You know, I’ve been using PayPal for quite some time.
It has become my go-to default for sending invoices and collecting payments.
Ever so recently though, as you might have noticed, PayPal has updated their logo.
I never had a problem with their previous version but apparently, they wanted to make strides in a new direction.
We can see that PayPal has called on the team at Pentagram to help them envision their design in a new direction.
The changes they made were subtle.
Let’s take a look together.
Logo Components
We’ll start with the gripes.
The brand has earned the right to be able to not use the monogram as often and just stick with the wordmark.
You and I know this doesn’t come easy as it requires repeated exposure to be able to stand on its own.
As you might recall, it’s similar to what MasterCard was able to do with dropping the name and just having its overlapping circles.
The monogram still uses the overlapping double P though, which is iconic and memorable because of the repeated exposure we’ve all had with the brand.
Color Palette
You’ll notice there are also minor adjustments that have been made with a slight alteration in its color. They’ve now decided to have a broader range in its palette, introducing black for the first time. When creating a logo, as you may know, most companies can get away with one color.
However, we should remember that the colors of white, black, and gray are considered achromatic colors. Every brand and logo gets a free pass on these colors by default.
If you look closely, you’ll see the overlap within the monogram does introduce a new color.
The previous version was darker, making it a little hard to notice.
But now they went with a lighter tone, making the combination much more obvious. This works great for visual appearance. You’ll find it makes it a lot easier for people to read or notice.
Typography
Another notable element that’s changed, as you might have spotted, is the typeface, called PayPal Pro Black, in an upright and reliable form.
The original rounded corner design now has hard stop corners at 90° angles, as if it were made by a ruler. In the digital age we’re living in, this makes it easier to read, especially on phones.
Design Evolution
Up until this point, as we’ve seen, every version of the logo from the year 2000 to 2022 had a slight tilt to the design. Now it stands upright.
And although you might think it’s not as unique or playful as previous versions, what it lacks in personality it will make up for in the brand experience.
User Experience
So far, the experience I’ve had with PayPal has been positive. You’ll appreciate how they streamline the ability to send invoices and keep track of clients, even introducing things like automatic billing, which isn’t new, but it does add to an improved quality of life.
They also make it easy to set auto reminders for invoices to send out to your clients, which saves you time and keeps you from constantly chasing payments.
Brand Messaging
Even in their ad campaigns, as you may have seen, they expressed this by showing different ranges of the quality of life we can come to expect, while introducing and emphasizing using their credit line and debit cards so you can have ownership of your deposits instead of a traditional bank.
Conclusion
Even in their ad campaigns, as you may have seen, they expressed this by showing different ranges of the quality of life we can come to expect, while introducing and emphasizing using their credit line and debit cards so you can have ownership of your deposits instead of a traditional bank.
So far, I’m pleased with the direction that they’re going and with them entrusting the partners at Pentagram to be closely involved in the brand vision, which only the key people will know ahead of time as it rolls out into the market.
How do you feel about the new direction of the PayPal logo?
Does it seem like a worthy investment Or does it pinch pennies in the creative bank?
You be the judge.
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