Following the earlier this year Visa re-branding, Mastercard unveiled yesterday new corporate name and brand identity.
Formerly known Mastercard International has a new corporate name, MasterCard Worldwide. The company is also unveiling a new corporate signature and adopting a new corporate tagline, The Heart of Commerce, to reflect the company’s globally integrated structure and its strategic vision of advancing commerce worldwide.However, the familiar consumer brands such as MasterCard credit and debit cards and the advertising slogan “Priceless” would stay in place.
The new corporate positioning will serve as a unifying business-to-business platform, and lead to global efficiencies in the way MasterCard Worldwide connects with customers, merchants and shareholders through all communications channels.
The three circles of the new corporate logo build on the familiar interlocking red and yellow circles of the MasterCard consumer brand, and reflect the company’s unique, three-tiered business model as a franchisor, processor and advisor.
UPDATE: More about MasterCard brand history.