Visa Re-Introduces Brand Evolution Campaign Network

Visa, global payments technology company, has unveiled the initial phase of its brand evolution, spotlighting the diverse capabilities of its network and commitment to enabling global economic inclusion.

Aligned closely with the company’s business strategy, the phase includes the debut of a dynamic global marketing campaign, ‘Meet Visa’, and a preview of a modernised look for Visa’s iconic brand.

The company in a statement said the mission is to ensure that Visa is seen as more than a credit card company and understood as a trusted network that drives commerce forward while it continues to shape the physical and digital credit or debit card transaction.

 

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Lynne Biggar, Executive Vice President and Global Chief Marketing Officer, Visa, said: “People think they ‘know’ Visa. Consumers and businesses trust the power of those four letters and see it when they open their wallet, pay a vendor, walk into a store or check out online.

“What they don’t see is how those four letters operate the most dynamic network of people, partnerships and products.

“The new visa brand identity symbolises change. Visa has long stood for trust, security, acceptance and inclusion. These core values, in addition to the goal of enabling access for everyone to participate in the global economy, will be expressed through a modernised, dynamic visual brand identity, built in partnership with leading global brand design firm Mucho.”

According to the company, the ‘Meet Visa’ campaign shares an initial glimpse into the evolved visual brand identity launching later this year, featuring refreshed colors for digital impact, a custom font created for optimal digital experiences and an updated brand symbol designed to express the purpose behind the organisation.

Biggar, while speaking further, said: “Our business demands that the role of our company extends far beyond transactions. We are capturing the bold ambition with this brand evolution as a way to express what we stand for and what we strive for.