Online payments platform PayPal has unveiled a new brand strategy and visual identity, developed by it’s in-house brand team in collaboration with New York-based design studio Gretel.
Starting with brand strategy, Madeddu explains that the team focused on PayPal’s role as the “empowerer” and “enabler” of opportunity for people. “The new brand strategy puts the stories of PayPal customers — millions of individuals and businesses who trust, rely on and use PayPal every day — front and centre, championing their needs and wants.”
The new visual identity is inspired by one of the brand’s most recognisable assets, the payment button, which has become synonymous with PayPal itself over the years. “For many people, it is the confirmation of a transaction in a digital commerce environment. It connects function with emotion — linking PayPal with the success of a secure transaction on both merchant and consumer sides. We decided to leverage this powerful equity,” says Madeddu.
Historically part of the PayPal checkout experience, gold is now included in the brand’s primary palette along with blue. The brand’s existing monogram, featuring two overlapping Ps that are locked together, is now also used as a framing device – “turning individual users, small business owners, or CFOs of large corporations into the protagonists of their story,” says Madeddu.