Brand Identity

New market approach. New brand identity.

"Our enhanced market approach and vibrant new identity are reflective of the significant change occurring within the financial services industry. We have the expertise, resources and scale to lead this transformation. Fiserv provides processing technology solutions for more financial institutions than anyone in the world. That scale, combined with our market-leading products and services, uniquely positions us to lead the development of next-generation solutions that will transform the way financial services are delivered." 
– Jeff Yabuki, President and Chief Executive Officer, Fiserv

Brand leadership
The new Fiserv brand mark signifies energy, progressive thinking and a fresh approach to the opportunities that lie ahead. The all lowercase typeface was chosen to depict a company that is straightforward and approachable.

The period, or "proof point," at the end of the brand mark punctuates Fiserv’s commitment to visionary leadership in financial services technology for the benefit of clients.

"Just as our business strategy has evolved to meet the needs of our clients, so must our brand. Our new brand identity is a reflection of that evolution. It signals a company that is informed by its rich heritage and also aware of the possibilities ahead. It is our responsibility to empower our clients by leveraging market trends and applying technology to their advantage. This new mark is instantly recognizable and sets us apart. Fiserv is enabling the transformation of the financial services experience for our clients and their customers – period."  – Don MacDonald, Chief Marketing Officer, Fiserv

The new identity was launched at the CUNA Government Affairs Conference in Washington, D.C. and at BAI TransPay in San Diego. Fiserv also launched a global advertising campaign with new ads appearing in national business, banking trades and local publications. View the full press release.