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Fiserv's new brand identity |
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The full stop idea belongs to Deloitte – a major global financial services brand. After dropping Touche Tohmatsu, Deloitte asserted itself as the last stop in the financial services sector. The strength of the Fiserv identity is not the full stop but how the identity behaves in context as a mark. It is one mark of many brand marks that identify the Fiserv brand. The v works nicely as an arrow on the website and adds another dimension to the perception of the brandmark. Overall the new identity communicates a strong sense of a utilitarian and no nonsense financial mechanism. There are no warm fuzzies here, this is a faceless machine. | |||||||||||||||||
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