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New Mastercard branding

I saw today where Mastercard has followed in the recent steps of Intel, Volvo, and Kodak by updating their logo. They also went a step further and changed their name to MasterCard Worldwide from MasterCard International and introduced a new corporate tagline, “The Heart of Commerce.”. Unlike the other brands I listed, I can’t say that I am a fan of the new logo. I just spend all my time trying to figure out what the new circle over the middle of the logo is supposed to represent. Their branding site describes the circle as “intended to reflect the company’s business as a franchiser, processor and adviser”. Somehow I don’t get all that from a circle. What are your thoughts on this?

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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