PROJECT: PayPal Rebrand
CLIENT: paypal
I WORKED ON:
Logo, Graphic Language, brand guidelines
TIMELINE:
2014
LOCATION:
San Francisco
Fuseproject helped PayPal design a new identity that would position the brand for growth in a rapidly evolving industry, while representing its pioneering history.
Challenge
PayPal is the original innovator in digital payments, but its visual identity was designed for a web 1.0 desktop era. Working closely with PayPal, we designed an identity to better express its innovative DNA and future as the leader in digital payments. The result is a system with a bolder wordmark, stronger monogram, more vibrant colors and a dynamic angle graphic that increases user perceptions of trust and innovation.
We focused on two key themes for design: connection and forwardness. For connection, we designed a new monogram with overlapping double P and transparent effect to emphasize human connection. For forwardness, we strengthened the italics that have always been a part of the PayPal logo — harking back to the brand’s heritage, and affirming a forward thinking spirit.
To extend this spirit and communicate PayPal’s unique brand personality, we partnered with Monotype to create a custom typeface for use in all communications across all mediums. Inspired by Futura, PayPal Forward is a geometric sans-serif typeface with subtle humanist characteristics for improved legibility. Like PayPal itself, it is sharp and modern, yet friendly and approachable.
My Role
Working in a small group of designers, under the guidance of fuseproject’s director of brand, I made several iterations on the logo, brand and surrounding materials. It was a fantastic opportunity and a wonderful learning experience – as this was one of the first projects I worked on in my professional career.
We partnered with Monotype to create a custom typeface for use in all communications across all mediums. Inspired by Futura, PayPal Forward is a geometric sans-serif typeface with subtle humanist characteristics for improved legibility. Like PayPal itself, it is sharp and modern, yet friendly and approachable.
Outcome
The new logo and brand was a huge improvement compared to what was – and helped PayPal take a leap into the future, solidifying it as the leading online payment platform. Since the rebrand, I have worked with PayPal on a regular basis – on projects involving credit cards, QR-codes and card readers.
Recognition:
Red Dot Communication Award, Typography, PayPal Forward, 2015
International Design Awards, Gold, 2014
iF Design Award, 2015
Spark! Awards, Bronze, 2014