Research has revealed increased user perceptions of trust, youthfulness, innovation and energy'. From Coca-Cola to KitKat, recognition must not be compromised.įuseproject tells us that the PayPal logo was too 'Web 1.0' and, 'over time it started to resemble the establishment it once challenged. Meanwhile, the brand marques of household names develop tweak by tweak, the remit of inscrutable packaging designers. Ironically, corporate identities are more prone to drastic overhauls see for example BP's shield mutate into a sunny flower. Within the retail environment, PayPal's 'PP' has to stand out among big-name brands and Fast-Moving Consumer Goods (FMCGs). PayPal is a financial tool, a pioneer of the digital payments industry, so it must avoid looking fly-by-night, and anything more than incremental change may have online users doubting its authenticity (due to evermore elaborate phishing frauds). Undoubtedly the PayPal logo works hard, functioning as both corporate identity and consumer brand. The new PayPal logo, part of the company's rebranding But it's significant that PayPal chooses to flag up this design change in tandem with its first multichannel global campaign, as it transitions from online-only to assume a central role (it hopes) in what it terms the 'Power The People Economy' (what would John Lennon say?). These brand tweaks come as PayPal goes 'mobile', offering a range of new services.
While introducing Yves Behar and fuseproject as PayPal's design partners, it bigs up the sort of tiny changes to 'wordmark' and 'monogram' that are almost imperceptible to the 'public eye' (meaning the world's population minus 'industry insiders'). A press release trumpets: 'PayPal Unveils New Brand Identity'.
PayPal has changed, but you may not have noticed. It has brought in San Francisco’s Yves Behar and fuseproject to help it get its message across. The world’s most recognisable online payment company has decided to rebrand just as it is repositioning itself to be more than just an online mover and shaker.
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