Heartland Payment Systems Unveils New Brand Identity

Heartland Payment Systems,  payment processors and leading provider of merchant business solutions, has unveiled a new brand identity.

The new branding initiative better reflects Heartland’s dramatic evolution from a small debit and credit card processor to a leading national business solutions provider serving a range of industries from retail to restaurant, parking to petroleum, to higher education, lodging and hospitality.

“Since our first card transaction on July 15, 1997, we have quickly grown and are now processing more than 4 billion transactions annually. We have become the 5th largest payment processor in the United States by transaction volume and the 8th largest by transaction dollar volume in the world,” said Robert O. Carr, chairman and CEO of Heartland. “During this same period of time we have expanded our range of products and value-added services to allow merchants to better improve and grow their own businesses. Given this significant growth and evolution, we think the timing is ideal to realign our brand with where we are today, and where we are going in the future.”

The key to Heartland’s continued success is its unwavering commitment to building long-term customer relationships based on a commitment to trust and transparency. The company’s Merchant Bill of Rights sets the industry standard for public advocacy of business owners for fair credit and debit card processing practices.

This commitment to customers, coupled with Heartland’s continued investment in developing and bringing solid solutions and innovation to market, is at the heart of the company’s business philosophy and brand.

“The visual identity is simple and direct. It reflects the timeless principles of honesty and integrity that Heartland’s success is built upon,” said Michael McMillan, Chief Branding Officer at Heartland.

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