Ten years after its previous rebranding, the online payment service PayPal is once again undergoing a visual overhaul. The company’s new identity marks the next chapter in its customers’ lives, signaling a new developmental direction for the brand, which will become simpler and more comprehensible, according to a press release.
For many, PayPal needs no special introduction as a popular service for payments and money transfers. Founded in 1999, the company was initially an independent enterprise until it was acquired by eBay in 2002. However, it became a separate company again in 2015. Around that time, PayPal appointed Dan Schulman as CEO, who initiated an ambitious plan three years ago to double the platform’s user base (currently at 375 million) by 2025. After a brief period of stagnation and some user outflow, the service now has 429 million users.
PayPal is planning to make shopping and payments more attractive, advantageous, and easier. The company has already implemented a reward system that includes 5% cashback when paying with a PayPal Mastercard. Additionally, customers will soon be able to add PayPal to their mobile wallets to make payments at physical and online stores using the tap-to-pay feature. This will streamline PayPal payments, and the new visual identity is intended to reflect and emphasize this simplicity.
The PayPal logo, last revised in 2014, has also received a new design developed in collaboration with Andrea Trabucco-Campos, a partner at Pentagram, a design agency. PayPal has not officially announced the brand update yet but has launched the “Everywhere” campaign. Featuring actor Will Ferrell, this is, according to the company, PayPal’s largest U.S. campaign to date.
The new design was first spotted a few days ago in the Apple App Store and on the company’s Instagram profile, followed by updates to the PayPal website.
The redesign features more refined forms and a stronger minimalist approach. The iconic PP symbol remains a focal element but has been reworked to improve legibility and enhance its visual impact in digital environments. Notably, the symbol is no longer part of the logo but will likely be used as a standalone mark.
The PayPal wordmark has been typographically refined, switching from slightly sloped letters to clearly straight ones. Additionally, the logo has abandoned the two-tone blue color scheme in favor of an all-black design. Another noticeable change is the longer leg of the “y”.
The PayPal Pro font is also a crucial aspect of the redesign, reflecting the unique individuality of the brand. It was inspired by LL Supreme by Lineto, but with clearer lines and a more modern approach. The typeface plays an important role in harmonizing the visual identity across all brand communications – from the website to mobile apps and advertisements.
PayPal’s color palette has been simplified to create a more consistent and contemporary visual language. The brand still focuses on its signature blue, complemented by subtle hues that help complete the PayPal universe. The overall palette evokes optimism and sleekness – two key aspects of the brand.
Another important facet of the rebrand is a new set of animations, inspired by everyday gestures associated with digital payments, such as tapping and swiping. This approach further reinforces PayPal’s image as an intuitive and seamless payment platform.
This overhaul breathes fresh life into the PayPal brand without diminishing its visual heritage and individuality, which have been built over the years. It clearly reflects a company prepared for the future of digital payments, meeting the demands of the modern market.
