Verifone logo change

About

(Est. 1981) “Verifone is transforming everyday transactions into opportunities for connected commerce. We’re connecting more than 26 million payment devices to the cloud—merging the online and in-store shopping experience and creating the next generation of digital engagement between merchants and consumers. We are built on a 30-year history of uncompromised security. Our people are known as trusted experts that work with our clients and partners, helping to solve their most complex payments challenges. We have clients and partners in more than 150 countries, including the world’s best-known retail brands, financial institutions and payment providers.”

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Verifone's new identity is based on extensive research it conducted globally with clients, partners and employees. The findings as well as feedback received by Verifone during the process illuminated the increasing complexity of payments for merchants, banks and retailers, and that they need a reliable partner to turn to for help navigating the ever-changing payments landscape.Leah Roscoe, Vice President of Global Marketing for Verifone adds, "The attitudes and needs of our constituents were heard and fully considered in the creation of Verifone's new brand. The result is an identity that allows us to tell a more powerful and collaborative story that builds on the history of our company, the industry, and our role in spearheading new experiences that touch merchants and consumers everyday across the globe."

opinion/notes

Wow, the old logo, just… wow. Baffling icon, poor typography. The new logo is decent. It's a nice italic wordmark with enough personality to stand on its own. The "e"s are a little weird but, overall, the letter shapes are pleasant. The "V" isn't quite clear in its intent: is it meant to be a dimensional effect? A two-tone distinction for no particular reason? Something else? Maybe it's the exact translation of the quoted press release above and it's over my head? The trade show booth is kind of cool, although the all uppercase approach (also on the brochures) is like a whole other project separate from the logo, or at least interchangeable with any other corporate logo. Nonetheless, an improvement.Logo detail.Checkout machine.Trade show booth.