Barclaycard today launches a new £1.5m visual identity designed by The Brand Union.
The logo cost £600 000 to develop, and Barclaycard expects to spend £1m rolling it out over the next two years.
The Brand Union was appointed following a competitive pitch against other Barclaycard rostered consultancies.
The new marque features a globe motif, which Barclaycard claims refers to the chip being freed from the plastic credit card as new ways of paying for items are introduced.
According to the credit card company, the motif is also supposed to symbolise a world that is calm and confident on the outside, and warm and vibrant on the inside.
Barclaycard head of brand management Rhidian Taylor adds that the old logo did not project a global, modern image.
The new identity will appear in green, magenta, orange and cyan versions, with cyan being the principal colour.
As a result of the new marque’s implementation across all Barclaycard products and services over the next 12 months, the Barclays Business brand is to be phased out.
However, the old logo will continue to circulate for up to three years as old credit cards are replaced naturally.
Interbrand refreshed the Barclaycard logo in June 2004.