Visa’s tagline positions the firm for its global presence. There is a long history of flourishing, catchy phrases. In 2006, it was “but no matter what it takes, life takes Visa.” In 2014, the moniker was: “Everywhere you want to be.” Now, the new signature is “Meet Visa.” The latest 1-minute introduction is here.
“Everywhere you want to be” was a favorite. On par with some of the most famous brandings, such as American Express’ “Don’t leave home without it,” Mastercard “Priceless,” and Citi’s “Never Sleeps.”
But as Visa’s press release mentions:
- There is power in those four letters, recognized by almost everyone, and standing for trust, security, acceptance, and inclusion.
- As part of a multi-year evolution of its iconic brand, Visa is sharing an initial glimpse into its evolved visual brand identity, launching in late 2021, which features refreshed colors for digital impact and a new brand symbol designed to express the purpose behind the brand.
Visa certainly needs no introduction anywhere in the world. But, as Lynne Biggar, a Visa exec, comments:
- “People think they ‘know’ Visa. Consumers and businesses trust the power of those four letters and see it when they open their wallets, pay a vendor, walk into a store or check out online. What they don’t see is how those four letters operate the most dynamic network of people, partnerships, and products,”
- “We are on a mission to ensure that Visa is seen as more than a credit card company and understood as a trusted network that drives commerce forward.”
- Over the course of 2021, Visa’s new brand identity will become visible in all 200+ countries and territories Visa operates in, cutting across the company’s primary business strategy encompassing:
It boils down to these three things:
- Consumer payments, focusing on expanding access and moving the $17 trillion spent in cash and checks globally to digital payments.
- New payment flows, including cross-border person-to-person payments and a range of value-added services that help businesses of all sizes navigate today’s landscape; identify new growth opportunities; and maintain our mission of making Visa the most secure, resilient, and reliable network.
- A diversity of offerings and solutions through burgeoning partnerships with fintechs and established brands, relationships with governments around the world, and innovative technology built for the future.
Meet Visa. Nice. My favorite remains “for everyone, everywhere.”
Overview provided by Brian Riley, Director, Credit Advisory Service at Mercator Advisory Group