Global retail payments platform, Afterpay has introduced a new global look, feel and positioning with an updated brand identity.

Founded in Sydney’s Bondi five years ago, Afterpay now has almost 10 million customers and over 55,000 merchants using the platform globally across Australia, US, UK (where it is called Clearpay), New Zealand and soon, Canada.

Based on user research and trend forecasting, Afterpay collaborated with colour institute, Pantone to create an exclusive mint hue, aptly named Bondi Mint.

The colour is transparent, fresh, energetic and modern, aligned to the attributes and values of the Afterpay consumer. The logo has evolved from two disconnected triangles to a continuous loop, representing the infinite relationship and connection between Afterpay’s customers and merchants.

Speaking of the new brand identity, Afterpay global chief marketing officer, Geoff Seeley said, “Off the back of Afterpay’s strong global growth, the time has never been better to update our visual identity and more strongly reflect who our customers are and why they choose Afterpay. This new brand is a powerful representation of what we deliver for both consumers and merchants, with sustainable financial wellness at its core.”

The new logo will be rolled out globally across all of Afterpay’s merchant websites and physical stores over the coming weeks.

As part of its renewed positioning, the company has developed a new vision that aspires to achieve fairness and financial freedom for all, along with a new mission that seeks to power an economy where everyone wins.

Speaking to the vision and mission, Seeley said, “Afterpay was born out of the premise of always empowering our customers with the freedom and control to manage their purchases in a better and more responsible way.

“Our founding core principle of not entrapping or seeking to profit from a customer, by not allowing them to revolve in extended debt and interest, remains true today. This is even more important now, particularly to a growing cohort of Gen Z and Millennial customers, who are seeking financial freedom and responsible ways to pay during these uncertain times.”