Mastercard will be represented by its symbol moving forward
Mastercard says it is taking the next step in its brand evolution by dropping its name from its brand mark.
The interlocking red and yellow circles, referred to as the Mastercard Symbol, will now stand on its own across physical cards, as well as acceptance marks at retail locations both in the physical and digital worlds, and major sponsorship properties.
Mastercard chief marketing and communication officer, Raja Rajamannar, said as the consumer and commerce landscape continues to evolve, the Mastercard Symbol represents Mastercard 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. And with more than 80 per cent of people spontaneously recognising the Mastercard symbol without the word 'mastercard,' we felt ready to take this next step in our brand evolution. We are proud of our rich brand heritage and are excited to see the iconic circles standing on their own," Rajamannar said.
The red and yellow interlocking circles have been the hallmark of the Mastercard brand for more than 50 years.
“We live in a time where, increasingly, we 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 partner at Pentagram, Michael Bierut.
“Now, by allowing this symbol to shine on its own, Mastercard enters an elite cadre of brands that are represented not by name, but by symbol: an apple, a target, a swoosh. Mastercard's two interlocking circles have always represented their commitment to connecting people. Now, that commitment is given greater presence by Mastercard's status as a symbol brand."
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu
Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.
In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.
If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.
The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?
Thanks for sharing with us. I just loved your way of presentation. I enjoyed reading this .Thanks for sharing and keep writing. It is goo...
Nisha
Cancer Council: Finding the physical-virtual engagement balance post-COVID
yes AI should be a course so many People Use AI https://g-techsolutions.com...
M Abdullah Khan
Is AI on course to take over human creativity? - Modern creative - CMO Australia
Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.
Pooja Gupta
Donut King takes in-store marketing to the next digital level
this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...
M Abdullah Khan
What does the Oculus Rift launch mean for marketers?
as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...
M Abdullah Khan
Making sense artificial intelligence - Food for thought - CMO Australia