A Brand Evolution
An organization’s brand is very often its most valuable asset. As businesses grow to address new opportunities, strong brands find ways to extend their relevance beyond their initial product associations. For example, Apple is as credible and appealing for mp3 music players as for computers. For a global brand such as Visa this is an essential and challenging task, especially when the brand is shared with 21,000 member financial institutions.
Visa is ensuring that its brand maintains its global leadership well into the 21st century with an update that goes beyond a new look for the famous blue, white and gold logo.
While the design has been injected with new energy that gives it a fresher, more contemporary feel, Visa has evolved its brand so that it better reflects the growing choice of products and services available today and in the future. It ensures consistency and clarity across all lines of business.
As well as a refreshed Visa logo on the card and at the point-of-sale, the updated brand will allow for a new card format. For example, the well known Visa dove hologram on the front of the card will be moved to the back and be integrated with the magnetic stripe, making counterfeiting more difficult while allowing a larger part of the front of the card to be used for new designs or communication.
The new Visa brand and identity will go live later this year when Visa member banks start to issue cards with the new format and look. To find out what’s changed and for more information, please click on the links below.