Owned by financial services firm Barclays, Barclaycard is one of the largest credit card providers in Europe and India. And it recently unveiled a new identity designed by The Brand Union that is as much about moving the service provider forward as it is about mimicking what other brands have already done: Kodak, Xerox, AT&T, Ericsson, blah, blah, blah.
The new symbol depicts a world that is calm and confident on the outside, whilst warm and vibrant on the inside. In creating a symbol that is separated from the brand name, the new logo works better online and on some emerging payment tools such as mobile phones.
Rhidian Taylor, Barclaycard’s head of brand management, added: “Our current logo and look have worked well for us as a UK credit card company, but they do not reflect the global payments company we have become. We needed to create a modern and distinctive look which signals where we are going as opposed to where we have been.”
It really is dispiriting to see such a derivative design from a design trend that is already poor to begin with. The “global” icon goes into a slightly different direction with its orange peel approach and could almost be interesting if it didn’t look just like all those other globes. And the typography is amazingly clunky and trying too hard to be friendly and approachable and, again, it’s just one more bad imitation of the bubblylowercase trend. Hopefully we’ve reached rock bottom with this combination of globes and overworked lowercases, it sure feels that way. Time to move on.