Fiserv, Inc.

New:  Logo, visual system and monolithic brand architecture

Launched:  February 23, 2009

Story in brief:
"This is the new Fiserv, one brand, one company, one focus." It is a move to assert global leadership in financial services technology, by consolidating a host of acquired brands under one more assertive corporate brand. 

Largely through acquisitions (149 to date), Fiserv has grown from its 1984 origins as a data processor for smaller banks to become "the leading provider" of technology solutions for financial services markets. In 2005, Jeffery Yabuki came (from COO of H&R Block) to assume leadership, bringing the intention to shift Fiserv from its traditional holding company model into a more integrated operating company. His game-changing 2007 acquisition of the CheckFree business, which vaulted Fiserv into leadership in online transactions, added a new reason to express 'transformation.'

In 2008,  Yabuki hired former Intel marketing executive Donald MacDonald as CMO, and Landor was retained for a brand review. Renaming was considered and rejected, in favor of 'freshening' with a new logo. Lowercase letterforms were chosen as "straightforward and approachable," orange for differentiation and "a certain heat and energy," Yabuki said, and a period added (the i-dot relocated?) for memorability, and "to punctuate Fiserv's commitment to visionary leadership (etc)..."

To further a "one company" culture, there were realignments in organizational structure and some unit name changes, plus changes in offering names and (especially) branding -- all products and services will now be marketed under the new Fiserv brand.

Landor was credited by Fiserv in press interviews, but not in the otherwise comprehensive news release that launched the rebranding. A global advertising campaign will follow, with new ads in "national business, banking trades and [for employees] local publications."

Credits:
C.E.O. - Jeffery Yabuki
C.M.O. - Donald MacDonald
Identity counsel and design - Landor
 

First Impressions:
Strategy: Good job. The name always had a little awkwardness, but it is functionally short and appealingly presumptuous (it suggests "we own Financial Services") Just make it new and fresh. Lost opportunity? - round out the launch with a punchy defining tagline.
Design: Also good. Condensed type gives the wordmark shape, weight and carries the color (at a small cost in legibility, to be sure, but that's okay). The 'full stop' is effective differentiation with a personality bonus; "We are confident in our authority."

Other Comments:

 

Corporate Brand Matrix ratings:  
10% structural,  90% strategic,  0% functional (est.)