Giving PayPoint a point of difference - brand identity and guidelines
PayPoint is a leading specialist payments company, processing consumer payments across a wide variety of markets through its retail networks, internet and mobile phone channels. What started in 1996 as a network of 8,000 retailers that allowed customers to pay in cash for gas and electricity, is now a business that processes over 760 million transactions and £14 billion of payments each year. PayPoint’s ambition is to simplify payments for everyone.
The world of payments is moving fast. PayPoint are constantly evolving and developing new payment solutions to help their customers in the complex, rapidly changing world of retail, mobile and online payments. The old PayPoint logo was originally designed for a retail, cash-based, consumer – it was designed to have impact in store and complement the distinctive yellow terminals. Increasingly, there was a need to better reflect the changing structure, diverse markets and ever-changing behaviours and needs of PayPoint’s clients and consumers.
PayPoint had commissioned a new logo when they approached Playgroup, but were lacking clear definition on how the brand might manifest for the different business channels and across multiple touch points. The new monolithic ‘P’ mark embodies the changing consumer landscape, giving a modern, fresh twist to how PayPoint communicates in the ‘digital first’ world. Some great work had been done on articulating the brand across digital channels and this acted as the catalyst for a look and feel that could extend across publications, marketing, stationery, POS, exhibitions etc. We developed a suite of brand identity elements including; icons, colour, imagery, graphic devices, and went on to deliver an extensive set of brand guidelines that covered not only application of the master brand, but also the PaybyPhone brand in the US and Canada.
With each set of brand guidelines we deliver, we strive to achieve that perfect balance between defined, explicit instruction and showcasing inspiration. The PayPoint brand guidelines have quickly established a distinctive new brand identity, enabling a number of key communication pieces to be updated and delivered immediately post-launch. We continue to work with PayPoint as they bring all of their communications into the new style.
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