Compare how leading financial services brands have changed their visual identities—and what those redesigns reveal about their markets, audiences and ambitions.
6 brand histories
1975
American Express
A full corporate name compressed into one globally recognized blue acceptance badge.
Hover to rewind · Open the story
1955
Chase
A complicated banking seal gave way to one of America’s earliest abstract corporate symbols.
Hover to rewind · Open the story
2007
Citi
A global bank identified by four blue letters and one red arc derived from an umbrella.
Hover to rewind · Open the story
1979
Mastercard
Two overlapping circles that became recognizable without a wordmark.
Hover to rewind · Open the story
2007
PayPal
A digital payment identity that turned two overlapping Ps into a symbol of exchange and connection.
Hover to rewind · Open the story
1992
Visa
A payment network that distilled a striped bank card into four globally recognized letters.
Hover to rewind · Open the story