Buy now pay later (BNPL) company, Zip Co has announced a new unified purpose and brand identity to strengthen its approach to fair and transparent payment options.

Zip’s renewed purpose is about putting the financial wellbeing of its customers and merchants at the forefront to help people take control of their financial future. This coincides with a new look and feel to unify Zip’s global business under a single brand identity to be recognisable across the globe. In the US, the Quadpay business will adopt the Zip name and identity.

In collaboration with international design agency, Koto, Zip’s new logo features a bold purple to stand out online and in-store at checkout. The letter ‘i’ in Zip is designed to flex and expand, forming a window in the heart of Zip’s logo to reflect the company’s commitment to people and partners.

The new brand will roll out across its global operations from mid-August 2021 supported by brand awareness campaigns in key markets, with a particular focus on the US, where the company is experiencing record growth.

Zip co-founder and global CEO, Larry Diamond said Zip has the potential to become the most fair and responsible payments brand in the world.

“We’ve built a brand that will grow with us as we continue to expand our global footprint, and that allows us to celebrate our merchants, customers and our Zipsters, putting them at the centre of all that we do,” he said.

Zip director of global brand, Steve Tesoriero said the company’s goal has been to create the biggest, little brand in the world that can win on a crowded checkout screen, or within a hectic retail environment.

“A powerful, three-character brand that can flex and extend to talk to our customers, showcase our merchants and help tell our story. Most importantly, we set out to create a brand that is a true reflection of our company that puts customers and merchants quite literally at the centre.”