MYOB, an Australian business management software company, has undergone several significant visual identity changes since its founding in the 1980s. The brand’s logo has evolved from a stylised uppercase wordmark to a lowercase custom typeface, with its signature purple colour remaining a consistent element throughout.
Design and History
In 2016, to mark its 25th anniversary, MYOB launched a major rebrand. The company’s marketing team, working with Sydney-based design studio Derringer and media agency Starcom, created a new logo, visual identity and positioning line [1]. The rebrand was driven by a need to reposition MYOB as a technology company rather than a desktop accounting software provider [2].
Derringer redesigned the original logo, breaking it out of the confined lozenge shape it had been housed in for decades, and created a bold, recognisable wordmark. The new typography was custom designed with stronger, friendlier lowercase letterforms [3]. The logotype changed from being stylised as MYOB to myob [2]. The launch was marked by a video showing the old logo being floated into the stratosphere and swapped for the new one at an altitude of 21km [1].
In 2025, MYOB completed a full refresh of its brand identity [4]. The refresh was led by For The People, with Jason Little as Executive Creative Director and Mel Baillache and Alexis Waller as Creative Directors [5]. The renewed brand leveraged existing equities in the logo, colours and gradient, extending the possibilities of the brand with new motion principles, an extensive graphic system, refreshed messaging and an expanded colour palette [5].
Meaning and Symbolism
The 2016 rebrand introduced the positioning line “Simplify Success”, inspired by the philosophy of “helping businesses succeed” [6]. The existing MYOB purple was extended to include a vivid gradient, retaining significant brand equity while injecting the visual language with a dose of playfulness [6]. Derringer described the “MYOB Gradient” as representing a vivid progression from old to new, providing a playful and bold injection of colour that distinguishes MYOB from its competitors [3].
The 2025 refresh introduced the concept of “Business in Flow”, describing a business in a state of perpetual motion, fluid, integrated and agile. The flow line represents flow in all its forms, constantly moving and rarely resolving [5]. The refresh also introduced illustrations by Lucas Wakamatsu to create a more human visual language reflecting the diversity within businesses today [5].
Typography and Design
The 2016 wordmark featured custom designed typography with lowercase letterforms [3]. The 2025 refresh, led by Peter Borg Studio, redrew the logo to feel modern, simple and confident, refined MYOB’s signature purple to be brighter and more vibrant, and introduced a sharp, ownable typeface [7].
MYOB’s brand work has received industry recognition, including three Gold awards at the Transform Awards including Best Overall Brand Identity, a D&AD shortlist for Writing for Design and a Bronze at Best Awards NZ for Best Design: Large Brand Identity. In 2026, MYOB won Brand of the Year at the Mumbrella Awards [8].
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