Mastercard rolls out new logo with no letters
No more words. That’s the strategy credit card company Mastercard is taking with its logo.
In a move to make the Mastercard trademarked red and yellow circles even more iconic, the symbol will be used without the word “Mastercard” inserted or accompanying it, the company says.
Wordless versions of the Mastercard symbol will now be used on credit cards, at retail and in other sponsorship uses. “Reinvention in the digital age calls for modern simplicity,” Mastercard’s chief marketing and communication officer Raja Rajamannar said in a statement.
Already, 80 percent of people recognize the company’s symbol without words, he said. “We felt ready to take this next step in our brand evolution,” Rajamannar said. “We are proud of our rich brand heritage and are excited to see the iconic circles standing on their own.”
The company, founded as Interbank Card Association in 1966, began using the interlocking circles more than 50 years ago. “We live in a time where, increasingly, we communicate not through words but through icons and symbols,” Michael Bierut, partner at design consulting firm Pentagram, said in a statement.
“Now, by allowing this symbol to shine on its own, Mastercard enters an elite cadre of brands that are represented,” Bierut said, “not by name, but by symbol: an apple, a target, a swoosh.”
Mastercard’s new wordless logo is easily recognized by a majority of consumers.