Verifone rebrands

Source: Verifone

Verifone (NYSE: PAY) today launches its new brand identity around the world. The brand represents a new Verifone that is driving the future of commerce in a rapidly evolving digital world where electronic payments, commerce and mobility are converging.

“Today’s payments and commerce landscape is more exciting and complex than ever before, and our clients look to Verifone as their partner in enabling new consumer experiences while providing the highest levels of security,” said Paul Galant, CEO of Verifone. “The Verifone brand reflects our vision and commitment to clients, while also speaking to our continued growth and leadership as a company as we pave new paths towards the future of commerce.”

A New Vision and A New Look, Built Around Clients

Complementing Verifone’s brand launch is a new company logo as well as a new website, creative, and voice that unites the global company and invites a more collaborative relationship with its clients, partners and employees.

Verifone’s new identity is based on extensive research it conducted globally with clients, partners and employees. The findings as well as feedback received by Verifone during the process illuminated the increasing complexity of payments for merchants, banks and retailers, and that they need a reliable partner to turn to for help navigating the ever-changing payments landscape.

Leah Roscoe, Vice President of Global Marketing for Verifone adds, “The attitudes and needs of our constituents were heard and fully considered in the creation of Verifone’s new brand. The result is an identity that allows us to tell a more powerful and collaborative story that builds on the history of our company, the industry, and our role in spearheading new experiences that touch merchants and consumers everyday across the globe.”

“Our success is not just about our devices and services – it’s also about our people. And with our clients, we are shaping the future of commerce and helping them strengthen their businesses as we build a stronger, more prosperous Verifone,&ing the future of commerce and helping th prosperous Verifone,&ing the future of commerce and helping them strengthen their businesses as we build a stronger, more prosperous Verifone,” added Galant.

New Brand Developed in Partnership with DeSantis Breindel

The brand strategy and identity were created by DeSantis Breindel, a brand consultancy based in New York City. "We have worked closely with the Verifone management team to uncover and articulate the unique qualities of this global technology leader. Verbally and visually, this new brand celebrates the people of Verifone and their work with clients and partners to solve complex technology challenges on a global scale. The brand embodies a forward momentum, while projecting a confident, yet approachable tone, which is carried across all points of the new visual identity system,” said Howard Breindel, partner, DeSantis Breindel.

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