Designed by Pentagram’s Michael Bierut, Luke Hayman and their teams, Mastercard, the American multinational financial services corporation, revealed a brand refresh this last July 14th that includes a new logo, wordmark, and identity system.
This brand evolution reflects the connectivity and seamlessness of Mastercard and its payment systems and its readiness for the digitization of commerce processes; positioning the brand as a forward-thinking, people-centered technology company, ready for the digital world.
The new logo will serve as a single brand system for the entire organization, solutions, and products; from cards to headquarters, to digital payment systems.
The new logo obviously maintains the two iconic interlocking circles in red and yellow, it was no option to eliminate this symbol that is recognized worldwide even without the brand name, which is why it is now presented without the Mastercard wordmark. It also incorporates a new color: the orange, which is formed by the intersection of the other two colors and that is now the primary color of the brand, decision I found very clever so that identity does not overshadow the colors of the famous symbol.
To be honest, at first I was worried about this additive mix effect, mainly for how would they represent it on black&white, but seeing the way in which it was applied on the black “world elite” card convince me, it keeps the digital look they want and also works on printed stuff.
The overlapping forms effortlessly express the idea of connection, while the basic circular shapes suggest inclusiveness and accessibility,
Other of the changes, and maybe the most “drastic”, is the use of lowercase on in the wordmark and the contemporary sans serif FF Mark. The reason of this changes was to show how the brand is no longer just a card-that’s why the C is on lowercase-and to have a typography that shares the circular forms of the symbol.
One of the subtle changes was to lowercase the “c” in the wordmark, as a visual cue to de-emphasize how the brand is no longer just a card in consumers’ wallets, and will continue to give way to other forms of payment in the digital world. – Pentagram
Perhaps this change was surprising for many, but basically it is a review of its 1979 wordmark, but now, in the context in which we live it is now perceived as a young and digital brand. For me it screams “I’m young! Now you can buy online with me!”, like PayPal, and I think that in this way fulfills its purpose.
As for the identity system, the circle becomes a key and repeating element with infinite arrangements and features dark and light grays as the base for all compositions. These applications are prototypes instead of final products, maybe that is why some of them are not that great, for me some of the masterpieces of this system are the website, which I really like, and the “Priceless Cities on mobile”, but the other ones like the billboards and brochures are really bad, they look like the sketches they trashed to achieve the website look. And I have to say this: The stationery looks kind of elite, like for the most expensive card, and if you add some foil it kind of look like an Anagrama branding, doesn’t it? Lol.
Overall, even though some people hate it, I don’t. This is more like a refresh instead of a rebranding, it takes the brand to the contemporary world and transmits what they needed: an image of a digital company that is ready to show its web possibilities.
But well.. at least this is my f opinion