PayPal enters a new phase of its business with the launch of PayPal Everywhere, a feature that allows users to make payments in physical stores using a digital debit card. This strategic move has been accompanied by a comprehensive overhaul of the brand's visual identity, which unlinks the iconic monogram from the company's name.
The redesign has been carried out by the design agency Pentagram, which defines the new image as “simpler, cleaner, more modern and more optimistic.” The agency explains that it has sought to reflect the way in which the company has sought to simplify buying and paying for more than twenty years and how, with the new functionality, it continues on that path.
As they detail, the new identity unifies the PayPal brand, and does so with a system that includes a new typography, called PayPal Pro, an optimized color palette and a movement language based on the user's gestures and behaviors when making everyday payments, such as tapping, twisting and swiping the card.
One of the most notable changes is the redesign of PayPal's iconic isotype, which has been refined to be sharper and more modern. The letterforms have been adjusted, and the colors have been calibrated to offer greater contrast and a sense of depth. The monogram now functions independently of the brand name, which Pentagram says gives it greater visual flexibility. In turn, the new logo becomes the central element of the visual identity, using the PayPal Pro typeface to convey attributes of boldness, confidence and clarity.
In addition, a secondary typeface, PayPal Pro Text, is being developed to ensure legibility at small sizes while maintaining visual consistency across all brand touch points.
The redesign also includes a more neutral color palette, dominated by black and white tones that highlight the PayPal name and differentiate it from the usual blue tones associated with financial technology. Although blue is still present, it is used only for specific details, and yellow, which was part of the previous palette, has been eliminated.
According to Pentagram, this simplified palette allows PayPal to highlight its brand personality in color-saturated images. The new identity system also incorporates a focus on accessibility. The accompanying images and photographs are designed to convey real, authentic moments, highlighting the platform's approachability and ease of use. In addition, the identity has been infused with animations that are inspired by users' everyday behaviors, highlighting how intuitive it is to make payments with PayPal.
The company has already begun to implement these changes across its communication platforms and touchpoints, as can be seen in the new campaign accompanying the launch of PayPal Everywhere. The ad, starring actor Will Ferrell and featuring the iconic song “Everywhere” by Fleetwood Mac, shows the advantages of using PayPal to make payments in physical stores, marking a milestone in the company's evolution.
With this new phase, PayPal not only expands its functionality to the offline world, but does so with a renewed image that reinforces its role as a leader in digital payments, staying relevant and accessible in an ever-changing financial landscape.
