Visa Unveils New Brand Identity
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Global payment company, Visa, which was established more than 60 years ago introduces its new brand identity system alongside the revelation of its new logo.
Visa says accepting a new visual identity awaits “the future of commerce”. Visa predicts that the future of the industry will be digitalized. Design studio Mucho, which has offices in San Francisco, Barcelona, Paris, and Melbourne, was brought in to lead the project.
Mucho says it ensures that the new look of Visa really represents the “brand purpose ” of the company, and to that end, the team presented six design principles.
These designs act both as “guardrails and as reference points for creative work.” The six design principles were: “include everyone everywhere”, “lean into the future”, “lean with the heart, balance with the head”, “show up fully and boldly”, “simply powerful” and “set the stage for amazing.”
These principles and practical designs will further be improved as it will also be a useful guide for internal teams that develop an identity system “To capitalize on Visa’s heritage while telling a new story about the brand”.
Building cohesion around the world is very important for this company. According to the studio, the goal was to strike a balance between the company’s 60-year legacy and innovation. “The design of the brand mark hasn’t changed, but we updated the color to capitalize on Visa’s heritage while telling a new story about the brand — evolved, brighter, and more dynamic,” Mucho says.
Mucho also explained that the goal was to develop a set of assets that could function as part of a flexible yet cohesive brand system.
“Everything is based on Visa’s ‘one-color’ system”, Mucho says. These colors are blue, white, and yellow. These integrated colors, while simple, have their own appeal.
These colors are used in the new visa symbols and images that Mucho describes as “consistent and cohesive.” Icons are also part of a modular system that can be “scaled to images” if needed.
All Visa connections now appear in a new custom type created by Mucho called Visa Dialect. This platform has done its best for digital, convenience, and simplicity and has been successful in conveying this theme.
“Rather than adding a superfluous graphic language to the identity system, we centred in on creative uses of the new typeface,” Mucho added. “By using Visa Dialect very large and cropping into the letterforms, we created a confident, bold expression for the brand.” With these changes, Visa will move to a digital platform. It has been fully optimized in terms of creativity and integrity and has been successful so far.
