Clearpay and Afterpay go “Bondi Mint” with rebrand

By Oliver Smith on Wednesday 5 August 2020

Digital Banking

RIP Hot Coral?

Clearpay and Afterpay go “Bondi Mint” with rebrand
Image source: Clearpay.

It’s rebrand time for Clearpay (along with parent pay-later brand Afterpay) today, as the company announced a new “brand identity system” based around an exclusive new colour.

Bondi Mint is an exclusive new colour, a mint hue created for Afterpay by the colour institute Pantone and being rolled out across both Afterpay and Clearpay’s branding.

The colour is described by the company as: “transparent, fresh, energetic and modern, which is aligned to the attributes and values of the Clearpay consumer.”

Clearpay has also taken this moment to subtly tweak its logo, turning two disconnected triangles into a continuous loop, however it’s the colour that most people will notice.

Global CMO Geoff Seeley called the new branding a “powerful representation of what we deliver for both consumers and merchants, with empowerment and financial wellbeing at its core.”

Next on Seeley’s to-do list is rolling out the new logo to all of Clearpay’s 55,000 merchant websites and physical stores.

With pay-later competition between providers heating up both in Europe and Australia, clearly having a distinctive brand to go up against Klarna’s Snoop Dog pink and Laybuy’s purple hue has never been more important.

Whether or not Bondi Mint becomes the fintech marketing sensation akin to Monzo’s Hot Coral that its creators hope, we’ll have to wait and see.

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