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Heartland Payment Systems Unveils New Brand Identity

Heartland Payment Systems (NYSE:HPY), one of the nation's largest payment processors and leading provider of merchant business solutions, has unveiled a new brand identity.

The new branding initiative better reflects Heartland’s dramatic evolution from a small debit and credit card processor to a leading national business solutions provider serving a range of industries from retail to restaurant, parking to petroleum, to higher education, lodging and hospitality.

“Since our first card transaction on July 15, 1997, we have quickly grown and are now processing more than 4 billion transactions annually. We have become the 5th largest payment processor in the United States by transaction volume and the 8th largest by transaction dollar volume in the world,” said Robert O. Carr, chairman and CEO of Heartland. “During this same period of time we have expanded our range of products and value-added services to allow merchants to better improve and grow their own businesses. Given this significant growth and evolution, we think the timing is ideal to realign our brand with where we are today, and where we are going in the future.”

The key to Heartland’s continued success is its unwavering commitment to building long-term customer relationships based on a commitment to trust and transparency. The company’s Merchant Bill of Rights sets the industry standard for public advocacy of business owners for fair credit and debit card processing practices.

This commitment to customers, coupled with Heartland’s continued investment in developing and bringing solid solutions and innovation to market, is at the heart of the company’s business philosophy and brand.

“The visual identity is simple and direct. It reflects the timeless principles of honesty and integrity that Heartland's success is built upon,” said Michael McMillan, Chief Branding Officer at Heartland.

The new Heartland brand identity will debut at the National Restaurant Association show in Chicago on May 17th.

About Heartland Payment Systems

Heartland Payment Systems, Inc. (NYSE:HPY), the fifth largest payments processor in the United States, delivers credit/debit/prepaid card processing, mobile commerce, e-commerce, marketing solutions, security technology, payroll solutions, and related business solutions and services to more than 275,000 business and educational locations nationwide. A FORTUNE 1000 company, Heartland is the founding supporter of The Merchant Bill of Rights, a public advocacy initiative that educates merchants about fair credit and debit card processing practices. Heartland also established The Sales Professional Bill of Rights to advocate for the rights of sales professionals everywhere. More detailed information can be found at HeartlandPaymentSystems.com or follow the company on Twitter@HeartlandHPY and Facebook at facebook.com/HeartlandHPY.

Forward-looking Statements

This press release contains statements of a forward-looking nature which represent our management’s beliefs and assumptions concerning future events. Forward-looking statements involve risks, uncertainties and assumptions and are based on information currently available to us. Actual results may differ materially from those expressed in the forward-looking statements due to many factors, including risks and additional factors that are described in the Company’s Securities and Exchange Commission filings, including but not limited to the Company’s annual report on Form 10-K for the year ended December 31, 2013. Given these risks and uncertainties, prospective and current investors are cautioned not to place undue reliance on such forward-looking statements. We undertake no obligation to update any forward-looking statements to reflect events or circumstances that may arise after the date of this release.

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