Reinforcing PayPal’s drive for inclusivity, Madeddu adds that the people photographed are also meant to “better reflect the diversity of the PayPal community”. This intends to “create an ideal framing” for the stories of the millions of PayPal users worldwide, according to Madeddu.Īs well as continuing to illustrate the brand’s “people first” approach, the monogram’s role in the photography is to act as “a portal that connects an objective with a result”, says Madeddu. Courtesy of PayPalĪcross PayPal’s updated photography, the two ps that make up the monogram have been separated and embedded individually into photos. The core principles of the ADA guidelines revolve around the WCAG (website content accessibility guidelines) which detail that a company’s online content should be “perceivable, operable, understandable, and robust”. Although the brand has many iterations in its logo design, they always keep the important elements that their customers love, such as the font, the three stripes, the color, and the typesetting. He adds that the contrasting tones and brightness of the new wordmark and monogram now match the ADA’s highest requirements (Level AAA), meaning it is accessible to all users. Adidas (formerly known as Adi Dassler, which was based on Dassler’s nickname) started off with a graphic logo then later transitioned to a wordmark in the early 1950s. Madeddu says, “We went to extra measures to ensure that our refreshed logo met the ADA (Americans with Disabilities Act) standards.” Setting the blue hues of the wordmark and monogram against a gold background also reflects the design team’s attempt to make them easier to read. The new visual identity aims to “leverage powerful equity” of this colour more widely across the brand, says Madeddu. In the old branding, the “prominent gold colour” did not feature anywhere else other than the button, which is only visible on online checkout pages. Examples: whether to use serif, san serif, upper case, lower case what color, size and weight, etca designer may choose upper. In lieu of any accompanying symbol, it is important to create distinction in the wordmark logo with the appropriate design decisions. It comprises the PayPal wordmark and monogram set against a gold background. When designing a wordmark there are other considerations after choosing the font. The PayPal payment button – which Madeddu says is “one of the most recognisable assets of the brand” – was the baseline for the new colour palette.
PayPal’s senior director for brand marketing strategy Emanuele Madeddu explains that the new strategy aims to “champion the needs and wants” of PayPal customers while being inclusive of any “geography, gender, income, values, and demographic”. The new visual identity – made up of a more consistent colour palette, redesigned logo, and new set of photography guidelines – has been informed by the design teams’ strategy-first approach. PayPal’s in-house design team collaborated with New York-based studio Gretel on the project. PayPal has revealed a refreshed visual identity and strategy which aims to “build stronger connectivity” between the brand’s mission and communications.
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