PayPoint is a UK-based payments and commerce company whose visual identity has evolved from a retail-focused yellow and purple mark to a navy and yellow two-tone symbol. The current logo, registered as a trademark by PayPoint Network Limited, consists of a stylized navy blue letter “P” with a yellow “P” superimposed on top and a yellow dot in the middle, with navy blue and yellow claimed as features of the mark.[1]
Design and History
PayPoint’s original identity was created by Team Saatchi, which designed the yellow and purple logo for the company’s launch in 1997. The identity was intended to stand out in the cluttered retail environment where PayPoint terminals would sit on tills in more than 7,000 stores, competing with other strong visual identities such as Lottery terminals.[2]
In May 2014, PayPoint launched a rebranding with a new logo, intended to make the brand “more modern and effective for the multichannel payment solution that now sits at the heart of PayPoint’s offer.”[3] The company’s 2014 annual report described the refresh as creating “a dynamic identity, which works well in all channels.”[4]
The new logo retained the distinctive yellow chevron “double P” that had become familiar to millions of consumers, but featured a more modern two-tone “P” to reflect the multi-channel business PayPoint had become. The new logo was introduced in retailers in June 2014.[5]
All of PayPoint’s businesses adopted the new logo as part of the refreshed brand identity, extending to consumer-facing services including a new PayByPhone mobile app.[6]
Meaning and Symbolism
The two-tone “P” design was created to reflect the multi-channel business that PayPoint had become, moving beyond its original single-channel retail payment focus.[5] The original yellow and purple logo was designed to stand out in the retail environment.[2]
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