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Visa is preparing for the future digital economy with a brand refresh and global marketing campaign spearheaded by Wieden+Kennedy.

Capitalizing on 60 years of global brand recognition and trust, Visa is returning to its roots by opening up access to its payment network to ‘everyone, everywhere’.

Inviting the world to ‘Meet Visa’, the democratic strapline is born out of Visa’s founding vision, which asked ‘what if money became fully electronic?’ This dream is now closer to reality than at any point in history, with Visa enabling gig economy workers to be paid in real-time and permitting person-to-person payments between billions of cards and accounts.

It is embracing the cashless society by highlighting the role it plays in promoting economic inclusion by underpinning secure, reliable and convenient currency transactions that transcend its reputation as a mere credit card company.

Developed in partnership with brand design firm Mucho, the new logo will be phased into over 200 individual markets over the course of 2021, culminating in the launch of a new brand identity later this year.

Visa
 
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Communicating these changes is a short film directed by Malik Hassan Sayeed, which travels the world to show how Visa acts as the lifeblood of employees, businesses and merchants globally.

Lynne Biggar,  executive vice-president and global chief marketing officer at Visa, said: “People think they ‘know’ Visa. Consumers and businesses trust the power of those four letters and see it when they open their wallet, pay a vendor, walk into a store or check out online. What they don’t see is how those four letters operate the most dynamic network of people, partnerships and products. 

“With the world reopening and money increasingly moving in new ways, there’s no better time to showcase the work we do and the impact a purpose-driven brand with Visa’s scale can have to enable individuals, businesses and economies to thrive.”

Since its formation, Visa has grown beyond credit and debit card payments to a sprawling network connecting 3.6bn credentials, 70m merchant locations and tens of thousands of partners, oiling the global economy to the tune of $11tn each year.

Now with one final heave, Visa will seek to migrate the remaining $17tn spent on cash and checks to digital payments, as well as promoting cross-border person-to-person payments and partnering with fintechs and established brands.

Visa’s new look follows an embrace of multisensory marketing, including animation, sound and vibration to connect people to its brand.