There are good reasons for Mastercard’s nameless logo play

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 16, 2019, 1:45 PM UTC

Mastercard recently removed its name from its branding, provoking comment and controversy.

This analysis piece notes that the branding decision will not have been taken lightly and the strategy is mostly used by well established brands after a long evolution: Nike waited 25 years before using its “swoosh” on its own.

So with a 50 year history and reported 80% recognition of the symbol, Mastercard could be well placed to benefit. The trend away from physical payment cards and the need for logo recognition in ever smaller spaces online and in social media are sound practical arguments for the change.

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