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(Brand guidelines) // Finance

PayPal brand
guidelines

PayPal’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from paypal.com.

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About PayPal

PayPal is a global financial technology and payments brand. Its identity pairs clear, reassuring communication with practical flexibility across consumer money management, shopping, and business payments.

Use PayPal’s logo and standalone mark artwork as supplied. Keep the artwork legible and recognizable; do not redraw, distort, or treat product imagery, campaign graphics, or backdrops as identity marks.

PayPal colors

  • Deep blue

    Signature brand blue

    HEX
    RGB

  • Navy blue

    Dark supporting blue

    HEX
    RGB

  • Bright blue

    Bright supporting blue

    HEX
    RGB

  • White

    Website background

    HEX
    RGB

  • Black

    Website text and primary button background

    HEX
    RGB

  • Link blue

    Website links

    HEX
    RGB

PayPal fonts

  • PayPal Pro

    Display headings · 900

  • PayPal Pro Text

    Body · 400, Buttons and links · 700

  • PayPal Open

    Subheadings · 500

Font names only. The Brand Skill download doesn’t include font files.

PayPal’s voice

Write with confident warmth. Make the benefit easy to grasp, then show how the experience works. Emphasize choice, convenience, and security in plain language; speak directly to the reader.

Use short, energetic phrases and parallel constructions to make complex services feel approachable. Keep promises measured and specific, especially around protection, rewards, credit, and financial outcomes.

  • “Shop and pay with confidence. PayPal encrypts your key financial details, so you get smart security and real peace of mind”
  • “Build a PayPal-hosted checkout page in a few clicks. No website or coding required”
  • “Your transactions are encrypted. We keep your full financial info safe”
  • “Get paid. Get growing. Get ahead”

Dos and don’ts

Do

  • Use PayPal’s blue palette, supplied identity artwork, and type families consistently across branded work.
  • Show the practical benefit early, then explain the payment or money-management experience in plain, direct language.
  • Use warm, everyday lifestyle scenes to make digital services feel approachable.
  • Keep claims specific and qualified when benefits depend on eligibility, terms, or transaction conditions.

Don’t

  • Don’t distort or redraw PayPal’s logo or standalone marks.
  • Don’t present illustrative screen images as a guarantee of the exact live interface or a product outcome.
  • Don’t turn conditional security, rewards, or protection benefits into universal guarantees.
  • Don’t make service descriptions dense or abstract when a straightforward explanation will do.

PayPal imagery

41 images from paypal.com, in 4 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Lifestyle photography

13 images

Show people in relatable, everyday moments: relaxing at home, spending time together, shopping, or working on a small business. Favor warm, candid scenes that make digital payments and money management feel part of real life.

  • A small, tan Chihuahua licks the cheek of a bearded man who sits eyes closed with a joyful smirk.
  • A portrait of a Black woman with a bright, joyful smile looking off-camera against a textured, pale seafoam green wall.
  • A high-angle, top-down photograph captures two people lying side-by-side on a dark, patterned Persian-style rug, laughing joyfully with their eyes closed.
  • A close-up lifestyle photo captures a person with red-painted fingernails holding tortoise-shell sunglasses by the arm against light-wash, wide-leg denim…
  • A close-up photograph of a young woman with a short bob and bangs wearing bright red over-ear headphones, her eyes closed in a blissful expression.
  • A man with curly blonde hair and a tattooed forearm smiles warmly at a woman with dark curly hair while leaning against a dark car.
  • A woman with voluminous, tight ginger curls smiles as she looks at a smartphone in a bright red case while reclining on a dark velvet sofa.
  • A close-up shot from above captures a young woman with a broad, genuine smile as she lies on a weathered wooden deck.
  • A close-up, candid photo captures a young woman with voluminous red curls laughing as she holds a slice of pizza.
  • A tight close-up photograph captures the hands of two Black people gently holding one another against a soft, blurred lavender and grey background.
  • A close-up shot focuses on a person's hand sliding a black smartphone into the front pocket of olive green denim jeans.
  • A woman with voluminous, reddish-brown curly hair and curly bangs smiles warmly while looking away from a smartphone held in her hands.
  • A smiling artisan in a clay-smeared tan apron carefully places a cardboard box into a paper shopping bag for a customer in a warm, sunlit pottery studio.

Marketing imagery

7 images

Use PayPal’s own marketing visuals to support the story of the specific page or campaign. Hero and share images introduce a page; lifestyle and product-led campaign art can show the benefit in context. Keep the image’s original role in mind when adapting it.

  • The bold, black PayPal wordmark is centered horizontally and vertically on a solid, bright sky-blue background.
  • A festive horizontal banner features a woman laughing as she hugs a stack of kraft paper gifts with blue ribbons, centered within a blue grid of gift boxes.
  • A split-screen marketing graphic features a man in a grey beanie and glasses intently writing on a clipboard, framed between stacks of cardboard boxes in a…
  • The PayPal logo features two overlapping, italicized capital 'P' letters in a minimalist graphic style.
  • A close-up shot focuses on a person's hand holding a blue-cased smartphone displaying a digital checkout screen.
  • A woman with a joyful expression and white fuzzy sweater hugs a stack of kraft paper gifts with blue ribbons, framed within one compartment of a large blue…
  • A horizontal collage of three distinct lifestyle and logistics photographs.

Product imagery

18 images

Make PayPal’s products tangible with clear views of payment moments, mobile experiences, and business tools. Pair product interfaces with context that shows how people shop, pay, or run a business. Screen images are illustrative; present them as visual examples, not as guaranteed depictions of every live experience.

  • A square QR code composed of solid black dots on a white background features the blue PayPal logo at its center.
  • A close-up vertical shot of a smartphone held in someone's hands, displaying a checkout screen for a $140.00 'Color block purse.' The payment interface…
  • Three young adults gather closely around a table at a dim restaurant, focusing on a smartphone held by a man with curly hair.
  • Two bright blue, pill-shaped buttons with black text reading 'PayPal' and 'PayPal Pay Later' are centered over a candid photograph of two friends.
  • A progress graphic is layered over a studio shot of a modern, white armchair with wooden legs against a dusty teal background.
  • A floating dark gray digital interface card with white text and stars overlays a blurry photograph of a person holding a smartphone outdoors.
  • A close-up lifestyle photo features a smiling woman with dark curly hair and a blue shirt sitting in a vehicle next to a bright yellow suitcase.
  • A close-up shot focuses on a hand holding a white PayPal card reader with a blue screen displaying the "PayPal" logo.
  • A close-up photograph of a focused Black man with a beard and glasses working at a computer is overlaid with a large, semi-transparent grey graphic.
  • A focused woman in a green top works on a laptop in a bright, modern indoor space with a grey graphic overlay in the foreground.
  • A focused man in a navy blazer and spectacles leans over a desk to sign paperwork, his hands and pen in sharp focus.
  • Two pill-shaped digital payment buttons are vertically stacked against a plain light gray background.
  • A digital product graphic showcases a tan leather armchair with a light wood frame against a textured gray wall.
  • A top-down studio shot features a compact, white PayPal card reader positioned vertically against a plain light gray background.
  • A close-up photograph of a woman with long dark hair, wearing a denim shirt, focused on her laptop at a wooden table.
  • A person's hand holds up a dark blue PayPal Debit Mastercard against a clear, bright blue sky.
  • A close-up lifestyle photo of a smiling person with dark curly hair holding a vintage-style black camera is overlaid with a dark, translucent promotional card.
  • A high-density QR code is composed of an intricate, square-shaped grid of black and white pixels.

Branded backdrops

3 images

Use PayPal’s branded backdrops as supporting visual fields. Keep the logo or message readable against the background and let the backdrop support—not replace—the primary content.

  • The PayPal wordmark is featured in bold, black typography centered against a solid, bright sky-blue background.
  • A horizontal digital graphic features the PayPal wordmark in bold black sans-serif typography.
  • The bold, black PayPal wordmark is positioned on the far right side of a long, narrow horizontal banner with a light sky-blue background.

More from the Brand Skill

Logos

Use PayPal’s logo and standalone mark artwork as supplied. Keep the artwork legible and recognizable; do not redraw, distort, or treat product imagery, campaign graphics, or backdrops as identity marks.

Download PayPal’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow PayPal’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 41 images and the logos. The font files belong to PayPal, Inc, so they’re left out.

Download the Brand SkillZIP, 3.0 MB

paypal-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ voice.md

│ ├ lifestyle-photography.md

│ ├ marketing-imagery.md

│ ├ brand-colors.md

│ ├ typography.md

│ ├ product-imagery.md

│ ├ brand-mark.md

│ ├ branded-backdrops.md

│ ├ colors.md

│ └ logos.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from paypal.com on 3 Nov 2026. It isn’t PayPal’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

PayPal and its logos are trademarks of PayPal, Inc. Rainbrand isn’t affiliated with or endorsed by PayPal, Inc.

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