Credit Card Giant Gets New Look

MBNA is going lowercase.

The No. 3 credit card issuer on Monday unveiled a new logo that eventually will be used on everything from its credit cards, to billboards, to its headquarters.

The logo – lowercase letters accompanied by a tree with multicolored leaves – is designed to be more “approachable” and “energetic” than the uppercase logo in use since the company’s start in 1982, said Michael Rhodes, an MBNA executive involved with developing the new logo.

Rhodes and others at MBNA would not discuss costs associated with the new logo, including how much the company will spend to promote it.

MBNA disclosed the new logo in a memo to employees, and a banner displaying the new brand hung in the main lobby of its Wilmington headquarters Monday. Rhodes said the changeover will be gradual, with some new cards getting the logo this year. MBNA plans an “aggressive” promotion campaign early next year, he said. Details are still being worked out, but it could include MBNA’s first significant TV advertising.

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