Brand profile

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PayPal
Brand DNA

PayPal

PayPal is a payments platform for online checkout, sending money between people and getting small businesses paid, with buyer and seller protection built in.

68%
Background#FFFFFF
12%
Text#2C2E2F
9%
Primary#003087
6%
Surface#2C2E2F
5%
Secondary#009CDE
Typography
Aa
PayPal ProDisplay · Modern & cleanPayPal Pro TextText · Pill & playful

Rounded friendly sans. Headings medium weight, body generous. Amounts always larger than the label beside them.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

state a fee without the currency conversion terms

promise an arrival time we cannot hold

claim protection without its conditions

Never says
revolutionisedisrupthassle-free guaranteezero risk
Sounds like this

Your money arrives in minutes, and you are covered if it goes wrong.

Reassuring and concrete about money. Say what it costs, when it arrives and what protection applies.

Audience

Online shoppers who would rather not share card details, and small merchants and freelancers who need to get paid.

Loves

+Paying without handing over card details

+Small sellers getting paid on time

+Protection that actually pays out

Loathes

×Hidden fees

×Chargebacks that punish the seller

×Payment forms that lose people

The hill it
would die on

Nobody should have to give a stranger their card number.

DensityBalanced
AlignmentLeft
MotionSubtle
AddressInformal
PayPal · brand DNA at a glance 10 of 12 traits
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