Brand Guidelines


This identity guideline is a tool designed to project the image, values, and aspirations behind the brand. It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality of presentation. Every individual utilizing EPSG’s brand is responsible for coordinating or implementing the guidelines.

We are your stop in payments
Our Name
Our Story
Our Values

We are doing business as EPSG. Our legal name is EPSG, LLC.

Brand Naming Violations Include:

  • EPSG Inc
  • E P S G
  • EVO Platinum Services Group

EPSG is a trusted leader in payment processing and merchant services, bringing together decades of expertise and experience. Guided by integrity, transparency, and commitment, we excel at seamlessly integrating cutting-edge transaction technologies into a user-friendly platform. With a comprehensive range of end-to-end payment solutions, we are dedicated to fostering the growth and success of our partners and merchants.

As a company built by sales partners, for sales partners, and merchant by merchant, we prioritize long-term relationships and aim to be the first and last stop for all payment needs.

We are ignited by our unwavering values—integrity, transparency, and commitment. We firmly believe that honest and trustworthy relationships are the cornerstones of a thriving business, and we strive to foster these connections with our partners and merchants every day. Our dedication to transparency and ethical standards enables us to build a foundation of respect and reliability, which is paramount in creating meaningful and mutually beneficial relationships.

We understand that nurturing long-term connections requires a steadfast commitment to fairness and accountability, and we take that responsibility seriously. We are thrilled to approach each partnership with an open mind and a willingness to collaborate, knowing that when we build relationships centered around honesty and trust, we can positively impact our industry and drive growth together. We are proud to uphold our values as a company, and we are excited to build lasting and impactful partnerships with each and every one of you.


Full Logo

EPSG logo

Iconic Logomark


EPSG’s logotype contains the iconic mark and letters. It is a graphical element and the color and proportional elements are predetermined and should not be altered.


We prefer that the EPSG logo be used in four color. Therefore, the EPSG logo should be used on white, gray, deep navy, and black backgrounds. If there are questions, please consult marketing.

*Partners may not use this logo on any promo materials or social posts without the review of the marketing department.

Size Requirements

For digital uses, the minimum size for the standard logo is 240px and the iconic mark at 100px.

The logo must always fit into the clearspace area (0.5 around) and cannot be intervened by other graphical elements which could hinder legibility of the brand.


Gotham is EPSG’s primary font. This typeface is inspired by the blocks of downtown Manhattan—celebrating the attractive and unassuming lettering of the city. Gotham “deliberately evokes the blocky no-nonsense, unselfconscious architectural lettering that dominated the [New York] streetscape from the 1930s through the 1960s.”

This font should be used in all EPSG communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials. Please see alternate font if Gotham cannot be used.

Gotham font

Alternate Font

Aa Arial

Ab Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 ! @ # $ %

Web Font

Aa Figtree

Ab Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 ! @ # $ %


Primary Colors

The following palette has been selected for use in EPSG communications. Tints and shades of these colors are also allowed, but the Logotype may only be used with a 100% tint.

The primary colors include an Eastern blue and Nile navy, embodying the trust, reliability, and honesty of EPSG. The additional colors are gray and white. Our accent color is gold. 

A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications.

NOTE: Black is NOT a brand color and should be used without the approval of the marketing department. This includes corporate swag. Dark grey is our primary text color.

CMYK 70 / 39 / 0 / 70

RGB 23 / 47 / 77

HEX #172F4D

Pantone 2767 C

CMYK 98 / 29 / 0 / 40

RGB 3 / 109 / 154

HEX #2596be

Pantone 7705 C

CMYK 0 / 24 / 82 / 15

RGB 218 / 166 / 40


Pantone 7563 C

CMYK 0 / 0 / 0 / 11

RGB 227/ 226 / 227


Pantone 1 C

CMYK 8 / 3 / 0 / 71

RGB 68 / 72 / 74

HEX #44484A

Pantone 11 C


Our brand voice is the embodiment of our vibrant personality and unyielding motivation to empower our valued partners, employees, and merchants. Our tone is conversational and inviting, coupled with informal professionalism. It should feel like a helpful friend, rather than a corporate entity. The language used should be accessible and easy to understand, avoiding jargon or technical terms whenever possible. 

Think inspiring and honest. 

Concise and concrete.

Down-to-earth and human with a little bit of edge. 

Remember, at EPSG we are real people who care about each others success and our merchants—from beginning to end, from the first to last stop. Our brand voice is here to inspire, motivate, and share our expertise in a way that resonates with those we interact with each and every day. Together, let’s transcend boundaries, reimagine possibilities, and conquer new frontiers.


While AP style is primarily used in journalism, it is also widely adopted in other fields, such as public relations, corporate communications, and academic writing. Adhering to AP style helps maintain consistency across various media outlets and publications, making it easier for readers to understand and navigate written content.

EPSG will write in AP style on all main corporate communications, flyers, and documents that represent the brand. Please see some quick tips and tricks for AP style and how to use in our industry.


  • Capitalize proper nouns, including brand names, company names, and specific product names (e.g., Visa, Mastercard, PayPal).
  • Capitalize acronyms, abbreviations, and initialisms (e.g., NFC, POS, ACH).
  • Use lowercase for generic references to payment methods or technologies (e.g., contactless payments, mobile wallets).
  • Job titles should be capitalized directly before an individual’s name. Lowercase formal titles that appear on their own or follow a name. Also, spell out titles when they are in constructions that set them off from a name by commas. 

Abbreviations and Acronyms

  • Spell out abbreviations and acronyms on first mention, followed by the abbreviation in parentheses. For subsequent references, use the abbreviation alone (e.g., Automated Clearing House (ACH), NFC).
  • Commonly known acronyms like ATM, PIN, and POS do not require expansion.

Numbers and Numerals

  • Spell out numbers one to nine and use numerals for 10 and above, except in measurements (e.g., 7 days, 15 transactions, $20).
  • Use numerals for percentages, currency amounts, and statistical data (e.g., 5%, $10 million).
  • Spell out ordinals below 10 (e.g., first, second, third) and use numerals for 10th and above (e.g., 10th, 15th, 20th).


  • Use the serial comma (also known as the Oxford comma) before the conjunction in a series of three or more items (e.g., Visa, Mastercard, and American Express).
  • Place periods and commas inside quotation marks.
  • Use an en dash (–) without spaces to indicate a range (e.g., 9 a.m.–5 p.m., pages 10–15).
  • Use an em dash (––) to mark off additional information in a sentence.


Our imagery aims to capture real moments and genuine interactions while ensuring consistency and professionalism in our brand representation.

  • We value authenticity and realism, prioritizing this in our brand imagery. 
  • We capture meaningful moments, events, and people—highlighting the positive experiences and interactions with our employees, partners, and merchants.
  • We maintain professionalism in quality, lighting, and composition, while offering freedom of creativity.
  • We do not use character graphics or cartoon vector graphics solutions to represent our brand.
Image of people at a celebration


Reach out to the marketing department for all your branding and marketing needs.