May 2, 2014, 10:52 AM

PayPal goes ‘mobile first’

EBay Inc.’s PayPal division’s new branding campaign features a mobile-friendly logo and a ‘people-centric’ tone.

Lead Photo

PayPal's new logo

In its first branding campaign since 2007, eBay Inc.’s PayPal division introduced a new logo—designed with its increasing base of mobile users in mind—as well as a marketing campaign that includes the company’s first-ever TV ads in the United States, United Kingdom, Germany and Australia this summer. The campaign also includes marketing in print and online channels.

The subtle design change—it features a slightly different font, brighter blues and overlapping letter P’s—mirrors a broader shift in PayPal’s business, the company says.

“The original logo was really designed for the online world and now we’re really available everywhere,” David Marcus, PayPal’s president says in a video. “The logo and the identity needed a new face.”

Consumers can use PayPal online, on mobile devices and in stores. Consumers with a PayPal account can pay with the PayPal app, by entering their phone number or by using a PayPal payment card Among the retailers accepting PayPal payments are Office Depot Inc., No. 9 in the 2014 Top 500 Guide, and Toy ‘R’ Us Inc. Corp., No. 43. PayPal added 6 million new users in the first quarter, bringing its user base up to 148 million as of the end of March. In 2013, PayPal processed 3 billion transactions worth $54 billion.

Mobile has been an increasingly important segment of PayPal’s business. PayPal last year processed about $27 billion in mobile payments—up 575% from 2011. Year over year from 2012 to 2013, mobile payments increased 92.9%. During that same period, total payments increased 24.0%. PayPal says the value of its mobile payments is 36 times greater than they were in 2010.

PayPal’s new campaign focuses on payment security. In a climate where the Pew Research Center says almost one in five U.S. adults report they’ve had personal data—such as their credit or debit card numbers—stolen as a result of their online activities, a safe payment method is in demand, PayPal says.

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