Mastercard

identity

Mastercard’s brand identity

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Brief

Design the identity system to accompany the new Mastercard logo, emphasizing simplicity, connectivity and seamlessness.

Concept

The new Mastercard identity system aims at reducing the amount of elements present in the design. The goal is to make Mastercard’s voice confident, clear and direct.

I led the design team for the identity system under creative direction by Pentagram’s partner, Luke Hayman. Logo design was done by Hamish Smyth under creative direction by Michael Bierut.

The identity system is built from the inside-out, using the core elements found in the logo: geometry and color. The graphic elements complement the typography and are built parametrically around mathematical principles found in the mark. Infinite arrangements can be generated through this system, each different from the next, though all part of the same visual system. Icons are also built using the same principles of simplicity to complement FF Mark and were designed by Giorgio Donghi.

The colors are built from scales surrounding the red and gold of the logo. The use of warm greys, both dark and light, as the base for all compositions ensures neutrality with warmth.

A huge thanks to my talented team that helped at different stages along the way: Jenny Hung (designer), Hannah Ahn and Magdiel Ortiz (interns).

Press

It's Nice That, Wired, FastCo Design, Brand New, Forbes, AdWeek, The Verge, Mashable, Hypebeast, The Brand Identity, Creative Review, Design Week, Brandemia

Client

Mastercard

Team

Creative Direction: Luke Hayman, Michael Bierut
Designed with Hamish Smyth

Role

  • Lead Designer

Typefaces

FF Mark and FF Mark Narrow by Hannes Van Dören, Christoph Köberlin and FontFont.

Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos
Project image by Trabucco-Campos

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