Visa repositions its brand to shed cards entity image

Visa is underaking a brand transformation exercise in India to shed the perception of it being only a card payments entity. It wants to be known as a payments network and player in the digital payments arena. Stepping it up a notch, the blue and gold colours of Visa will be modernised to make it more digitally appealing for its consumers. Parallelly, Visa will also emboss a standard primary mark for all its touch points across the payment ecosystem instead of separate brand marks and POS marks, the company said. Through this brand transformation initiative, Visa will strive to familiarise its large base of Indian users to the brand’s new image.