It is usual for logos to include the brand name. However, we also see many giant brands that lead their industries using only their own symbol, without a name. Examples of brands that use only their logo include sector leaders such as Apple, Nike and Target.
Visa, one of the world’s largest financial services companies in payment systems, announced that it is rebranding and changing its logo as part of this effort.
In statements made by the company, it was said that this path was chosen because many people who use cards know Visa, but nobody really knows Visa well.
Lynne Biggar, Visa’s Executive Vice President, says that when a consumer shops they often use a card, and they see Visa written on that card most of the time. Explaining that this is the consumer’s only connection to the company, Biggar says that what is really unknown is what happens behind the scenes while payments are being made.
The company believes that with a commercial it has prepared and its renewed logos, it will attract people’s attention and become better known.
Here is Visa’s new logo:
The logos Visa has used until now directly included the word “Visa”. However, the latest logo partially does away with this. We can say the reason the company made such a decision is that life is becoming increasingly digital.
Company officials commenting on the new logos said that they have made the colors Visa used in earlier periods brighter, and that in this way they will attract the consumer’s attention.
Let’s take a look at how Visa’s logos have changed over the years:
Can we say that we will no longer see the VISA wordmark?
No. Consumers will continue to see the logo with the letters spelling “Visa”. In this case, the company changed the shade of blue that has been in use since 2014.
Officials who also spoke about this logo say that the new shade of color is more eye-catching. According to Visa’s statements, the new logos will reach more than 200 markets after being shown for the first time at the Tokyo Olympics.
You can watch Visa’s new promotional video at the link below:
