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MasterCard Announces New Corporate Name and Logo

by Peter Andrew

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.

Published 06/28/06 (Modified 05/07/12)


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