• Transform magazine
  • August 18, 2022


Original Australian fintech brand reveals new visual identity

Eftpos Top

eftpos, launched in the ‘80s in Australia, and now one of the world leading electronic payment systems, has revealed a new brand identity, logo and style guide by design agency Hulsbosch that better reflects the brand’s digital transformation.


The goal was to create a visual identity that evokes the eftpos’ vision and values, namely ‘To do good for Australia,’ while also creating a design that would be easily identifiable and distinctive. To do so, Hulsbosch focused on developing a visual identity look for high recognition in both the digital and physical retail spaces. These are an integral eftpos’ digital product and technology strategy rollout over the next two years, which aims to make it easier for Australians to manage their own money.

The new digital ‘e’ logo and refreshed colour palette are both a nod to the brand’s past, paying a tribute to its long heritage, and also relevant and modern, reflecting eftpos’ digital evolution.

“The brand identity and logo design in every aspect represents our business and its future,” says Anthony Dumon, head of brand and marketing at eftpos.

Creatively, the new logo is a modern take on eftpos’ original brand marque. The new-look identity will resonate and offer versatility for a wide range of platforms and digital environments in a dynamic financial market.

 “This iconic Australian brand is back with a defined brand story and a stand-out, relevant symbol. Instant recognition is key for this brand. The retail environment is always so busy and cluttered, therefore our creative solution really needed to standout,” says Jaid Hulsbosch, managing director at Hulsbosch