MoneyGram Announces Details of New Visual Identity and Brand Positioning
Updated signature red globe and new ‘bringing you closer’ tagline present clear, universal message to consumers worldwide. MoneyGram, a leading global money transfer company often used by postal operators, today announced details of its new visual identity and brand positioning, with a refreshed logo, signature globe and new tagline — “bringing you closer” — that reflects the lifestyles and priorities of its core customer base.
“Successful brands define themselves with a powerful idea at the heart of everything they do,” said Juan Agualimpia, executive vice president and chief marketing officer of MoneyGram. “The updated brand identity for MoneyGram is based on the belief that our energy brings people closer in a fast moving world — closer not only from a geographic perspective, but also from an emotional perspective.”
The new “bringing you closer” tagline gives voice to the company’s fast, convenient and secure money transfer service, which connects families in 194 countries in as little as 10 minutes, even if they are thousands of miles away.
Agualimpia explained that the concept for MoneyGram’s refreshed branding was inspired by its customers’ energy and motivation to turn their efforts into rewarding lives for their families. “The ability to safely and conveniently transfer money to or from nearly every country in the world serves an important economic and cultural purpose for MoneyGram’s customers. The company’s new brand positioning reinforces MoneyGram’s relevance as a global brand that matters.”
The new visual identity — an evolution that continues to feature MoneyGram’s signature red globe and word mark — was developed by Landor Associates, one of the world’s leading strategic brand consulting and design firms.
The new streamlined red globe logo features a dynamic curving white arrow that indicates energy and movement, a reference to the company’s role in moving money around the world. The single arrow also provides a more powerful symbol of our consumers’ need to send funds efficiently and securely.
MoneyGram’s websites and central social media channels currently feature the new visual identity, and the new branding will gradually begin appearing in global markets from this month.