PayPal wants you to think of it as pioneer and has launched a new “brand identity” complete with new logo and television ads. But observers could be forgiven for thinking PayPal is trying to keep up with rival startup Square.
You might have seen Square’s TV ads that began airing in February showcasing its solution that lets small businesses accept credit card payments using their smartphones. Square came out of nowhere in 2010 with its card reader and brought point-of-sale payments to local businesses and services, leaving PayPal to play catchup with its PayPal Here card reader 2 years later.
PayPal will follow Square onto television as part of its first-ever global brand campaign, “Powering The People Economy.” The campaign will reach across television, print, digital, out of home, experiential, in-store and social channels, and television spots will first appear in Germany, the UK, Australia and the U.S.
In a blog post, PayPal’s Christina Smedley announced the 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.”
PayPal published videos explaining the evolution of the logo and including two of the television ads on its Youtube channel.
The new identity will be applied globally, online and to all of PayPal’s core applications, including checkout buttons, apps, PayPal Here devices, marketing materials and sales collateral.
PayPal’s parent eBay unveiled a new logo in 2012.