The core principles of the ADA guidelines revolve around the WCAG (website content accessibility guidelines) which detail that a company’s online content should be “perceivable, operable, understandable, and robust”. He adds that the contrasting tones and brightness of the new wordmark and monogram now match the ADA’s highest requirements (Level AAA), meaning it is accessible to all users.
Madeddu says, “We went to extra measures to ensure that our refreshed logo met the ADA (Americans with Disabilities Act) standards.” Setting the blue hues of the wordmark and monogram against a gold background also reflects the design team’s attempt to make them easier to read. The new visual identity aims to “leverage powerful equity” of this colour more widely across the brand, says Madeddu. In the old branding, the “prominent gold colour” did not feature anywhere else other than the button, which is only visible on online checkout pages. It comprises the PayPal wordmark and monogram set against a gold background. The PayPal payment button – which Madeddu says is “one of the most recognisable assets of the brand” – was the baseline for the new colour palette. PayPal’s senior director for brand marketing strategy Emanuele Madeddu explains that the new strategy aims to “champion the needs and wants” of PayPal customers while being inclusive of any “geography, gender, income, values, and demographic”. The new visual identity – made up of a more consistent colour palette, redesigned logo, and new set of photography guidelines – has been informed by the design teams’ strategy-first approach. PayPal’s in-house design team collaborated with New York-based studio Gretel on the project. PayPal has revealed a refreshed visual identity and strategy which aims to “build stronger connectivity” between the brand’s mission and communications.
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