(Est. 2001) “When it comes to payments and business-only banking, Tyro provides a fresh alternative. We’re Australia’s largest EFTPOS provider of all ADIs outside the big four1 and we provide tailored EFTPOS, effortless business loans and banking solutions that support over 25,500 Australian businesses. Beyond credit, debit and EFTPOS card acquiring, we also offer Medicare and private health fund claiming and rebating services. We connect simply with your existing systems and Xero software but also offer a world of possibility by connecting customers with innovative software and apps that help build business. Our smart technologies are easy to use and designed to save our customers time and money, like our transaction and deposit account that lets you earn interest on transactions.”
Hulsbosch (Sydney, Australia)
Hulsbosch were asked to communicate that Tyro is a bank – not just a payments provider, a better banking and lending choice than the current alternatives in the category and to build consideration amongst Australian businesses to get them to switch from their existing bank to Tyro.
The identity is based on the idea of Tyro taking care of banking and payments to enable the business owner to focus on their passion: igniting the business. Supporting their first rebrand in 10 years, Tyro’s brand positioning and associated tagline “better business banking” was developed for the new brand platform.
Images (opinion after)
The old logo was bad, with its link sausage aesthetic and terrible “ty” ligature. (In their defense, it’s better than the stacked version they had previously — *shudder*). The new logo maintains the lowercase, geometric-ish approach — is the “y” too wide/big or is it just me? — but with a much more serious sans serif and an “o” that explodes into cool graphic stuffs. As a visual metaphor for “ignition”, I buy it. The primary explosion, in a blue powder-like substance, is probably the best of the options but I also like the thick dots. I’m not too crazy about turning the “o” into half cups of coffee or half bicycle tires but I guess that helps communicate “commerce”. Some of you might be inclined to reference this past Noted project, with good reason, but I think this one does the same idea more convincingly as the bursts make more sense coming from the “o” than the diagonal. The one thing that I’m not sure about is if this identity makes this look like a bank, which sounds like it was the primary goal. It definitely looks like an advanced point of sale processing system but a bank? I dunno. Still, I find the solution visually interesting overall.