eftpos has a new brand logo and campaign!

This month eftpos unveiled a new-look logo and brand refresh to better reflect the brands digital transformation.

The new look is a key component of our much broader digital payments strategy, as we focus on creating greater value, ease and security for consumers and businesses.

The new logo and fresh brand colours follow the announcement of the 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 and live a better life in the digital world.

It’s a bold and distinctive look and feel across every touch point – in store, on mobile and across all digital platforms.

The magenta colour is vibrant, modern, and highly distinctive. The evolved, stylised ‘digital e’ now perfectly represents the brand and its exciting future.

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.

It appeals to all Australians, including millennials who embrace the digital economy.

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.

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, 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.

eftpos which is best known historically for helping Australian businesses and consumers with low cost and secure payment options instore, is now also available to Australian businesses that accept online card-on-file transactions from their customers.

Which is why the dynamic, legible lowercase ‘e’ design of our new logo has been purposefully conceived for the digital environment.

This was an important milestone in eftpos’ Australia-first digital product strategy which also enabled the next stage of new value-added services for the Australia market.

The new brand rollout will be a staged roll out due to the brand’s extensive presence, with over 50 million cards to be updated along with hundreds of thousands of eftpos acceptance marks displayed by merchants across Australia.

It will start to appear across eftpos assets including our website, consumer marketing campaigns, external communications and merchandise first. Over time it will begin to appear across our Members and stakeholder channels such as mobile and digital, new cards, terminals and merchant point of sale branding.

eftpos’ new brand platform ‘Your money, well spent’ will be the first to use the refreshed brand logo.

The campaign idea celebrates how choosing eftpos in your mobile wallet can help you stay in control and spend wisely on the everyday things that bring joy. And because they’re earned, not borrowed like credit, it’s ‘Your money, well spent.’

Coming to life across an engaging and educational launch campaign with contextual placements across screens, OOH, digital and social at the end of March.

As we continue to navigate the impacts of the global pandemic, eftpos is supporting Australian businesses by promoting a range of low-cost payment options and rolling out new value-added services.

The evolution of our brand combined with our new digital product strategy is critical, allowing us to demonstrate ‘Good for Australia’ story and to optimise the growth for the benefit of Australia.

Anthony Dumont – Head of Brand and Marketing, eftpos