Afterpay

Official Websites

• https://www.afterpay.com
• https://www.afterpay.com/en-au
• https://www.afterpay.com/en-us
• https://developers.afterpay.com
• https://hub.us.afterpay.com/us
• https://help.business.afterpay.com
• http://www.afterpay.com
• https://www.afterpay.com/en-AU/index

Brand Guidelines

2020

Brand Summary

Mission

• To power an economy in which everyone wins [^1].

Core Values

• Keep it Real: Genuine, authentic, clear, and sincere [^2].
• Be Brave: Intuition, curiosity, courage, tenacity, grit, teamwork [^3].
• Do the Right Thing: Win/win for stakeholders, accountability, honesty, humility, transparency [^4].
• Shape the Future: Excitement for opportunities, quick thoughtful decisions, intensity, quality [^5].

Target Audience

• The ’eyes-wide-open-minded generation’—not defined by age, gender, or color; includes singles, married, parents, diverse backgrounds, values equality, sustainability, accessibility, transparency, educated, discerning, values experiences and nice things, wants freedom and control over finances [^6].

Personality Traits

• Optimistic [^7]
• Authentic [^2]
• Brave [^3]
• Responsible [^10]
• Customer-centric [^11]
• Friendly [^12]

Visual Identity Overview

• Minimalist, modern, clean design with a focus on bold sans-serif typography (Italian Plate No2 Expanded), a distinctive looped arrow logo symbolizing connection and continuous relationships, a primary color palette of Afterpay Bondi Mint, black, and white, and clear guidelines for logo usage, badge, iconography, and layout to ensure legibility and brand integrity across digital and print applications [^13][^12] .

Categories

Brand Voice

• Keep it Real We are genuine and have no time for BS. We feel able and proud to bring our authentic self to work every day. We are clear and sincere in our words and back them up with action.

Brand Imagery

• Do not use the sticker on images
• Do not use the Afterpay Bondi Mint version of the logo on any image or background color other than solid Black

Color Palette

• Our primary palette is the core of our brand identity. The palette consists of Afterpay Bondi Mint, White and Black.
• For all digital applications, use only the screen formulation indicated here. For print, please contact us for the print formulation. We will provide the Pantone® swatch to calibrate for reproduction.
• Afterpay Bondi Mint Pantone Afterpay Bondi Mint RGB 178 252 228 HEX #b2fce4
• White RGB 255 255 255 HEX #FFFFFF
• Black RGB 000 HEX #000000
• Alternative combinations below are allowed. Select the logo that has the most contrast to the background for optimal legibility. If the background of your website is light, use the Black logo. If your website is dark, use the logo in White. The Afterpay Bondi Mint lock-up is only ever used on a Black background.
• Do not use the Afterpay Bondi Mint version of the logo on any image or background color other than solid Black
• Do not colour the logo or place images inside of the logo
• Do not use colours not specified for the logo
• Background colors can be chosen from the provided palette.

Typography

• Italian Plate No2 Expanded Our primary typeface is Italian Plate No2 Expanded. As a sans-serif, it is bold and modern. Its geometry is balanced, and its soft angles express friendliness. It has character, but is not flashy, trendy or awkward. It plays well as a neutral support element for messaging and partner brands.
• Use your brand’s typeface to complement Afterpay’s assets.
• Do not use all caps.
• Italian Plate No2 Expanded Regular
• Italian Plate No2 Expanded Bold
• Styles & Weights Regular Regular Italic Demibold Bold
• Do not use all caps in body text—unless the rest of the sentence is also in all caps.

Logo Usage

• The Afterpay Iago lock-up’s primary usage is Black on Afterpay Bondi Mint background
• Select the logo that has the most contrast to the background for optimal legibility. If the background of your website is light, use the Black logo. If your website is dark, use the logo in White. The Afterpay Bondi Mint lock-up is only ever used on a Black background.
• Black on Afterpay Bondi Mint Alternative versions below are allowed. Use version that will be most legible on your site. Use this version -This is Afterpay’s primary usage for our badge If your site has a light background, use the Black Badge options. If your website is dark, use the White Badge.
• App Icon -Use this version
• Alternative versions may be used. Same rules apply from the previous page on the Logo.
• Sticker -Use this version
• Use Afterpay Badge as your primary option. When using the Afterpay logo lock-up, use specified clears pace to ensure the integrity and impact of the Afterpay logo. It is important to leave space to breathe. An exception to this is when sitting alongside text and price breakdown.
• For both digital and print, use the minimum sizes indicated below for small-scale applications of the Afterpay Logo, Badge, Sticker and App Icon.
• 64px/32mm
• 64 px/32mm
• 32 px/ 14mm
• Use an “X” to symbolize the relationship between Afterpay and the partner brand. The Afterpay Logo appears first in sequence with the partner logo. Use the spacing indicated below to create the lock-up.
• The “X” is equal to the height of the Afterpay Logo.
• The stroke weight is 1 px.
• The cap ends of the stroke are rounded.
• The lines in the “X” are rotated at 45'.
• Make the best judgment when creating a visually balanced lock-up. For simple word mark combinations, use the Afterpay Logo. For partner logos with complex shapes, use the Afterpay Badge.
• The clearspace around lock-ups uses the size of the “X”
• Use visual balancing to ensure all logos have the same weight.
• Scale paired wordmarks to have similar letter size and weight. Even when logos have different sizes and shapes, care should be used to maintain visual balance.
• As a rule, always ensure the use of RGB versions of all logos. Where this is problematic for reasons of contrast and legibility the use of Black and White versions is acceptable. Make sure to use all RGB or all Black and White versions when placing logos together.
• Do not place the logo on a background that will render it illegible
• Do not use the sticker on images
• Do not use the Afterpay Bondi Mint version of the logo on any image or background color other than solid Black
• Do not use the After pay logo in a box, instead use the Badge.
• Do not use the word mark without the Loop Do not rotate the logo Do not rearrange elements of the logo Do not outline the logo Do not add a drop shadow to the logo Do not colour the logo or place images inside of the logo @y after y aft Do not add a gradient fill to the logo Do not distort the logo Do not use colours not specified for the logo

Tone And Messaging

• Keep it Real We are genuine and have no time for BS. We feel able and proud to bring our authentic self to work every day. We are clear and sincere in our words and back them up with action.
• Be Brave We back intuition and celebrate curiosity. That’s how we innovate. We approach our work with courage, tenacity and a healthy dose of grit. We finish what we start and commit as one team.
• Do the Right Thing We look for the win/win on behalf of every stakeholder. We hold ourselves accountable for our actions. We act with honesty, humility and transparency.
• How to talk about us We are customer centric Afterpay is a unique service which was founded to champion the customer’s best interests when it comes to making retail purchases. We are a budgeting tool Splitting payments into 4 installments. You pay nothing extra when you pay on time, according to your payment schedule. It is easy to view orders and payment schedules on afterpay.com to manage all budgets. Manage your payments through the app or on afterpay.com. New way to shop Afterpay is a lifestyle product that makes shopping more convenient. Enabling you to get the things you want when you want them, while managing payments over time. We encourage responsible spending We send payment reminders—communicating via SMS and email prior to payments becoming due. Afterpay helps customers pay on time. Afterpay benefits from customers paying off their orders in full and on time. Afterpay applies personal order and account limits— they start low and increase as repayment history with Afterpay is positive.
• How not to talk about us Do not associate the Afterpay brand with Gambling Criminal activity Overtly sexual material Paylending Overspending Unmanageable debt Banking Under 18yo Illegal drugs
• When using the company name it should be referred to as ‘Afterpay’ only. Do not use any other form, or capitalization, for example ‘AfterPay’, ‘AFTERPAY’ or ‘afterpay’. Do not use all caps in body text—unless the rest of the sentence is also in all caps. Do not use the full legal name unless required to by law.
• Primary Messaging Shop now. Pay later. Always interest-free. Shop now. Pay later. Buy now. Pay later. Make it yours. Pay a bit now, the rest later. Always interest-free. Shop now. Pay it in 4. Always interest-free. Afterpay it in 4. Always interest-free.
• Education 4 payments. Every two weeks. Receive your order right away. Pay for your order in four payments every 2 weeks. Your order will be shipped now. No interest, no additional fees, when you pay on time*. Select Afterpay at checkout as your payment method. Complete your checkout in seconds. Instant approval decision. Pay over 4 payments, every two weeks. Enjoy your purchase now. *You must be over 18, a resident of the U.S. and meet additional eligibility criteria to qualify. Late fees may apply. See afterpay.com for complete terms. Loans to California residents made or arranged pursuant to a California Finance Lenders Law license.
• Introducing Afterpay available here Introducing Afterpay Now available online

Brand Values

• Keep it Real We are genuine and have no time for BS. We feel able and proud to bring our authentic self to work every day. We are clear and sincere in our words and back them up with action.
• Be Brave We back intuition and celebrate curiosity. That’s how we innovate. We approach our work with courage, tenacity and a healthy dose of grit. We finish what we start and commit as one team.
• Do the Right Thing We look for the win/win on behalf of every stakeholder. We hold ourselves accountable for our actions. We act with honesty, humility and transparency.

Visual Style

• The Afterpay Iago lock-up’s primary usage is Black on Afterpay Bondi Mint background
• Select the logo that has the most contrast to the background for optimal legibility. If the background of your website is light, use the Black logo. If your website is dark, use the logo in White. The Afterpay Bondi Mint lock-up is only ever used on a Black background.
• Black on Afterpay Bondi Mint Alternative versions below are allowed. Use version that will be most legible on your site. Use this version -This is Afterpay’s primary usage for our badge If your site has a light background, use the Black Badge options. If your website is dark, use the White Badge.
• App Icon -Use this version
• Alternative versions may be used. Same rules apply from the previous page on the Logo.
• Sticker -Use this version
• Use Afterpay Badge as your primary option. When using the Afterpay logo lock-up, use specified clears pace to ensure the integrity and impact of the Afterpay logo. It is important to leave space to breathe. An exception to this is when sitting alongside text and price breakdown.
• For both digital and print, use the minimum sizes indicated below for small-scale applications of the Afterpay Logo, Badge, Sticker and App Icon.
• 64px/32mm
• 64 px/32mm
• 32 px/ 14mm
• Use an “X” to symbolize the relationship between Afterpay and the partner brand. The Afterpay Logo appears first in sequence with the partner logo. Use the spacing indicated below to create the lock-up.
• The “X” is equal to the height of the Afterpay Logo.
• The stroke weight is 1 px.
• The cap ends of the stroke are rounded.
• The lines in the “X” are rotated at 45'.
• The clearspace around lock-ups uses the size of the “X”
• Scale paired wordmarks to have similar letter size and weight. Even when logos have different sizes and shapes, care should be used to maintain visual balance.
• As a rule, always ensure the use of RGB versions of all logos. Where this is problematic for reasons of contrast and legibility the use of Black and White versions is acceptable. Make sure to use all RGB or all Black and White versions when placing logos together.
• Our primary palette is the core of our brand identity. The palette consists of Afterpay Bondi Mint, White and Black.
• For all digital applications, use only the screen formulation indicated here. For print, please contact us for the print formulation. We will provide the Pantone® swatch to calibrate for reproduction.
• White RGB 255 255 255 HEX #FFFFFF Afterpay Bondi Mint Pantone Afterpay Bondi Mint RGB 178 252 228 HEX #b2fce4 Black RGB 000 HEX #000000
• Our primary typeface is Italian Plate No2 Expanded. As a sans-serif, it is bold and modern. Its geometry is balanced, and its soft angles express friendliness. It has character, but is not flashy, trendy or awkward. It plays well as a neutral support element for messaging and partner brands.
• Use your brand’s typeface to complement Afterpay’s assets.
• Do not use all caps.
• Do not place the logo on a background that will render it illegible
• Do not use the sticker on images
• Do not use the Afterpay Bondi Mint version of the logo on any image or background color other than solid Black
• Do not use the After pay logo in a box, instead use the Badge.
• Do not use the word mark without the Loop Do not rotate the logo Do not rearrange elements of the logo Do not outline the logo Do not add a drop shadow to the logo Do not colour the logo or place images inside of the logo @y after y aft Do not add a gradient fill to the logo Do not distort the logo Do not use colours not specified for the logo

Iconography

• App Icon -Use this version
• Alternative versions may be used. Same rules apply from the previous page on the Logo.
• Sticker -Use this version
• For both digital and print, use the minimum sizes indicated below for small-scale applications of the Afterpay Logo, Badge, Sticker and App Icon.
• 64px/32mm
• 64 px/32mm
• 32 px/ 14mm

Layout And Composition

• Use Afterpay Badge as your primary option. When using the Afterpay logo lock-up, use specified clears pace to ensure the integrity and impact of the Afterpay logo. It is important to leave space to breathe. An exception to this is when sitting alongside text and price breakdown.
• For both digital and print, use the minimum sizes indicated below for small-scale applications of the Afterpay Logo, Badge, Sticker and App Icon.
• 64px/32mm
• 64 px/32mm
• 32 px/ 14mm
• Use an “X” to symbolize the relationship between Afterpay and the partner brand. The Afterpay Logo appears first in sequence with the partner logo. Use the spacing indicated below to create the lock-up.
• The “X” is equal to the height of the Afterpay Logo.
• The stroke weight is 1 px.
• The cap ends of the stroke are rounded.
• The lines in the “X” are rotated at 45'.
• Make the best judgment when creating a visually balanced lock-up. For simple word mark combinations, use the Afterpay Logo. For partner logos with complex shapes, use the Afterpay Badge.
• The clearspace around lock-ups uses the size of the “X”
• Use visual balancing to ensure all logos have the same weight.
• Scale paired wordmarks to have similar letter size and weight. Even when logos have different sizes and shapes, care should be used to maintain visual balance.
• As a rule, always ensure the use of RGB versions of all logos. Where this is problematic for reasons of contrast and legibility the use of Black and White versions is acceptable. Make sure to use all RGB or all Black and White versions when placing logos together.
• Keep strips and banners simple with clear and short messages.
• Background colors can be chosen from the provided palette.
• Keep logo and typography in mono version [Black or White) accordingly to achieve contrast with the background.
• Try to maintain some clearspace around the logo, while keeping it as large and legible as possible in the space.
• When typography and logo sit on top of a photo, choose a photo that has negative space in order to allow good legibility.

Co Branding

• Both our brand and the partners we work with need to be respected. Both brands and their respective logos are essential. Use these guidelines to maintain consistency and brand integrity when laying them out.
• Use an “X” to symbolize the relationship between Afterpay and the partner brand. The Afterpay Logo appears first in sequence with the partner logo. Use the spacing indicated below to create the lock-up.
• The “X” is equal to the height of the Afterpay Logo.
• The stroke weight is 1 px.
• The cap ends of the stroke are rounded.
• The lines in the “X” are rotated at 45'.
• Make the best judgment when creating a visually balanced lock-up. For simple word mark combinations, use the Afterpay Logo. For partner logos with complex shapes, use the Afterpay Badge.
• The clearspace around lock-ups uses the size of the “X”
• Use visual balancing to ensure all logos have the same weight.
• Scale paired wordmarks to have similar letter size and weight. Even when logos have different sizes and shapes, care should be used to maintain visual balance.
• As a rule, always ensure the use of RGB versions of all logos. Where this is problematic for reasons of contrast and legibility the use of Black and White versions is acceptable. Make sure to use all RGB or all Black and White versions when placing logos together.

Digital Guidelines

• For both digital and print, use the minimum sizes indicated below for small-scale applications of the Afterpay Logo, Badge, Sticker and App Icon.
• 64px/32mm
• 32 px/ 14mm
• For all digital applications, use only the screen formulation indicated here. For print, please contact us for the print formulation. We will provide the Pantone® swatch to calibrate for reproduction.
• Afterpay Bondi Mint RGB 178 252 228 HEX #b2fce4
• White RGB 255 255 255 HEX #FFFFFF
• Black RGB 000 HEX #000000
• Alternative combinations below are allowed. Select the logo that has the most contrast to the background for optimal legibility. If the background of your website is light, use the Black logo. If your website is dark, use the logo in White. The Afterpay Bondi Mint lock-up is only ever used on a Black background.
• Use version that will be most legible on your site. Use this version -This is Afterpay’s primary usage for our badge If your site has a light background, use the Black Badge options. If your website is dark, use the White Badge.
• App Icon -Use this version
• Alternative versions may be used. Same rules apply from the previous page on the Logo.
• Sticker -Use this version
• Use Afterpay Badge as your primary option. When using the Afterpay logo lock-up, use specified clears pace to ensure the integrity and impact of the Afterpay logo. It is important to leave space to breathe. An exception to this is when sitting alongside text and price breakdown.
• Keep strips and banners simple with clear and short messages.
• Background colors can be chosen from the provided palette.
• Keep logo and typography in mono version [Black or White) accordingly to achieve contrast with the background.
• Try to maintain some clearspace around the logo, while keeping it as large and legible as possible in the space.
• When typography and logo sit on top of a photo, choose a photo that has negative space in order to allow good legibility.
• Where practical given available space with your Afterpay promotions that include copy about Afterpay terms, a disclaimer must be shown as close as possible to the copy. If space is not available due to size limitations and the promo links to a landing page, the landing page must have the following disclaimer: *You must be over 18, a resident of the U.S. and meet additional eligibility criteria to qualify. Late fees may apply. See afterpay.com for complete terms. Loans to California residents made or arranged pursuant to a California Finance Lenders Law license.
• An abbreviated version of this disclaimer may be acceptable given size limitations of the advertisement.

Print Guidelines

• For all digital applications, use only the screen formulation indicated here. For print, please contact us for the print formulation. We will provide the Pantone® swatch to calibrate for reproduction.
• For both digital and print, use the minimum sizes indicated below for small-scale applications of the Afterpay Logo, Badge, Sticker and App Icon.
• 64px/32mm
• 64 px/32mm
• 32 px/ 14mm

Additional Properties

Market Capitalization History