Editor's note: The following post by Christina Smedley, Vice President, Global Brand, PayPal, was published on the PayPal blog, Forward.
We believe in a world that works for people. That’s why everything we do at PayPal revolves around YOU and something we call The People Economy. From its first day to today, PayPal has revolutionized the way people across the globe think about and use money. We know the world is changing, devices are getting smaller and wearables will become the norm as people adopt new connected devices. We know our customers, and those who aren’t yet, are eager to understand what this means to them every day. And we wanted to celebrate the 148 million people who experience our company every year.
Our New Global Brand Campaign
For the first time PayPal is unveiling a global brand platform and campaign. Powering The People Economy is a celebration of who we are. It’s populist, inclusive, empowering – inspiring action and inviting people of all stripes to join in. It celebrates the moments that make our life just that little bit simpler and more magical. But more than that, it’s an expression of what we stand for as a brand and what we want for the world as a whole. No matter if you are a merchant or a developer, a consumer or an employee.
Our campaign will appear across all paid, shared, earned and owned channels -- wherever in the world people see it. The characters we feature are people just like you and me: happy, proud, busy in their lives and looking for ways to make it more frictionless. They are people with positive energy who believe in actively making the world work better for them. Our illustrative style is fresh, modern and human. Our type treatment has a hand-drawn feel that makes it friendly and populist.
We see our global brand campaign as a story. The entire story embeds us in culture, and each chapter addresses a PayPal benefit we want to educate our audience about – from our basic offers and security, to availability and merchant partnerships.
The voice of Powering The People Economy is expressed through People-isms: simple pieces of language that elevate our product features into moments of personal empowerment. People-isms capture what we do best, and how we enable folks to get what they want and demonstrate our understanding of their lives, while celebrating the human spirit. You can see a few of our favorites here: http://bit.ly/PPEvideo
We aim to inspire people to join us and enjoy a world where no one is special – because, well, everyone is. After all, it’s not money that makes the world go round. People do.
Refreshing Our Identity
When PayPal was first founded in 1998, our image was designed for the online world…making it easier to pay and get paid online…right as consumers were considering e-commerce for the first time. Today, online is just one of the ways we show up to our consumers, merchants and developers, along with in-store, on mobile and elsewhere. To reflect the dozens of ways we make it easier and safer for you to use your money every day, we’re pleased to share our new logo, designed to exemplify that simplicity, convenience and security in this new omni-channel world.
With the help of award-winning design firm, fuseproject and feedback from people who use our products every day, our new brand identity flexes to fit all screen sizes, from wearables and mobile to the biggest, flattest high-definition TVs. It’ll be more legible and recognizable in both type and colors and will easily extend to be usable across the look/feel of various systems, and in the 193 markets we serve worldwide. Connection is a motivating principle behind the redesign — connection to money, to people and between people. It was important to evoke connection that was human and approachable, not too technical.
You can look for our new identity to appear throughout 2014 across the globe not only on our website, which receives 19 million unique visits daily, but also wherever else you see PayPal including checkout buttons, our diverse range of apps, PayPal Here devices, marketing materials and sales collateral. In terms of our merchant partners, you can see the new PayPal identity at Saks.com or zulily.com beginning today!
Watch our video here.
At PayPal, we have always prided ourselves on leading a revolution as a brand. And with our environment changing so rapidly, now is a time to evolve based on the needs and changes in the marketplace.
So, what do you think of these changes? Let us know your thoughts, because at PayPal …..People Rule.