For over two decades, PayPal has been making money transactions easier and more secure for millions worldwide. Pentagram’s work aims to match that simplicity while giving the brand a more contemporary and optimistic feel.
Katy Cowan • September 2024
PayPal, the global leader in digital payments, has unveiled a striking new identity designed by Andrea Trabucco-Campos and his team at Pentagram. The new look is about more than just aesthetics – it reflects PayPal’s core mission: making financial transactions simple, seamless, and secure for everyone.
Known for their clean, bold design work for major global brands, Pentagram has injected new life into PayPal, crafting a modern and flexible system while staying true to the platform’s original simplicity.
So, what’s changed? One of the most significant updates is PayPal’s new bespoke typeface, PayPal Pro. It’s a customised version of LL Supreme, a modern redrawing of Futura by Lineto Type Foundry. It was developed to ensure the brand feels bold but accessible, no matter the context. The clean lines and circular forms certainly echo PayPal’s mission to make complex financial transactions easy and approachable for users everywhere.
Set in this custom typeface, the iconic PayPal logo has also undergone a transformation, though it remains familiar. The famous double ‘P’ monogram has been sharpened, with cleaner lines and more contrast in the overlapping blues. It’s a subtle evolution rather than a drastic change, keeping the brand recognisable while elevating its visual impact. Crucially, the logo and wordmark have been given room to operate independently from one another, making the identity system more adaptable across different mediums.
This flexibility extends to a new colour palette. The blues PayPal is known for have been fine-tuned, while yellow has been removed entirely from the system. The result is a palette that feels fresh and uncluttered, allowing PayPal to stand out in a sea of fintech brands that often lean on similar tones.
One of the most exciting aspects of the refresh is the introduction of a motion language. With so much of PayPal’s use tied to digital interactions, Pentagram created an animation style based on the actions users perform daily—tapping, swiping, and flipping. These subtle movements add an extra layer of dynamism to PayPal’s identity, turning a brand update into a more interactive experience. It’s a nod to how integrated PayPal has become in everyday life, both digitally and physically.
This redesign is part of a wider trend we’re seeing across the tech industry, where brands are moving toward simplicity and flexibility. With digital platforms playing such a central role in our lives, there’s a growing need for visual identities that feel adaptable across various screens and contexts. PayPal’s updated look embraces this challenge, creating a system that works just as well on a mobile app as in advertising or on a debit card.
But is there a danger that brands are losing their distinctiveness by following this approach? One could argue, yes. Whatever your thoughts on the subject, the new identity launches with a new PayPal debit card, with more brand expressions set to be released in future as part of an extended design system – “everywhere, and for everyone”.
PayPal’s transformation didn’t happen in isolation. The design process involved close collaboration with PayPal’s own teams, including Executive Vice President Diego Scotti and Chief Marketing Officer Geoff Seeley, who worked alongside Pentagram to ensure the new look aligned with PayPal’s strategic goals. This allowed for a holistic approach, ensuring the updated visuals matched the company’s new direction.
The rebrand launches alongside a major campaign by BBH Global featuring actor Will Ferrell. The spot showcases PayPal’s playful, accessible side while introducing the refreshed look to a global audience.
