The world of payments is moving fast. PayPoint are constantly evolving and developing new payment solutions to help their customers in the complex, rapidly changing world of retail, mobile and online payments. The old PayPoint logo was designed for a retail, cash-based, consumer. Increasingly, there was a need to better reflect the changing structure, diverse markets and ever-changing behaviours and needs of clients and consumers.
PayPoint had commissioned a new logo when they approached Holistic, but were lacking clear definition on how the brand might manifest for the different business channels and across multiple touch points. The new monolithic ‘P’ mark embodies the changing consumer landscape, giving a modern, fresh twist to how PayPoint communicates in the ‘digital first’ world. Great work had been done on articulating the brand across digital channels and this acted as the catalyst for a look and feel that could extend across publications, marketing, stationery, POS, exhibitions etc. We developed a suite of identity elements including; icons, colour, imagery, graphic devices, and went on to develop an extensive set of guidelines.