Barclaycard unveils new identity

Calm but vibrant. Barclaycard unveiled its striking new global identity, designed to convey calmness and control on the outside, while progressively more vibrant and dynamic on the inside. The new look and feel signals the global credit card company's ambition to lead the revolution in the way people pay for goods and services worldwide.

Awarded the project after a competitive pitch, The Brand Union chose to focus their creative energies on 'liberation from complexity', a concept that inspired the new brand mark and a multi-coloured look and feel. "It's about a brighter world opening up, free from restriction, free to explore and experience new things," says Nick Payne, Creative Director for Corporate Branding at The Brand Union.

It was felt that the old logo no longer projected a global, modern image and the brief required that the new identity points to a strategic shift within the organisation as Barclaycard aspires to be at the forefront of innovation, simplifying the complexities of paying by delivering faster, easier and more secure payment methods. Continues Payne, "Next to the new logo, the exciting change for Barclaycard is to be regarded as a resonant, multi-coloured payments brand with a broader consumer appeal".

As a result of the new marque's implementation across all Barclaycard products and services over the next 12 months, the Barclays Business brand is to be phased out.