eftpos begins new emblem

In order to do justice to the digital transformation, eftpos Australia has introduced a new logo and a brand update.

The new logo and updated brand colors follow the announcement that eftpos will launch its digital product and technology strategy over the next two years.

The new strategy aims to make it easier for Australians to manage their own money and live better lives in the digital world.

Stephen Benton, CEO of eftpos, says eftpos is synonymous with low cost debit card payments across Australia. It is therefore important that the company develop a new brand identity that is still unmistakably recognized as eftpos.

“We want Australians to know that our company is developing with them. Our goal was to convey simplicity and modernity while preserving our unmistakable Australian heritage, ”explains Benton.

“The confidence, convenience and security that you have come to know while using eftpos remains. At the same time, we are innovative and will continue to develop for the future.

"This brand update is a key component of our much broader digital payments strategy, designed to create more value, ease and security for consumers and businesses by enabling members, fintechs and retailers to create compelling innovations that enhance the digital commerce experience."

A major change in the logo is the emphasis on the letter "e" in Eftpos. This makes it a dynamic, energetic visual cue that highlights a fresh, distinctive and meaningful representation of the way Australians lead their busy lives.

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

“This iconic Australian brand is back with a defined brand history and an outstanding, relevant symbol,” says Jaid Hulsbosch, Director at Hulsbosch.

"A vivid color enhancement and an evolved, stylized 'digital E' now perfectly represent the brand and its exciting future."

Mr Benton summarizes: "Extensive market research and customer feedback from pre-launch testing were extremely positive and confirmed that the new brand retains all of the elements that, as a humble Australian innovator who does Australia well, uniquely associate eftpos with. "

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