Buy Now Pay Later Payments Platform Afterpay Announces New Brand Identity System

Afterpay, a digital platform that offers interest-free installment plans for online purchases, announced on Wednesday its new global look, feel and positioning, which captures the power and value enabled by the platform at a time of incredible growth for the business and its customers.

While sharing details about the new brand, Afterpay Global CMO, Geoff Seeley, stated:

“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 empowerment and financial wellbeing at its core.”

Afterpay added it will continue to make a significant investment in building brand equity and expects to drive even more use of its platform and more positive business results for its merchant partners with its new modern approach to its brand.

“The distinctive logo will be rolled out globally across all of Afterpay’s 55,000 merchant websites and physical stores over the coming weeks.”

Afterpay was founded in 2015 and reported its platform has grown to include more than 14,000 Australian retailers and brands including Sephora, Estee Lauder, Lululemon, Myer, The Daily Edited, and Stylerunner. Since launching in the U.S., Afterpay has processed more than 25% of all online fashion/beauty transactions. Since March, the company has increased its U.S. customer reach by 500,000, bringing the total number of U.S. shoppers who have used Afterpay to 1.5 million.

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