Graphic

For the past two decades, PayPal has been innovating sophisticated technology making our financial lives easier.

Pentagram have developed a new identity refresh that reflects and boldens this simplicity. The system encompasses a bespoke brand typeface, Pay Pal Pro, a streamlined color palette, and a motion language based on everyday payment behaviors like tapping, flipping and swiping.

The Pentagram team collaborated closely on the rebrand with PayPal’s internal communications, marketing and advertising teams. Pentagram first helped PayPal clarify a visual strategic foundation for the brand identity that would enable and amplify the transformation of the business into a more universal offering.

The new PayPal wordmark is the foundational element of the identity, set in a new custom typeface, PayPal Pro, that embodies the brand attributes of boldness, confidence and clarity. PayPal Pro is a customized version of LL Supreme, a contemporary redrawing of Futura by Lineto. With its timeless forms, Futura allows the focus to stay on the message. PayPal Pro similarly aims to be constructed purely out of straight lines and circular curves.

The type is matched by a neutral black and white palette that elevates the new logo and sets it apart from the blue that has become synonymous with fintech. Instead, blues are used as accents and energy for the brand. Emphasizing PayPal’s ease of use, the motion language of the identity draws on the everyday transactional gestures and behaviors of making payments, both digital and physical.

Pentagram worked with PayPal to oversee all aspects of the implementation of the new system, including digital touchpoints by R/GA and an advertising campaign by BBH Global, featuring Will Ferrell. The new identity launches with the new PayPal Debit Card, with more brand expressions to follow as part of an extended design system.

Project team: IG: @trabuccocampos @laurenrush_design @jung0113_ @monicalosada.png @cyrus.cumming In collaboration with PayPal Brand Team IG: @rgabydesign @bbhblacksheep