Monday, June 27, 2022

eftpos launches new logo

To match its digital transformation, eftpos Australia has unveiled a new-look logo and brand refresh.

The new logo and updated brand colours follows the announcement of the eftpos digital product and technology strategy rollout over the next two years.

Its new strategy aims to make it easier for Australians to manage their own money and ‘live a better life in the digital world’.

CEO of eftpos, Stephen Benton says that eftpos is synonymous with low-cost debit card payments across Australia, so it’s vital the company developed a new brand identity that was still unmistakably recognised as eftpos.

“We want Australians to know that our company is evolving alongside them, and our goal was to convey simplicity and modernity while preserving our distinctively Australian heritage,” Mr Benton explains.

“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.

“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.”

A key change in the logo is the emphasis on the letter ‘e’ in eftpos – turning it into a dynamic, energetic visual cue to emphasise a fresh, distinctive and meaningful representation of the way Australians live their busy lives.

The refresh was spearheaded by multi-award winning branding and design agency Hulsbosch.

“This iconic Australian brand is back with a defined brand story and a stand-out, relevant symbol,” Director at Hulsbosch, Jaid Hulsbosch says.

“A vibrant upgrade in colour and an evolved, stylised ‘digital e’ now perfectly represents the brand and its exciting future.”

Mr Benton concludes, “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.”

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