Brand profile

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Visa
Brand DNA

Visa

Visa runs the payment network that moves card transactions between banks, merchants and consumers in more than two hundred countries.

68%
Background#FFFFFF
12%
Text#1A1A1A
10%
Primary#1A1F71
6%
Surface#1A1A1A
4%
Secondary#F7B600
Typography
Aa
Visa DialectDisplay · Modern & cleanVisa DialectText · Softly rounded

Confident sans with tight headings. The wordmark's ascending stroke is never imitated in body typography.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

encourage borrowing or overspending

promise fraud is impossible

show a card number, even a fictional one

Never says
credit limitspend moredeserveeasy money
Sounds like this

Accepted at more than a hundred million places.

Assured and infrastructural. Talk about acceptance, security and speed, not lifestyle.

Audience

Banks, merchants and fintechs that issue or accept cards, and the cardholders who use them daily.

Loves

+Payments that just work anywhere

+Security the customer never sees

+Small merchants getting paid

Loathes

×Fraud

×Checkouts that fail

×Encouraging debt

The hill it
would die on

A payment nobody thinks about is a payment done right.

DensityBalanced
AlignmentLeft
MotionSubtle
AddressFormal
Visa · brand DNA at a glance 10 of 12 traits
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