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New look for payments channel

 

new paypal logoPayPal has launched a new global brand identity and logo.

Designed by Fuse Project, the new look features a more modern and mobile-first appearance. The new identity will begin appearing on products, marketing communications and collateral and PayPal’s various online channels including PayPal.com, PayPal-Forward.com and its social media channels.

In addition to the new brand identity, the electronic payments company has also launched its first ever global brand campaign.

Underscoring the campaign is the idea that people are now more empowered to connect, pay and transact on their terms.

The Powering The People Economy campaign will be seen across television, print, digital, out of home, experiential, instore and social channels, with television spots to first appear in Germany, the UK, Australia, and the US.

“Our goal was to give a contemporary, human, and populist voice to a brand that does amazing things for everyday people,” said PayPal’s vice president of global brand, Christina Smedley.

“Rather than describe simple benefits, we focused on the perspective of what does PayPal do for people as a whole – how the brand is challenging and changing the status quo.”

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