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Technology/Services

Verifone Debuts New Brand Voice, Identity, Logo

Designed to reflects convergence of electronic payments, commerce, mobility

SAN JOSE, Calif. -- Verifone has launched 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. Verifone technology (CSP Daily News / Convenience Stores / Gas Stations)

"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."

Complementing Verifone's brand launch is a new company logo (with a lower-case "f") 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.

"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," Leah Roscoe, vice president of global marketing for Verifone, said.

DeSantis Breindel, a brand consultancy based in New York City, created the brand strategy and identity. "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 at DeSantis Breindel.

San Jose, Calif.-based Verifone is a leader in secure electronic payment solutions. It provides expertise, solutions and services that add value to the point of sale with merchant-operated, consumer-facing and self-service payment systems for the financial, retail, hospitality, petroleum, government and healthcare vertical markets.

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