Mastercard evolves corporate ID
Mastercard announced that it is dropping its name from its brand mark in select contexts. The interlocking red and yellow circles will now stand on its own across cards using the red and yellow brand mark, acceptance marks at retail locations both in the physical and digital worlds, and major sponsorship properties.
“Reinvention in the digital age calls for modern simplicity,” says Raja Rajamannar, Mastercard chief marketing and communication officer. “And with more than 80% 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.”
“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,” says Michael Bierut, partner at Pentagram partner. “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.”
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