It has not changed its logo, but Visa has renewed its visual identity seeking flexibility and coherence to maintain its relevance and notoriety in an increasingly omnichannel ecosystem. He ensures that the update is faithful to its unmistakable essence, but at the same time, it seeks to make the brand continue to be “a well-known and trustworthy option”.
As the company has explained, the intention is to evolve the way the brand is presented through an increasingly broad spectrum of experiences: physical, digital and emerging. In this sense, it preserves elements such as the name, logo, purpose and values; but changes the typography, images, illustrations, movement and digital design.
As shared in a video on their social channels, the main font will be Visa Sans, seeking clarity and legibility in digital environments; while the corporate colors, the recognizable blue and yellow, are complemented with new options, such as purple, green or orange. In addition, an entire ecosystem of icons has also been developed to update digital signage; and a new visual composition for photographs and graphics is introduced.
With this redesign, Visa seeks to strengthen its positioning in order to address what it considers one of the main challenges in the market, that of remaining recognizable regardless of where contact with users occurs. Likewise, it aims to adapt its brand to the changing expectations of users, without losing the attributes that gave it distinction.
“People move fluidly between devices, platforms, places and experiences, often within the same purchasing process. In these moments, familiarity helps users quickly identify who they are interacting with and what they can expect.“Visa explains on its website.”This depends on consistency. A brand must convey a sense of unity, whether in a digital product, a collaboration, a live experience, a payment process, or an emerging AI-powered interface.”.
In this sense, the identity update aims to anticipate the new forms of payment and purchases that new technologies will bring with them. And the company sees a panorama of increasing complexity in which contactless or AI-powered commerce has been added to physical and digital commerce, and to which new actors and interfaces will soon be added.
In this regard, the new identity seeks to adapt to a trade in which human intervention does not even occur. “As artificial intelligence increasingly helps people make decisions and act on their behalf, brands will need to remain easily identifiable in experiences designed for both humans and technology.”, explains the company.
The update has been carried out by the creative studio Base Design and the creative agency Buck, and will be progressively deployed on the brand’s digital channels and platforms, as well as in marketing initiatives, alliances and sponsorships.
