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Financial Services, Period

Reviewed Feb. 27, 2009 by Armin

Industry / Finance Tags /

Fiserv Logo, Before and After

Fiserv, the largest provider of technology, logistics and information management for the financial services industry has recently updated its 25-year-old logo which, rather painfully, demonstrated its 1984 roots. Designed by Landor, the new wordmark is an excellent corporate design: It is simple, confident and has just enough quirks to make it unique and ownable. The condensed sans serif is a great way of creating a compact wordmark that has as much punch as an icon. The period at the end is my favorite part, it clearly states “the line ends here, we are the best.” In contrast, my least favorite part is the missing dot over the “i.” I have never liked that move. An “i” needs its period, otherwise it’s just a stick, and in this particular case, it looks like the dot was transplanted to the end, so as much as I like the period, it feels like the “i” had to sacrifice its own. Nonetheless, this is a simple, strong corporate design and major bonus points for ditching the industry-issued color blue in favor of orange.

Thanks to Jarrod Wubbels for the tip.



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