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New Visa Logo Gets the Blues

Chris Dickman Fri, 01/17/2014 - 08:35

Since its founding in 1976, tentacular payment transaction firm Visa has employed yellow and blue in its logo. After shrinking progressively through recent logo tweaks the yellow has now vanished, leaving just a blue logomark with a faint blend. What could have prompted such a tectonic shift, you ask?

The logo was released in conjunction with a new tagline, "everywhere you want to be," which was apparently deemed peppier than the previous "for everyone, everywhere." At least Visa CEO Charles Scharf seems to think so, since he opines that, "For the first time in our history, we are using all the communications tools at our disposal to reach everyone – consumers, merchants, financial institutions, employees, business partners and government officials – with a unified message tailored to them." I guess that would include the Visa payroll cards laden with high fees that have come under fire for their use by fast-food chains. Gotta make sure those minimum-wage workers receive a "unified message."

Antonio Lucio, Visa’s chief brand officer, can be seen below waffling about the new logo and slogan, and in the press release states that, “New innovations, like mobile and e-commerce, are extending the value and reach of secure Visa payments to new people and places around the world." If Visa thinks mobile and "e-commerce" (note the old-fashioned use of the dash) are something new, it's going to need a lot more than timid logo refreshes, rehashed slogans and use of the #everywhere Twitter hashtag to remain relevant in the quickly-changing world of transaction processing. Meanwhile, don't forget to smile the next time someone asks you, "Do you want fries with that?"


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