Let's not sugarcoat it: PayPal's new logo is not a win. We've seen our fair share of corporate makeovers that adopt the flat design, but the Paypal rebranding feels like an uninspired step backwards. It's not terrible, but it's far from exciting, and for a company that once represented the cutting edge of digital payments, that's a real shame.
Gone is the friendly, distinct blue that made PayPal feel standout in the world of fintech. In its place? A stark, generic Futura-like typeface that whispers: "We exist." It's as if PayPal looked at every other fintech logo out there and decided, "You know what? Let's be even more forgettable than all of them combined."
The custom typeface, dubbed "PayPal Pro," is about as exciting as watching the grass grow. Sure, it's based on LL Supreme, but let's be real - it's just another sans-serif font in an ocean of indistinguishable corporate identities. PayPal might as well have joined the list of companies that use Helvetica and called it a day.
What is surprising is that the rebrand was created by Pentagram, one of the world's most renowned design consultancies. Pentagram has delivered stellar and strategic branding solutions for major corporations. Their approach often prioritizes solving business problems and creating cohesive brand ecosystems over flashy visuals. Their rebranding of Mastercard and Warner Bros. demonstrate Pentagram's ability to modernize established brands while maintaining recognizability.
But the Paypal rebrand looks like a midlife crisis of the company. Paypal, not Pentagram.., oh well. The new logo blends Paypal with every other financial institution you've ever seen.
Speaking of fintechs, one does not give enough credit to Square's rebranding to Block. That stands out as a masterclass in evolving a brand's visual identity while maintaining its core essence. The new logo, designed by the in-house team, is a brilliant example of form following function. The dynamic 3D cube logo, comprised of varying shades of teal and orange, is a clever representation of the company's multifaceted nature. The logo's ability to rotate and shift perspectives mirrors Block's adaptability in the fintech space.
Unlike PayPal's move towards corporate blandness, Block embraced a bold, playful aesthetic that feels both modern and timeless.
So here's to you, PayPal. You've managed to take a brand that was once synonymous with digital innovation and turn it into just another corporate entity. I hope those boardroom executives are happy with their new, grown-up logo. The rest of us will be here, hoping for a day when brands remember that it's okay to have a personality.