New eftpos branding via Hulsbosch

Chris Pash
By Chris Pash | 15 March 2021
 
eftpos brand on watch.

eftpos, Australia’s national payments network, unveiled a new-look logo and brand refresh to better reflect the brand's digital transformation.

CEO Stephen Benton says eftpos wanted to create a bold and distinctive look and feel.

““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," he says.

Benton says one of the changes was to transform the eftpos ‘e’ 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 branding and design agency Hulsbosch, renowned for developing visual identities for many of Australia’s iconic brands.

Jaid Hulsbosch, director: “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 says the new brand rollout would be a staged roll out due to the brand’s extensive presence, with more than 50 million cards to be updated along with hundreds of thousands of eftpos acceptance marks displayed by merchants across Australia.

eftpos

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