Bitter Grounds - espresso fueled ramblings

Wednesday, October 18, 2017

I stumbled across the new Mastercard logo recently and have given it a bit of thought. Well, to be honest, I kept looking at it trying to figure out what was different – I knew something was, but couldn’t quite put my finger on it. Can you spot the difference?

Mastercard's old logoMC newLogo

I even pulled out my card to look at the logo before the penny dropped. A couple of subtle changes have refreshed the old logo. The words across the logo, with all the stripes created a bit of visual noise. By removing them, MC has created a clean, simple and leaner logo. Shifting the words off the logo and underneath, squares it up, creating a nice sense of symmetry.

I’m pleased they kept the classic design and didn’t make huge changes. If a logo doesn’t translate well over time, ok, make that radical shift, but this is a case of “don’t fix what isn’t broken” - the two circles are instantly recognisable around the world. These small changes create a clearer visual when shrunk down on a smaller screen or on a credit card itself. Even if the word is cut from the logo, it’s immediately understood.

I have to say, changing the lettering to black and moving it off the colours, makes the wording easier to read as well. Nice touch of clarity. However, I really like the change in typography the most. The new font ditches the hard edges and now flows with the circles. The combo of lower case, rounded edges and complete vertical alignment has fresh feeling. Don’t know if their intention was to create a slightly friendlier logo, but that’s the end result. Keeping the old, but giving it a bit of a facelift has worked well.

Small changes sometimes create the boldest impact.

 

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"To make my meal in a box taste better, I decided to tweak the logo, rather than the ingredients."

- Jarod Kintz, This Book is Not for Sale


 

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