Visa evolves communications strategy by revising longtime tagline

Visa Inc. is returning to its longtime advertising tagline “Everywhere you want to be,” through a new communications platform that includes a revised brand logo, new advertising and employee materials.

The company decided to evolve its famous tagline - “It’s everywhere you want to be” and dropped the "It's." The company is recommitting to the "ideals and vision for consumers, merchants, governments, financial institutions and employees" embodied by the tagline with a "unified message tailored to each audience."

“We recognized that, for the first time in Visa’s 55-year history ‘everywhere’ is now within reach of ‘everyone,’” said Antonio Lucio, Visa’s chief brand officer. “New innovations, like mobile and e-commerce, are extending the value and reach of secure Visa payments to new people and places around the world. At this important inflection point in Visa’s history, connecting to our heritage and vision was a powerful and irresistible idea.”

“We will express our vision to each of our audiences in ways that are directly meaningful to them,” Lucio said. “This platform speaks to our dedication to change how we engage with all our partners, and helps underscore the defining characteristics of our business: convenience, reliability, security and access, that together deliver Visa’s true value.”

New Visual Identity, Advertising

With a new tagline, as well as a refreshed brand logo, Visa is introducing a revised visual identity for one of the most recognized brands in the world.

The first external expression of the new platform debuts with a new Olympic-themed television commercial airing in the United States, and then expanding to reach key audiences through variety of other traditional and digital channels in the coming months.

Visa’s first new spot under the “Everywhere you want to be” tagline is entitled “Flying,” and features U.S. Olympic women’s ski jumping hopeful and Team Visa athlete, Sarah Hendrickson. The new brand platform will be brought to life in Visa’s Olympic-themed creative, and via social and digital extensions, by spotlighting athletes’ stories of accomplishment to help inspire viewers to imagine their own “everywhere.” Visa has been a proud Worldwide Partner of the Olympic Games for more than 27 years.

“The new platform is compelling because it encompasses strengths of Visa, past, present and future,” continued Lucio. “‘Everywhere’ includes the tens of millions of merchant locations that accept Visa today. It’s also the new ways and places people want to pay, including mobile and e-commerce. ‘Everywhere’ is also a celebration of everyone’s aspirations, from an athlete achieving her Olympic dream to a single mother accessing her first bank account on a Visa card.”