PayPal, an online payment system that has revolutionized global commerce for more than 25 years, boasts a new logo thanks to Pentagram. For more than two decades, the company has empowered users with innovative experiences that make moving money, selling, and shopping simple, seamless, and secure.
With its sophisticated technology, PayPal has made users’ financial lives easier. It acknowledged the changing needs of its users by adopting a new logo. This comes after PayPal recently announced the expansion of its global strategic partnership with Shopify Inc. to streamline the managing of orders, payouts, reporting, and chargeback flows.
Pentagram refreshed PayPal’s logo, unifying the brand. The design firm oversaw all aspects of the implementation of the new logo, including the Will Ferrell advertising campaign by BBH Global. Pentagram helped PayPal devise a creative strategy, and clarify a visual strategic foundation for the brand identity that would enable and amplify the transformation of the business into a more universal offering. It stuck with the brand’s principles – simplicity, optimism, and trust to make PayPal more accessible for ‘Everyone, everywhere’.
Pentagram said brand identity finds its power in a visual language that is bold, open, and direct, with flexibility that welcomes new brand partnerships and collaborations. It redrew PayPal’s iconic monogram making it sharper and modern. The angle of the layered letters in the updated logo is the same, but curves at the corners of the letterforms have been de-rounded for a sharper appearance.
The colors have been tuned for distinctness. It gives a sense of depth and dimension in the layers of the logo. Pentagram explained that the structure of the monogram has not been changed dramatically, but its relationship with the accompanying logotype has. “To elevate the look of the identity and make it more flexible, the symbol is no longer locked up with the wordmark – the two elements function independently from each other bringing more possibility.”
Moreover, the streamlined palette allows PayPal to enhance its brand personality in color-saturated imagery – highlighting spontaneity and authenticity. The new logo will be launched with the new PayPal Debit Card.
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