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Tag: Michael Bierut

  • Mastercard drops name to rely on logo

    Mastercard drops name to rely on logo

    MUMBAI: Mastercard has announced the dropping of its name from the brand mark in select contexts. It has shared that the Mastercard Symbol, of interlocking red and yellow circles, will now stand on its own across cards. The mark will be accepted at all retail locations both in the physical and digital worlds, and major sponsorship properties.

    The decision has been taken keeping in mind the continuous evolvement of the consumer and commerce landscape. The brand believes that  the Mastercard symbol, which has been the hallmark of for more than 50 years, represents it better than one word ever could, and the flexible modern design will allow it to work seamlessly across the digital landscape.

    Mastercard chief marketing and communication officer Raja Rajamannar said, “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."

    Partner at Pentagram Michael Bierut said, “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. 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 the 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."

  • Mastercard revamps its logo keeping digital world in mind

    Mastercard revamps its logo keeping digital world in mind

    MUMBAI: Leading global payments & technology company Mastercard has revamped its logo, a first for the financial services giant in 20 years, according to reports.

    The new card logo no longer reads CamelCase; it’s just “Mastercard” now and in some cases “mastercard’, as per theverge.com. The logo still has the overlapping red and yellow circles and sans-serif font, but all the elements are finer and sharper.

    Knowing that almost 2.3 billion people carry the company’s cards, one would wonder why it needed a change in the first place endangering its 20 year old brand identity.

    “This is really one of the most broadly distributed and most widely seen marks in the world,” said Michael Bierut, who designed the new branding with Pentagram partner Luke Hayman in an interview with the media. Between them, the acclaimed designers have revamped identities for everyone from Verizon to New York Magazine to Hillary Clinton.

    There is also the question of credibility. Consistent branding is one of the ways in which banks and credit cards build trust with their customers. But as the function that these financial services offer have evolved with time between online payment platform, a digital wallet, and a technology company, suiting the current digitally charged consumers, it is important to have a logo that reflects just that.

    “It needs to thrive in a digital space,” Mastercard’s customer experience and design head Cindy Chastain had said on the new change. “It’s simplified. It’s modernized and optimized for relevance in an increasingly digital world.”

    In other words, traditional financial companies are now opting for logos that not only look good and trustworthy on banners, billboards and cards, but on laptop screens, smartwatches and of course as app logos as well.

  • Mastercard revamps its logo keeping digital world in mind

    Mastercard revamps its logo keeping digital world in mind

    MUMBAI: Leading global payments & technology company Mastercard has revamped its logo, a first for the financial services giant in 20 years, according to reports.

    The new card logo no longer reads CamelCase; it’s just “Mastercard” now and in some cases “mastercard’, as per theverge.com. The logo still has the overlapping red and yellow circles and sans-serif font, but all the elements are finer and sharper.

    Knowing that almost 2.3 billion people carry the company’s cards, one would wonder why it needed a change in the first place endangering its 20 year old brand identity.

    “This is really one of the most broadly distributed and most widely seen marks in the world,” said Michael Bierut, who designed the new branding with Pentagram partner Luke Hayman in an interview with the media. Between them, the acclaimed designers have revamped identities for everyone from Verizon to New York Magazine to Hillary Clinton.

    There is also the question of credibility. Consistent branding is one of the ways in which banks and credit cards build trust with their customers. But as the function that these financial services offer have evolved with time between online payment platform, a digital wallet, and a technology company, suiting the current digitally charged consumers, it is important to have a logo that reflects just that.

    “It needs to thrive in a digital space,” Mastercard’s customer experience and design head Cindy Chastain had said on the new change. “It’s simplified. It’s modernized and optimized for relevance in an increasingly digital world.”

    In other words, traditional financial companies are now opting for logos that not only look good and trustworthy on banners, billboards and cards, but on laptop screens, smartwatches and of course as app logos as well.