Red and orange circles found in shops around the world.This master card logo, which everyone would have seen once, has been renewed for the first time in 20 years.Why did you dare change the familiar logo at this time?I asked the design firms and the designers of the Pentagram.
SLIDE SHOW「マスターカードがおなじみのロゴを変えた理由」の写真・リンク付きの記事はこちらThe 2/5 old logo was designed with red and yellow circles overlapped.Image by Pentagram/Mastercard
The 3/5 new logo is a more sophisticated conventional logo.The notation has also changed from "MasterCard" to "MasterCard" in the camel case.Image by Pentagram/Mastercard
Hundreds of tests were conducted to balance red, orange and yellow.Image by Pentagram/Mastercard
5/5 The new logo is also drawn on the card, which is designed to fit the digital age.Image by Pentagram/Mastercard Prevnext
Your master card has expired now.You can still use it, but the appearance of the card is strange.Because the master card has recently changed its design.
The notation is not a camel case, but in "MasterCard" (in some cases "MasterCard").As in the previous one, the logo uses a circle that overlaps red and yellow and suncelift fonts.However, all elements looked slim, flat, and noisy.
You might think, "Why bother?"In an internal survey of the Master Card, more than 80 % of the survey recognized the painting of that circle was a Master Card brand.It was familiar and easy to understand.
"The Master Card Mark is one of the most wide -range marks in the world and is one of the most located marks," says Michael Bield.He is a person who has designed a new Master Card brand with Luke Hayman, a partner of the design farm PENTAGRAM.Vielt and Hayman have also worked on Belizon Communications, New York Magazine, and Hillary Clinton's identity design.
However, no matter who reviews the design, there is an identity in the master card that does not disappear.It is a company that prefers to leave it alone.The business dealing with money is especially true.
"People don't trust financial services anyway," says John Paulini, a brand strategic agent, a brand strategic agent, a bank and financial companies.The consistent brand development is one way for banks and credit cards to build customer trust.Changes are scary.
Changes are also constant.Like many financial institutions in the 21st century, Master Cards are also more than just credit card companies.It is an online payment platform, a digital wallet, and a tech company.Therefore, branding must be flexible.
"We must succeed in digital space," says Cindy Chastin, head of Master Card's customer experience and design."The branding of the master card has become simpler. It has been optimized to match the modern and digitized world."
After all, companies are looking for a logo that looks good, from the billboard to the laptop screen, to smart watches and mobile phones.
The challenge for Bierd and Hayman was how to update the Master Card logo, without abandoning the brand recognition that has been accumulated for decades."I think it's my duties as our designer to show the strength of this logo, rather than showing off their style," says Bield.
So they looked back on history.The appearance of the yen appears in 1966, dating back to the logo of the time when the company was called Interbank.Persamrogs have been used for the Master Charge logo since 1968.A motif of color that overlaps rather than combining between 1968 and 1979.A bright color palette in the 90's.Since 2006, a different name ("character trademark" in design terms) has been used from the logo.You may have never seen this corporate logo because it was not used for cards.
"We were the most impressed with the 1979 logo, especially the round structure of typography. Each character contains curves, which are part of the circle," ("M" and "T"Vield says that the master card has always used a circular motif.)"It was a gift from God. I was able to use it in various thicknesses, mainly based on circles, and I was looking for a clear, simple and easy -to -read typeface," he said.。"This typeface called" FFMARK "seems to have no friction at all. When you start using it, this typeface has become a top of the" power to put together "."
As graphic designers always say, complexity and concise are single paper.The logo must be easier to see for both black and white backgrounds.It is necessary to adjust the color so that the yellow background shines in the white background, and the red background does not stush the red background."I probably tested hundreds of times to make the color accurate," Bield said.
It's not sure whether this logo is successful, as well as every business.
"There was a time when the role of identity was standing out and simply standing out," said Chris Moody, the highest designer of the brand strategy consultant Wolff Olins."Today, identity must be something that is not bound by the channel, it must be a good thing to be familiar and useful. With the approach of leaving the minimum necessary characteristics, the latter can be achieved.But is it really effective for the former? "
Vield seems to be confident."It's very good to reach something fundamental." Is that simple? Of course.You can see the Peace Sign, Niko Niko Mark, Valentine's heart.
In addition, Vield says that all brands are not allowed to use this kind of minimalism.In order for minimalism to work, it requires a certain size.
"After all, I never wanted to be famous as a company that uses a smart and clever logo that was elaborate," Bield says.They just want to be in the wallet of every person.Then, in all other people's mobile phones, any other place.Is it easy?