PayPal has revealed a refreshed visual identity and strategy which aims to “build stronger connectivity” between the brand’s mission and communications
The new visual identity – made up of a more consistent colour palette, redesigned logo, and new set of photography guidelines – aims to “champion the needs and wants” of PayPal customers while being inclusive of any “geography, gender, income, values, and demographic”
The new visual identity aims to leverage the most powerful equity of the brand – the PayPal payment button – and uses this as the baseline for the new colour palette. It comprises the PayPal wordmark and monogram set against a gold background.
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