In its second major global revamp, PayPal has overhauled its brand identity, including the logo. The new look reflects PayPal’s simplicity, convenience and security, redesigned for today’s dynamic, mobile-first world.
The brand identity was developed by design firm fuseproject and a global brand campaign created by Havas Worldwide is set to roll out next week onwards, across multiple markets. Titled “Powering The People Economy.” the multi-channel campaign will run throughout 2014.
In the first stage, a TVC will roll out in the US, UK, Germany and Australia markets. Digital components of the campaign include search, display and social. PayPal declined to comment on the budget of the campaign.
This is first major revamp since the brand relaunched in 2007 in advance of the mobile revolution.
“Our new brand identity goes far beyond an updated logo,” said David Marcus, PayPal’s president. “We have aligned this with our first global brand campaign. We’re setting a new expectation with our global consumers, developers and merchants that PayPal is redefining the future of money by putting people first. After all, money doesn’t make the world go round, people do.”
Here what Marcus has to say here:
PayPal has also come up with six brand videos to market the revamp internally to its 14,000-strong staff globally.
Here is the new look of PayPal.
(Gallery available on web)
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.
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.