Visa Dialect, a new sans for Visa
Visa is a multinational financial services company based in San Francisco, is known for its branded credit and debit cards with its distinct blue and yellow stripes. In late 2020 they appointed international design group, Mucho to lead a rebranding of the organisation. Led by the San Francisco offices creative director, Rob Duncan and creative consultant Brett Wickens, Commercial Type were commissioned to create a new set of typefaces to be one of the centre points of a new identity. The new typeface would have to meet the challenges of an organisation that conversed equally in print and on screen; for both information, corporate communication and to play a prominent part in advertising, particularly in sponsored events such as the FIFA World Cup, the Olympics and the NFL.
The typeface that Commercial Type partner Paul Barnes and designer Thomas Bouillet have created is a modern humanist style sans serif, Visa Dialect. It is designed to replace Visa’s previous corporate typefaces, Open Sans and Roboto, which were seen as having little distinction to the public. Working closely with Duncan and Wickens, the typeface balances the needs of having a legible and trustable style, whilst also having a certain amount of distinctiveness. It is open and rounded in character gently angled and flared terminals, with the warmth of rounded dots.
The typeface was first seen by the public during the 2022 Winter Olympics in Beijing, and it will continue to be rolled out worldwide.