D E S I G N E R
C L I E N T
B A C K G R O U N D
VSA Partners' website says: "Anytime you swipe your debit or credit card, there’s a good chance your purchase is being cleared using First Data systems. They’re the most important company in financial services you’ve never heard of.Which is exactly what VSA set out to change. The team worked closely with First Data to reposition the organization as a leader in electronic commerce, consolidate dozens of sub-brands into a single program and craft a new visual identity that reflects First Data’s true dynamism. The result has reinvigorated the brand, catapulting it far beyond its competitors."
H I G H L I G H T S
Integrated and strong. Since this logo is in the field of digital/electronic commerce, it is fully appropriate to use the square shape as the primary element that makes up this design—reflective of a pixel. Unlike a pixel, it has angles, and those angles are well chosen and crafted to integrate the two squared off letterforms together (the "f" and "d"). The letters invade each others space and are dependent on each other to complete their own individual form, thus resulting in a nicely uniformed mark. There is nothing soft about it, but it doesn't need to be. You want something in this field of industry to exude confidence, strength, and security, and this design does that. Strong grid systems are at work and excellent use of of positive/negative space make this engaging to the eye. The outside of the form has cuts that lead you in and there is the nice square shaped space in the center of the "d"—which almost provides an uninterrupted visual anchor because of the amount of graphic activity in the mark overall.