Barclaycard revamps design of cards and logo

Barclaycard is embarking on a radical redesign of its cards and logo, featuring a new mnemonic device.

The new cards, by Lewis Moberly, will launch on June 29. Barclaycard commercial director, Shaun Powell, says that the design has been in research for eighteen months and is the first revamp in its 30-year history.

The last time was in 1990 when Barclaycard differentiated Mastercard and Visa with separate designs. “The only difference now will be the Visa and Mastercard logos,” Powell says. “The previous cards, developed in 1990, had Mastercard as a different colour to Visa.

“All of the research confirmed that it had a very dated and dull feel. We needed the same design for the two products. The new cards give Barclaycard the modern feel it was lacking.”

There is also a new corporate logo and spinning card device on the revamped product. The mnemonic device will work on TV ads “in the same way as the red telephone did for Direct Line. When people see the spinning card, they will think of Barclaycard,” says Powell.

TV advertising will change to feature the 3-D branding with the spinning card motif towards the end of the year. The ads, which show Barclay-card being waved around, will have to have the new design morphed onto them, says Powell.

He says that the spinning card gismo is appropriate. “We are about cards and nothing else; using an eagle, or something like that, has nothing to do with the service.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here