• Brandweek, Wednesday, January 4, 2006 11:45 AM

Visa is tinkering with its familiar blue, white and gold logo for the first time in 30 years. At the same time, the marketer is also introducing a new card design. The changes are designed to better reflect the range of electronic payment products provided by Visa's member financial institutions and the expanding environments in which the card is accepted, and to offer security enhancements. The new logo features the iconic Visa brand name, the blue, white and gold colors and italicized type style, as well as graphic enhancements. The new design will appear on all new materials, including Visa payment cards, merchant decals, marketing materials and stadium signage. On the new card, the dove hologram will move to the back and be integrated into the magnetic strip, and the three-digit security code will be printed on a separate panel next to the signature panel, making it easier for consumers and merchants to read.

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