TABLE OF CONTENTS
4 The story of diners club 12 14 18 20 22 24 28
The beginning of diners club Company timeline Brand comparison Looking back Looking forward Our clients Our new standard
30 Diners club new identity 32 34 36 38 40 42
Anatomy of the mark Minimum size Signature system Incorrect usage Typographic standard Color standard
44 Our new experience 50 52 54 56 60 64 66 68
Brand extensions Safeguard Rex club The locomote Trans rental The hub The treasure store Connoisseur and gourmet tour
THE STORY OF DINERS CLUB
AT THE BEGINNING OF THE TWENTIETH CENTURY PEOPLE HAD TO PAY CASH FOR ALMOST ALL PRODUCTS AND SERVICES. ALTHOUGH THE EARLY PART OF THE CENTURY SAW AN INCREASE IN INDIVIDUAL STORE CREDIT ACCOUNTS, A CREDIT CARD THAT COULD BE USED AT MORE THAN ONE MERCHANT WAS NOT INVENTED UNTIL 1950.
IT ALL STARTED WHEN FRANK X. MCNAMARA AND TWO OF HIS FRIENDS WENT OUT TO SUPPER.
EMPIRE STATE BUILDING IN 1950
WITH HIS ATTORNEY, RALPH SCHNEIDER, FRANK MCNAMARA CREATES DINERS CLUB. THE FIRST CHARGE CARD IS OFFERED TO 200 PEOPLE, MOST OF WHOM ARE PERSONAL FRIENDS AND ACQUAINTANCES. FOURTEEN NEW YORK RESTAURANTS AGREE TO ACCEPT THE CARD. THE BUSINESS EXPANDS SO RAPIDLY THAT DINERS CLUB HAS TO CHANGE ITS OFFICES THREE TIMES. THE BUSINESS BEGINS ON THE 24TH FLOOR OF EMPIRE STATE BUILDING, AND THEN EXPANDS TO THE 32ND, AND FINALLY TO THE 77TH FLOOR. BY THE END OF THE YEAR, 20,000 PEOPLE CARRY DINERS CLUB CARDS.
who we were
THE BEGINNING OF DINERS CLUB
In 1949, Frank X McNamara, head of the Hamilton Credit Corporation, went out to eat with Alfred Bloomingdale, McNamara’s long-time friend and grandson of the founder of the Bloomingdale’s store, and Ralph Sneider, McNamara’s attorney. The three men were eating at Major’s Cabin Grill, a famous New York restaurant located next to the Empire State Building, to discuss a problem customer of the Hamilton Credit Corporation. The problem was that one of McNamara’s customers had borrowed some money but was unable to pay it back. This particular customer had gotten into trouble, when he had lent a number of his charge cards (available from individual department stores and gas stations) to his poor neighbors who needed items in an emergency. For this service, the man required his neighbors to pay him back the cost of the original purchase plus some extra money. Unfortunately for the man, many of his neighbors were unable to pay him back within a short period of time and he was then forced to borrow money from the Hamilton Credit Corporation.
At the end of the meal with his two friends, McNamara reached into his pocket for his wallet so that he could pay for the meal (in cash). He was shocked to discover that he had forgotten his wallet. To his embarrassment, he then had to call his wife and have her bring him some money. McNamara vowed never to let this happen again.
In an effort to capture customer loyalty, various department stores and gas stations began to offer charge accounts for their customers which could be accessed by a card. Unfortunately, people needed to bring dozens of these cards with them if they were to do a day of shopping. McNamara had the idea of needing only one credit card.
Merging the two concepts from that dinner, the lending of credit cards and not having cash on hand to pay for the meal, McNamara came up with a new idea - a credit card that could be used at multiple locations. What was particularly novel about this concept was that there would be a middleman between companies and their customers.
McNamara discussed the idea with Bloomingdale and Sneider and the three pooled some money and started a new company in 1950 which they called the Diners Club. The Diners Club was going to be a middleman. Instead of individual companies offering credit to their own customers (whom they would bill later), the Diners Club was going to offer credit to individuals for many companies (then bill the customers and pay the companies). Previously, stores would make money with their credit cards by keeping customers loyal to their particular store, thus maintaining a high level of sales. However, the Diners Club needed a different way to make money since they weren’t actually selling anything.
Though the concept of credit has existed longer even than money, charge accounts became popular in the early twentieth century. With the invention and growing popularity of automobiles and airplanes, people now had the option to travel to a variety of stores for their shopping needs.
To make a profit without charging interest (interest bearing credit cards came much later), the companies who accepted the Diners Club credit card were charged 7 percent for each transaction while the subscribers to the credit card were charged a $3 annual fee (begun in 1951). Mcnamara’s new credit company focused on salesmen. Since salesmen often need to dine (hence the new company’s name) at multiple restaurants to entertain their clients, the diners club needed both to convince a large number of restaurants to accept the new card and to get salesmen to subscribe. The first Diners Club credit cards were given out in 1950 to 200 people (most were friends and acquaintances of McNamara) and accepted by 14 restaurants in New York. The cards were not made of plastic; instead, the first Diners Club credit cards were made of a paper stock with the accepting locations printed on the back.
who we were
Diners club becomes the world’s first multipurpose card. for bussinessman. A year later in February 1950, he returned to the Major’s Cabin Grill with his partner Ralph Schneder. When the bill arrived, Mcnamara paid with a small cardboard card, known today as a Diners club card. This event was hailed as the First Supper paving the way for world’s first multipurpose charge card.
Membership reaches 42,000 as card acceptance expand to major U.S. cities.
Diners Club becomes the first internationally accepted charge card when businesses in the U.K., Canada, Cuba, and Mexico agree to accept the card.
Founder Frank McNamara dies at age 40.
Cardmembers reach one million and Diners Club is listed on the New York Stock Exchange.
Citicorp acquires Diners Club International.
who we were
Diners Club creates the industryâ€™s first rewards program: Club Rewards. Cardmembers can earn frequent flier miles and merchandise for dollars charged.
Cardmembers can access cash through ATMs Worldwide through club cash.
Diners Club offers the first multinational corporate card program.
Discover Financial Services acquires Diners Club.
Diners Club international launches its super premium black card.
We are ready to introduce brand new Diners Club to the industry
who we were
NEW DINERS CLUB
The new diners club aims to provide exclusive, accessible and luxury services to frequent travelers
Necessity In company history, Diners club was first targeted towards traveling salesmen (more common in that era) for use on the road. From the concept of customers paying different merchants using the same card, many banks and credit card companies are following the same route. The new Diners club will focus on the frequent travelers with higher income. We will provide exclusive trips, both business and personal. The chart on the right is a comparison matrix of the credit card industry and also where the old Diners club used to be and where it will be in the industry.
OLD DINERS CLUB
who we were
Diners club first started for the business travelers who travel frequently. Diners provides an easier way to carry money for business travel, both domestic and overseas. But after the rise of credit card industry many credit card institutes had the similar concept of â€œinstant money for travel and entertainmentâ€?
who we were
After the rebranding, Diners club will expand for both business trip and personal trips. We will provide cardholders the most convenient way to travel. We will offer the various experiences for upscale cardholders.
who we were
Richard, Vice President of Sales
Nick, Fashion Photographer
David, International Business Traveler
Betty, Non-Profit Researcher
Richard is a middle-aged top executive. He comes from an old money family and is an graduate of a prestigious Ivy League university. He is ambitious and attained financial success early and he likes the company of his social/economic peers. He is a member of a number of social clubs and has cultivated a taste for the things that wealth and social position can provide.
Nick started taking fashion shoot when he was seventeen. Heâ€™s worked in the fashion industry for a decade. He shoots for well-known fashion magazine like Vogue, W and Elle. He has acquired a taste for the good life. He loves to socialize, travel and meet people form different walks of life. He has a flexible schedule and likes to explore different locales in his free time.
David, mid thirties, works as a buyer for an international trading company. Heâ€™s a frequent flyer on several airlines, international and domestic. His hobby is physical fitness and collecting fine wines. He hates hanging out in the airport lounge, eating in the terminal cafes and staying at economy hotels, but he often feels that he has no other choices.
Betty, middle twenties, is a hard worker who earned her PhD in three years. Now she wants to devote her skills and knowledge to making the world a better place by working for an international non-profit organization. However, despite her self sacrificing ideals, she likes to treat herself from time to time to the higher end pleasures. Her new job will take her to a variety of different places and she is looking forward to exploring new cultures.
“ HAPPINESS IS NOT A STATE TO ARRIVE AT, BUT A MANNER OF TRAVELING.” —MARGARET LEE RUNBECK
OUR NEW STANDARD
DINERS CLUB NEW IDENTITY
The new Diners club signature comes from the idea of travelling. Back in to its history, Diners club card was primary used for salepeople who did not want to carry money around. The rebranding process still conveys the idea of travel. New Diners club enriches travelling by adding exclusive acessibility only for its members. Exclusive accessibility is the meaning under the symbol. Two arrows represent the back and forth accessibility. The negative space of both arrows has a curve line to state the letters D and C which is Diners club.
ANATOMY OF THE MARK X
1 0.5X X
This diagram shows Diners club signature anatomy. The height of one line in the logotype is “x”, the space between the symbol and the logo should measure half of “x“.
To enhance the vision of Diners club signature, the minimun requirement for clear space is defined by the measurement “1” as shown. This measurement of “1” is equal to “1.5 x”. The measurement of “x” is the space equal to the height of one line in the logotype.
Symbol only minimum size in black.
Symbol only minimum size in full color.
To ensure the visibility of Diners club signature, do not resize the signature under 1” or 98 pixels. The minimun size of the signature is 1.5”. Logo only version of the Diners club logo is required to be used when the usage is under 1” 1.5”
Signature minimum size in black.
signature minimum size in full color
There are three main configurations of signature systems. The signature should be of primary use in the identity system. The symbol can be used in the small size applications.
Signature version in full color
Signature version in black
Symbol only version in full color
Symbol only version in black
INCORRECT USAGE DO NOT use drop shadow to the signature or logotype.
DO NOT add more elements to the signature or symbol.
DO NOT change typeface in the logotype
DO NOT separate and rearrange the signature or symbol.
The identity of the Diners club signature is powerful. The signature is important to Diners club identity. Please DO NOT attempt to alter the signature.
DO NOT use outline on the signature.
DO NOT apply gradient color to the signature or logotype.
DO NOT rotate signature
DO NOT change the color of the signature even on a secondary color scheme.
abcdefghijklmnopqrstuvwxyz A B C D E F G H I J K L M N O P Q R ST U V W XY Z
FF DIN Condensed Regular
Univers LT 45
In 1995, Dutch typeface designer Albert-Jan Pool designed this multi-weight family on request of FontFont as FF DIN. This particular style of typeface is used only for Diners club logotype.
Gotham is a family of geometric sans-serif digital typefaces designed by American type designer Tobias Frere-Jones in 2000. This typeface is used only for all the headlines and subhead within Diner club identity system.
Univers is the name of a realist sans-serif typeface designed by Adrian Frutiger in 1954. This particular weight of typeface is used only for the body type of the Diners club identity system.
PMS: #321 C C: 80% M: 25% Y: 40% K: 0%
PMS: #319 C C: 65% M: 0% Y: 20% K: 0%
PMS: #877 C C: 50% M: 35% Y: 30% K: 0%
PMS: #7582 C C: 45% M: 60% Y: 80% K: 40%
PMS: #425 C C: 62% M: 55% Y: 50% K: 25%
The main color of Diners club signature is blue. Diners blue is the color on the upper half of the symbol. The blue is related to open space which represents the sky and sea travelling. Lower part of the symbol is the light grey which represents travelling on the road.
PMS: #430 C C: 50% M: 40% Y: 45% K: 10%
This secondary color scheme will add more of a vibrant color to contrast the colors in the Diners club signature. This color scheme is used only in the identity system of Diners club.
PMS: #7563 C C: 15% M: 40% Y: 100% K: 0%
PMS: #7485 C C: 15% M: 0% Y: 30% K: 0%
OUR NEW EXPERIENCE
WE INVITE YOU TO EXPERIENCE THE NEW DINERS CLUB
DINERS CLUB WILL TAKE YOU TO ANOTHER LEVEL OF EXCLUSIVE ACESSIBILITY WITH ONE SINGLE CARD
BRAND EXTENSIONS STARTING OUT
SAFEGUARD SERVICE Diners agent will take care of your home, garden, pets, and provide licensed childcare when you are away.
THE CLUB MOBILE PACK SYSTEM PRODUCT Club Mobile is the self transport unit using bluetooth technology that keeps members connected to all their electronic communication devices
THE TREASURE STORE PRODUCT One stop shop offering a wide selection of thoughtful gifts and souvenirs from local craftsmen for your loved ones back home.
REX CLUB EVENT Relaxation, leisure and recreation area exclusive for Diners members.
SAVE THE LAST SEAT SERVICE The Club booking specialist will help you to reserve everything necessary for a first class travel experience including ticket, hotel, and/or any type of transportation or advanced booking.
INTERNATIONAL BUSINESS TRAVELERS ETIQUETTE LAB EDUCATION Workshop and counselling sevice to help members interact in social/business environments in the diverse cultures that constitute the global economy.
THE D LOCOMOTE SERVICE On-time and comfortable ride from your front door to destination with the vehicle of your choice.
THE CLUB FIRST EXPERIENCE Diners members will be prioritized to board and receive preferred seating.
THE CLUB LOUNGE ENVIRONMENT Diners members only area located in most major terminals and stations.
THE TRANS RENTAL SERVICE Vehicle rental service with local knowledgable driver.
THE HUB EVENT Biweekly networking event with local entrepreneurs promoting business connections and expanding cultural perspective
BRIDGING DIVERSITY CLASS EDUCATION Series of workshops on cultural diversity.
CONNOISSEUR AND GOURMET TOURS SERVICE packaged tours that take members to the global capitols of art, culture and dining to experience
brand extensions 01
You are leaving for a trip and are concerned about your pets or your garden or you might be worried about leaving the kids with grandma. Diners takes the worry out of leaving home. With Diners residential security service, we will take care your pet, your kids and your garden. Members have the option to select extra services such as, sending your dog to training classes, renovate your garden, professional home cleaning service and licensed childcare and tutors for your children. All of these can be reserved with your Diners agent.
brand extensions 02
Rex club is your at-home resort and is exclusive for Diners black card members. With a elegantly appointed day spa, gym, sporting area, swimming pool, and restaurant, the Rex Club in your city is the place to interface with business professionals while enjoying all the amenities of a world class dining and entertainment center.
Note: Rex club is now available only in US major cities. by the end of 2018 will be open more in 12 major cities thoughout Europe and asia. more info call diners agent.
brand extensions 03
From the moment you leave home to the moment you arrive on board we provide a premium transportation experience. Our pick up and drop off service is not the normal shuttle bus with another eight passengers. You can select any vehicle and simply tell us what time you want to be there. All of these in one simple app on your phone.
brand extensions 04
Note: This sevice need to be reserve at least a day before your trip. Specific licence needed for some vehicle. For more information call the Diners agent.
“ THE WHOLE OBJECT OF TRAVEL IS NOT TO SET FOOT ON FOREIGN LAND; IT IS AT LAST TO SET FOOT ON ONE’S OWN COUNTRY AS A FOREIGN LAND.” — G.K. CHESTERTON
brand extensions 05
Our invitation-only networking events, held every two week in the Rex Club offers members a unique opportunity to network with like-minded entrepreneurs and potential investors. The event will focus on cross cultural and financial topics. Members can sign up with our Diners agent.
brand extensions 06
THE TREASURE STORE
The Treasure Store is the one stop shop located in major terminals within international airports offering regional gifts and souvenirs crafted by local artisans for your loved ones back home. Often business trips can mean tight and overlapping schedules but the Treasure Store makes gift selection and purchase easy and convenient. The Treasure Store also delivers souvenirs and gift direct to your home. You can pick up the catalog by presenting the Diners card to your local airlines agent.
brand extensions 07
CONNOISSEUR AND GOURMET TOUR
Diners Club offers a specially packaged tours that take members to the global capitols of art, culture and dining to experience the exquisite pleasures of the worldâ€™s great art works, spectacular cultural events and sumptuous meals prepared by internationally renown chefs. Tours are available to Europe, Asia and the Pacific. Visit the Diners Club website for destination and schedule information.
FOR DINERS CLUB OUR JOURNEY NEVER ENDS
TANYA NORACHIT 03195609 SP13 : NATURE OF IDENTITY HUNTER WIMMER ACADEMY OF ART UNIVERSITY
Published on May 15, 2013