Digital payment company adapts to the digital environment in a move to become a symbol brand.
Mastercard announced today that it is dropping its name from its iconic brand mark in selected contexts. The interlocking red and yellow circles, referred to as the Mastercard symbol, will now stand on its own across the cards using the red and yellow brand mark. The accepted mark will be recognised at retail locations, both in the physical and digital worlds, as well as major sponsorshipproperties. As the consumer and commerce landscape continue to evolve, the Mastercard symbol represents the brand better than one word ever could, and the flexible modern design will allow it to work seamlessly across the digital landscape.
"Reinvention in the digital age calls for modern simplicity," said Raja Rajamannar, the chief marketing and communication officer at Mastercard, adding, "with more than 80% of people spontaneously recognising the Mastercard symbol without the word 'Mastercard,' we felt ready to take this step in our brand's evolution.We are proud of our rich brand heritage and excited to seethe iconic circlesstanding on their own."
The red and yellow interlocking circles have been the hallmark of the Mastercard brand for over 50 years, symbolising the brand's promise to connect people to priceless possibilities. The instantaneously recognisable circles are a powerful symbol which bring people closer to their passions, and give them confidence and trust that their transactions are secure.
"We live in a time where we increasingly communicate not through words but through icons and symbols. Mastercard has had the great fortune of being represented by two interlocking circles, one red, one yellow, since its founding in 1966," said Michael Bierut, a partner at Pentagram. "Now, by allowing this symbol to shine on its own, Mastercard enters an elite cadre of brands which are not represented by name, rather by only a symbol: an apple, a target, or a swoosh. Mastercard's two interlocking circles have always represented their commitment towards connecting people. Currently, that commitment is given a greater presence by Mastercard's status as a symbol brand."
[c] 2019 Daily News Egypt. Provided by SyndiGate Media Inc. ( Syndigate.info ).
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|Publication:||Daily News Egypt (Egypt)|
|Date:||Jan 15, 2019|
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