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.