PayPal Brand Identity

When PayPal approached fuseproject to build a new
identity that better represents the company’s innovative
goals for mobile, online, and real-world growth, we
jumped at the chance to collaborate. One of our main
goals was to create a cohesive look and feel while
affirming the trust consumers already had in the
company. With this in mind, fuseproject focused on
strengthening existing, underutilized elements, as well
as inventing something new and progressive. The new
monogram solves functional clarity and recognition
issues on mobile devices, and the distinct overlap of the
double P emphasizes the connection - a motivating
principle behind the renewed identity. Our
recommendations became standards for success - better
functionality for small mobile screens, improved impact
and distinction in look and feel, and more extendable,
flexible elements to support the logo. The new identity
strengthens PayPal’s equities, prepares it to continue
leading the industry, and as research thus far has
revealed, increases user perceptions of trust, energy,
youthfulness, and innovation.