Mucho rebrands Visa with simplified two-bar symbol

Visa undergoes brand refresh as the company looks to cashless future.

Global payment technology company Visa has unveiled a refreshed brand as part of a “multi-year brand evolution”. And the global design studio Mucho launched the new brand identity for Visa in its first facelift since 2014.

The new look features a redrawn wordmark, tweaked colours and a custom typeface, and was developed in collaboration with branding consultancy. Aiming to shift perceptions of Visa as “just a credit card company,” Mucho was tasked with repositioning the brand as a trusted “infrastructure that moves a payment from point A to point B.

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

Creating worldwide consistency while maintaining the 60-year-old company’s recognisability was vital. And Mucho also emphasised the importance of modernising its look for a digital-first world.

Mucho has created a brand symbol using elements that have always been there.

“By separating the Visa brand mark from within the bars, we created an ‘equals symbol’, therefore reinforcing Visa’s purpose-driven message of access, inclusivity, equality and diversity. The rest of the system is really built from those simple three bands of blue, white, and yellow as well as the ratio of thirds,” said Rob Duncan, Mucho’s creative director.

Using this refreshed brand symbol as a foundation, Mucho extended the colour ratio across a new modular icon and illustration system to tell engaging stories through illustration. 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.

The work was a year-long project for Mucho, where everything was up for grabs, apart from the Visa brand mark – the four letters VISA and the Visa tagline.

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

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.

Leave a Comment