1. News
  2. NFC Forum launches new Wayfinding Mark NFC Logo

NFC Forum launches new Wayfinding Mark NFC Logo

04 November 2021   |   Industry News
NFC Forum wayfinding logo

The NFC Forum have launched a new icon, called the 'Wayfinding Mark'. In their words, 'The Wayfinding Mark System will provide designers and product manufacturers flexibility while enhancing those brands that integrate contactless connections in their consumer journey.' 

Seritag have long argued that the existing NFC Forum logo/icon hasn't quite been suitable for purpose. For many users, it too closely resembles the Nespresso coffee logo. 

Existing NFC Forum NFC Logo

As a result, many users, including corporate brands, don't use the NFC Forum logo and use either their own design or one of the other common NFC logos

In response to this (we would suggest), the NFC Forum has now added an additional NFC 'Wayfinding Mark'. To be clear, the NFC Forum are currently stating that the new mark will run alongside the existing NFC Forum N-Mark logo. It's not entirely obvious how that might work but it would appear that the new logos are designed to be more 'call to action' and therefore intended to be used where an action or interaction is likely to occur. 

The primary variation of this new logo is the 'Directional' option : 

Directional Wayfinding Mark
Directional Wayfinding Mark

The NFC Forum describe this as 'most helpful for tags and on occasionally used devices to overtly guide the user to the precise location of the NFC antenna for an optimal connectivity experience.' It's certainly a striking graphic and a good call to action. Initial reaction from many of our customers that have seen this was that it was a little complicated but we've done some test prints on smaller 30mm tags and we think it comes across quite well. It mimics the design of the antenna of an NFC tag, has an element of the very typical 'radio' waves and indicates clearly that there's a central action/response point. 

Alongside this, there's also a new 'simplifed' version of the mark. 

Simplified Wayfinding Mark
Simplified Wayfinding Mark

This is described as useful where users have a 'high degree of familiarity'. 

Additionally to this, the NFC Forum have also released a couple of variants that they descibe as 'Instructional'. These include a graphic of a user holding a mobile phone over either the directional or simplified icons. 



Seritag would certainly say that this is an interesting development and we'd also argue that the new logo is an improvement on the old one. Whether it will make things clearer for the consumer or simply further dilute the number of graphics and icons being used to identify NFC remains to be seen. We also aren't sure how the new icon will really sit alongside the existing NFC Forum icon in general use. 

However, it's also a shame that the NFC Forum didn't issue a variant with the NFC letters as well. The directional variant does give better guidance to the user and over time, if brands start to use the logo, it will become more obvious. But the statistics and data over many years have made it quite obvious that in many cases consumers simply don't identify with any particular NFC icon and the use of the 'NFC' letters underneath any logo is still critical. It may, in time, not be required if a standard logo becomes the norm - but to get to that point the logo needs to build recognition. 

In short, we like the logo. We think both variants have impact and we like the simplicity of the designs. It implies connection, it moves the existing NFC Forum N-Mark in the right direction. We do still strongly recommend that customers looking to implement the design on public facing items also include the use of the letters 'NFC' though. 

what is an nfc tag
What is an NFC Tag ?
A quick intro to NFC tags - what they are, how they are used and the different types of tags
options price list
Options price list
Pricing for our encoding, scanning, ID printing and batching services.
encoding services
NFC Tag encoding
Details of our NFC tag encoding services.
id print services
ID printing
How to order ID / QR code printing on your NFC tags.
uid scan service
UID scan
How you can order a UID scan of your NFC tags.

Latest Articles

STMicroelectronics Launches ST25TA-E Authentication NFC Tag
Will STMicroelectronics launch of the ST25TA-E take the crown from NXP's NTAG424 ?
NHS Hangtag connected to ixkio
Seritag News
NHS chooses ixkio to support mental wellbeing of their staff
NFC hangtags powered by ixkio are being used by NHS trust to help wellbeing amongst staff.
Buying Advice
NFC Authentication Pack - Getting Started
Introduction to the Authentication Start Pack
trade show stand
Using NFC
NFC for Events & Trade Shows
What are the best NFC products to use at trade shows, how they work and why are they gaining popularity?
NFC Marketing Starter Pack
Seritag News
New Marketing NFC Starter Pack
New Marketing NFC Starter Pack Available to purchase now!
ScanStrength+ machine scanning nfc tag
Seritag News
Seritag Launch Updated ScanStrength+ System
Seritag's updated ScanStrength+ system has been design and built by us to achieve the most accurate NFC tag scan yet.
NFC & QR Code Management
©Copyright 2023 Seritag.
Seritag is a trading name of TabDesk Ltd, a UK Registered company 10474154. VAT Registration Number GB256328005.