United States – Multinational financial technology leader PayPal has unveiled a new brand identity designed to unify its image and reflect its mission of revolutionising global commerce, in collaboration with design firm Pentagram.
PayPal’s refreshed brand identity heralds a new chapter for the company and its customers, signalling a shift towards a simpler, cleaner, and more modern approach infused with optimism.
For this brand refresh, Pentagram collaborated closely with Diego Scotti, executive vice president and general manager of PayPal’s consumer group and global marketing & communications, and Geoff Seeley, chief marketing officer at PayPal, along with the company’s internal communications, marketing and advertising teams.
The design firm also worked with PayPal to manage the implementation of the new brand system, which includes an advertising campaign by BBH Global featuring Will Ferrell.
Designed by Andrea Trabucco-Campos and the Pentagram team, PayPal’s evolution features a custom typeface, PayPal Pro, a refined colour palette, and a motion language inspired by everyday payment behaviours such as tapping, flipping, and swiping.
Pentagram assisted PayPal in developing a new visual strategy for its brand identity, emphasising principles of simplicity, optimism, and trust to enhance accessibility for “Everyone, everywhere.” This bold and direct approach is designed to promote flexibility for future brand partnerships and collaborations.
Furthermore, the updated PayPal monogram showcases sharper, modern letterforms with de-rounded corners and a refined colour palette that adds depth and contrast. While maintaining its core structure, the monogram now functions independently from the wordmark, providing greater creative flexibility in the brand’s visual identity.
PayPal has also replaced its iconic 20-year-old logo with a new design featuring a custom typeface called PayPal Pro. This bold and clear wordmark focuses on straight lines and circular curves, ensuring the message remains the priority. Additionally, Pentagram is collaborating with Lineto and PayPal to create a secondary typeface, PayPal Pro Text, optimised for legibility at smaller sizes.
The new logo is complemented by a neutral black and white palette, distinguishing it from the traditional fintech blue. The previous yellow has been removed, and outdated yellow payment buttons have been replaced with black. This streamlined palette aims to enhance PayPal’s brand personality through vibrant imagery, showcasing the platform’s accessibility in authentic, spontaneous moments.
Finally, to highlight PayPal’s user-friendly experience, the brand launched a new motion identity that captures everyday transactional gestures, both digital and physical. The new brand animations bring the wordmark and typography to life with taps, clicks, flips, and swipes, seamlessly incorporating the movement of the payment experience into the brand identity.
As part of its new identity, PayPal has launched the PayPal Debit Card, with additional brand expressions to be introduced as part of an expansive design system—designed for everyone, everywhere.
In an official website blog, PayPal and Pentagram stated, “PayPal has been revolutionising commerce globally for more than 25 years with innovative experiences that make moving money, selling and shopping simple, seamless, personalised and secure. The digital payment platform is now ushering in a new era for customers that makes it easier and more rewarding to shop and pay with PayPal anywhere, anytime,”
