PayPal rolled out its new identity and marketing campaign today with the help of Yves Béhar and his Fuseproject team. In its 15 year history, PayPal had only had two different logos. When evaluating PayPal’s current logo and people’s perceptions, Fuseproject found that PayPal ranked high in trust but not so high in innovation. So, as they move toward their future of being more mobile, tech and people friendly, PayPal decided to launch a new identity.
Rather than overhauling the entire look, the Fuseproject team decided to keep much of the brand recognition intact. The result of the makeover was a bolder wordmark with a more modern font, a stranger monogram, more vibrant blues and an angled graphic that reinforces the idea of innovation.
When describing their design, Fuseproject said, “We focused on two key themes for design: connection and forwardness. For connection, we designed a new monogram with an overlapping double P and transparent effect to emphasize human connection. For forwardness, we strengthened the italics that have always been a part of the PayPal logo — harking back to the brand’s heritage, and affirming a forward thinking spirit.”
For more about this brand redesign as well as a video of the creative process, see fuseproject.com
Kristen Oaxaca, Graphic DesignerRead More