Eftpos updates visual identity

Australia’s Eftpos (Electronic funds transfer at point of sale), a popular e-payment system, has rolled out its new visual identity, updating the logo and brand colors. The rebranding is intended to show the recent digital innovations of Eftpos.


To create its new look, the payment brand collaborated with Hulsbosch, a Sydney-based design studio. Hulbosch’s work resulted in a new Eftpos symbol which represents a big “e” formed like a curved band. Colored in Raspberry red (a brand color from now) with some other shadow hues, the letter is accompanied by an Eftpos wordmark in a lowercased typeface, featuring connected “f” and “t” as a notable peculiarity. In addition, the refreshed branding includes a new tagline – “Good for Australia”.

As Stephen Benton, the brand’s chief executive officer, says, with its renovated identity, Eftpos is willing to demonstrate that it is keeping abreast with the times, appealing to the young generation and telling about its more sophisticated digital payment strategy which will provide more safety and convenient features for customers and business partners.

According to Jaid Hulbosch, the head of the Hulbosch design studio, Eftpos’ new emblem, with its vibrant form and coloring, is a perfect sign for the brand to return to top positions on the Australian market.

The brand-new visual identity will gradually appear on Eftpos’ payment terminals, acceptance marks as well as more than fifty million credit and debit cards. The whole branding and technology renovation is expected to carry out during the next two years.