PayPal has announced the introduction of a new brand identity and updated PayPal logo that it says "features a more modern and mobile-first appearance."
PayPal worked with the design firm fuseproject to develop the new logo and notes that it "flexes to fit all screen sizes, from wearables and mobile to the biggest, flattest high-definition TVs. It’ll be more legible and recognizable in both type and colors and will easily extend to be usable across the look/feel of various systems, and in the 193 markets we serve worldwide. Connection is a motivating principle behind the redesign — connection to money, to people and between people. It was important to evoke connection that was human and approachable, not too technical."
In addition, PayPal is unveiling a new global brand platform and campaign: Powering The People Economy.
“PayPal has an opportunity and responsibility to help people take control of their money and use it in any way they want, through seamless and delightful experiences,” said David Marcus, PayPal’s president. “Powering The People Economy is a recognition of what our customers should expect and demand from us – secure, easy and convenient payment experiences that get out of the way and get them closer to what they want.”
“PayPal believes in a world that works for people, rather than the other way around,” said PayPal’s vice president of global brand, Christina Smedley. “Through our products, we are making life better in tangible, practical and magical ways and building a world that makes every day easier and simpler for everyone. The essence behind this new campaign puts people, not institutions, first.”
As part of the campaign, PayPal said new television ads will air on major networks in a variety of programming in Germany, the United Kingdom, Australia and the United States, along with print and digital media throughout the summer and into the fall of 2014.
More information about the new brand identity and the campaign are available on the PayPal Forward blog.