New Logo and Brand Positioning for Visa

Everyone Everywhere Ever Very

New Logo and Brand Positioning for Visa



Noted January 17, 201401.17.14 by Armin

filed under Finance and tagged with ,


(Est. 1958) “Visa is a global digital payments network that connects consumers, businesses, financial institutions, and governments in more than 200 countries and territories to fast, secure and reliable electronic payments. […] Visa is not a bank and does not issue cards, extend credit or set rates and fees for consumers. Visa’s innovations, however, enable its financial institution customers to offer consumers more choices: pay now with debit, ahead of time with prepaid or later with credit products.”

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related links

Visa press release
Visa blog post about the new positioning

For decades, Visa, the global digital payments network, has been driven by a set of ideals anchored in our vision of being the "best way to pay and be paid." This has expanded in recent years to include "for everyone, everywhere." By evolving our famous tagline — "It's everywhere you want to be" — the company is recommitting to these ideals and vision for consumers, merchants, governments, financial institutions and employees with a unified message tailored to each audience.

With a new tagline, as well as a refreshed brand logo, Visa is introducing a new visual identity for one of the most recognized and powerful brands in the world.

The first external expression of the new platform debuts today with a new Olympic-themed television commercial airing in the United States, and then expanding to reach key audiences through variety of other traditional and digital channels in the coming months.

Visa press release


Um… why? Talk about absolutely unnecessary change. Removing the yellow strand makes no sense whatsoever and it doesn't support any of the positioning malarkey. Now it just like the worst single serif on an italic sans serif ever.

New Logo and Brand Positioning for Visa
Logo detail.
New Logo and Brand Positioning for Visa
Olympics ad.
Animated evolution of the Visa logo.
Visa’s Chief Brand Officer explains the change and new positioning.


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