Visa’s new brand image puts inclusion first

Visa has entrusted the Mucho studio with a new one restyling of her brand image after the last update, which goes back to 2014. The most immediate and practical goal was to make communication tools better suited to the context digital; but there was also the will to embodies new values and loosen the brand from the credit card sector alone.

Refrain it was aeasy operation, above all because when dealing with such grand and articulate realities, the risk is to remain stuck in the effort to “please everyone”. In addition, the company’s desire was not to spread, but on the contrary to harness the strength and recognizability of a brand with 60 years of history. So there was not much room for total disruption solutions.

Let’s go and see what this consists of restyling and what are the most interesting elements.

Color and dynamics for the logo

L ‘operation done on the logo it was minimalbut far-reaching, both from a practical and a conceptual point of view.

In essence, the logo has been “disassembled”: the logo with written Visa in fact, it will be in blue used aloneas well blue and yellow stripeswhich becomes one autonomous pictogram. This gimmick serves to save all elements of the original logo and at the same time gets around the size issue. In digital areas, such as the icon for a mobile app, the previous version risked being difficult to read and, above all, not very effective.

Moreover, as already mentioned, a pictogram was created that did not exist before. That was enough regulate the size of the yellow and blue lines with what used to be the white background of the logo to get one figure consisting of three uniform lines. This solution is very well suited to become a kind module through which one can build many other visual communication tools. This makes it easier to maintain a strong coherence across different media and channels.

Not only that: if we interpret the central white stripe as a “void” it new pictogram can also call mathematical symbol of “straight”. The goal is to embody the values ​​that the brand wants to communicate (I will talk more about that in a very short time)

paper mockup brand image visa

Also colors They were “Up to date”: the properties remain blue and yellowbut brighter and simultaneous. There’s one next to them secondary palette which offers alternatives to this duotone and allows you to have the right flexibility to apply the coordinated image.

A brand image based on spaciousness

It is not easy to get in touch with such a structured company; to orient in a more functional way the job in this case it was agreed 6 principles which they made of guide for the rebranding project (by the way, a great idea that you can steal, even for smaller customers!). The first of these principles reads “Include everyone, everywhere”.

There the core of this theme in what is one of the first weight branding of 2022 it does not surprise us at all: L ‘spaciousness in fact, it’s one of the trends that Lorenzo has identified among the most interesting for this year (if you want to discover all the others, read here).

As we have already mentioned new pictogram called to communicate the concept of equality through the mathematical symbol “=”. On the other hand, the version with “three stripes” (the one where white is visible) introduces the three in the brand’s image purposeVisa values ​​and intentions: “access, equality and inclusion”, therefore accessibility, equality and inclusion.

Part of the rebranding is also one repertoire of photographic images and different hypothesis of use of new tools. They complement and strengthen the representation of the values ​​that Visa considers central to the vision of its way of doing business.

fire visa included

Typography is central

We’ve already seen it in Pentagram rebranding for Fabriano.

When the intervention on a mark is not intended to distort it, but to give it one right dose of modernity And put order through the various possible uses, the typography it becomes an even more important element to work on.

Also in this case, Mucho, the branding and design studio commissioned by Visa, has chosen to create one exclusive font. Visa dialect it is a font that is part of the family of the so-called neo-humanists (because they are inspired by the ancient humanists, or Venetians, but in a sans serif version).

It is a very clean and readable fontso accessible. In his heavier versions turns out to be a good tool for design graphics very efficient, even in large and very large format. Plus it has one style which fits very well into the world of sportwhere Visa is heavily involved through large sponsorships.

It must also be said that Mucho in addition to the new font has also made one large set of icons, starting with the pictogram that was used as “basic module”. The “third rule” generates one from here repertoire of symbols very balanced and harmonious, easy to use in different contexts.


That 2022 in the brand image sector is thus inaugurated with a project with great emphasisgoverned by the choice of Visa not to distort your image.

It’s hard to say whether other big brands will follow this “cautious” choice from Visa, or whether pushing towards maximalism will lead to more sensational rebranding.

What is certain is that we will continue to follow our section flash the most interesting cases. And you? what do you think of this approach? Is there anything that does not convince you, or on the contrary, that excites you? Tell us in the comments. I greet you for now


All photos in this article are taken from Mucho’s portfolio page.

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