Pressability – Something Old, Something New, Something Blue

PayPal in almost a relaunch yesterday announced not only a brand campaign – ”that puts people back in charge of their money” but also  a new brand expression/logo which they are banking on providing it with greater “pressability”!

Here is a laudably brief portrayal of their logo history.

But … it’s so much more than a new logo, as their words explain.

“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.”

Four key elements deliver a new level of dynamism and impact designed to help PayPal better engage with consumers around the world and across devices:a stronger wordmark of the word PayPal set in modified Futura type, a new monogram of PayPal’s double Ps, more vibrant colors and a dynamic angle graphic.The wordmark and the monogram together lock up for PayPal’s new signature.

Elements used in the redesign emphasize:

  • Connection
  • Forwardness
  • PayPal’s position as a visionary company

Connection is a motivating principle behind the redesign – connection to money, to people and between people.

The font used features a softened edge to emphasize that PayPal is a human, approachable brand. 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 in today’s high-definition world.

The Ps in the monogram overlap to emphasize the connection between people when they use PayPal. The Ps are designed to reflect PayPal’s progressive and innovative leadership, while providing more “pressability” in everyday use.

The other common theme of the redesign is forwardness; the words and letters remain in italic – like the former logo – to reflect a forward-looking, visionary company. Forwardness is also communicated through the dynamic angle graphic.”

The brand identity/new logo comes from fuseproject who reveal a few of their prototypes in their video!

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