Afterpay is an Australian financial technology company offering buy now, pay later services. Its visual identity has undergone a significant evolution, most notably in 2020 when the brand introduced a new logo, a custom signature colour, and a refreshed design system.
Design and History
Afterpay launched in 2014, and its first logo was designed in 2015, shortly after the service launched. That original mark was a bold, simple composition of lowercase lettering with a minimalistic emblem placed to its right.[1]
In August 2020, Afterpay unveiled a new global brand identity. The redesign was led by New York-based design studio YummyColours, which created an all-encompassing visual language for the fintech brand.[2] The new logo evolved from the previous two disconnected triangles into a continuous “loop,” representing the infinite relationship and connection between Afterpay’s customers and merchants.[3] YummyColours retained the former branding’s two arrows, reimagining them as a linked, continuous form that evokes balance and interconnectedness.[4]
According to Afterpay’s official brand guidelines, the current logo lock-up consists of the Loop symbol and a custom Afterpay wordmark. The wordmark should never be used independently and must always appear as the full lock-up.[5]
Meaning and Symbolism
The interlocking symbols in the current logo represent the relationship between customers, merchants and Afterpay, and the way that relationship is strengthened every time they interact.[3] The continuous loop form specifically represents the infinite relationship and connection between Afterpay’s consumers and merchants.[6]
As part of the 2020 rebrand, YummyColours collaborated with the Pantone Color Institute to create a custom signature colour for Afterpay, named Afterpay Bondi Mint.[2] The colour was described by Afterpay as sharp, bright, optimistic and reflective of the brand’s Australian beginnings.[3] Laurie Pressman, vice-president at the Pantone Color Institute, said Bondi Mint “boldly anchors Afterpay’s visual language, distinguishing the brand within the landscape of Buy Now Pay Later companies, and rooting it in youthful, forward-thinking Australian culture with human connection at the core.”[7]
Typography and Design
The 2020 rebrand introduced a new typeface, Italian Plate No2 Expanded, described as bold and modern with balanced geometry and soft angles to express friendliness. It was designed to work as functional typography across digital platforms and print materials.[7]
Afterpay’s brand guidelines specify that the logo should only be used in approved colourways. For light backgrounds, the black logo is recommended; for dark backgrounds, the logo in Bondi Mint is used.[5]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
