Designed in collaboration with brand consultancy Mucho, the new design features a redrawn wordmark, tweaked colours and a custom typeface.
Visa has also collaborated with the infamous design agency Wieden+Kennedy to develop a new marketing campaign called Meet Visa alongside the brand.
As the world considers a cashless future, Visa aims to “symbolise change” with its rebranding. The new brand is designed with “inclusion” and “participation” in mind.
Mucho’s new version of the brand separates the wordmark and tricolour brand – represent its three purposes: access, equality and inclusion – which Visa says symbol for the first time. The updated wordmark also features a “new blue”, which is brighter and more dynamic than its predecessor, according to the company. This decision was informed by a new, simplified primary colour palette to create an “optimised digital impact and dynamic physical presence”.