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2009


1984

"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 (140 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, formerly COO of tax advisors H&R Block, assumed Fiserv leadership, with the intention to shift it 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 retained Landor for a brand review. Renaming was considered and rejected, in favor of 'freshening' with a new wordmark-based logo. Lowercase letterforms were chosen as "straightforward and approachable," orange for differentiation and (said Yabuki) "a certain heat and energy," and a period was added (the i-dot, relocated?) for memorability and "to punctuate Fiserv's commitment to visionary leadership."

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

A comprehensive news release launched the rebranding, to be followed by a global advertising campaign, with new ads in "national business, banking trades and [for employees] local publications."

Landor Associates

Submitted by: Tony Spaeth, 25/02/2009
Status: Confirmed by Lori Stafford-Thomas, AVP Corporate Communications, 26 Feb 2009
Category: Software & Computer Services
Country (HQ): United States