Visa's CMO is giving the brand a new look and betting that less is more
Source: Business Insider ·
Visa is rolling out a new "V" symbol to pop on mobile screens as people move to contactless payments.
From the source
Visa CMO Frank Cooper III is freshening up the company's look.Jason Mendez/Getty Images for The Whitaker Peace & Development InitiativeVisa is rolling out a new "V" to pop on mobile screens as people move to contactless payments.It's the company's first refresh of this size since 2021.Other brands have increasingly leaned on symbols and pared-down names for better mobile visibility.Visa is betting that less is more when it comes to how it shows up to customers.Starting Wednesday, the letter "V" will replace "Visa" in the center of its credit cards and on its digital properties, the company exclusively told Business Insider.Visa's move signals that after 50 years of using the name, it feels it has enough brand recognition to be represented by a single letter. The change is also meant to pop more on small screens as people conduct more of their lives on their mobile devices.In addition to the "V," Visa is introducing a new font, called Visa Sans, lopping off the serif in the first…