Visa’s New Look Is Everywhere
Visa is everywhere. And now it looks a bit different. The change is not dramatic, but it is how a global brand embraces the digital future.
In a company news release (Business Wire), Visa states it is “inviting the world to meet Visa. The cynical storytellers have pounced, but we should all learn from Visa’s logo change.
First, Visa simplified its logo. They dropped the gold from the logo serif. This simple change makes it easier to see on small screens and even smaller ads. Second, the company refreshed the color palette for more “digital impact.” Third, Visa retained an easily recognized look but turned the look into a brand symbol that is now used throughout all marketing materials. And finally, Visa adopted a global brand line. In the US, we are all familiar with the line (Everywhere you want to be), but now it will be used globally and through all their business entities.
The new logo mark is going flat, making it easier to translate to all media, especially digital executions. Yet, even though it is a change in look, it is evolutionary and leverages 60 years of brand equity.
Visa is making a change we should all make. Go digital, prepare for a broader economy and be ready everywhere your customers, stakeholders, patients, and donors want to be.