Mastercard evolves its brand mark by dropping name
- 09 January, 2019 09:42
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."