PayPal refreshed its brand identity and launched its first global campaign

Ads, Advertising, Branding, Business, e-Commerce

PayPal announced recently a refresh of its brand identity, which included introducing a new logo. The new identity, signed by fuseproject, reflects company’s simplicity, convenience and security in today’s dynamic, mobile-first world. This is the first time PayPal has updated its identity since 2007.

In the same time, PayPal also launched its first ever global campaign, “Powering The People Economy,” was developed by Havas Worldwide.

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.

David Marcus,

PayPal’s president.

The brand identity, developed by fuseproject, is crafted to bring excitement with simplified forms and fresher colors, building in the same time 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.

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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.

Yves Behar,

Founder & CEO fuseproject

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.

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 Worldwide.

PayPal campaign execution; Source: PayPal Forward blog
PayPal’s global campaign – execution; Source: PayPal Forward blog

Powering The People Economy is based on the key insight that people are now more empowered than ever before – to create new ways to connect, pay and transact on their terms.  The campaign was developed by HavasWorldwide and will be declined on TV, print, digital, out of home, experiential, in-store and social channels. Campaign’s TVCs will first be broadcasted in Germany, UK, Australia and US.

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 (…) 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

David Marcus,

PayPal’s president

Our goal was to give a contemporary, human and populist voice to a brand that does amazing things for everyday people.  Rather than describe simple benefits, we focused on the perspective of what does PayPal do for people as a whole – how the brand is challenging and changing the status quo.  Powering The People Economy came as a natural extension of that thought

Matt Weiss,

Global Chief Marketing Officer Havas Worldwide.

 

The campaign will run during the summer and into the fall of 2014.