YummyColours Connects Legacy With the Future in a Rebrand for Afterpay
YummyColours created an all-encompassing visual language for the leading fintech brand Afterpay deepening its visual identity with a new logo, signature colour, and an extensive system for expression across physical and digital platforms.
Afterpay’s new identity was developed as a resolute evolution of the brand and its services to unite the messaging across multiple regions and demographics. YummyColours reimagined the two arrows prominent in the original logo design into a linked, continuous form that evokes balance and interconnectedness. The resulting logo represents how the relationships between Afterpay, their partner merchants and customers are continually strengthened each time they interact with one another.
Furthermore, YummyColours used this unique opportunity to design a custom new signature colour for Afterpay in collaboration with Pantone Colour Institute: Afterpay Bondi Mint. Taking cue from the eponymous surfing destination, Afterpay Bondi Mint recalls fresh, sweeping waves of a popular Australian locale. Bondi Mint boldly anchors Afterpay’s visual language, distinguishing the brand within the landscape of Buy Now Pay Later companies, and rooting it in youthful, forward-thinking Australian culture with human connection at the core.
- Design Agency: YummyColours
- Organisation/Project Type: Agency, Published Commercial Design
- Article Title: YummyColours Connects Legacy With the Future in a Rebrand for Afterpay
- Brand / Project Name: Afterpay Visual Identity
- External Design Credits: Photographer of Pantone Imagery: Aaron Bernstein
- Strategic Deliverables: Brand Architecture, Brand Strategy, Tone of Voice
- Design Deliverables: Photography, Brand Identity, Identity System, Branding, Brand Refinement, Brand Redesign, Graphic Design, Brand Guidelines, Rebranding
- Service Brand Application: Brand Guidelines, Editorial, Email/Newsletter, Merchandising, Mobile App, Print Stationery, Retail Display, Signage, Social Media, Website, Digital Advertising
- Location: United States
- Market Country: Multiple Countries
- Market Region: Global
- Project Keywords: Afterpay, Clearpay, Buy Now Pay Later, Rebrand, Visual Identity, Logo Design, Custom Colour
- Industry Category: Financial