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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.

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