Sydney, Australia – Following its foray into mobile and e-commerce scalability, Australian fintech eftpos has launched a revamp of its brand identity through a new logo.
The new logo and fresh brand colors follow the announcement of the eftpos digital product and technology strategy rollout over the next two years, which aims to make it easier for Australians to manage their own money and lifestyle in the digital world.
According to eftpos CEO Stephen Benton, they wanted to create a bold and distinctive look for the brand across every touch point – in store, on mobile and across all digital platforms – that appeal to all Australians including millennials who are embracing the digital economy.
He also expressed that synonymous with low cost debit card payments across Australia, so it was vital the company developed a new brand identity that was still unmistakably recognised as eftpos, no matter where people shopped or what device they used.
“We want Australians to know that our company is evolving alongside them, and our goal was to convey simplicity and modernity while preserving our distinctly Australian heritage. The trust, convenience and security they have come to know when using eftpos remains, and at the same time we are innovating and advancing for the future,” Benton said.
He added, “This brand refresh is a key component of our much broader digital payments strategy, focussed on creating greater value, ease and security for consumers and businesses by enabling compelling innovations for members, FinTechs and retailers that enhance the digital commerce experience.”
The logo redesign was made by Australian-based branding and design agency Hulsbosch.
Jaid Hulsbosch, director at Hulsbosch, said, “This iconic Australian brand is back with a defined brand story and a stand-out, relevant symbol. A vibrant upgrade in colour and an evolved, stylised ‘digital e’ now perfectly represents the brand and its exciting future.”
Benton also said that the new brand rollout would be a staged release due to the brand’s extensive presence, with over 50 million cards to be updated along with hundreds of thousands of eftpos acceptance marks displayed by merchants across Australia.
“Eftpos is one of Australia’s most iconic brands, and we were careful and thoughtful about how we needed to evolve it for the future. Extensive market research and consumer feedback from pre-launch testing has been extremely positive, confirming the new brand retains all the elements they uniquely associate with eftpos as a humble Australian innovator doing good for Australia,” he concluded.