IDT Logo
IDT

National Retail Solutions Essentials

The “World’s Greatest POS System” for independent retailers

Brand guidelines for National Retail Solutions. How we talk, how we look, and the marks we use.

The one-minute version

TaglineThe “World’s Greatest POS System” for independent retailers
WhatRetail POS, payment processing, business funding, payroll, loyalty, and ecommerce for independent retailers
AudienceIndependent small & midsize brick-and-mortar retailers: c-stores, bodegas, liquor, vape, delis, grocery, bakeries, salons, gas stations. Multilingual owner base: EN, ES, FR, HI, AR
Primary colorNNRS Purple · #8E4CB4
FontsInter, for display, headings, UI, and body
ToneFriendly, direct, benefit-first, value & savings-driven, energetic. Second person, straight to the owner
IllustrationLine-art icons + Paco Puma, the official NRS mascot

Who NRS is

National Retail Solutions is a subsidiary of IDT Corporation (NYSE: IDT), founded in 2015 by Elie Y. Katz and headquartered in Newark, NJ. NRS builds a family of products around the NRS POS system: hardware, software, payments, funding, payroll, loyalty, and ecommerce for independent retailers across the US and Canada.

Tagline:
“The retail POS system your small business needs.”
MISSION:
Help small and midsize brick-and-mortar retailers survive and thrive. We give independent stores state-of-the-art POS and payment technology so they can compete against larger chains.
VISION
Transform independent retail by giving every neighborhood store the tools and support to compete with anyone, and to grow more profitable every day.

Proof points

35,000+ stores
135M+ monthly transactions
Featured in USA Today, Forbes, Time & WSJ
One platform for every retail operation
Grow in-store and online
Retail-grade hardware
Manage your store from anywhere, 24/7
Smarter promotions & loyalty

WE ARE:
Empowering, on the merchant’s side, plain-spoken, energetic, trustworthy, and multicultural. Committed to helping independent retailers compete and succeed.
WE ARE NOT:
Corporate or stiff, jargon-heavy, intimidating, expensive-feeling, or generic. Never a company that hits customers with hidden fees.

What we say, and to whom

Independent retailers (c-stores, bodegas)One affordable ecosystem that speeds up checkout, tracks inventory and sales, and helps you compete with the big chains.
Owners who want control on the goManage your store’s backend from anywhere, 24/7, with the free My NRS Store app and Merchant Portal.
Owners worried about card feesNRS Pay: competitive rates, a free card reader, no hidden fees, no long-term contract, and no early-termination fee.
Owners who need cash to growNRS Funding: $2,500 to $500K, fast approval, and funds in 24 to 48 hours.
Owners who want repeat customersNRS Loyalty and BOSS Club: increase customer visits and spend by 18 to 30%.

How NRS sounds

FormalityCasual and friendly. Warmer and higher-energy than IDT Global.
HumorLight and occasional. There’s a literal mascot: Paco Puma.
PersonSecond person to the owner; third person for company & credibility.
SentencesShort, punchy, benefit-led. Lots of dollar emphasis: “SAVE BIG $$$”, “FREE card reader!”
Social proofHeavy. Press logos, testimonials, and celebrity endorsement (Mariano Rivera for NRS Pay).
✓ DO SAY
free · save · no hidden fees · easy · fast · your store · grow · compete · anywhere · 24/7 · get started · affordable · user-friendly · efficient · robust · customizable
✕ DON’T SAY
enterprise · synergy · leverage · best-in-class · revolutionary · solutions-suite jargon · “reduce processing fees”

Voice in practice

Hero headline
GOOD: The “World’s Greatest POS System” for independent retailers.
AVOID: An enterprise-grade omnichannel retail.
Value statement
GOOD: Run your store from anywhere, 24/7.
AVOID: Leverage our cloud-based operational intelligence suite.
Proof point
GOOD: 35,000+ stores. 135M+ monthly transactions.
AVOID: A leading, world-class retail technology innovator.

Words that repeat

Get started
Schedule a POS demo
Contact sales
Buy now
Learn more

Primary CTA[Verb] [object]. Get started · Schedule a POS demo · Contact sales · Buy now
Secondary CTALearn more about Panther POS · Click here for hot deals
Program CTAsRefer-a-Friend · Become a Distributor
‼️ ErrorsState what happened, then how to fix it.
Character limitsHeadline ≤ 60 · Body ≤ 200 · CTA ≤ 30

Color

Click on the copy icon to copy the color values to your clipboard

A purple-primary, multi-accent system, not the inherited IDT yellow/navy palette. Purple leads; blue, green, red, and pink are supporting accents. Do not carry IDT colors over.

Primary color: NRS Purple

#8E4CB4
rgb(142, 76, 180)
cmyk(21%, 58%, 0%, 29%)

Primary colors

20 #530D69
40 #8E4CB4
60 #B379D4
80 #DCBEED
90 #F0E2F6
95 #F3EBF8
Blue #317FF5
Green #1E975B
Green warm #779525
Red #E82D40
Orange #FB8C00
Yellow #F6DC31
Pink #E8186B
Turquoise #2BCB95
Teal #34C2EE
Brown #7F756C

Neutrals

This is for the content, UI design and all sorts of presentation purposes.

Grey 0 #000000
Grey 10 #1A191A
Grey 50 #726F73
Grey 60 #939094
Grey 90 #E4E2E5
Grey 95 #F3F2F3
Grey 98 #F7F7F7
Grey 100 #FFFFFF

To see the full set of colors, click here

Logo use

The full library lives on the Logos page in NRS Essentials. This is just the summary. Default to the horizontal lockup, and use the brain mark alone in compact spaces. Keep clear space around it, never recolor it, and use the dark-background version on dark surfaces.

NRS logos
Click here to see all logos
MATERIAL & TEXTURE
Flat UI with light cards and soft elevation on white and light-grey surfaces. Geometric square/dot blocks are the signature background texture. No glassmorphism and no heavy gradients. Never set text over a gradient (ADA contrast).
MOTION
Simple and energetic but clean: quick fades and slides. Micro-interactions run 150 to 200ms, standard transitions 300 to 400ms. The “As featured in” press-logo strip animates on the site. Save looping motion for real loading states.
PHOTOGRAPHY
Real independent store owners and cashiers using the POS. Everyday working retailers, not aspirational stock. Clean product shots of hardware on white, and lifestyle shots of owners on their phones for the remote-management story. Never corporate clichés, cluttered counters, or heavy filters.
ILLUSTRATION
Line-art icons for nav and features. Paco Puma, the official NRS mascot, for personality. Geometric square-and-dot “blocks” as a background motif. Bright accent shapes like green triangle arrows and red “NEW” flags. Keep Paco on-model.

Incorrect use of the logo

🚫 Do not scale disproportionately

🚫 Do not skew

🚫 Do not change
the logotype font

🚫 Do not add any kind of rectangles or shapes

🚫 Do not modify the colors

🚫 Do not rotate the logo in any way

🚫 Do not modify the proportions

🚫 Do not use the logo without the icon

Typography

IDT Sans carries the whole system: display, headings, UI, and body. It stays legible at small sizes, which matters for a multilingual owner base.

Important disclaimer
This font is licensed to IDT Corporation. You’re not allowed to use this font if you’re not part of IDT or creating works for IDT.

These styles live in the product design systems, not this file. Build web screens from the Merchant Portal design system and mobile screens from Panther.

Click here to see the font styles:
Merchant Portal design system · Web | Panther design system · Mobile

Never do this

❌Don’t make it look enterprise, cold, or expensive. It’s for the independent owner.
❌Don’t bury the savings and value message.
❌Don’t use stocky, corporate-cliché imagery.
❌Keep Paco on-model
❌Define color, type, and logo exclusions against NRS Essentials, not the IDT yellow/navy system.