A holy grail of branding – a masterclass from Mastercard?

Earlier this year Mastercard announced that it is dropping the Mastercard name from its iconic logo (in some instances) to use just the two interlocking red and yellow circles.

Will we notice this absence as the two circles are so highly recognisable? Probably not.

So this confirms it is the right point in the evolution of the Mastercard identity for the brand to make this step.

Mastercard has achieved a holy grail of branding, that is to be recognised not by a name but an icon. Mastercard has joined the ranks of the ‘pecten’, the ‘bitten apple’ or the ‘swoosh’.

The red and yellow interlocking circles have been the hallmark of the Mastercard brand for more than 50 years, symbolizing the brand’s promise to connect people to Priceless possibilities. The instantaneously recognizable circles are a powerful symbol that bring people closer to their passions and give them the confidence and trust that their transactions are secure.

Reinvention in the digital age calls for modern simplicity,” said Raja Rajamannar, chief marketing and communication officer at Mastercard. “And with more than 80 percent of people spontaneously recognizing the Mastercard Symbol without the word ‘mastercard,’ we felt ready to take this next step in our brand evolution. We are proud of our rich brand heritage and are excited to see the iconic circles standing on their own.

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