# Alipay+ Fundamental Brand Guidelines

> Alipay+ Fundamental Brand Guidelines and  Brand Display Guidelines jointly constitute Alipay+ Brand Guidelines. This page provides the online PDF for Alipay+ Fundamental Brand Guidelines.

Alipay+ Fundamental Brand Guidelines and Brand Display Guidelines jointly constitute Alipay+ Brand Guidelines. This page provides the online PDF for Alipay+ Fundamental Brand Guidelines.

**Alipay+ Fundamental Brand Guidelines** provide a general introduction to Alipay+'s brand mark, including the logo composition, color specifications, co-branding lockups, and so on. The fundamental guidelines also stipulate the brand elements, including graphics and typeface.

All Alipay+ partners, merchants, and other authorized licensees should correctly apply the Alipay+ brand mark across all channels. Adherence to Alipay+ Fundamental Brand Guidelines is essential to represent the role of Alipay+ in payments, projects, events, and marketing activities.

**Brand Display Guidelines** provide instructions for displaying Alipay+ relevant elements on specific Alipay+ products. For more information, see [Brand Display Guidelines for Online Payment](brand_online_acq) and [Brand Display Guidelines for In-store Payment](brand_in_store_acq).