Question
Mastercard's new brand mark has several practical applications in the digital age. Firstly, it is designed to work seamlessly across all digital platforms, retail channels, and connected devices. This ensures a consistent and recognizable brand presence regardless of the platform or device being used. Secondly, by dropping the 'mastercard' name from its brand mark, the company is leveraging its long-standing recognition and reputation to position itself as a forward-thinking, human-centered technology company. This is particularly important in the digital age, where technology and human-centered design are key drivers of success. Finally, the new brand mark is part of a comprehensive brand design system, which is likely to include guidelines for its use in different contexts, ensuring consistency and coherence in all of Mastercard's branding efforts.
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In January 2019, Mastercard dropped the "mastercard" name from ist iconic Brand Mark. A company spokesperson said that the logo has represented the company long enough (for over 50 years) for the brand to be recognized by 80% of consumers without the word "mastercard." The company states on its website that the ability to thrive in a digital age as well as position Mastercard as a forward-thinking, human-centered technology company was actually fundamental to this change. Mastercard also said that "designing a brand mark to work seamlessly across all digital platforms, retail channels and connected-devices, while preserving its heritage was key to the overall effort, which also includes the most comprehensive brand design system ever introduced globally within Mastercard."
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