# Tyro new logo (2019)

> Tyro launched a new logo in Aug 2019, designed by Hulsbosch. New logo and identity.

## Key facts

- Brand: Tyro
- Launched: Aug 2019
- Studio: Hulsbosch
- What changed: New logo and identity.
- Why: Tyro said the new tagline and look reflected its expansion beyond payments into banking and lending products.
- Industry: Fintech
- Logos: https://rebrandlog.com/logos/tyro-2019/before.png (before), https://rebrandlog.com/logos/tyro-2019/after.png (after)

## The rebrand, explained

Tyro launched in 2003 as a payments company and obtained a banking licence in 2015. By 2019 Campaign Brief described it as Australia's fifth largest payments provider, with banking and lending products growing strongly, and reported that the business was taking on a fresh look in its first rebrand since 2007. Mumbrella and Campaign Brief both credit the branding agency Hulsbosch with the logo and visual identity; whiteGREY designed and built the new website, and a brand campaign was set to follow.

The headline is the line. Better business banking, written by Hulsbosch, was meant to reflect the move beyond payments into banking and lending. Chief executive Robbie Cooke called the rebrand a significant milestone and said the company's commitment to innovative payments and banking for Australian businesses would not change. Because Tyro is a business bank built on technology, he added, the website is its shopfront, which made the new site a fundamental part of the rebrand.

Hulsbosch director Jaid Hulsbosch said the agency evaluated Tyro's communications and carried out extensive stakeholder research to build insights and customer segmentation aligned with the growth strategy. The finding was that Tyro acts as a trusted partner. The identity, he said, is built on the idea of Tyro handling payments and banking so the owner can focus on their passion, igniting the business, with partnership inherent in the creative. Mumbrella quoted the agency's line that the identity illustrates how Tyro ignites businesses as a trusted partner.

Mumbrella's comment section was a bloodbath. Two early comments praising the work drew suspicion from other readers, who noticed both names ended with a full stop. Others dismissed it as a fairly uneventful logo with brand waffle, and one attacked the website's user experience and UI as ill conceived.

The cynics have a point about the communication, if not the craft. The rationale leans on words like ignite and partner that every business bank claims, and the release offered little for readers to judge. The tagline is honest but plain; it says what Tyro does, not why anyone should switch. The useful move was strategic rather than visual: telling the market that the payments terminal company is now a bank. For that job, a calm, credible refresh was enough, but it was not going to win over a room of sceptical marketers.

In short: Payments company, now visibly a bank.

## Sources

- https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_tyro_by_hulsbosch.php
- https://mumbrella.com.au/business-bank-tyro-reveals-new-brand-identity-created-by-hulsbosch-591379
- https://www.adnews.com.au/campaigns/tyro-rebrand-built-on-better-business-banking

## Cite this

Rebrand Log, "Tyro new logo (2019)", https://rebrandlog.com/rebrand/tyro-2019/, last updated 2026-10-21.