Diners Club International changes look and ads to reflect new ownership under Discover

Diners Club International rebrands itself

RIVERWOODS, Ill. — Diners Club International said Monday it’s changing its logo, card, Web site and advertisements to reflect its new ownership under Discover Financial Services.

The new ads focus on everyday card use rather than travel and entertainment. This marks the company’s first major rebranding in more than six years.

The company launched new ads this quarter in Austria, Brazil, Denmark, Finland, South Africa and Sweden. The campaign will continue to roll out through next year.

Citigroup sold the international portion of the Diners Club to Discover in April 2008 for $165 million. Last month, the New York-based bank sold the North American franchise to BMO Financial Group for an undisclosed amount. Citigroup has been shedding noncore assets to streamline its operations.

Discover Financial Services shares ended up 36 cents, or 2.2 percent, to $16.49.

(This version CORRECTS last paragraph to ‘Discover Financial Services’)