Following the unveiling of a new wordmark last year, Visa is now launching a new brand identity system.
The intention was to develop a suite of assets that could work as part of a flexible, yet coherent brand system. New brand identity elements include photography principles, an icon and illustration collection and new typography.
Underpinning the new identity is Visa’s ‘one-colour’ system of blue, white and yellow. A supporting colour palette gives the brand the chance to dial up or down. The result is a colour system that feels ‘intrinsically Visa’.
The new identity design honours the visual heritage that Visa has, while making the brand consistent worldwide, modernising its look for a digital-first world, and maintaining its brand recognisability.