Master­card Re­freshes Logo

ArabAd - - BRANDS -

For the first time in 20 years, Master­card has un­der­gone a re­brand, which is more of a re­fresh since the com­pany's logo, one of the most recog­nis­able em­blems world­wide, kept the same vis­ual lan­guage "to re­tain

con­sumer trust," while up­dat­ing it for a con­tem­po­rary au­di­ence. Com­pleted by Pen­ta­gram part­ners

Michael Bierut and Luke Hay­man along­side de­sign­ers Hamish Smyth and An­drea Trabucco-campos, the new vis­ual iden­tity keeps the fa­mil­iar two over­lap­ping red and yel­low cir­cles – the “pure” form of the brand, as Bierut says– but brings it into the “dig­i­tal” age and op­ti­mise it for on-screen use.

While the in­ter­lock­ing cir­cles have been re­tained, the hor­i­zon­tal lines that framed the word “Master­card” have been dropped and re­placed by an orange shade, a re­sult of mix­ing the two pri­mary colours, red and yel­low. All three colours are now lighter and brighter to con­vey “op­ti­mism”.

This com­bi­na­tion aims to ce­ment an idea of “con­nec­tiv­ity” and

“seam­less­ness”, one of Master­card’s main brand mes­sages.

Re­search con­ducted by Master­card fol­low­ing the re­brand found that more than 80% of con­sumers still recog­nised the sym­bol with­out in­clu­sion of the name.

The new logo will be­gin to roll out this year, and will be at­trib­uted to new cards along­side all print col­lat­eral, ATMS, dig­i­tal ap­pli­ca­tions, head of­fices and advertising.

Be­fore Af­ter

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