WorldPay is a British company that provides payment services, notably in the form of card payment devices for businesses around the world. It was previously owned by Royal Bank of Scotland, who were forced to divest it as a condition for receiving state aid after the financial crisis. The newly independent company continued its visual identity from the RBS era with the RBS mark removed until last month, when it introduced a new visual identity, created by London-based brand agency SomeOne.
A decision was made to raise the brand's profile by using it for all the company's operations. It was also given a new symbol, a loxodrome, inspired by data trails made by money traveling around the planet. The overall brand identity is based on "fluid connections which takes different forms depending on where you come into contact with Worldpay". Custom typography and iconography has also been developed based on the money trails idea.
"Lead designer Thomas Dabner explains, ‘Because Worldpay operate on such a large scale it was important from the beginning to develop a core idea which would tell their whole story through their branding. Yes they process transactions and provide payment solutions, but what they really do is connect people. They enable buyers and sellers to interact with one another from anywhere in the world, seamlessly and with ease.
We have developed a world based on the idea of fluid connections which takes different forms depending on where you come into contact with Worldpay. From a bold light based brand property which echoes the trails of digital payments, right down to creating an entire suite of iconography that carries the same depth as the rest of the brand. Everything has been designed to be recognisable as Worldpay even when you can’t see a logo." - SomeOne