fuseproject transforms PayPal brand identity and logo for the online age
 
fuseproject transforms PayPal brand identity and logo for the online age
may 02, 2014

fuseproject transforms PayPal brand identity and logo for the online age

fuseproject transforms PayPal brand identity with new logos
all images courtesy paypal

 

 

 

for the first time since updating its image in 2007, PayPal has introduced a new brand identity, including the unveiling of a new logo designed by yves behar, founder and CEO of fuseproject. the new appearance has been re-developed for a world transitioning from desktop to mobile; the aesthetic uses simplified forms and a refreshed color palette, while still building on the recognition of the current logo and signature double ‘p’ motif. the new design will be applied online and to all of PayPal’s core applications, including checkout buttons, apps, PayPal HERE devices, marketing materials and sales collateral.

fuseproject transforms paypal brand identity with new logos

2014 version of the PayPal logo

 

 

‘PayPal is an iconic brand with equity well beyond its logo treatment,’ said behar. ‘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, CEO of fuseproject and david marcus, president of PayPal speak on the new brand identity and logo

fuseproject transforms paypal brand identity with new logos

the P’s in the monogram overlap to emphasize the connection between people

 

 

set in a modified futura typeface, the new identity is both modernized and more visually compact. four key elements from the redesign help PayPal better engage with consumers: a stronger wordmark, new double ‘P’ paypal monogram, new vibrant colors, and dynamically angled graphics.

fuseproject transforms paypal brand identity with new logos

the words and letters have remained in italic – like the former logo

 

 

the font used features a softened edge; 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 on high-definition screens. 

fuseproject transforms paypal brand identity with new logos

the PayPal double ‘P’ logo visualized on an iOS interface

fuseproject transforms paypal brand identity with new logos

 the new PayPal identity applied on cash registers

  • To me, it looks clumsy and massive – not reminding to the easy way of exchanging money. Like some child has used a post office play stamp on dads desk. The three shades of blue are not clearly visible and have an overall mysterious and gravelike appearence. If PayPal wants to make people happy, the logo should do so, too.

    Dirk16
  • What is wonderful about such a remake is that so many people find employment in Yves Behar’s office making drawings, writing statements and so on. It is also a reason to put PP in the spotlight and to emphasize that corporate branding is worth your money. But from a design point of view the minor change that is the result of all these people’s efforts isn’t worth mentioning, is it?

    Mark van Tongeren
  • The logo would have been far more successful if the area where the two ‘P’s overlapped was white. This would relate it to the previous iteration and create a more visually interesting solution. A missed opportunity resulting in a heavy-handed, clumsy and prematurely dated identity.

    John Vickers

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