PULSE Unveils New Brand Identity

Discover Financial Services’ PULSE has gotten a facelift.

The debit/ATM network announced its rebranding in a press release Thursday (Jan. 29), premiering a new look that preserves many elements of PULSE’s original marks while also incorporating the orange color of the Discover logo to identify the network more closely with its parent company.

“PULSE and the debit landscape have both changed considerably in recent years, and it was time for our brand identity to reflect those changes,” said PULSE President Dave Schneider. “At the same time, millions of cardholders know to look for the familiar PULSE logo at the point of sale and on ATMs, so our new look builds upon our existing strong brand equity.”

In the last few years, PULSE has broadened its reach beyond PIN debit to support the processing of the full range of cardholder verification methods (CVMs), including PINless Bill Pay, Internet PIN Debit, signature, no-signature and no-CVM transactions in both single- and dual-message environments. PULSE also has worked to advance new technologies such as mobile payments, EMV chip cards and tokenization.

PULSE recently expanded its PULSE PAY Express feature, a PINless POS option originally launched in 2013 on a limited basis for debit transactions of $50 or less with no cash back option and available at only select merchants. In October 2014, PULSE PAY Express was expanded to include full support for all dollar amounts and merchant categories, including e-commerce.