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Landor Associates unveils visual identity for MoneyGram

1 May, 2012


Landor Associates, one of the world’s leading strategic branding and design firms, has developed the new brand positioning and visual identity for the global money transfer company MoneyGram.

Landor’s positioning for MoneyGram, “Bringing you closer” reflects the brand’s commitment to being close to its customers and connecting family and friends across the world. The new visual identity centres on an ‘energy globe’, combined with a free-flowing illustrative style, to communicate the dynamism of the organisation.

The work provides MoneyGram with a clear and contemporary identity that gives the brand a credible and differentiated positioning in a busy marketplace.

As part of its work for MoneyGram, Landor has created a Brand Centre that allows local markets to access the complete set of assets and create their own localised communications in a form that are sympathetic to the global brand.

“MoneyGram is a powerful emotional brand that goes beyond the purely financial. This marks the next significant step in the evolution of MoneyGram as a global brand that matters to our customers and agents.” said James Wrightson, MoneyGram global director, Brand and Creative Services. “Landor’s key insights, that physical distance does not translate into emotional distance, enabled them to create a positioning and updated identity that are powerful and appeals to our consumers.”

Victoria Partridge, Executive Director, Client Services at Landor, said: “We’re delighted to be
partnered with MoneyGram and incredibly proud to have created an energetic and rejuvenated visual identity, driven by strong strategic insight. We very much look forward to continued work together in ongoing support of the launch.”

The new MoneyGram identity and tagline will be rolled out globally throughout the summer months of 2012.

For further information please contact:
Maya Hart, Marketing Director, Landor Associates  
+44 (0)20 7880 8443

Patty Sullivan, Senior Vice President, Communications, MoneyGram International  
+1-214 -303-9923

About MoneyGram International
MoneyGram International, a leading money transfer company, enables consumers who are not fully served by traditional financial institutions to meet their financial needs. MoneyGram offers bill payment services in the United States and Canada and money transfer services worldwide through a global network of more than 275,000 agent locations – including retailers, international post offices and financial institutions – in 194 countries and territories. To learn more about money transfer or bill payment at an agent location or online, please visit or connect with us on Facebook at  

About Landor Associates
Landor Associates is one of the worlds leading strategic brand consulting and design firms. Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Partnering with clients,
Landor drives business transformation and performance by creating brands that are more innovative, progressive, and dynamic than their competitors.

Landor's holistic approach to branding is a balance of rigorous, business-driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement, and digital branding.

With 21 offices in 17 countries, Landor's current and past clients include some of the world's most powerful brands, including BlackBerry, Citi, the Council on Foreign Relations, Diageo, Hilton Hotels, HP, Jet Airways, Microsoft, MillerCoors, Panasonic, PGA of America, Procter & Gamble, Taj Hotels Resorts and Palaces, and Verizon.

Landor is a member of the Young & Rubicam Brands network within WPP, one of the world's largest marketing and communications firms.

For more information, please visit

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