VISA – Evolution of an Iconic Brand Designed by Mucho

Caught this tweet by Mucho, and just had to smile at the whole understated nature of it.

The new VISA brand identity is apparently launching later this 2021, so there’s not an awful lot over on Mucho’s project page at the moment.

visa evolution of an iconic-brand designed by mucho

We do get to see the Evolution of the logo and brand since it first debuted in 1960:

In a similar strategy to the recent Co-Op brand update (which I absolutely love), where they looked to the past in order to shape the future, Mucho have reincorporated VISA’s 3 stripes as the Brand Symbol, and given the VISA brandmark (word mark, type mark) a colour lift.

I’ll be interested to see how they apply the Brandmark and Brand Symbol, and which will defer to the other in certain applications.

As Mucho state on the project page:

New Visa brand identity designed by Mucho, in partnership with Visa.

With 3.6 billion cards or credentials in the world, Visa is recognizable to nearly everyone and 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, are being expressed through a modernized, dynamic visual brand identity, built by Mucho, in partnership with Visa. Mucho has created an 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 organization.

So as I mentioned about their tweet being nicely understated, then it’s worth mentioning another Mucho understatement, featuring refreshed colors for digital impact“.

Refreshed? That purple/ultraviolet tho…

Visa Inc. is an American multinational financial services corporation headquartered in Foster City, California, United States. It facilitates electronic funds transfers throughout the world, most commonly through Visa-branded credit cardsdebit cards and prepaid cards.[5] Visa is one of the world’s most valuable companies.

It does not issue cards, extend credit or set rates and fees for consumers; rather, it provides financial institutions with Visa-branded payment products that they then use to offer credit, debit, prepaid and cash access programs to their customers. In 2015, the Nilson Report, a publication that tracks the credit card industry, found that its global network (known as VisaNet) processed 100 billion transactions during 2014 with a total volume of US$6.8 trillion.[6]

It was launched in September 1958 by Bank of America (BofA) as the BankAmericard credit card program.[1] In response to competitor Master Charge (now Mastercard), BofA began to license the BankAmericard program to other financial institutions in 1966.[7] By 1970, BofA gave up direct control of the BankAmericard program, forming a consortium with the other various BankAmericard issuer banks to take over its management. It was then renamed Visa in 1976.[8]