Payfit unveils new brand identity amid broader HR push

Payfit has unveiled a new brand identity, its first major refresh since the company was founded.

The rebrand comes as the business looks to present itself as more than a payroll software provider, with a broader offer spanning payroll and HR services.

Its updated positioning reflects a business that now combines a digital platform, AI tools and support from 200 payroll specialists. The service is designed to help employers manage routine payroll and HR tasks while still offering human support for more complex issues.

Founded in 2015, the group says it serves more than 22,000 businesses across France, Spain and the UK, ranging from small companies to organisations with several hundred employees.

It also processes more than two million payslips each year, representing EUR €12.5 billion in payroll.

A broader push

The new identity is being introduced as Payfit places greater emphasis on the broader role it plays in day-to-day payroll and HR administration. That includes tools branded as Payfit AI, which can flag inconsistencies, pull in some payroll inputs, produce people insights and answer common employee questions.

When cases need human judgement, customers can turn to the company's payroll specialists. In the UK market, the aim is to make payroll and HR easier to manage without leaving employers to navigate the process alone.

The visual overhaul is also meant to reflect that wider remit. Payfit described the identity as simpler and more expressive, with an emphasis on the people and businesses using its services rather than the company itself.

At the centre of the redesign is a new logo, supported by a broader visual system. Black and white form the base of the product experience, while pink, blue and yellow are intended to create distinction across marketing and communications.

Its typography, illustration and photography have also been updated to create a more editorial feel. Images will focus on real people in workplaces, with an unstaged approach centred on teams and their progress.

Rollout plans

Different parts of the business will use the identity in different ways. Within the product, the design will prioritise clarity, accessibility, consistency and ease of use, while the website, campaigns and social channels will allow for broader visual expression.

The brand update will be rolled out progressively across France, Spain and the UK, appearing across the platform, website, campaigns, social media and other customer-facing touchpoints.

Marion de Robillard, Chief Marketing Officer at Payfit, said the redesign was intended to reflect the company's development since launch.

"Brands need to move with the businesses behind them. Payfit has changed a great deal: our product has grown and so has the role we play for our customers. The new identity brings that change to life and reflects how we want to work with businesses every day: making payroll and HR simpler, building confidence and giving people more control," said de Robillard.