This is the rebranding of Visa to adapt to the digital economy

Visa has just presented its new image, a movement that responds to the need to convey that it is much more than a simple plastic credit card. Under the slogan “Meet Visa”, the company has accompanied this rebranding with an advertising campaign that presents the brand as a network that allows people from all over the world to “move money from here to there”.

The timing of this launch is not accidental. It coincides with the start of the Tokyo Olympics where Visa is the exclusive payment technology partner. And his ad will be seen on television for the first time during the opening ceremony of the sporting event.

Visa’s business strategy has been evolving in recent years to be more expansive and inclusive with new emerging categories, such as b-to-b payments or peer-to-peer transfers. The goal of this new campaign is to position the company as “an engine of commerce” that provides “access to the global economy for everyone, everywhere,” says Lynne Biggar, Visa’s vice president and global marketing director.

To enhance its visual identity on small screens and dynamic digital platforms, Visa has updated its branding to a lighter shade of blue. In addition, they have also presented a simplified logo consisting of three horizontal bars in the 3 classic colors of the brand: blue, white and yellow.

While the advertising campaign is carried out by Wieden + Kennedy, the design studio Mucho has been in charge of all the rebranding of the brand. In fact, the latter have a lot of experience in the sector since they have worked with brands such as Paypal and Venmo.

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