DESIGNING SYSTEMS.
SHATTERING EXPECTATIONS.

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OUR DESIGN PRINCIPLES

DESIGN EVERYWHERE

When we set out to create a new design system, our goal was to unify our products and services. The system had to be many things to many people. It had to be fast, smart and reliable. It also had to be authentic and iconic to resonate with our global consumer and enterprise audiences, across any device or platform. No small task.

After much anticipation, we’ve launched our innovative design platform—an archetype for the digital payment world. By creating a truly global-centric user experience that’s built for speed and security, we continue to help realize virtually every possibility across regions, cultures and devices.

TYPOGRAPHY

MAKING A STATEMENT

Typography is the messenger of content, delivering information, knowledge and soul. Our humanist sans serif typeface adds friendliness to both consumer and enterprise facing audiences. It’s legible and functional across print, web and mobile interfaces, making it the perfect workhorse typeface.

ICONOGRAPHY

BE BOLD. BE ICONIC.

It’s no coincidence that powerful digital payment solutions require powerful communication tools. Whether Visa iconography dives into metaphorical or abstract styles, it provides immediate, meaningful visual messages to users.

THE GRID SYSTEM

FLEXIBLE FOUNDATION

The Visa experience is an intuitive journey for all. To accommodate screen sizes and configurations across the world, our platform harnesses the utility of a dynamic grid system. This system re-sizes, re-configures and re-images per user interface. It’s structured. It’s scalable. It’s the future of digital payments.

COLOR PALETTE

ADDING A HINT OF FLAIR

Color is a brand’s expression. For Visa digital products, it brings our digital payment apps to life. By introducing a bold set of color palettes based on the master brand, we establish content hierarchy, while sharing a consistent Visa personality.

THE SPATIAL MODEL

BREAKING DOWN. BUILDING UP.

The Visa spatial model provides a framework for systems. It informs design decisions. It determines logical steps. It establishes intuitive patterns, which pre-defines component placement, behavior and interactions. What does this mean? In short, users have a dependable, consistent digital payment OS that makes anything possible, anywhere in the world.

ANIMATION PRINCIPLES

MOVING YOUR CAPTIVE AUDIENCE

When we include movements on a page we immediately change a user’s perception. These motions humanize the brand and offer moments of celebration, delight and even symbolize an approachable, friendly face to Visa.

INTERVIEW

LEVERAGING OUR DESIGN SYSTEMS

“In order to create and build the next generation of VISA digital products, we are focused on developing a key set of tools, processes and workflows that not only bridge the gap between design and development, but unlock our full potential as creative problem-solvers. At the heart of that strategy is our design system.”

ABOUT KERRY HEBERT, DESIGN LEAD
Connect With Us

LET'S CONNECT

Inspiration is the heart of design. If you are moved by our design system, we’d love to hear what you think. If you want to revolutionize the digital payment space with us, even better. We’re always looking for new talent.

CONNECT WITH US LET'S CONNECT