The new logo does away with the yellow strand of the ‘V’ and has been given a coat of dark blue paint. To reaffirm its commitment to being “the best way to pay and be paid”, the company introduced a new tagline ‘Everywhere you want to be’, which is derived from their famous slogan ‘It’s everywhere you want to be.’
“We recognized that, for the first time in Visa’s 55-year history ‘everywhere’ is now within reach of ‘everyone’. New innovations, like mobile and e-commerce, are extending the value and reach of secure Visa payments to new people and places around the world… This platform speaks to our dedication to change how we engage with all our partners, and helps underscore the defining characteristics of our business: convenience, reliability, security and access, that together deliver Visa’s true value.”
Along with a new logo and tagline, Visa also debuted its new visual identity in a new Olympic-themed television commercial in the United States. It will roll out to reach new audiences across a variety of traditional and digital channels over the coming months.