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New Name and Logo for OFX
 

before

after

Noted Dec. 18, 2015 by Armin

Industry / Corporate Tags /

About

(Est. 1998, previously OzForex) “OFX is a global provider of online international payment services for personal and business customers, formerly known as the OzForex Group Limited. Established in 1998 with the aim of providing clients with a better deal, we have offices in Sydney, Toronto, San Francisco, London, Hong Kong, and Auckland. OFX technology also powers international money transfer services of Travelex, MoneyGram, ING Direct, Macquarie International Money Transfers and other international financial institutions.”

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Related links

OFX press release (PDF)

Relevant quote
Richard Kimber, OFX Chief Executive Officer, said "OzForex rebranding to OFX is the first step in our global transition to one brand. This is significant, as a single brand will universally optimise our marketing while differentiating us in the international payments space. We will continue to roll out the OFX brand into the rest of our markets, using it to establish a differentiated positioning so we become globally identifiable to our customers, as well as creating further value for our shareholders"

OFX press release (PDF)

Images (opinion after)
New Name and Logo for OFX
Logo detail.
Introducing OFX
Opinion

The old logo looked like it belonged on the box of a prescription medicine and its swooshes were as dated and hackneyed as it gets. The new logo is visually a dozen times better although I have no idea what the icon is supposed to be or what the wordmark is supposed to elicit. It's nice, for sure, and anything is better than the previous one but seems fairly random. At least it's well-executed random.

Thanks to Rochelle Williams for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

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