News

Pulse unveils revitalized logo

The updated design aims to identify the ATM and debit network more closely with its parent company, Discover Financial Services.

January 30, 2015

Pulse debit and ATM network, has a new corporate logo and acceptance mark. A news release from the company said the rebranding preserves many elements of the original marks while identifying the network more closely with its parent company, Discover Financial Services.

"Pulse and the debit landscape have both changed considerably in recent years, and it was time for our brand identity to reflect those changes," Pulse President Dave Schneider said in the release. "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 recent years, Pulse has expanded beyond PIN debit to support processing for the full range of cardholder verification methods, including PIN-less 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, the release said.

Pulse participants may begin using the new acceptance mark on cards, signage and other materials immediately, the company said.