“Visa has long stood for trust, security, acceptance, and inclusion.” Sorry. I pulled that from the press release. Let’s start over. How do you relate to the Visa brand? If you’re like most people, it’s pretty simple. Visa is a credit card that enables instant gratification. But Visa seeks to be more than a mere gateway for transactions (even though that model has worked extremely well for the company for 60 years).
“People think they ‘know’ Visa. What they don’t see is how we operate the most dynamic network of people, partnerships, and products,” says Lynne Biggar, Executive Vice President, and Global Chief Marketing Officer, Visa.
“We are on a mission to ensure that Visa is seen as more than a credit card company and understood as a trusted network that drives commerce forward.”
A Trusted Network that Drives Commerce Forward?
Visa wants to “enable access for everyone to participate in the global economy.”
Uh, right. That could be toned down a notch. Here, I’ll do it: Visa wants to stand for something larger than money exchanging and become the choice of a new generation of digitally enable shoppers.
Visa’s New Look and Feel
Visa is now expressing its desire for everyone to participate in the global economy through a modernized, dynamic visual brand identity, built in partnership with leading global brand design firm Mucho.
The new brand mark looks like a flag, and the flag takes direct inspiration from this mark.
The Human Rights Campaign logo is one of the most recognizable symbols of the lesbian, gay, bisexual, transgender, and queer community. It has become synonymous with the fight for equal rights for LGBTQ Americans.
W+K Is on the Job
Developed by Visa’s new global creative agency of record, Wieden+Kennedy, ‘Meet Visa,’ is a short film directed by Malik Hassan Sayeed.
Midway through the spot, the voiceover artist intones: “It’s the wizardry behind the scenes—connecting just about everyone to just about everyone else.” That’s a bold claim. Almost as bold as the brand’s memorable but hyperbolic tagline, “Everywhere you want to be.”
Complementing this introductory film is a series of shorter digital films and photography that showcase the breadth of the Visa network working to provide access and advance commerce for real people in real places around the world.
Visa Is A Network and You’re the Node
“We are capturing the bold ambition of Visa with this brand evolution as a way to express what we stand for and what we strive for,” says Biggar. “With the world reopening and with money increasingly moving in new ways, there’s no better time to showcase the work we do and the impact a purpose-driven brand with Visa’s scale can have to enable individuals, businesses, and economies to thrive.”