills providing an interoperable and accessible

“Anytime Anywhere” bill payment service to all customers across India with certainty, reliability and safety of transactions.

Key Participants About Bharat Bill Payment Central Unit (BBPCU)

National Payments Corporation of India (NPCI) has been authorized by RBI as the Bharat Bill Payment Central Unit (BBPCU) and is responsible

for setting business standards, rules and procedures for technical and business requirements for all participants. The BBPCU undertakes clearing

and settlement activities related to transactions routed through BBPS.

About Bharat Bill Payment Operating Unit (BBPOU)

Bharat Bill Payment Operating Unit aka BBPOU is the entity that is authorized by Reserve Bank of India. It can be a Bank or a Non-Bank. BBPOU

may choose to integrate either with the customers, (COU: Customer OU) or with the billers (Biller OU) or may wish to participate as both – which

means such BBPOU will be integrated with customers as well as billers.

Going forward, only authorised BBPOU - both banks and non-banks authorised by RBI - can handle payment and aggregation of payment services

relating to bills under the scope of BBPS.

Agent Institutions

Eligible Entities who wish to offer or those who are currently in bill payment, collection and aggregation business, would operate under a COU

(Customer BBPOU) on receiving authorisation from RBI.

Customer BBPOU will on-board Agent institutions which may further on-board agents and/ or set up customer service points in various regions

and locations.


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Agents

Agents are the customer touch points and service points in the BBPS ecosystem available in the form of agent outlets, Business Correspondent

outlets, Bank branches, collection centres, retail outlets and other service points.

Biller

Service providers, who shall receive payments from customers for services rendered. By participating in the BBPS scheme, the biller will be able

to receive payments from third party channels for the services provided to the customer. A biller may tie up with up to two BBPOUs to access

the entire universe of its consumers and all payment channels.

Category of Billers in BBPS:

The category of billers eligible to participate in BBPS will be specified from time to time by Reserve bank of India (RBI). The current categories

specified are as follows:

1. Electricity

2. Telecom (post-paid and broadband)

3. DTH,

4. Gas

5. Water.

Over a period of time other categories like insurance premium, mutual funds, school fees, institution fees, credit cards, local taxes, invoice

payments, etc. may be covered under BBPS.

The Reserve Bank of India (RBI) Guidelines dated November 28th 2014 states that “Bharat Bill Payment Central Unit (BBPCU) would be responsible

for marketing and brand positioning of the pan-India Bharat Bill Payment System (BBPS), putting in place standards for the BBPS and oversight

and certification of Bharat Bill Payment Operating Units (BBPOUs) regarding adherence to the BBPS standards for processing bill payments”


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As a part of the new visual identity process, all existing

logo need to be updated with the new logo

The following section provides guidelines, on how the

Bharat BillPay logo is to be used, including the minimum

size.

The Bharat BillPay logo is composed of the B and the P

enclosed with the word Bharat BillPay. The relationship

between the elements is fixed and should not be altered.


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Bharat BillPay Landscape logo

The Bharat BillPay landscape logo should be used

wherever possible. The primary colours used in the

Bharat BillPay logo have been taken from NPCI family of

colours. The logo denotes “B” for ‘Bharat” and “Bill” and

P for “Pay”. The new identity has been established

through the “B” to direct consumers of “BHARAT” to

“BILLPAY” via BBPS.

The box structure denotes adherence to security

parameters, the blue colour represents trust and

accessibility across all locations and the orange colour

exudes a feeling of warmth and energy towards the new

endevor it offers.

Bharat BillPay Mono Landscape logo

When the orange and blue version cannot be used, due

to printing or media limitations, black is the only other

colour to be used. For example, if printed on material

with limited number of spot colours or in black and white

advertisements, receipts, bills and in press


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Logo Dos’s

BBPS consistent level of service and quality

is a mandate. With this in mind the new logo

has the ability to maintain its form

regardless of the environment. While the

logo is flexible enough to be applied to

numerous backgrounds; the shape and

proportions of the Bharat BillPay logo

always belong to BBPS and must remain

unaltered. This ensures consistency and

confidence in a variety of scenarios, just like

Bharat BillPay.

Logo Don’ts

Do not distort or change the Bharat BillPay logo in any way. Never full reverse the logo

Do not alter the colour of B/P in the Bharat BillPay logo. Permission is required from NPCI Marketing to use alternate colour version of the logo.

Never add additional text or graphical elements to Bharat BillPay logo. Don not crop or use part of the Bharat BillPay logo. Abide by the minimum size guidelines.


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Authorized Use of Bharat BillPay Trademarks, Logo etc.

1. Advertising, Promotional, Sales Materials and Merchandise etc.: Only BBPCU and its authorized BBPOUs and licensees may use the Bharat BillPay

Logo in advertising, promotional, and sales materials. Such authorized parties may use the Bharat BillPay Logo only as specified in their agreement

with BBPCU and any associated Guidelines and such use must always be in conjunction with the appropriate terms that define the relationship

authorized by their contract with BBPCU.

2. Compatibility: The BBPOUs and their agent-institutions and respective agents may use Bharat BillPay or any other Bharat BillPay word mark (but

not the BBPS Logo or other BBPS-owned graphic symbol/logo) in a referential phrase on promotional/advertising materials to describe that the

third party product is compatible with the referenced BBPCU product or technology, provided they comply with the following requirements:

a. The Bharat BillPay word mark is not part of the product name.

b. The Bharat BillPay word mark appears less prominent than the product name.

c. The product is in fact compatible with, or otherwise works with, the referenced BBPS product.

d. The reference to Bharat BillPay does not create a sense of endorsement, sponsorship, or false association with BBPS or BBPS products or

services.

e. The use does not show BBPS or its products in a false or derogatory light.

3. Web Sites: Web sites that serve both commercial and non-commercial electronic informational forums concerning a BBPS product or technology

may use the appropriate Bharat BillPay word mark, provided such use is permitted by BBPCU and complies with the guidelines set forth in Section 2

above.

Un-Authorized Use of Bharat BillPay Trademarks, Logo etc.

1. Company, Product, or Service Name: The system participants (BBPOUs, Agent-Institutions, Agents and Billers) cannot use or register, in whole or in

part, any Bharat BillPay trademark including Bharat BillPay owned graphic symbols, logos, icons, or an alteration thereof, as or as part of a company

name, trade name, product name, or service name except as specifically noted in these guidelines.


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2. Bharat BillPay Logo and Bharat BillPay owned Graphic Symbols: The system participants in the BBPS ecosystem cannot use the Bharat BillPay Logo

or any other Bharat BillPay-owned graphic symbol, logo, or icon on or in connection with web sites, products, packaging, manuals,

promotional/advertising materials, or for any other purpose except pursuant to an express written trademark license from BBPS

3. Variations, Take-offs or Abbreviations: BBPOUs, other system participants or Third parties cannot use a variation, phonetic equivalent, foreign

language equivalent, take-off, or abbreviation of a BBPS trademark for any purpose.

4. Disparaging Manner: The system participants cannot use a BBPS trademark or any other BBPS-owned graphic symbol, logo, or icon in a disparaging

manner.

5. Endorsement or Sponsorship: The system participants cannot use Bharat BillPay or any other Bharat BillPay trademark, including BBPS-owned

graphic symbols/logos, or icons, in a manner that would imply BBPS’s affiliation with or endorsement, sponsorship, or support of a third party

product or service.

6. Merchandise Items: The system participants cannot manufacture, sell or give-away merchandise items, including symbols, logos, or icons, except

pursuant to an express written license from BBPCU.

7. Bharat BillPay’s Trade Dress: The system participants cannot imitate the distinctive Bharat BillPay web site design, logos, or typefaces.

8. Slogans and Taglines: The system participants cannot use or imitate a Bharat BillPay slogan or tagline without prior written permission of BBPCU.

9. Domain Names: The system participants cannot use an identical or virtually identical Bharat BillPay/ Bharat Bill Payment System trademark as a

second level domain name. The system participants cannot also use similar sounding domain names


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Minimum size of Logo to be 2cm (H


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Case-I In small spaces like MPOS /POS channels and Bill receipt


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Case-II On digital channels like Internet/Website and Internet Banking


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Case-III On Physical channels like Agent-Portal, Bank-Branch, BC and ATM


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Case-IV On digital channels like Mobile App, Mobile banking and KIOSK


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Reciept Format


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Bharat BillPay Brand Usage & Philosophy

The key to the success of the Bharat Bill Payment System lies in building a strong brand that conveys the essence of the values and attributes of Bharat

BillPay and fosters trust, confidence and comfort in the mind of the customers and system participants. Bharat BillPay brand and logo will thus be a

customer facing brand and will be displayed and used at various touch points. Due to multi-party engagement this requires a strong governance

mechanism, which shall be adhered to and followed in letter and spirit by the BBPOUs and other system participants (Agent Institutions, Agents and Billers).

The following governance mechanism and guiding principles are being prescribed for compliance by the BBPS system participants:

1. Standard logo of Bharat BillPay and any other promotional material as authorized by BBPCU will be prominently displayed at the BBPS outlet /

Agent's premises and all other bill payment channel of BBPOUs. Signage with the standard Bharat BillPay logo or trademark will be prominently

displayed at the collection points as per the brand guidelines laid down by BBPCU to identify agents' outlets as BBPS enabled Service Point, as

specified from time to time.

Bharat BillPay Logo and Branding should be displayed across all channels from where the customer can execute transactions at the BBPOUs end.

2. On the BBPOU portal, sections should be available specifically displaying all the billers under BBPS scheme.

3. On the BBPOU portal, the BBPS Logo and other branding should be :

a. Displayed at each page of transactional flow, search transaction, complaint registration and search complaint

Section Bharat BillPay Logo

Bill Fetch Request Mandatory

Bill Fetch Response Mandatory


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Payment Processing Third Party Page Optional

Payment Confirmation Mandatory

Receipt Mandatory

b. Printed on the physical receipt & digital copy, as per guidelines delineated above

4. Authorised participants can advertise and promote their participation in the BBPS network by using the standard logo of the Bharat BillPay as

authorized by BBPCU.

5. Bharat BillPay logo will form an integral part of the bill payment receipt and the guidelines must be adhered to.

6. Billers /Utility companies use and advertise the Bharat BillPay logo, after seeking approval from BBPCU, in their bills once they are part of the BBPS

network. BBPOUs must intimate BBPCU, before advertising or sharing the Bharat BillPay logo with Billers.


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The following section provides guidelines, on how the

Bharat BillPay logo is to be used in Internal Posters,

Communication and Presentations/Documents.

Billers are essential part of the BBPS ecosystem, hence the

section also gives an Overview of logo usage on Paper Bills

of Billers i.e. Telecom, Electricity, DTH, Gas, Water and

other future categories to make consumers aware that the

Biller is part of the BBPS ecosystem.


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