PayPal dons new brand id to reflect a mobile first approach

Online money transfer and payment business, PayPal, is recognising that the connected consumer prefers the choice of paying from any device of convenience. Reflecting its own mobile first and omnichannel approach, PayPal has donned a new brand identity, including a new logo.

This is the first time PayPal has updated its identity since 2007. “Our new brand identity goes far beyond an updated logo. 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,” commented David Marcus, PayPal’s President.

The brand identity, developed by design firm FuseProject, aims at injecting excitement with simplified forms and fresher colours, while building on the current logo and signature double ‘P’ shorthand for PayPal. At the core of the new brand expression is the growing need of the mobile, real world and online businesses that use PayPal. The look and feel are designed for a world moving from desktop and mobile, 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 objective of the redesign is to create 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. 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,” said Yves Behar, FuseProject’s founder and CEO.

Elements defining the redesign
Connection is a motivating principle behind the redesign – connection to money, to people and between people. The font used features a softened edge to emphasise that PayPal is a human, approachable brand. While blue has always been used in the logo, new colours – 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 emphasise the connection between people when they use PayPal.

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 multichannel campaign, developed by Havas Worldwide, will first launch in Australia, Germany, the United Kingdom and the United States.

Via Digital Market Asia

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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