eftpos chief executive Stephen Benton said the aim of the rebranding was to create a bold and distinctive look and feel across every touch point — in store, on mobile and across all digital platforms — that appealed to all Australians including Millennials who are embracing the digital economy.
Mr Benton said that as a brand synonymous with low-cost debit card payments across Australia, it was vital the company developed a new brand identity that was still unmistakably recognised as eftpos, no matter where people shopped or what device they used.
“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,” Mr Benton said.
“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.
“This brand refresh is a key component of our much broader digital payments strategy, focused 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.”
Mr Benton noted 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.
He said the new brand rollout would be done in stages, with over 50 million cards to be updated along with hundreds of thousands of eftpos acceptance marks displayed by merchants across Australia.
“We were careful and thoughtful about how we needed to evolve it for the future,” Mr Benton said.
“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.”