As part of the initiative to expand its brand equity, Visa said it is introducing a new graphic look to link its three acceptance marks - Visa Cash, Visa Interlink, and Visa Electron.
The new look will not alter the gold, white, and blue, three-band Visa design, Visa said.
Visa Interlink is the association's on-line debit product, primarily in the United States. Plus is Visa's global automated teller machine network. Visa said it will link these two brands under Visa Interlink over a period of three to five years.
Electron is Visa's electronic debit card and is primarily issued in Europe, the Middle East, and Latin America. Visa Cash is the stored-value product for purchases of $20 and under and is issued in a number of regions around the world.
In a release, Visa U.S.A. president Carl Pascarella said: "This is an important advance for Visa members in the U.S., leveraging their investment in Visa and enabling them to use the brand to maximum benefit in marketing their products."