See related article on Forbes.com –
Out With The Old, In With The New: Rebrand Your Business For Success
About Yorkshire Payments
Yorkshire Payments is a merchant services provider based in Brighouse, West Yorkshire. Founded by James Howard in 2013. They provide everything from contactless chip and pin machines through to more complex EPOS systems and e-commerce payment gateways. Upwards of 3,500 customers use Yorkshire Payments’ solutions, from start-up coffee shops right through to nationally recognised brands.
What was the reason for the rebranding? What has the business rebranded to, what is different about it?
Yorkshire Payments underwent their first re-brand in 2014 when they changed their trading name from ‘Direct Card Solutions’ to ‘Yorkshire Payments’.
James Howard: “After founding the business, I quickly discovered that Yorkshire has a unique heritage of which the people who live here are extremely proud, and that a mundane business name would prevent us tapping into that heritage commercially.”
After taking some advice, they were renamed Yorkshire Payments. They wanted their business name to align with the honest, upfront values that are so often associated with Yorkshire.
It was a success, and the company has grown rapidly over the last five years, bringing them to summer 2018 when, turning over £2million and with a strategy to double that figure by the end of 2020, it was time for us to freshen things up once more.
In September this year, YP moved their head office back on to Brighouse high street.
To support the move, YP again underwent a complete overhaul of their brand. Tapping even further into the Yorkshire connection, Grinning Graphics incorporated the Yorkshire rose into the new logo and kept their signature blue colour.
Kate Adamson: “I ensured that elements of the logo could be applied separately and standalone while remaining recognisable as Yorkshire Payments, creating a wide range of brand collateral including office branding, artwork, print and digital promotional material.”