Launched in 1984 as the world leading electronic payment system, eftpos has revealed a new-look brand identity, logo and style guide by international award-winning, independent branding and design agency, Hulsbosch.

Bound by the eftpos Brand Purpose, ‘To do good for Australia’, a new-look logo and brand refresh was designed to better reflect the eftpos’ digital transformation.

The visual identity and logo by Hulsbosch are an impactful and distinct look for high recognition in digital and physical retail spaces. It is an integral part of 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.

Anthony Dumont, Head of Brand & Marketing at eftpos says: “eftpos wanted to create a bold 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 have embraced the digital economy.

The new digital ‘e’ logo and fresh brand colours are an important nod to our past, while also incredibly relevant and modern, representing our evolution to position eftpos at the centre of the digital ecosystem.

Hulsbosch were the perfect choice for this job, in face there wasn’t even a second choice. The brand identity and logo design in every aspect represents our business and its future.”

Creatively, the refreshed logo by Hulsbosch 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.

Jaid Hulsbosch, Managing Director at Hulsbosch said: “This iconic Australian brand is back with a defined brand story and a stand-out, relevant symbol. Our brief was to create an identity that evokes eftpos’ vision and values, and design a logo that anchors the brand in a powerful, distinct and easily identifiable way.

Instant recognition is key for this brand. The retail environment is always so busy and cluttered, therefore our creative solution really needed to standout. A vibrant upgrade in colour and an evolved, stylised ‘digital e’ now perfectly represents the brand and its exciting future.”

The new brand rollout will be a phased roll out starting in late March 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.

eftpos is Australia’s debit card system, processing over 2 billion debit card transactions in 2020 worth an average of more than $300 million each day.