Share

No words: Mastercard to drop its name from logo

Share

What’s in a name?

For MasterCard, not enough to keep it in the logo.

The company is removing the word Mastercard from the pair of interlocking red and yellow circles where it has resided for more than 50 years.

Mastercard Inc. joins a small stable of brands like Nike, Apple and Target that rely on an image and not a name in most marketing materials.

“A picture communicates better than words,” said Allen Adamson, co-founder of the marketing strategy firm Metaforce. “And they have the distinct advantage of having one of the most recognizable icons in the world.”

Trending:
Video Shows Al Sharpton Forced to Shut Down Border Press Conference When Protesters Descend: 'Get Out of Texas'

The Purchase, New York, company said Monday that 80 percent of people recognize the Mastercard logo even when its name isn’t present.

It also points to the changing nature of exchanging currency. One of the original major credit card companies, formerly known as Master Charge, Mastercard has attempted to rebrand itself in recent years as a “technology company in the global payments industry.”

Adamson said the new wordless logo is a reflection of the tech-centric world we live in.

“Evolving the logo into an app-like icon also fits in line with how younger consumers are connecting to the world around them,” Adamson said.

Mastercard’s announced changes, as with many corporate re-branding campaigns, also has its skeptics.

“I do not think it is yet iconic enough to successfully execute this new identity, but over time, they will learn if it was a mistake,” Pace University marketing professor Larry Chiagouris said, adding: “Which I think it is.”

The Western Journal has not reviewed this Associated Press story prior to publication. Therefore, it may contain editorial bias or may in some other way not meet our normal editorial standards. It is provided to our readers as a service from The Western Journal.

Truth and Accuracy

Submit a Correction →



loading

We are committed to truth and accuracy in all of our journalism. Read our editorial standards.

Tags:
Share
The Associated Press is an independent, not-for-profit news cooperative headquartered in New York City. Their teams in over 100 countries tell the world’s stories, from breaking news to investigative reporting. They provide content and services to help engage audiences worldwide, working with companies of all types, from broadcasters to brands.
The Associated Press was the first private sector organization in the U.S. to operate on a national scale. Over the past 170 years, they have been first to inform the world of many of history's most important moments, from the assassination of Abraham Lincoln and the bombing of Pearl Harbor to the fall of the Shah of Iran and the death of Pope John Paul.

Today, they operate in 263 locations in more than 100 countries relaying breaking news, covering war and conflict and producing enterprise reports that tell the world's stories.
Location
New York City




loading

Conversation