Mastercard, one of the world’s most recognizable brands, unveiled the evolution of its brand identity, including a modernized and simplified update to its iconic red and yellow logo and new look and feel for branded communications and experiences.
The ability to thrive in a digital age as well as position Mastercard as a forward-thinking, human-centered technology company is fundamental to this change.
Mastercard is one of those unique brands that is instantly recognizable around the world,” said Raja Rajamannar, chief marketing and communications officer. “To thrive in this new digital world where business moves faster than ever, we want to modernize and elevate the brand in a design that is simple and elegant, yet unquestionably Mastercard.
“We’ve been on a fantastic trajectory, with digital technology being an increasingly important part of our business,” Rajamannar added, “Now it’s time for our brand to embody the company we’ve become.”
Designing a brand mark to work seamlessly across all digital platforms, retail channels and connected-devices, while preserving its heritage was key to the overall effort, which also includes the most comprehensive brand design system ever introduced globally within Mastercard.
The evolved brand identity will be rolled out to all Mastercard products, communications, and experiences, starting with Masterpass later this month, and across Mastercard beginning in the fall.
Heathrow’s newest advertising campaign, titled ‘First Flight’, encourages us to marvel in the magic of flight
Heathrow celebrates its 70th anniversary and looks forward to another 70 years of first flights
Advert set to ‘When I Live My Dream’ by David Bowie, from his debut 1967 album.
Heathrow has today launched its first ever television campaign ‘First Flight’ to celebrate 70 years of flight at the airport. Set to David Bowie’s ‘When I Live My Dream’, the airport’s advert tells the story of the magic of a journey as seen through the eyes of a 5-year-old girl with her companion, Owly. On the girl’s journey from home, through the airport and then onto a flight with her treasured suitcase at her side, Harriet marvels at the magic all around her. The advert ends with the line ‘To the next 70 years of first flights’.
The advert launches on the airport’s social media channels today and will then feature on TV for the first time on Thursday 21st July during the first break of Emmerdale on ITV.
In honour of Heathrow’s 70th anniversary, Qantas is offering 70 people the chance to win ‘The Ultimate Trip’: a five-night stay in Sydney, Australia, travelling from Heathrow on the award-winning Qantas A380. Travellers are invited to share their favourite Heathrow memory – from amusing anecdotes to heart-warming tales – to be in with a chance to win one of 35 pairs of tickets available* at stories.heathrow.com.
Heathrow’s CEO John Holland-Kaye said: ‘Heathrow has been proudly connecting the UK to the rest of the world for 70 years. Our campaign subtly celebrates the work that goes on behind the scenes by more than 400 organisations to make flight possible at Heathrow. The story is told through the eyes our heroine who sees the result of the airport team’s work as touches of magic throughout her journey with Heathrow.’
Havas London’s Executive Creative Director Ben Mooge said: ‘We’ve seen so many stories that have started and ended at Heathrow over the last 70 years; from the Beatles departing for America to Princess Elizabeth landing as our Queen.
But just as importantly, every day Heathrow starts another of its millions of personal journeys, so we wanted to bring to life a small but universal one – the story of a little girl taking her bag on a first ever flight.’
This message will be amplified beyond the TV campaign through a range of channels including press outdoor through a partnership with Absolute Radio Sponsorship.
First Flight, and the 70th anniversary campaign has been created by advertising agency Havas. It is directed by DOM&NIC through Outsider Productions. The campaign with media planning and buying by Carat begins with video on demand spots on ITV, All4, Sky Media and STV.