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June
28, 2006
MasterCard
Announces New Corporate Name and Logo
MasterCard Inc. has announced an ever-so-subtle shift in its
brand, changing the name of its principal operating subsidiary,
MasterCard International to MasterCard Worldwide. In addition,
the unveiling of a new logo and tagline--"The Heart of
Commerce"--accompanied the announcement. However, it appears
consumers will not see these changes, at least not in how MasterCard
markets itself to them.
According
to a press release announcing the switch, "The familiar
interlocking circles that symbolize MasterCard to millions of
consumers around the world will continue to appear on all MasterCard-branded
cards and at merchant acceptance locations around the world.
MasterCard also will continue the award-winning global Priceless
advertising campaign, now seen in 106 countries and in 49 languages."
So,
where does this new logo and tagline come in? Also from the
release:
"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."
MasterCard
seems to understand the reason for the change, even if it's
not readily apparent in their announcement of it.
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