PITTSBURGH – October 1, 2020 – Pineapple Payments, a rapidly growing payments technology company based out of Pittsburgh, announced today the launch of its rebranded payments product, Transax, which includes a new product logo and refreshed platform styling. The changes come on the heels of Pineapple’s continued technological investments, propelled by its acquisition of Transax Gateway in 2018. The efforts behind the redesigned logo and positioning of Transax as a “Pineapple Payments Product” are driven by Pineapple’s renewed product branding strategy, intended to better represent the company’s distinct offerings today. This approach fosters Pineapple’s ongoing evolution, allowing the company to encompass a larger family of products in a way that ensures everything under the Pineapple Payments umbrella is aligned.
The original Transax logo and overall brand identity didn’t accurately reflect the Transax of 2020. Transax is no longer a separate entity. It’s become Pineapple’s flagship product, an important milestone in the company’s journey of becoming a full-stack payments technology provider.
Pineapple Payments Co-founder and President, Jon Halpern, played a key role in the development of the new Transax product identity.
“As merchants’ needs evolved, Pineapple Payments evolved Transax. The newly designed Transax logo represents this expansion and the new product identity is a truer representation of what Transax has become – the core technology driving Pineapple Payments,” explained Halpern. “After honoring the long history and reputation of Transax, completely shifting from this mindset of simply owning Transax to truly transforming Transax, the timing was finally right to move forward now with a fresh new look and refreshed perspective.”
Designed to work smoothly across the platform and all peripheral applications, including mobile, QuickBooks, and other plugins, the rebranding captures the true essence of what Transax is now. The new logo uses a modern design, featuring a deep blue, lower-case wordmark in Pineapple’s typography, reflecting depth and friendliness. The “pointed leaf” logomark is derived from the crown of a pineapple, accentuating Transax as an integral part of Pineapple Payments. The leaves form an arrow silhouette, symbolizing upwards growth and renewal. A tagline is included to further reinforce Transax’s new identity: A Pineapple Payments Product.
Cassandra Ogden, Pineapple Payments VP of Marketing and Communications, led the rebranding initiative.
“Why the rebranding now? This change is so much more meaningful than just a new logo. We didn’t change the logo for the sake of change. We did it because it wasn’t doing the job we needed anymore. We put a tremendous amount of work into Transax, and we watched it appear in new places and new contexts. It became clear that it was time we showcase Transax to the world the same way we had been talking about it internally” said Ogden. “Transax fused with Pineapple Payments. It’s the same people, the same support, but a unified front and a new brand family that can be marketed cohesively.”
Today, Transax is distributed by resellers nationwide, including referral partners, sales agents, Integrated Software Vendors, Independent Sales Organizations, and some of the largest payment processing companies. To help inform its users and resellers about the new Transax logo, Pineapple Payments developed a landing page at pineapplepayments.com/hellotransax.
ABOUT PINEAPPLE PAYMENTS
Pineapple Payments is a Pittsburgh, Pennsylvania-based payments technology company that provides payment processing, proprietary technology, and omni-channel payment acceptance solutions for merchants of all shapes and sizes. Its core payment platform, Transax, and suite of value-added payments tools are distributed by resellers nationwide, including some of the largest payment processing companies and Independent Sales Organizations. Pineapple offers both API based and out-of-the-box solutions for everything from Hosted Payment Pages and Recurring Billing to online Invoice Management and integrations with QuickBooks and Salesforce. In 2017, Pineapple Payments received substantial investment for accelerated growth from Providence Strategic Growth (PSG), the growth equity affiliate of Providence Equity Partners, a global private equity firm. For more information, visit pineapplepayments.com.