PayPal’s smart brand refresh ditches the blue logo it’s had for 20-plus years
Fintech companies notoriously overuse blue branding. Now PayPal won’t be one of them.
PayPal just got a sharp branding refresh, and its wordmark ditches the blue that’s defined it for more than 20 years.
Overall, it might seem that the design changes in Paypal’s brand refresh, from Pentagram partner Andrea Trabucco-Campos and his team, are fairly subtle. But a closer inspection reveals why it’s necessary to pay attention to the details. There’s a new bespoke typeface for the wordmark and copy; a crisper monogram; a streamlined color palette, which includes a new color for the wordmark; and new animations that reflect PayPall’s UX. It’s a move that’s intended to help PayPal stand out from its competitors in the fintech space while giving the brand a more universal, accessible look.