What Mastercard's wordless logo means for brands
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When CES opened its doors in Las Vegas earlier this month, Mastercard took the opportunity to drop some news: The company was erasing its name from its logo. The red-and-yellow overlapping discs that have anchored its brandmark for nearly 50 years would, in most cases, stand on their own.
It’s not every brand that has the cojones, or in this case, the circles, to move into a name-free space occupied by cultural touchstones like Nike and Apple. But taking into account its decades of branding and advertising, a ton of research and the noisy terrain in which brands now have to compete, Mastercard says it decided it was worth the leap.
The brand hopes the move will recalibrate its identity for a new era, underscoring expanded offerings and a potentially growing customer base.
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