Verifone, a pioneer in the fintech sector since its founding in 1981, offers cutting-edge payment solutions and innovative commerce experiences. This company processes about 14 billion transactions annually, worth $450 billion. It caters to many customers, including small and large financial institutions, multinational brands, and small enterprises. With operations in over 165 nations, the firm has 70 locations globally to support its services. Verifone has unveiled a new corporate identity to better represent its progress and modern technology capabilities. NORD ID, a company with offices in Copenhagen, Denmark, and Stockholm, Sweden, created the design.
The previous logo’s iconic initial and emphasized style has been entirely redesigned. With its abstract “V” monogram, which functions as an icon and represents the company’s dedication to linking different points in a transaction process, the new logo presents a tech-centric aesthetic. This monogram’s flowing connection between two dots, which graphically depicts connectedness, gives it a contemporary, dynamic look that aligns to enable seamless payment experiences.
The icon’s animation adds to its visual appeal by making it look like liquid mercury and successfully expressing motion and fluidity. This dynamic component gives the design a modern feel while alluding to the quick pace and constant change in financial technologies.
With its refined appearance, the wordmark now matches the icon. The horizontal strokes on the “r” and “f” add a unique character, while the ink swells in the letters “n” and “r” complement the icon’s fluidity. The image seems excessively large, and there is a small imbalance in the size relationship between it and the wordmark. A more harmonious visual result might be obtained by resizing the icon to roughly 75% of its current size.
Thanks to a bespoke typeface created for the company, all brand communications maintain the current look of the wordmark. This design, which has short ascenders and descenders, gives it a distinct personality while keeping its clarity at all sizes. This typeface’s uniformity throughout various applications supports a unified brand identity.
Bright mint and black combine in the new identity’s color scheme to give the brand a youthful, lively feel. This combo screams technological sophistication and modernity, which aligns with the company’s creative spirit. Furthermore, the website’s user interface uses a tinge of blue as an accent color, evocating the old logo. This blue component gives the brand’s visual identity a sense of consistency and familiarity.
The new brand identity features 3D molecular structures resembling images seen under a microscope. These structures, portrayed in a blue-green tone, symbolize financial transactions’ complicated and interrelated nature. But in the context of fintech, this visually metaphorical representation of medicine might appear a little out of place. To communicate the quickness and effectiveness of the payment solutions more effectively, the dynamic, liquid-like animation shown in the logo might be given more attention.
The redesigned website uses a unique typeface and color scheme to highlight the new brand with a modern layout. The firm’s inventive attitude is effectively represented through its design, facilitating users’ navigation and engagement with its offerings.
