eftpos Australia is once more stepping out with new designs and old ambitions centred on dominating the payments hubbub and holding onto their dreams to be a bolter, even a unicorn of banking.
The dull, 1982 thinking in the e-squared eftpos logo of those start-up days is history.
Rectangles, like so many other cartel habits, rule in payments scheme branding, and Eftpos is doing this piece of work differently.
eftpos today unveiled “a new-look logo and brand refresh to better reflect the brands digital transformation.”
It looks a lot like red apple peel pressed in the flower book. Or a discard from the Woolworths branding makeover from a decade ago.
Stephen Benton, eftpos CEO said “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 curly new eftpos e is an image the logo’s inventors at branding and design agency Hulsbosch label: “A vibrant upgrade in colour ... An evolved, stylised ‘digital e’ now perfectly represents the brand and its exciting future.”
With more than 50 million cards to be updated along with hundreds of thousands of eftpos acceptance marks displayed by merchants across Australia, the staged rollout seems like it will be a slow rollout.
Two to three years, easy.