SAN FRANCISCO—Visa is seeking to rebrand itself as more than a credit card company.
Instead, the company is reintroducing itself as a network where “everyone and anyone can be part of the global digital economy.”
The new brand identity, built in partnership with marketing and design firm Mucho, is designed to symbolize change, Media Post said.
TV, video, and digital/OOH creative profiles real people, their businesses, and the types of Visa services they use, according to the report.
As part of the repositioning, the brand logo is getting a refresh, including a new design font, along with a darker, bolder blue to replace the previous blue. In addition, the brand symbol is composed of colors of the old-school credit card minus the company name.