European FinTech, iZettle, is rolling out a new brand identity as it looks to shake off the ‘card payments only’ tag. Johan Bendz, Chief Marketing and Communications Officer, says: “Most people still only associate iZettle with card payments but today we can help small businesses with all kinds of payments, as well as register and track sales and get funding. It’s key that our brand both reflects and drives this change.”
Working with Bold Agency, iZettle, whose main competitor in Europe is SumUp, has involved its users in the design work. The logo is built from objects that reflect their stories and user portraits are often featured in external communication. Many graphic elements are an abstract representation of iZettle’s customers and colours. Gia Stridbeck, Client Director at Bold Agency says: “The aim of this project was not to create a radical change, but rather to clarify what the company is today and support its acceleration into the future.”
The new branding will be implemented across iZettle’s 12 markets throughout the year.