Visa Inc. today launched “ Everywhere you want to be,” a multi-stakeholder communications platform that reflects our ambition to deliver universal access to Visa’s secure, reliable and convenient digital payments. For decades, Visa, the global digital payments network, has been driven by a set of ideals anchored in our vision of being the “best way to pay and be paid.” This has expanded in recent years to include “for everyone, everywhere.” By evolving our famous tagline - “It’s everywhere you want to be” - the company is recommitting to these ideals and vision for consumers, merchants, governments, financial institutions and employees with a unified message tailored to each audience. “We recognized that, for the first time in Visa’s 55-year history ‘everywhere’ is now within reach of ‘everyone,’” said Antonio Lucio, Visa’s chief brand officer. “New innovations, like mobile and e-commerce, are extending the value and reach of secure Visa payments to new people and places around the world. At this important inflection point in Visa’s history, connecting to our heritage and vision was a powerful and irresistible idea.” In the 21 st century, “everywhere” transcends card usage at physical locations. It’s about realizing potential and achieving dreams. “Everywhere” now is relevant for a farmer in Rwanda paying school fees on his mobile phone, a jewelry designer in California selling to a global online customer base or a government official in Brazil rebuilding a village using a Visa prepaid card. “We will express our vision to each of our audiences in ways that are directly meaningful to them,” Lucio said. “This platform speaks to our dedication to change how we engage with all our partners, and helps underscore the defining characteristics of our business: convenience, reliability, security and access, that together deliver Visa’s true value.” New Visual Identity, Advertising With a new tagline, as well as a refreshed brand logo, Visa is introducing a new visual identity for one of the most recognized and powerful brands in the world.