Good for Australia


As part of the brand’s transformation journey, eftpos worked with Hulsbosch to be positioned at the center of the digital eco-system for their customers. A key part of this transformation journey was to re-imagine its logo and general visual identity system.


Colour exploration played an important role in the identity development as the logo must stand out directly against competitor logos at the smallest of scales for digital check-out purposes. The logo was crafted as a simple, dynamic and legible lower-case ‘e’, perfect for the digital environment.


The new brand rollout will be a phased 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.