FIS (Fidelity National Information Services) is a Jacksonville, Florida-based financial technology company that provides banking software, payment processing and capital markets technology to financial institutions and businesses globally. The company’s visual identity has evolved through two documented corporate milestones: the 2009 merger with Metavante Technologies and a brand refresh following its 2019 acquisition of Worldpay.
Design and History
FIS introduced a new corporate identity and logo on October 1, 2009, the same day it completed its acquisition of Metavante Technologies. The combined company adopted the FIS name, described by the company as reflecting “a strong global financial technology brand.” The press release announcing the merger completion stated that FIS was “launching new corporate identity and logo” but did not name a designer or agency.[1]
The current FIS logo is a typographic wordmark consisting of the letters “FIS” in stylized form. A U.S. trademark registration for the mark describes it as “FIS in stylized letters with five shaded circles above the letters ‘F’ and ‘I’.”[2]
Following the 2019 acquisition of Worldpay, FIS undertook a brand refresh. According to FIS’s own brand reference guide, “The logo has been refreshed with a new FIS green to be a bit more modern and fresh.” The same guide notes that the Worldpay logo remained unchanged but gained an attribution line reading “from FIS.”[3]
FIS chief marketing and communications officer Ellyn Raftery described the post-Worldpay brand effort in 2021 as a “new multidimensional brand campaign” intended to raise awareness of the company, which she noted “might be the largest company you haven’t heard of.”[4] In a podcast interview, Raftery explained that FIS simplified its brand after acquiring Worldpay, streamlining more than 800 products into 10 categories and one brand story, with the tagline “Advancing the way the world pays, banks and invests.”[5]
Meaning and Symbolism
FIS’s official brand materials describe the refreshed logo as using “a new FIS green” chosen to appear “more modern and fresh.” The brand guide identifies FIS Green as “the core color in our palette,” supported by Dark Green and White, and states that FIS leads with FIS green in its logo and hero gradients.[3]
Claims about green representing growth, money flow or environmental consciousness are not supported by FIS’s published brand materials.
Typography and Design
FIS’s brand guidelines describe a system that includes the FIS logo, a FIS wordmark and a FIS emblem, along with a graphic element called “FIS stripes” that can be used together with the logo or on its own. The guidelines specify that when the stripes appear with the logo, the “F” in the FIS logo should measure the same height as the stripes.[6]
The trademark registration confirms the mark consists of stylized letters with five shaded circles positioned above the “F” and “I.”[2] No official source identifies the specific typeface used in the wordmark, and no designer or agency attribution for either the 2009 or post-2019 logo has been published by FIS.
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