Brand Union

Insight Analysis

Truly priceless: A rebrand is more than design

Jessica Lehmann

August 30 2016

The pressure is mounting on banks and traditional financial players to make up lost ground in the fintech space. The rise of online shopping, followed swiftly by the appearance of digital wallets and the emergence of pay-passes on our phones, has meant that we reach for physical cards and wallets far less often. In short, a whole generation of people will grow up associating purchases with a swipe of your fingers, rather than the swipe of your card.

Mastercard, whose ubiquitous logo most often appears on credit cards and in merchants’ windows, has been doing some corporate soul-searching to try and redefine what their offering should look like in a world where physical payment mechanisms are becoming obsolete. The result is a new suite of products, and an updated visual identity that should better support them. The distinctive conjoined circles have been simplified and streamlined, the grid removed and the “C” turned into a “c,” in an attempt to echo exactly the sense of ease and connectivity they want to elicit with their new payment offerings such as Masterpass and Selfie Pay. The result, it has to be said, is sleek, a reassuringly familiar identity with an air of carefree sophistication. You can feel the ease with which the new system will be applied across touchpoints.

An effective rebrand is about far more than maintaining the integrity of a well-loved logo, though. If the products and services that deliver on the brand experience don’t live up to the hype, then all you’ve created is something pretty. And style over substance is a risky game to play.

Read the full article at Campaign


Image via Mastercard