New Logo and Website Designed to Highlight Strengths and Put Customers at Ease

Humboldt Merchant Services (HBMS), a market-leading credit card processing provider for specialty merchants, today announced the business’ refreshed visual branding, which includes an updated logo design and newly revised website, The new branding features a redwood tree and includes peaceful outdoor imagery to reflect ideas of strength, security and calm.

“We wanted our branding and website to not only reflect the company’s legacy within the industry, but to also give assurance that Humboldt provides cutting-edge payment solutions while maintaining the highest levels of service,” said Adam McDonald, president of Humboldt. “Our roots are in serving specialty merchants and we want them to feel comfortable and at ease in knowing they’ve found a partner who will provide great security, service and value.”

A trusted payment services provider for more than 25 years, Humboldt serves merchants of all types and sizes in retail, ecommerce and other markets. The company offers the latest security and risk mitigation tools including end-to-end tokenization as well as Fraudcast, an innovative fraud and chargeback reduction tool. In addition, Humboldt provides real-time transaction reporting, seamless integration with most payment gateways, access to a virtual terminal, recurring billing, multi-currency conversion, and more.

Humboldt’s new logo mark is a stylized redwood tree, which symbolizes the long-standing presence the company has within the industry and within its California location, where it has been based for decades. Humboldt’s new website features easy navigation and is indicative of how easy it is to do business with the company. Overall, the newly crafted visual branding is a reflection of the company’s dedication to supporting the industry, its sales representatives, independent sales organizations and merchants; now and in the future.

Since 1992, Humboldt Merchant Services (HBMS) has been a preferred provider of credit card processing solutions for commonly rejected merchant types. HBMS is dedicated to providing superior credit card processing -- working directly with merchants to craft a customized payment acceptance solution tailored for their individual business needs, while offering competitive pricing and first-class service for every merchant. With its expertise and laser-focus on customer satisfaction, Humboldt Merchant Services has become the pacesetter in the specialty merchant services industry. For more information, please visit