Visa begins three-year brand update program
By Adnews Staff
Visa International is preparing an update to its brand identity and structure in order to reflect the range of services offered by the company beyond consumer credit cards. The plan includes changes to the Visa logo and to Visa card designs and point of sale materials. A gold-coloured highlight will be added to the letter "V" in Visa. The word "Visa" itself will be made more prominent. The banners used as borders in the current design will be dropped. The security hologram will be moved to the back of the card to make more room on the from for issuer designs. The modified brand is intended to work better across new technologies and payment channels such as the Internet, cell phones and handheld devices, according to the company. "The new brand system and design reflect years of growth in the Visa business, both in Canada and around the world," said Brenda Woods, vice-president of consumer products at Visa Canada. "It gives our members and partners more flexibility, and reflects the innovation driving Visa's growing number of products and services." Visa will bring in the changes gradually over a three-year period. Banks will begin issuing cards with the new design in late 2005. At the same time, merchants will begin replacing Visa signage such as window decals, tent cards, and cheque presenters. According to the company, a major communications campaign will take place between now and then, but no details about it are available at press time.