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iTWire - eftpos freshens up with new logo for digital era
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Eftpos has revealed a major branding overhaul, marking the first time since the 1980s that the payments platform s logo has undergone a transformation. The network has ditched its traditional maroon shade for a lighter pinkish tone in a bid to modernise the national payments platform, which allows real time debit transactions to occur. Eftpos is looking to rebrand itself amid a digitising payments market and the rise of new transaction vehicles such as buy now, pay later. Eftpos is looking to rebrand itself amid a digitising payments markets. Picture: Supplied. Also revealing a new slogan good for Australia , eftpos chief executive Stephen Benton said the branding would be implemented across stores, cards and payment platforms.
Eftpos unveils new logo as part of brand refresh
March 15, 2021 10:53
Eftpos has announced a refreshed brand identity, complete with a new-look logo and new colours, to reflect the Aussie payment network’s digital transformation.
The brand refresh was led by independent branding and design agency Hulsbosch, which worked with Eftpos to unveil a new logo that champions the ‘e’ as a new distinctive visual cue.
The rebrand comes with a new positioning statement for Eftpos: ‘Good for Australia’. The new logo and brand fresh comes as part of the brand’s digital product and tech strategy rollout, which will take place over the next two years.