Aussie Success Story Afterpay Unveils New Brand Identity

Aussie Success Story Afterpay Unveils New Brand Identity

Aussie retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity.

Founded out of Bondi, Sydney, Australia five years ago, Afterpay has skyrocketed to infinite heights, with almost 10 million customers and 55,000-plus merchants now using the platform globally across Australia, US, UK (where it is called Clearpay), New Zealand and soon, Canada.

The brand’s success to date, which is demonstrated through strong uptake and repetitive use, has largely been driven by the simplicity of its purposefully differentiated product. Afterpay empowers customers to access the things they want and need, while still allowing them to maintain financial wellness and control. By splitting payments in four, for both instore and online purchases, customers are never entrapped and never incur interest.

Based on significant user research and trend forecasting, Afterpay collaborated with globally renowned colour institute Pantone to create an exclusive mint hue, aptly named Bondi Mint.

The colour is transparent, fresh, energetic and modern, which is aligned to the attributes and values of the Afterpay consumer. The logo has evolved from two disconnected triangles, to a continuous “loop”, representing the infinite relationship and connection between Afterpay’s customers and merchants.

This connection creates a network effect that generates, on average, 14 million referrals to merchants per month from its global customer base.

Speaking of the new brand Afterpay Global CMO, Geoff Seeley said: “Off the back of Afterpay’s strong global growth, the time has never been better to update our visual identity and more strongly reflect who our customers are and why they choose Afterpay.

“This new brand is a powerful representation of what we deliver for both consumers and merchants, with sustainable financial wellness at its core.”

The new distinctive and recognisable logo will be rolled out globally across all of Afterpay’s 55,000 merchant websites and physical stores over the coming weeks. As part of its renewed positioning the company has developed a new vision that aspires to achieve fairness and financial freedom for all, along with a new mission that seeks to power an economy where everyone wins.




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