PayPal simply acquired a pointy branding refresh, and its wordmark ditches the blue that’s outlined it for greater than 20 years.
General, it might sound that the design modifications in Paypal’s brand refresh, from Pentagram companion Andrea Trabucco-Campos and his staff, are pretty delicate. However a more in-depth inspection reveals why it’s essential to concentrate to the main points. There’s a brand new bespoke typeface for the wordmark and duplicate; a crisper monogram; a streamlined coloration palette, which features a new coloration for the wordmark; and new animations that mirror PayPall’s UX. It’s a transfer that’s supposed to assist PayPal stand out from its opponents within the fintech house whereas giving the model a extra common, accessible look.
Refined coloration variations, massive change
First, maybe the obvious visible change is the up to date wordmark. The brand new PayPal wordmark isn’t oriented at a slant, which is completely different from all the workmark’s former iterations, relationship again to the corporate’s launch in 2000.
The brand new PayPal wordmark can be black slightly than blue. This may occasionally not seem to be a significant visible change on its face, however it’s a strategic transfer when working inside the sea of sameness that’s fintech branding. (Contemplate fintech corporations Webull, Revolut, and Sensible, for example.) Because the press launch clarifies, PayPal’s new coloration alternative “units it other than the blue that has turn into synonymous with fintech.” This alternative can even assist distinguish PayPal’s model from the extra staid identities of conventional banks like Citi and Chase.
As for PayPal’s new coloration palette as a complete, that, too, has been streamlined down to 5 core hues that may all be utilized in mixture: white, black, shiny blue, deep blue, and medium blue. Yellow, which was one of many model’s former accent colours, has been totally eradicated from the palette on account of its “outdated” look, Pentagram wrote of their launch.
Sharp sort, sharper UI movement graphics
The PayPal wordmark’s customized font is derived from an present typeface developed by Lineto Type Foundry, called LL Supreme. (LL Supreme itself was based mostly on the enduring sans serif Futura, designed by Paul Renner in 1927. It’s now one of the most common fonts in the design world.) In keeping with Pentagram’s press launch, the typeface’s “timeless common kinds” enable readers to give attention to the message. “PayPal Professional equally goals to be constructed purely out of straight traces and round curves,” it provides.
Trabucco-Campos and his staff separated the PayPal monogram (two interlocking “P”s) from the wordmark, so that every can be utilized individually. The monogram is barely sharpened to match the remainder of the refresh. Its colours have additionally been up to date, in order that signature coloration of Venmo, considered one of PayPal’s subsidiary manufacturers, seems on the monogram’s overlapping, Venn diagram-esque heart.
Trabucco-Campos’s staff additionally made changes to the in-app expertise. Within the cellular model of PayPal and on its web site, they created new animations that mimic the recognizable UI motions of cellular pay, like tapping, swiping, and flipping.
The PayPal model refresh is debuting alongside its new debit card. Because the model continues to increase, its pared-down look goals to make it extra versatile for exhibiting up on bodily playing cards, advertising and marketing belongings, and through day-to-day transactions.