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EPoS solutions provider Verifone unveils new brand image

Electronic point of sale (EPoS) solutions provider Verifone has rebranded, with the launch of a new website, logo and company message.

The business said last week that the new look aims to invite a more collaborative relationship with its clients, partners and employees.

Verifone's new identity, which was developed alongside New York-based creative agency DeSantis Breindel, follows a period of research conducted around the world with its clients, partners and employees.

According to Howard Breindel, partner at DeSantis Breindel, the brand now "embodies a forward momentum, while projecting a confident, yet approachable tone, which is carried across all points of the new visual identity system".

Leah Roscoe, vice-president of global marketing for Verifone, added: "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."

The Verifone rebrand comes after online payments provider PayPal launched its new image earlier this year as a precursor to its demerger from sister company eBay.

Both Verifone and PayPal cited the rapidly changing payments landscape when unveiling their respective new images, highlighting the competitive market in which they operate.

Verifone will be exhibiting at RBTE 2014. You can visit them at Stand 450.

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