First Data Corporation was a global payment processing and electronic commerce company headquartered in Atlanta, Georgia. The company’s visual identity evolved through several distinct phases before the First Data brand was retired following Fiserv’s acquisition of the company in 2019.
Design and History
In 2008, First Data introduced a new logo featuring an interlocked “F” and “d” monogram. The mark was constructed from hard-angled shapes in blue and orange, with the wordmark “FIRST DATA” set in black. A U.S. trademark registration for the mark describes it as “the stylized letter ‘F’ in blue and the stylized letter ‘D’ in orange and the wording ‘FIRST DATA’ in black.”[1] Design commentary at the time noted that the interlocked letters signaled connectivity and interaction, while the angular shapes conveyed a technologically astute company.[2] The same commentary speculated, without confirmation, that Chicago-based VSA Partners may have designed the mark, noting First Data had been a client of the firm since 2001.[2]
In 2011, SapientNitro was named the full-service agency of record for First Data. The agency had already been doing corporate identity work for the company and relaunched First Data’s identity, including the “Beyond the transaction” tagline and a “Beyond” symbol.[3] A trademark registration for “FD FIRST DATA BEYOND THE TRANSACTION” describes the mark as consisting of “the stylized letters ‘F’ and ‘D’ forming a square to the left of the stylized wording ‘FIRST DATA’ which is above the stylized wording ‘BEYOND THE TRANSACTION’.”[4]
In January 2019, Fiserv announced it would acquire First Data in an all-stock transaction valued at $22 billion. Fiserv stated that the combined company “will maintain the Fiserv name and brand.”[5] The acquisition was completed on July 29, 2019, and the combined company carried the Fiserv brand.[6] First Data common stock was no longer listed for trading on the New York Stock Exchange as of that date.[7]
Meaning and Symbolism
The 2008 interlocked “F” and “d” monogram was designed to convey connectivity and interaction, reflecting First Data’s role in processing transaction data and moving it from one place to another. The angular, hard-edged shapes communicated that this was a technology-focused company that was not softening its image like many of the rounded corporate identities of the era.[2]
The blue and orange color scheme was a claimed feature of the trademark registration, with the stylized “F” in blue and the stylized “D” in orange.[1]
Typography and Design
The 2008 logo paired the interlocked “F” and “d” symbol with the wordmark “FIRST DATA” in black lettering.[1] The design commentary noted that the wordmark dropped the dot over the “i,” a stylistic choice that drew criticism from some observers.[2] The 2011 relaunch added the “Beyond the transaction” tagline beneath the “FIRST DATA” wordmark.[4]
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