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PayPal Unveils New Brand Identity
|By Business Wire
|April 30, 2014 12:01 PM EDT
PayPal has revolutionized the way people across the globe think about
and use money. Today, PayPal announced transformational changes to its
brand identity, including the unveiling of a new logo. The new look
reflects PayPal’s simplicity, convenience and security, redesigned for
today’s dynamic, mobile-first world. This is the first time PayPal has
updated its identity since 2007.
“Our new brand identity goes far beyond an updated logo,” said David
Marcus, PayPal’s president. “We have aligned this with our first
global brand campaign. We’re setting a new expectation with our global
consumers, developers and merchants: PayPal is redefining the future of
money by putting people first. After all, money doesn't make the world
go round, people do.”
The brand identity, developed by award-winning design firm fuseproject,
brings excitement with simplified forms and fresher colors, while
building on the recognition of the current logo and signature double “P”
shorthand for PayPal. The new brand expression better represents the
growing needs of the mobile, real-world and online businesses that use
PayPal and the company’s position as innovator. The look and feel are
designed for a world moving from desktop and mobile today, to a future
where almost any device can deliver payment.
New devices, from smart watches to connected eyeglasses, will one day
let users transfer money from their wrists with one click or with
literally the blink of an eye. This redesign creates a cohesive look and
feel across the brand, affirming the trust consumers already have in
PayPal. And because of its simplicity and flexibility it can be used
anywhere, from smartphones to 72” TVs.
“PayPal is an iconic brand with equity well beyond its logo treatment,”
said Yves Behar, fuseproject’s founder and CEO. “PayPal is innovative
and dynamic, and people interact with it as they do with a
consumer-focused brand. The new logo reflects the notion of a pioneer,
and will prepare PayPal to lead the industry as the intuitive way to
transact on all devices in a non-techy fashion.”
The new identity is both modernized and more visually compact,
connecting with consumers in a friendly and elegant way. Four key
elements deliver a new level of dynamism and impact designed to help
PayPal better engage with consumers around the world and across devices:
a stronger wordmark of the word PayPal set in modified Futura type, a
new monogram of PayPal’s double Ps, more vibrant colors, and a dynamic
angle graphic. The wordmark and the monogram together lock up for
PayPal’s new signature.
Elements used in the redesign emphasize:
PayPal’s position as a visionary company
Connection is a motivating principle behind the redesign – connection to
money, to people and between people.
The font used features a softened edge to emphasize that PayPal is a
human, approachable brand. While blue has always been used in the logo,
new colors – a rich Indigo “Pay” blue and a vibrant “Pal” blue – were
selected to look better in today’s high-definition world.
The Ps in the monogram overlap to emphasize the connection between
people when they use PayPal. The Ps are designed to reflect PayPal’s
progressive and innovative leadership, while providing more
“pressability” in everyday use.
The other common theme of the redesign is forwardness; the words and
letters remain in italic – like the former logo – to reflect a
forward-looking, visionary company. Forwardness is also communicated
through the dynamic angle graphic.
The new identity will be applied globally, online and to all of PayPal’s
core applications, including checkout buttons, apps, PayPal Here
devices, marketing materials and sales collateral. It also will appear
in PayPal’s new global brand campaign: “Powering The People Economy.”
The multi-channel campaign will first be experienced in Germany, the
United Kingdom, Australia and the United States and was developed by Havas
For more information regarding the new identity visit http://bit.ly/DMbrand
and brand campaign visit: http://bit.ly/PPFbrand
At PayPal, we put people at the center of everything we do. Founded in
1998, we continue to be at the forefront of the digital payments
revolution, giving people direct control over their money. Through our
innovations, we make life better for our over 148 million active
accounts in 26 currencies and across 193 markets, processing more than 9
million payments daily. An eBay Inc. (NASDAQ: EBAY) company, PayPal is
the faster, safer way to pay and get paid. The service gives people
simpler ways to send money without sharing financial information, and
with the flexibility to pay using their account balances, bank accounts
or credit cards.
for more information and follow us on Twitter,
and our PayPal-Forward
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