Visa undergoes brand refresh as company looks to cashless future

The new look features a redrawn wordmark, tweaked colours and a custom typeface, and was developed in collaboration with branding consultancy Mucho.

Global payment technology company Visa has unveiled a refreshed brand as part of a “multi-year brand evolution”.

The updated look has been developed in collaboration with international branding and design consultancy Mucho.

Established more than 60 years ago, Visa says this new move is in anticipation of “the future of digital commerce”. A redrawn wordmark, updated colour palette and custom typeface feature in the new brand.

Visa has also launched a new marketing campaign called Meet Visa alongside the brand, which has been developed by Wieden+Kennedy.

Image courtesy of Visa

“Symbolising change”

According to the company, the new brand identity “symbolises change”. As Visa, and indeed the world, considers a cashless future, it says the new brand is designed with “inclusion” and “participation” in mind.

Mucho’s new version of the brand separates the wordmark and tricolour brand symbol seen in previous iterations into two distinct assets. Visa says the three colours of the brand symbol represent its three purposes: access, equality and inclusion.

As well as standing alone, Visa’s updated wordmark features a “new blue”, which is brighter and more dynamic than its predecessor, according to the company.

A “dynamic physical presence”

The blue found in the wordmark, and the other colours found in the brand symbol, are informed by a new, simplified primary colour palette, the brand says.

Visa Gold and Visa Blue sit alongside white and black to create an “optimised digital impact and dynamic physical presence”.

Also to create an optimised digital experience, Mucho has introduced a custom typeface for the brand. All variations, from light through to bold are “accessible and approachable” according to the company.

Image courtesy of Visa

“Showing the Visa network at work”

Underpinning Mucho’s design work and the wider Meet Visa concept are new photography guidelines.

The brand says the decision to put “everyday people in real places” front and centre shows the brand is “putting [its] heroes and customers first”, and “showing the Visa network at work”.

The rollout of the new branding will take place across 2021, across Visa’s 200+ countries and territories. The brand also says more elements of the new identity will be revealed in this time.

What do you think of Visa’s updated brand? Let us know in the comments below…

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  • Mark July 23, 2021 at 10:36 am

    Would be nice to see some more of the assets that are discussed in the article.

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