Afterpay refreshes brand identity with new Bondi Mint hue

Paige Murphy
By Paige Murphy | 5 August 2020

Global retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity.

Afterpay, founded in Bondi five years ago, has almost 10 million customers and more than 55,000 merchants now using the platform globally across Australia, US, UK (where it is called Clearpay), New Zealand and soon, Canada.

Based on user research and trend forecasting, Afterpay collaborated with globally renowned colour institute Pantone to create an exclusive mint hue, named Bondi Mint.

The colour was designed to be transparent, fresh, energetic and modern, to align with the attributes and values of the Afterpay consumer.

The logo has evolved from two disconnected triangles, to a continuous “loop”, representing the infinite relationship and connection between Afterpay’s customers and merchants.

“Off the back of Afterpay’s strong global growth, the time has never been better to update our visual identity and more strongly reflect who our customers are and why they choose Afterpay," Afterpay global CMO Geoff Seeley says.

"This new brand is a powerful representation of what we deliver for both consumers and merchants, with sustainable financial wellness at its core.”

The new distinctive and recognisable logo will be rolled out globally across all of Afterpay’s 55,000 merchant websites and physical stores over the coming weeks.

Afterpay’s new brand system was developed in partnership with YummyColours.

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