Peter Currey, Senior Director, Marketing for Australia and New Zealand shares his views on the new Visa tagline and why “Everywhere you want to be” is relevant locally.
Visa has launched a new direction for the Visa brand globally. The change looks to the future, helping to build the Visa brand in context of great consumer connectivity, mobile, social and omni-commerce. The change also recognises the heritage of Visa, the core DNA, being unsurpassed acceptance, reliability, and security.
There are three key elements in the new brand direction.
1. A new global brand line
2. Simplification of the brand mark and striking new visual identity
3. New campaigns
Visa. Everywhere you want to be
This is the new line. Some of you may recognise it. It served Visa well in the USA for many years and originally established the Visa position as the globally accepted card physically. In the 21st century however, “everywhere” has changed, transcending card usage at physical locations. Mobile and e-commerce, are extending the value and reach of secure Visa payments to new people and places around the world. “Everywhere” isn’t just a place now. It’s where a person wants to be, physically, mentally, ideally. It’s about realising potential and achieving dreams.
Logo and Look. Clean and Strong
We simplified the logo to be more modern and stronger across all environments, digital, mobile, point of sale, and on card. The new Visa look brings back the yellow and blue bars seen on the Visa flag logo, but as “streamers” that can be used in all dimensions, more dynamic and more flexible. The new visual system is for all Visa audiences, our client banks and merchants, government, cardholders and employees.
New Campaigns. A Rolling Launch
The Visa Marketing teams around the world are working to bring the new Visa Brand to markets soon. In many places the new brand has been launched as part of the Sochi Winter Olympic Games campaigns. You can expect to see the new work and campaigns in the next two months across Australia and New Zealand. It will be a rolling launch with new campaigns going out fast and key components such as cards and point of sale coming to market over time.
It is an exciting time in the payments business. Our world is changing fast. These brand changes are proactive ensuring that the Visa brand is forward looking, innovative, dynamic, whilst the protecting the core attributes that built it.
A final word from Charlie
“The launch of “Everywhere you want to be” brings our new ideals into focus for all our stakeholders. It is an opportunity to chart a path for the future of the company by reconnecting to the most relevant and resonant elements of our past.” Charlie Scharf, CEO Visa
Posted by: Peter Currey, Visa Director of Marketing, Australia and New Zealand on February 20, 2014 at 10:40 am