With increasing frequency, MasterCard said, it would do away with using its name in the logo entirely.
The focus would be more on the symbol than the words.
MasterCard’s move reflects a wider shift among some of the most widely recognized global brands to de-emphasize the text in their logos, or remove it altogether.
Nike was among the first brands to do this, in 1995, when its swoosh began to appear with the words “Just Do It,” and then without any words at all.
Additionally, visual cues can travel across borders more easily, because they eliminate the need for translation.
A recent survey by the public-relations firm Cohn & Wolfe found that four-fifths of global consumers now consider brands neither open nor honest.
“It is harder to appeal to them than it used to be, and they tend to see through overt marketing pitches.” »