The evolution of Mastercard
Mastercard’s recent brand evolution is an example of effectively modernising a brand for a digital age
Mastercard’s recent announcement that it will be dropping the brand name from its logo, leaving behind only the interlocking red and yellow circles, has caused much debate amongst marketers – some for, and some against the change. In an increasingly cluttered retail climate, brands need to ensure they evolve at the pace of change, and modern, clean logos are ultimately what distinguishes them from their competitors. As writer Mark Ritson pointed out in an article posted on marketingweek.com recently, after 50 years in the market, Mastercard has earned the right to play around with what it terms its ‘codes’. Ritson explains that a brand’s codes (which need not be its logo) are all the elements that help to make a brand distinguishable to its consumers, and which must be rigorously applied across every touchpoint and platform where the brand operates. He maintains that a brand’s visual elements play a significant role in the way in which a business performs. That said, he points out t...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.