The inclusive brand refresh of PayPal puts the person at the center
The digital payment platform PayPal It has unveiled a new strategy of marchio and a new visual identity.
On the basis of this restyling is the intention to build a stronger connection with the marchio’s mission and its communication. The evolution of the visual identity is back to the meglio il lavoro that the brand is facing.
Paypal brand update
Dopo an interval of otto anni, la società rimodella sua immagine, perfecting the icon della doppia P utilizzata dal 2014 e aggiornando il colore del Marchio. The brand update is in the process of updating the internal team in collaboration with the New York design studio Gretel.
Starting from the strategy of the marchio, the team is concentrated on the PayPal rule as “potentiator” and “habilitator” of chance per person: “The new strategy of the march put the history of the PayPal client – millions of individuals and aziende that if fidano, fanno affidamento e utilizazzano PayPal agni giorno – in primo piano, sustaining i loro bisogni e desideri“, has said Emanuel MadeduSenior Director of Brand Strategy and Brand Development at PayPal.
PayPal is also compiendo further passi nelle guide line più ampie del marchio per promoovere l’inclusività. Give the photograph that riflette meglio the diversity of the community, passing through the language, the tone and the voice used to guarantee that PayPal includes davvero tutti.
The PayPal payment button
The new Visual identity if ispira has an asset degli più riconoscibili del brand, il pulsante di pagomento, divenuto negli anni emblem di PayPal stesso.
Per molte persone he presented the confirmation of a transaction in an environment of digital commerce. powerful search equity collega la funzione all’emozione, connecting PayPal to the event of a transaction sicura sia dal lato del commerciante che del consumere.
Historically part of the experience of PayPal payment, the gold is now even in the main table of the blue marchio insieme.
In the confrontation with the old and the new identity, if you can notice that the code of the doppia “P” is inclined if it is allungata, it is also evident the position of the replacement of the due letter.
Il monogramma esistente del marchio, con due P sovrapposte bloccate, ora è utilizzato comme di inquadratura. An escamotage capable of transforming and uniquely used, and the owner of the printed picture or the CFO of great aziende and pride of new history.
One of the most interesting elements of this rebranding is the possibility of creating a more inclusive and accessible market per i propri clienti. The ora soddisfa gli logo ADA (Americans with Disabilities Act) standard for accessible design.
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Inclusive language and copywriting: this is how it is applied without distracting the reader
Words have power. Build and give number to the reality we live.
And more and more, consumers decide to spend their money consciously in responsible brands, which are wet on issues such as equality and social inclusion.
If you ask me: it’s not a matter of fashion.
Inclusive language is here to stay.
Did you know this form of communication?
Surely you have already heard about it in the media or among your friends. Because today it is essential to communicate as a brand with values.
Although, just in case, I’ll tell you in advance what the RAE says:
“Inclusive language is a set of strategies that aim to avoid the generic use of the grammatical masculine”.
The reality is that more and more digital brands and businesses are trying to communicate in a more neutral way.
And I’m not surprised.
And now think about it: is there anything more persuasive than being alluded to in a given situation?
I say no.
For this reason, both copywriters and content creators in general are focusing on this type of language.
The changes, as they told you before, are small. For example, we can write:
- “The teachers” instead of “the teachers”.
- “The adults” instead of “the adults”.
Simple, right?
And this is not all: there are numerous techniques that will help you Adapt ways of writing so that a greater number of people can feel that you are speaking directly to them.
I have collected these 7 tips for you to apply inclusive language in your texts:
Find out how to use inclusive language »
0:00 Introduction.
1:05 What is inclusive language?
1:40 Tip #1: Avoid extra shapes.
2:17 Tip #2: Look for inclusive terms so you don’t abuse duplicates.
3:46 Tip #3: Use the word person.
4:14 Tip #4: Go for relatives.
4:37 Tip #5: Skip the subject.
5:08 Tip #6: Include impersonal verbs.
5:27 Tip #7: Substitute action for adjectives.
6:23 Conclusions.
Do you know any more? I am sure that, together, we can increase the list of suggestions.
But first tell me: Do you think that this type of change in communication is necessary? I read you attentively in the comments and I leave you with one last recommendation so that you continue learning lessons from great brands.
