The Master card logo interprets the card itself and the company's consumer operations. The three circles constructed on the well known interlocking red and yellow circles of the Master card logo brand reflects the company's unique, three-tiered business model. These are franchiser, processor and advisor.
The company demands that the "MasterCard Worldwide", launched a smart new logo which is suppose to be demonstrated in better way than before and it will certainly be able to establish the company's "globally integrated structure and its strategic vision of advancing commerce worldwide".
The chief marketing officer of MasterCard, Lawrence Flanagan told:
"The launch of this new master card logo will surely be able to extensively analyze the MasterCard brand and the value proposition it represents to constituents”. It is also stated that if anybody look at the company's unique competitive strengths, he can certainly realize that MasterCard Worldwide is a leader in boosting the relationships, insight and business around the world. The new Master card logo developed a new corporate brand which reflects the company's strengths in its areas.
By the term "extensive analysis", the company wants to mean: Thousands of viewers are spending hours in front of a chart with a laser pointer. They are inspecting the PowerPoint presentations with extreme care which shows the basic relationship between interlocking red and yellow circles.
Master card logo is accepted at any organization that receives regular MasterCard.
Process of MasterCard Logo Development
1966: Seventeen bankers met in Buffalo, New York to form a confederation, who were engaged with acceptance related matter of their credit cards. After this recognition, the Interbank Card Association (ICA) created the "i" symbol as its mark.
1969: The Master Charge name and graphics were included to make master card logo as a stronger brand identification. The "i" symbol is retained but became smaller in size and placed at the bottom right corner of the card for continuity purpose .
1979: Master Charge becomes Master card and the "i" symbol disappeared.
1990: A new identity mark introduced which shows two interlocking circles with 23 horizontal bars, and used an italic, sans-serif typeface.
1996: A new attractive and enhanced Brand Mark is uncovered
The company also mentions that every now and then they are trying to improve the overall brand image with new features.