Heartland Payment Systems, the fifth largest payment processors in the U.S., recently unveiled a new brand identity to reflect the company’s growth over the past 17 years.
Founded by Robert Carr in 1997, Heartland is headquartered in Princeton, N.J., the company now has offices in Texas, Colorado, Tennessee, Oregon, Indiana, New York, Arizona, Kentucky, Pennsylvania and Ohio.
“Since our first card transaction on July 15, 1997, we have quickly grown and are now processing more than four billion transactions annually,” Carr, the chairman and CEO of Heartland, said. “We have become the fifth largest payment processor in the United States by transaction volume and the eighth largest by transaction dollar volume in the world. 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 company processes more than 11 million transactions each day and more than $120 billion in transactions every year, with a focus on small to medium-sized businesses.
Heartland said the key to the company’s success has been its commitment to building customer relationships through the company’s Merchant Bill of Rights.
“The visual identity is simple and direct,” Heartland Chief Branding Officer Michael McMillan said. “It reflects the timeless principles of honesty and integrity that Heartland’s success is built upon.”