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Spotlight Innovators

or over two decades Humboldt Merchant Services
has been the premier provider of credit card pro-
cessing solutions for high-risk or hard-to-place
F merchants, offering competitive pricing and first
class service. Combining dedication with knowledge and a
primary focus on customer satisfaction, HBMS has grown
to become a leader in the credit card processing industry.
Offering superior processing, and the latest in payment
acceptance solutions, we are at the forefront of innovative
payment thinking.

What’s New:
Behind the Humboldt Brand

f you’ve been in the payments industry for any length of time, you’ve probably noticed Humboldt Merchant
Services (Humboldt) recently refreshed its visual brand. Not only did the company unveil its first updated logo
design, but they’ve also incorporated the timeless look/feel from this newly adopted mark into the company’s
I newly revised website, hbms.com.

Humboldt has been serving hard-to-place merchants for well over 25 years, and throughout this legacy, the company has
built a solid, highly reputable brand within the marketplace. Known for providing stable and trusted merchant services
and related products, most payment sales professionals and merchants using Humboldt know they can relax during the
onboarding process and rest assured they will receive personalized attention and care.

In fact, since 1992, Humboldt has been fully dedicated to helping industry ISOs and sales representatives successfully
board specialty and hard-to-place accounts, despite underwriting requirements that have become increasingly more
complex and stringent. Humboldt has earned the privilege of being a trustworthy and reliable merchant services provider,
and now the newly launched branding captures this spirit.

The Fresh Look
When asked why the company was compelled to revise its brand, Adam McDonald, President at Humboldt, said, “We
don’t want to move away from our roots in serving specialty merchants, but we want to make those merchants feel
comfortable and at ease with the knowledge they’ve found a partner who will provide great security, service and value.”
The new logo features a redwood tree, representing the long-standing presence Humboldt has within the industry, its
reliability, and its strength. Of course, the Humboldt name is tied to its California location, so the redwood tree is also
indicative of the roots the company planted decades ago in an area known for these majestic trees.

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