Brands
Mastercard revamps its logo keeping digital world in mind
MUMBAI: Leading global payments & technology company Mastercard has revamped its logo, a first for the financial services giant in 20 years, according to reports.
The new card logo no longer reads CamelCase; it’s just “Mastercard” now and in some cases “mastercard’, as per theverge.com. The logo still has the overlapping red and yellow circles and sans-serif font, but all the elements are finer and sharper.
Knowing that almost 2.3 billion people carry the company’s cards, one would wonder why it needed a change in the first place endangering its 20 year old brand identity.
“This is really one of the most broadly distributed and most widely seen marks in the world,” said Michael Bierut, who designed the new branding with Pentagram partner Luke Hayman in an interview with the media. Between them, the acclaimed designers have revamped identities for everyone from Verizon to New York Magazine to Hillary Clinton.
There is also the question of credibility. Consistent branding is one of the ways in which banks and credit cards build trust with their customers. But as the function that these financial services offer have evolved with time between online payment platform, a digital wallet, and a technology company, suiting the current digitally charged consumers, it is important to have a logo that reflects just that.
“It needs to thrive in a digital space,” Mastercard’s customer experience and design head Cindy Chastain had said on the new change. “It’s simplified. It’s modernized and optimized for relevance in an increasingly digital world.”
In other words, traditional financial companies are now opting for logos that not only look good and trustworthy on banners, billboards and cards, but on laptop screens, smartwatches and of course as app logos as well.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
