NORD ID’s refreshed look for Verifone embodies fluidity in an ever-changing world

Verifone, a global powerhouse in payment devices and systems, has strategically expanded to encompass e-commerce and a myriad of other payment services, bolstering their reputation for secure and innovative solutions. Collaborating with NORD ID, based in Stockholm and Copenhagen, Verifone’s refreshed identity encapsulates its leadership in the payment systems domain with a new design language, centred on interconnected modularity and visually represented by fluid dots. This modular approach is meticulously integrated into every element, from the logotype to a bespoke typeface, culminating in a striking and flexible system.

Expanding and contracting; connecting and breaking away; changing and interacting, the constant movement of the dots and connectors forms the basis of the identity. “We also wanted the visual solution to stay true to Verifone’s actual product (digital payment systems) and strategically acknowledge that Verifone operates in an ever-changing world of commerce, where payments evolve and physical and digital spaces intertwine seamlessly,” explains Design Director Martin Andersson. “Our goal was to create something that felt seamless – almost amorphous – yet both physical and digital.”

Motion therefore plays a crucial part in NORD ID’s approach, where Verifone’s motion language is crafted to evoke a sense of controlled fluidity, reminiscent of a seamless buying journey where data and transactions flow smoothly through secure systems. “It also means that there is perfect timing to when the animations start and finish, further strengthening the perception of control,” Andersson adds.

The brand’s typography subtly builds upon the central concept, with a bespoke typeface connected to the fluid dots. “We created round notches between the connections of the letter shapes, and added a small radius on corners to strengthen the concept of fluidity and to build character,” explains Andersson. The typeface underscores a sense of stability and timelessness – qualities essential for a company that handles secure transactions.

“Our audit of the broader competitive category revealed both the overuse of flat gradients,” notes Strategy Director Michael Hollesen, explaining that this provided an opportunity to introduce a vibrant ‘electric green’ as the key colour, to stand out in the competitive landscape. This hue signals Verifone’s significant strategic shift towards becoming a true omni-commerce player. The new green complements and updates the brand’s historical lighter blue, infusing it with more energy and aligning it with the brand’s forward-thinking ethos.