USA Technologies Inc., a cashless payments and software services company that provides end-to-end technology solutions for the self-service retail market, announced that it will transition its corporate identity to exclusively operate under the name Cantaloupe, Inc. The Nasdaq ticker symbol will change when the official launch is announced, according to a press release.

"This is a major milestone for us, as Cantaloupe already has built great equity in the industry, strong customer loyalty and communicates our vision to become the leading hardware and software platform for a contactless economy," Sean Feeney, chief executive officer, USA Technologies, said in the press release. "As a leader in the unattended and self-serve retail markets, the adoption of the new brand and graphic puts our company in a great position to better compete in the growing global market and delivers on our mission to help the world buy it and go."

The Cantaloupe launch signals a fresh vision and approach to the market, stakeholders and shareholders. The brand's unveiling in 2021 will be the culmination of an extensive rebranding effort that reflects the company's evolution into software and Platform-as-a-Service, its path toward strategic growth and renewed corporate strategy. The rebrand will also include a new logo and updated website, which will reflect the company's new vision, mission and values, better aligning to its true value proposition.

On the design level, the new Cantaloupe logo is a symbol that represents innovation, simplicity and differentiation through the use of the color orange, and the play on the letter "C" from the brand name.

USA Technologies acquired Cantaloupe Systems in 2017.