Eftpos unveils new logo as part of brand refresh

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.

Eftpos CEO, Stephen Benton, said the company wanted to use the refreshed brand to show Australians that it is evolving alongside their needs, with the new logo to feature across all touchpoints: in-store, mobile and digital platforms.

“We want Australians to know that our company is evolving alongside them, and our goal was to convey simplicity and modernity while preserving our distinctly Australian heritage.

“The trust, convenience and security they have come to know when using eftpos remains, and at the same time we are innovating and advancing for the future.”


Benton said that in particular, Eftpos wanted the fresh new brand to appeal to Millennials, as well as to hold onto an identity that is hyper-recognisable.

“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 said.

The rollout will see over 50 million cards updated, along with hundreds of thousands of Eftpos acceptance marks displayed by merchants across Australia.

Hulsboch director Jaid Hulsbosch said the new defined brand story will help Eftpos stand out as a relevant symbol in a digital world.

“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,” he said.

Benton added:”Eftpos is one of Australia’s most iconic brands, and we were careful and thoughtful about how we needed to evolve it for the future,”

“Extensive market research and consumer feedback from pre-launch testing has been extremely positive, confirming the new brand retains all the elements they uniquely associate with eftpos as a humble Australian innovator doing good for Australia.”

Earlier this year Eftpos partnered with US company Hedera Hashgraph to bring their micropayment technology to Australia.

The first Hedera network node will be run by Eftpos in Australia, allowing Aussie consumers to use a digital wallet to make very small payments for web content including articles and music from streaming services.

Eftpos awarded its media account to M&C Saatchi’s Bohemia in late 2020, and followed up that news by hiring Richard Rose to transform its brand strategy and marketing communications.


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