Visa Unveils New Brand Identity System
Global payments company Visa has unveiled a new brand identity system, following the unveiling of a new wordmark last year.
Visa, which was established more than 60 years ago, says adopting a new visual identity anticipates “the future of commerce”, which it says will be primarily digital. Because so many people still associate business primarily with physical credit and debit cards, a change was in order.
Design studio Mucho, which has offices in San Francisco, Barcelona, Paris and Melbourne, has been brought in to spearhead the project, which will see Visa undertake a “multi-year” brand transformation.
Six Design Principles
Mucho says that to ensure the new look truly represents Visa’s “brand purpose,” the team came up with six design principles. These could serve as both “guardrails” and reference points for the creative work to follow.
The six design principles were: “include everyone everywhere”, “lean into the future”, “lean with the heart, balance with the head”, “present fully and boldly”, “everything simply powerful” and “setting the stage for incredible events. ”.
These benchmarks have helped guide Mucho’s work, but as the studio points out, they will also be a useful guide for internal teams rolling out the identity system.
“To capitalize on Visa’s heritage while telling a new brand story”
Throughout the project, Mucho says, one of the most important considerations has been creating “global consistency.” The goal, according to the studio, was to balance the company’s 60-year-old heritage with innovation.
That’s why the core brand remains largely intact, the studio explains. “The brand design hasn’t changed, but we’ve updated the color to capitalize on Visa’s heritage while telling a new brand story – evolved, brighter and more vibrant,” says Mucho. This color change has the added benefit of working better in digital environments as well.
Along with the brand, Visa’s supporting brand symbol has also been refreshed. Additionally, from its conception, Mucho’s team extrapolated a “simple rule of thirds” that can be applied elsewhere in the identity.
A color scheme that feels “intrinsically Visa”
The brand is supported by a collection of new elements, including photographic principles, an icon and illustration system, and new typography. The intention was to develop a suite of assets that could work under a flexible yet cohesive branding system, Mucho says.
At the root of it all is Visa’s “one-color” system, Mucho says – blue, white and yellow. A supporting color palette gives the brand the ability to dial up or down depending on the circumstances, depending on the studio. The result is a color scheme that feels “intrinsically Visa,” says Mucho Creative Director and Partner Rob Duncan.
These colors are used in Visa’s new icons and artwork, which Mucho describes as “consistent and cohesive.” The icons are part of a modular system, which can “evolve into illustrations” as needed.
Meanwhile, the principles of photography are a way to “put their client first.” A new cut-out portrait style was introduced, emphasizing what the studio calls “authentic photography”.
“Creative Uses of the New Typeface”
All Visa communications will now appear in a new bespoke typeface developed by Mucho called Visa Dialect. Dialect is a humanistic typeface and was designed to be digital first and highly readable on all platforms.
“Rather than adding superfluous graphic language to the identity system, we focused on creative uses for the new typeface,” says Mucho. “By using extra large Visa Dialect and cropping the letters, we created a confident and bold expression for the brand.”
What do you think of Visa’s new look? Let us know in the comments below…