Afterpay Brand Guidelines 2024

Afterpay Brand Guidelines August 2023
Afterpay Brand Guidelines
Table
of contents.
Introduction, 02 RTB Expresssions, 60
Brand digest, 08 Imagery (FPO), 73
Core brand codes, 16 Applications, 83
Color, 19
Plates, 20
Typography, 28
Iconography, 47
Product extractions, 53
Elevate.  
Broaden.  
Root in product.   
We're creating a simple, scalable and more
sophisticated visual system that is rooted in the
Afterpay product, to align with a broadening brand
audience and evolving product offering.
Confidential - Do not duplicate or distribute without written permission from Afterpay.

What you'll
see today:
Brand Digest - an overview of our brand's
foundational elements and architecture
Our brand codes and usage guidelines
RTB Expressions - how our brand codes and
colors can be used to differentiate our key
product themes.

What’s next:
Updated tone of voice and messaging guideline
Photography/imagery guideline
Expanded RTB Expression/feature tool kits.

Hey.
We’re Afterpay.
Our belief.
We believe in the 
future-changing
power of a financially
well world.
Our mission.
So we’re on a  
We are the catalyst, the inspiration and
mission to power  
the energy for a fairer system and are
building the products and services that
ensure it can thrive.
an economy in which  
When we succeed, we create a flywheel effect in which
everyone wins.
people have more freedom and control, merchants trade
better, the burden of consumer debt is eradicated from society
and our investors see stronger and more ethical returns.

Our game plan.
Maximize access
and flexibility at
every step of the
consumer journey.
The credit industry remains fundamentally broken. It’s an industry
Our ethos. that needs you to lose for them to win, and it can only survive by
pushing the next generation into the same cycles of debt.   
We see the world differently.   
We trust in the next generation and share a vision of a more
accessible and sustainable world in which people are
rewarded for doing the right thing.   
So we started a movement in which everyone can win—
shoppers, retailers and society.   
By increasing access to the things people need, and providing
meaningful choice at checkout, we empower the next
generation to both enjoy today and thrive tomorrow - free from
the pernicious debt, sneaky fees, and lack of transparency that
inspired a new way forward.   
There was before, and now there’s Afterpay.

Afterpay Brand Guidelines Au gust 2023
Our brand on a page.
Our Belief
We believe in the future-
changing power of a 
financially well generation.

Our Belief
Our reason for being.
Our Mission
Power an economy in which
Our Mission everyone wins.
Our belief in action.
Our Superpower
Expanding access and maximizing flexibility at
Our Superpower every step of the shopping journey - unlocking the
possibilities that will unlock the future we’re after.

How we’ll get it done.
Access Flexibility
Our Product Narrative
Discovery Value Control Peace of Mind
More places, products, Deals + rewards + tools that The ability to choose how you No interest (in 4). No fees (on
categories, experiences - increase access to the things pay, wherever you check out. ) Transparency + security.
time .
from exclusives to essentials. and experiences we’re after.

Our Product Themes

Afterpay Brand G uidelines August 2023
Discovery & Value Control & Peace of Mind
Product ecosyste m :
Shop feed: Search: Card tab: My Afterpay:
More than pay in 4. Homebase for shopping
and discovery
Inspiration, content and
search  
Payment tools and exclusives.    Budgeting and
transparency.
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Brand design essentials.
The Pill The Loop Bondi Mint
White
Black
The Wordmark
Warm Mint
Sage
Eucalyptus
Deep Mint

Core brand codes.
Download assets
Wordmark.

Afterpay wordmark.
The Afterpay wordmark is anchored by
the Afterpay loop - interconnected
triangles that represent the win-win
relationship Afterpay unlocks between
consumers and merchants.

Afterpay badge.
When encased in the pill, our wordmark becomes
our badge - commonly used on merchant digital
commerce platforms and throughout our brand
ecosystem.
Black on Bondi Mint Bondi Mint on Black
Badge Construction
White on Black Black on White
Clearpay variant for the European
market follows the same rules.

Wordmark misuse.
To maintain a strong brand presence, our logo
should always show up consistently. We don’t
alter the logo or add visual treatments.
Do not use the wordmark 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 or glow to the logo. Do not colour the logo or place images
inside of the logo.
Do not add a gradient fill to the logo. Do not distort the logo. Do not use colours not specified for the logo.

32
Letter-casing in
“A” for Afterpay.
In our wordmark, afterpay is spelled with a
lowercase "a".    Check off your list now.
All other instances treat Afterpay as a proper Pay it in 4 interest-free payments.
noun - with an uppercase "A".
Capitalize at the start

of sentences. Afterpay has everything
you need for ________.
Just dropped: Sam’s Club.

Tackle your supply list and Afterpay it.
Capitalize within subcopy.

Loop.

Loop construction.
The Loop represents how Afterpay connects
consumers and brands in a win-win relationship -
increasing purchase power and flexibility on one side
and boosting sales on the other.   
Its curves, connectivity and flow are visual cues that

show up across our brand ecosystem.
Merchants
Consumers

Stroked loop.
Stroked loops can be used to frame, dimensionalize
and add texture to compositions.
Specifications:
For consistency, the stroke weight should always be

0.2% of the longest dimension of the artboard.
So for a 2000x500px digital billboard, the stroke of the

oversized loop would be: 
0.2% of 2000 = 4px  
For a 320x250px display banner: 

0.2% of 320 = 0.64px

Loop sticker.
For more subtle branding moments, or for use in tight
spaces, the loop sticker can stand in as our primary brand
mark. Where possible, opt for the full Afterpay badge.
Sticker construction Black on White White on Black

AFTERPAY BRAND STYLE GUIDE
The app icon.

Our app icon follows the same spacing
rules as our loop sticker.
Sticker construction
Black on White White on Black

Loop supersized.
DO
Zoom in and frame the segment of the loop that best fits your
canvas.
DON’T
Attempt to recreate the shape or its curves.
5. Stretch, warp or tamper with the loop.
We can zoom in and crop the loop to create a

wide array of on-brand loop abstractions for use
in backgrounds, plates and beyond.
2.
1.
Examples of possible zooms
3.
Example of repetition and connection of twoloop segments
4.

Pill.

The pill.
The Afterpay pill is a simple shape pulled directly from the
Afterpay product. From search bars and CTA buttons to
the Afterpay badge, the pill is used across canvases for
both product and brand proud expressions.
Bondi Mint Black
Badge Construction
White

Stroked pill.
The stroked pill can frame product and lifestyle
photography, emphasize copy, play search bar and
much more.
To ensure Pill stroke remains consistent throughout

any execution, the following measurements 
are recommended:
Stroke weight = 0.5% of height
Specifications:
For consistency, create a pill with a height of 100px

and a stroke weight of 1.5px - then scale this up or
down for any artwork size.
This will mean that the stroke weight of any pill will
be 1.5% of the height.
Stroke weight = 1.5% of height
Stroke weight = 5% of height

37
Color.
Download assets
38
Color Palette.
We’ve created
our very own
®
color with Pantone :
Afterpay Bondi Mint.

It’s bold, fresh, energetic, confident, and nods to our
beachy roots in Bondi Beach, Australia. When people
see Bondi Mint, they think of Afterpay.

2023
39
Afterpay Brand Guidelines August
Afterpay Bondi Mint
formulation.
Bondi Mint is our most distinctive brand identifier -
a color inspired by the beach town Afterpay was
born in.
Screen use only. Print use only.
For all digital applications, use the screen
formulation. For print, use the print formulation and RGB

Afterpay Bondi Mint
the Pantone swatch to calibrate for reproduction.

178 252 228 on Coated Stock.
Colour reproduction must visually match swatch.
HEX
The below formula is a guide for printing.
Certain end use requirements may necessitate
#b2fce4
®
adjustments; a PANTONE MATCHING SYSTEM
Licensed Printing Ink Manufacturer should be consulted.
®
PANTONE Green
12.90
PANTONE Yellow 012

1.00
PANTONE Trans. White 86.10
100.00
PANTONE Colour Data System QC # AFT001
4 colour simulation: C 38, M 0, Y 23, K 0* 

CMY K values change depending on printer and substrate.

40
Primary palette.
Our primary palette is the core of our brand
identity, and should be used on any branded Bondi Mint White Black
materials. The palette consists of Bondi Mint, RGB 178 252 228
RGB 255 255 255
RGB 000 00 000
HEX #B2FCE4 HEX #FFFFFF HEX #000000

white and black.
The proportion and ratio below indicates the
recommended balance and usage of our
primary palette.

41
Secondary palette.
An extended Bondi Mint family has been
created to diversify and elevate brand

Light Mint Warm Mint Sage Eucalyptus Deep Mint
expressions across both print and digital.
RGB: xxxxx
RGB: 144 228 200
RGB: 91 158 155
RGB: 54 128 113
RGB: 45 63 57
HEX: #BFEFDF HEX: #90E4C8 HEX: #5b9e9b HEX: #368071 HEX: #2d3f39
Product Link
RGB: 45 63 57
HEX: #255A4F

Tertiary palette.
An expressive tertiary color palette has also been
created for thoughtful, sophisticated accents

Tide Jacaranda Dune
where needed. Like Bondi Mint—Tide, Jacaranda
and Dune are inspired by the natural Australian RGB: 89 126 173
RGB: 171 142 200
RGB: 196 186 147
HEX: #597eab HEX: #ab8ec8 HEX: #c4ba93

landscape.
Tint Tint Tint
RGB: 170 189 212

RGB: 212 198 226
RGB: 225 220 200
HEX: #aabdd4 HEX: #d4c6e2 HEX: #e1dcc8

Grayscale.
Our grayscale have a small percentage of
Bondi Mint freshness. This creates a clear and

Gray 00 Gray 01 Gray 02 Gray 03 Gray 04 Gray 05
accessible visual hierarchy, and makes us
distinct by adding hints of our brand colours. HEX # F2F2F2 HEX # E5E6E5 HEX # D7DAD7 HEX # BDC2BD HEX # 889188 HEX # 565D56

Color usage.

Visual ratio of
color-flooding usage.
Evergreen. Seasonal.
Mint / White / Black color flooding with hold equal weight with each Mint Shades can also be used for color Use seasonally and only
other as long as a form of the mint badge logo is also represented.
flooding to diversify and elevate expressions.
in cases where Afterpay

owns the channel.
Channels & Usage:

Channels & Usage:
Afterpay App | Afterpay website

Afterpay App | Afterpay website
Channels & Usage:
Email
Email
Afterpay App & website
Organic & Paid Social  Organic & Paid Social  Email
Out of Home Media  Out of Home Media Organic Social

Optimal text-to-
background pairing.
Overview.
Hero
B B W
Where possible, we restrict our copy colors to the core palette, using
secondary and tertiary colors as backgrounds and containers.
Incidental.
WCAG 2.0 defines four types of “incidental” text that canbe exempt from
meeting the contrast requirements.
Secondary
Inactive: An inactive element that’s typically identified visually by its lower-

contrast state. For example, a disabled Submit button.
B B B W
Pure decoration: Decorative text that is not meant to be read. For
example, a picture of a bookshelf on a library homepage, where the titles
of the books may be intentionally unreadable.
Not visible to anyone: Text mean to be hidden, like an invisible skiplink. Tertiary
Unless the text becomes visible, it wouldn’t need to meet any contrast
requirements.
Part of a picture that contains significant visual content: Text that isn’t an
B B B
important part of the information in the image, like someone’s name tag in
a photo of a party.
B B B

Secondary  
palette example.
Mint Afterpay badge.

Bondi mint pops in composition.
Black or white primary text.
Product extractions provide addition Afterpay cues.
Secondary palette &

highlight pairings.
More for your

More for your
More for your
More for your
More for your
money. money. money. money. money.

Confidential - Do not duplicate or distribute without written permission from Afterpay. Confidential - Do not duplicate or distribute without written permission from Afterpay. Confidential - Do not duplicate or distribute without written permission from Afterpay. Confidential - Do not duplicate or distribute without written permission from Afterpay. Confidential - Do not duplicate or distribute without written permission from Afterpay.
Pills in Bondi,
black and white.
More for your

More for your
More for your
More for your
More for your
money. money. money. money. money.

No tertiary   More for your

More for your
More for your
More for your
More for your
pill fills. money. money. money. money. money.

78
Plates.
Download assets
Using the Afterpay loop and core
palette, we can create a wide
variety of brand-proud plates.
Simple Gradients Macro Loop Rippled Loop
= Page includes motion element

80
Simple gradients.
Bondi Mint + Warm Mint Bondi Mint + Sage Bondi Mint + Eucalyptus Eucalyptus + Deep Mint
0°
45
90

81
82
Macro loops.

83
84
Rippled loop palette.

85
86
Ghosted rippled loop palette.

87
48
Typography.
Download assets
49
The Afterpay typographic system
is built to be informative, expressive
and easily adaptable.  
While simple, it contains a diverse
range of gestures and techniques,
that allow for more impactiful  
type-based executions.

50
Typography.
Italian Plate
No2 Expanded.
Our primary typeface is bold, modern, Montserrat.
classic and friendly. It works as This is our internal only, digital
typeface. We only use it when
functional typography across digital Italian Plate No2 Expanded is not
available (Google docs etc).

platforms and print materials.

51
Primary typefaces.
Aa
Italian Plate No2 Expanded Regular Styles & Weights
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 .
ABCDEFGHIJKLMNOPQRSTUVWXYZ Regular
The family of styles & weights allows for abcdefghijklmnopqrstuvwxyz Regular Italic
flexibility in usage.
0123456789 {[(&)]}*,.:;¿¡?!/|\•¶@®©™ Demibold
«»‹›“”‘’‚„”’… -–—_†‡¬+<=>≠≤≥±÷−×∞~≈°
Bold
$¢£¥€§#%‰ Black
Aa
Italian Plate No2 Expanded Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 {[(&)]}*,.:;¿¡?!/|\•¶@®©™
«»‹›“”‘’‚„”’… -–—_†‡¬+<=>≠≤≥±÷−×∞~≈°
$¢£¥€§#%‰

Guidelines
52
Afterpay Brand August 2023
Type specimen
ideal stack.
In most contexts, we format our text in  

“Sentence-case” with punctuation.  
This gives us an authoritative,  
conversational tone.   
H1
To ensure legibility and

Italian Plate No. 2 Expanded Bold
Size: 48 pt / Leading: 50pt
Stop paying to use money.

comprehension, we follow the
hierarchy displayed on the right. H2
Italian Plate No. 2 Expanded Regular Take a peek at the new brands on Afterpay—handpicked for you.
H3
We’re making it easier to get what you want, when you want it.
Italian Plate No. 2 Expanded Bold
Shop now. Pay later. Always interest-free.
Caption copy
Caption / Attribution Copy

Vestibulum maximus imperdiet metus sed suscipit. Nunc eros
Montserrat Bold / Regular / Italic orci, scelerisque semper ex eget, commodo laoreet enim.
—Nulla gravida finibus ipsum

Hero H
Montserrat
Italian Plate No. 2 Expanded Bold A short headline. Montserrat is our internal only, digital typeface. We only use it when
Size: 24 pt / Leading: 2 6pt
Italian Plate No 2 Expanded is not available such as Google docs.
Hero P
A short paragraph of text. Lorem ipsum

Italian Plate No. 2 Expanded Regular
dolor sit amet, consectetur adipiscing
Size: 12 pt / Leading: 1 6pt
elit. Nulla tempor eros ac laoreet
rhoncus. Sed ac bibendum lectus.
CTA Text
Italian Plate No. 2 Expanded Regular Get started

Size: 10 pt

53
Expressive type.

55
Brands
Waterfall pills.
Drops
This approach can be used for list-style
headlines to showcase breadth of products
and categories.
Deals
Goods
Fits
Steals
Feels
Pill emphasis.
We can use the stroked pill to add Sentence Case
Weight: Bold
Payments with
emphasis. One word, product or feature

Tracking: 0
per pill, with few exceptions. Leading: 1.25x type size Left-align
benefits. Includes
punctuation
Text aligns, not the pill stroke
Check off your list.

Center-align
Pay over time.
Pills are flush & stroke weight is 1.5% of height.
Max 3-4 words in consecutive pill treatment.

Pill padding  
and alignment.
Pill size is determined by type size. Padding is
then determined by optically balancing the
baseline and characters’ cap height.
Pill alignment is determined by the first and last
characters of the word within the Pill and is
aligned to the exact curvature points of the Pill
itself. This creates a natural centered alignment
between the two elements.
The size of the padding is determined by the  
size of the headline. Using the character “x”
ensure the padding is an equal x above and
below the copy.
The stroke weight will be 1.5% the  
height of the pill.
Pill edge & first letter of word
space should be a semi-circle.


Examples.

61
Motion.

62
Our motion language is
anchored in smooth, efficient,
and simple movements that
underscore the frictionless
experience of using Afterpay.  

Motion language.
Our three core motions are grounded by real-world physics or natural
human movement. The pace and flow of these inform all other
aspects of motion.
Drop Horizontal Swipe Vertical Swipe

Drop
Our stylized bounce curve adds a touch of character, while obeying (30fps)
Keyframes
the laws of physics,adding a layer of realism to the animation.
Cubic-bezier notation:
(Based on comp size:1080x1080px
Shape layer: 78px
Segment 1, Frame 0 - 7:

Animating on position Y)
0.17, 0.76, 0.38, 1
Key1, Frame 00: (y) 692

Key 2, Frame 07: (y) 657
0.62, 0, 0.83, 0.24
Key 3, Frame 12: (y) 692
Key 4, Frame 15: (y) 677.8

Key 5, Frame 17: (y) 692
0.17, 0.76, 0.38, 1
Key 6, Frame 19: (y) 687.6
Key 7, Frame 21: (y) 691.2

Key 8, Frame 22: (y) 692
0.62, 0, 0.83, 0.24
0.17, 0.76, 0.38, 1
0.17, 0.76, 0.38, 1
0.62, 0, 0.83, 0.24

Horizontal Swipe
We are using an S curve with a fast out and slow in to invoke a (30fps)
Keyframes
physically intuitive transition, as it simulates the behavior of objects in
the real world, which often start fast and slow down due to forces like Cubic-bezier notation:
Based on comp size:1080x1080px
friction or gravity. Shape layer: 78px

Animating on position X)
0.33, 0, 0.1, 1
Key1, Frame 00: (x) 607
Key 2, Frame 41: (x) 511

Vertical Swipe
The swipe up animation curve adds an element of fluidity and (30fps)
Keyframes
dynamism to the design, making it more visually engaging.Per
segment, we alternate between varying degrees of steepness with Cubic-bezier notation:
(Based on comp
our S curves to mimic the variance in the way a user would swipe. size:1080x1080px

Shape layer: 78px
0.27, 0, 0.55, 1
Animating on position X)
Segment 2, Frame 31- 64:

Key1, Frame 00: (x) 615.2
0.34, 0, 0.23, 1 Key 2, Frame 31: (x) 525.2
Key 3, Frame 64: (x) 404.2

68
Iconography.
Download assets
69
Iconography overview.
Our icons are simple storytelling and
wayfinding symbols that take design cues
from the curvature and interconnected
nature of the Afterpay loop.   
Our icons represent both merchant
categories and product features/functions
and can be used in both product contexts
and brand expressions.
Digital Sizes:
Minimum: 16px
Optimum: 20px
Maximum: 24px

70
Category icons.
Category icons represent the product, Food & Drink Men’s Fashion Women’s Fashion Beauty & Treatments Department Store Furniture
service and experience categories users
can shop on Afterpay.
Groceries Men’s Shoes Women's Shoes Fragrance Handbags Home
Pets Trainers (unisex) Fashion (unisex) Jewelry & Accessories Designer-Luxury Home Improvement
Travel Baby & Family Events & Experiences Toys & Hobbies Eyewear Garden & Patio
Adult Automotive Health & Wellness Sports & Outdoors Electronics & Devices
Services 1 Services 2
67
Product icons:  
functional.
More Filter Close Circle Alert Tick Info
Functional icons represent navigational
elements within the Afterpay interface.
Add Sale Wishlist Lightning
Close Menu Add Caret Left Caret Right Caret Up Caret Down Arrow Left Arrow Right Arrow Up Arrow Down

73
Product icons:  
Home
Shop Feed Search My Afterpay In-App Re ward Notification Like
general.
General icons represent functions, features
and navigational elements within the

Afterpay Card Card Wallet Pay Monthly Pay Monthly Gift Card
Card Refresh Refer a Friend
Afterpay ecosystem.
Calendar Calendar Day Check-In Check-Out Shop In-Store in Store Location

Map
Spending Limit Time Safe & Secure

Support
Data Bank Bank Statement Checque / Check
Cart Cart Refresh Basket Basket Refresh Discount 1 Discount 2 Savings Refund
Globe Meter
Merchant Shipping Shipment Tracking Box Order Return
Smart Chat Chatting

Lock Chat Message Write

71
Product icons:  
Phone Laptop Work Browser Mobile Banking Loan Money Transfer Payment Settings
general (cont.).
General icons represent functions, features
and navigational elements within the
Afterpay ecosystem. History Refresh Opening Time Star Bulb Heartbeat Verified Trash
Coins Currency Exchange Handout B-Pay Euro British Pound No Credit Check No Credit Check : UK
Send GPS Pasword Show Password Hide Link Email Download Print
Play Circle Play No Fees Image Camera Attachment Edit Box Arrow Down
Call Settings Exit Grid Copy External Share Pinch

71
Iconography
scale in circles.
The scale and placement of iconography
within circles should be visually consistent
with our loop sticker.  
The padding between the icon and the
circle should be a minimum of 1/6th of the
diameter of the circle.
Iconography scale within the circle
is the same construction ratio as our Loop Sticker.

74
Use cases.
Our iconography can be used for both Icon Story + Circles Icon Story + Photography Emblematic Icons
functional and brand forward
expressions. Use them alone as an
emblem to speak to a product category,
or chain them together to create
narratives around the Afterpay
experience.
Icon Story Grid Icon Story + Pill Radial Icon Story

77
Icon misuse.
Never use product icons to represent anything other Functional: Specific General icons: Flexible
than the feature/function they were designed to
represent.   
Category icons are more flexible for storytelling

purposes.
Home Home & Garden Travel Vacation
Calendar Seasonal
88
Product extractions.
Download assets
89
Product extractions are graphic
elements from our product
ecosystem that we use to sharpen,
simplify and elevate our brand
expressions where needed.  
They’re a simple way to sync our
product and brand design worlds.

Product extractions sticker sheet.

App Extraction + Old Navigation Bar Shop Feed Search Wallet My Afterpay
Old navigation bar New navigation bar Shop Iconography Search Iconography Wallet/Cards Iconography My Afterpay Tab Iconography
Shop In-Store Rewards My Afterpay
Shop Feed Wishlist Search

Insights Bundle Freeze My Afterpay Rewards
Product Tiles Search Bars Cards Rewards Progress Bar
Nike
beach chairs beach chairs
Arc’tery x Ralle Jacket
$100.00 X 4
Merchant Circles
Ray-Ban Ray-Ban Ray-Ban
Functions
Amazon Amazon Amazon Insights Bundle

90
Search bar.

The search bar helps us speak to
discovery - a portal to all of the
products, brands, services and
experiences on the platform.

---
Search bar.



94
Phone screens.

We use a minimalist version of  
our app UI to nod to the app without
overpowering the composition.

Phone extraction.
Home navigation and the Afterpay badge can Afterpay Search Bar
running shoes
be featured or removed as needed. Badge Extraction
Home
Navigation
Extraction Corner Radius:
41px

98
Screen
examples.
running shoes
Screen + Icon Story Screen + Lifestyle Photography Screen + Product Cutout

THE AFTER THE FOUNDATION AUGUST 2023
Turn it to
11.
Pay it in 4.
Afterpay it.
108
Product tiles.

109
We use product tiles to spotlight
Afterpayable products, services
and experiences.
Tile
Merchant Nike
Logo

Tile treatments  
& construction.
Tiles can be used to create portals, outlines,
cut-outs and windows, so long as they clearly
highlight a product, service or experience
available on Afterpay.
Styling
Tile: 300px x 300px
Corner Radius: 30px
The product tile should be as close to a square
as possible. The corner radius of any product
tile should be 10% of the width or height,
whichever is smaller.
The stroke weight should be 1% of the tile height.

Tile “tag” rules.
Expanded Product Description Minimized Description + Icon Tag

Format: Title Case
Weight: Regular
Leading: Height of one “X” icon
Clear Space: Height of three “X” icons
We follow in-app conventions when pairing product
tiles with product and pricing information.
Brand Nike Product Name Nike Air Max Pulse
Product Price $37.50 X 4

Product Name Air Max Pulse
Product Price $150.00

113
Cards.

Like product tiles, Afterpay and
Plus card sillouettes can be used
to highlight the products and
experiences they unlock.

Card extractions.
The height of a card should be 60% of the width.  
The radius is 10% of the height
The stroke should be 1% of the height.
Digital Card
remove Visa
or
Mastercard?
Plus Card
Gift Card $253.00
Blank outline
Gift Card*
* Merchant logo to
be updated per use.

Plus Card explore.

Merchant circles.

12:00
Merchant logos are always Search for anything
represented in circles Wishlist On sale Rewards
within the app. We can use Easter's almost

Curry Flow 10 here
these circles to feature

Justlast
Get dropped!
minute treats at
Walmart
Shopnow
Shop now
Ad
brand logos, or as portals In App Exclusives
into the possibilities each xxx
merchant's products
Walmart Target Amazon Nike
Featured Stores
unlock.
10% off
Ray Ban Nike

Color approach in
merchant circles.
While often required to use merchant logos as
provided, simplified tonal logos should be used
where possible to align more closely with the
Afterpay look and feel.
Ray-Ban Ray-Ban Ray-Ban Ray-Ban
Amazon Amazon Amazon Amazon
Original Merchant Color Tonal: Black / White / Mint


Merchant circles
as portals.

138
Imagery.
FPO
Download assets
We think of imagery as any 

visual device that communicates 
a subject or idea.
The tools we use to create 

the visuals are:
Feature Imagery Library Imagery

Feature imagery.
Feature imagery is meant to capture a moment in
time that feels candid, covetable and storied. 
We’ll lean into natural lighting and convey a sense of
space and we’ll leave our stamp thorough color and
subtle hits of Afterpay branding.
Feature image is intended to feel heroic and be the
most conceptual version of showcasing a single
category offering or product expression. Usage will
range from OOH to Lifecycle and will typically show
up in evergreen or campaign placements.
Imagery is FPO until brand
shoot in October.

Product imagery library.
Library imagery is a hybrid of icons and feature
imagery. It’s systematic and monochrome approach
allows for pattern and repetition or stand alone
moments. A subtle grain effect adds a human touch
and level of grit and nostalgia.
Library imagery is meant to be extremely adaptable
for marketing and product and is used most
frequently further down the funnel for shopping. It
solves for messaging abundance as well as singular
focused ideas.
Imagery is FPO.
Development in progress.

Framing devices.
Pill Burst Loop Burst

Photographic cutouts can be used to
break the frame of The Pill and Loop.
These executions can be used to
create a subtle hint of dimension
within a layout.

Embedded loop.
Solid Loop
Outlined Loop
The frames below illustrate the optimal crops
when using the Rippled Loop in brand

Crops of The Loop can be used For more subtle
expressions. When cropping, ensure the integrity within merchant photography expressions, you can
of the Rippled Loops are maintained without when increased brand embed the loop as an
ownership is desired.
outlined device to maintain

hurting the legibility of brand messaging.
a level of brand ownership
This execution also provides while still allowing the
photography with a stronger subject of the photograph
sense of depth while still to remain the core focus.
remaining elevated.
Full Loop
Full Loop Outlined
In instances where we want In instances where we want
want to inset photography on inset photography on solid
solid color backgrounds, we color backgrounds, we can
can break the frame of the break the frame of the
image with The Loop.
image with The Loop.
This execution creates depth An outlined instance can be
while also providing a bolder used to create depth while
style brand mechanic. also subtly providing an
additional brand element.

180
Applications.
Download assets
185
Lorem.
Introduction
Afterpay Logo
Clearpay Logo
Colour Palette
Typography
Iconography
Graphics
Tone of Voice
Messaging
Photography
Applications
Download assets

Mommy + Me twinning bucket hats with fur Pay how
Find
Jellywhat
flip flops beach chair with cupholder Pay how

Fin
you want. you want. you want. you
Sherpa White linen
S/S ‘23 Bug spray
Bucket hat Water wings
Sunscreen Mini cooler
Beach blanket XL tumbler
XS wetsuit Poncho towel
afterpay it. afterpay it.

188
Lorem.
Introduction
Afterpay Logo
Clearpay Logo
Colour Palette
Typography
Iconography
Graphics
Tone of Voice
Messaging
Photography
Applications
Download assets

192
Lorem.
Introduction
Afterpay Logo
Clearpay Logo
Colour Palette
Typography
Iconography
Graphics
Tone of Voice
Messaging
Photography
Applications
Download assets

193
Lorem.
Introduction
Afterpay Logo
Clearpay Logo
Colour Palette
Typography
Iconography
Graphics
Tone of Voice
Messaging
Photography
Applications
Download assets

198
Thank you.
Download assets

Afterpay Brand Guidelines 2024

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Afterpay Brand Guidelines August 2023

Afterpay Brand Guidelines

sophisticated visual system that is rooted in the

Afterpay product, to align with a broadening brand

audience and evolving product offering.

Confidential - Do not duplicate or distribute without written permission from Afterpay.

foundational elements and architecture

Our brand codes and usage guidelines

RTB Expressions - how our brand codes and

colors can be used to differentiate our key

Confidential - Do not duplicate or distribute without written permission from Afterpay.

Updated tone of voice and messaging guideline

Expanded RTB Expression/feature tool kits.

Confidential - Do not duplicate or distribute without written permission from Afterpay.

building the products and services that

ensure it can thrive.

better, the burden of consumer debt is eradicated from society

and our investors see stronger and more ethical returns.

Confidential - Do not duplicate or distribute without written permission from Afterpay.

Our game plan.

every step of the

The credit industry remains fundamentally broken. It’s an industry

pushing the next generation into the same cycles of debt.

We see the world differently.

We trust in the next generation and share a vision of a more

accessible and sustainable world in which people are

rewarded for doing the right thing.

So we started a movement in which everyone can win—

shoppers, retailers and society.

By increasing access to the things people need, and providing

meaningful choice at checkout, we empower the next

generation to both enjoy today and thrive tomorrow - free from

the pernicious debt, sneaky fees, and lack of transparency that

inspired a new way forward.

There was before, and now there’s Afterpay.

Confidential - Do not duplicate or distribute without written permission from Afterpay.

Our brand on a page.

We believe in the future-

financially well generation.

Our reason for being.

Power an economy in which

Our Mission everyone wins.

Our belief in action.

Expanding access and maximizing flexibility at

Our Superpower every step of the shopping journey - unlocking the

possibilities that will unlock the future we’re after.

Discovery Value Control Peace of Mind

from exclusives to essentials. and experiences we’re after.

Confidential - Do not duplicate or distribute without written permission from Afterpay.

Discovery & Value Control & Peace of Mind

More than pay in 4. Homebase for shopping

$3 ,768 .05 $4 000 ,

Insights Bundle Freeze Rewards

Gift Card $253.00

Walmart Target Amazon Nike Leo pord makes a s p lash... A v

Protect your account L

Upc omin gp ayments 15 orders

Re w ards for you

pushing the next generation into the same cycles of debt.   

We see the world differently.   

rewarded for doing the right thing.   

shoppers, retailers and society.   

inspired a new way forward.   

For a 320x250px display banner: 