Mastercard is one of the most trusted names in the payments industry.

But, going forwards, many consumers who are exposed to its logo in a variety of different contexts – from physical stores and digital retail locations to sponsorship activations – will no longer see the brand’s name on display.

Instead, they will simply be greeted by the interlocking red and yellow circles that have traditionally accompanied the Mastercard moniker, whether it is being featured on signage at the point of purchase, emblazoned on a huge billboard at a sports stadium, or appearing behind a performer at a music festival.

“The brand logo is obviously … the first point of that interaction with the consumer for the company or the brand,” Raja Rajamannar, chief marketing and communications officer at Mastercard, reminded delegates at CES, an event held by the Consumer Technology Association (CTA) in Las Vegas.