For the first time in 30 years, Visa USA has tweaked the look of its logo. Effective Jan. 1, the updated brand mark will start appearing on all new materials, including Visa payment cards, merchant decals, marketing materials and stadium signage. In addition, there is also a new card redesign that is being rolled out. Among the changes: the dove hologram will move to the back of the card and be integrated into the magnetic stripe, and the three-digit security code, known as the CVV2 code, will be printed on a separate panel next to the signature panel, making it easier for consumers and merchants to read.
The card association said that cardholders will also have more space on the front of the card in order to customize it. Comprehensive brand guidelines were made available to Visa Member institutions and card manufacturers in July 2005 to prepare for the transition, while actual card changes will take place over the next three years to five years.
