Branding is more than just logos and colors—it’s about building trust and a connection with users.
PayPal, the fintech giant we've all grown to know, has recently unveiled a new look, courtesy of Pentagram.
But there’s something familiar about it. In fact, it feels an to me very similar to Klarna, the "buy now, pay later" brand that bucked the trend of corporate, boring fintech branding.
So, is this new PayPal identity a nod to Klarna or they stepping on their toes by trying to wear their shoes?
PayPal's rebrand comes with a modified LL Supreme typeface, which, to most people, looks almost identical to Klarna’s sleek style. Yes, design purists will notice subtle differences, but let's be real—the average consumer probably won’t. And that’s where things get interesting.
Klarna has carved out a very specific identity in the market, one that feels young, approachable, and a little rebellious in the traditionally stiff world of finance. Now, PayPal, with its new “pay smarter” focus and expanded “pay later” options, seems to be edging into Klarna’s lane—not just in what they offer but also how they look.
PayPal’s rebrand doesn’t feel like a mere facelift; it feels like a play to absorb some of Klarna’s market share by making itself look and feel just a little bit like its competitor.
There’s a lot of overlap in the new visuals, from the layout of the identity system to the font choices. Honestly, if you swapped out PayPal’s blue for Klarna’s signature pink, you’d have a hard time telling them apart at a glance.
Even that image of a phone on a retro, colourful chair in PayPal’s new campaign? It’s giving off major Klarna vibes.
Why would PayPal, arguably one of the biggest finance platforms in the world need to OR want to mirror a relatively newer player like Klarna? Well, It’s psychology. Consumers trust what they know, and Klarna’s brand has a shed load of equity, especially with younger shoppers. By mimicking Klarna’s style, PayPal is hoping to tap into that trust and emotional connection. It’s a clever trick: when people see something that reminds them of a brand they like (in this case, Klarna), they’re more likely to trust and feel comfortable with it.
Klarna’s identity was a big disruptor when it launched, and it didn’t take long for other financial brands to follow suit by softening their stiff, corporate images. Klarna broke the mold, and now PayPal seems to be borrowing from that success. But here’s the thing: PayPal isn’t just offering similar features (like Klarna’s split payments)—now, they’re borrowing Klarna’s design playbook too.
This isn't the first time a company has borrowed a competitor’s branding vibe to gain some traction. We see it all the time in tech, fashion, and even fast food. But there’s a fine line between drawing inspiration and crossing into “are you copying me?” territory. PayPal’s new look could be seen as a smart move, but it’s risky.
If people start to feel like PayPal is trying too hard, it could backfire.
Klarna has built it's entire brand on being disruptive creativly and having a language and creative DNA that is authentic. Now, PayPal moving from corporate to somewhat similar in terms of brand appearance and creativity appears to be following rather than leading.
This alone may lose some of the authority and trust it has spent years building, and customers could see through it. But it could also work. PayPal can afford to spend the required amount of cash to combat this.
At the heart of all this is the power of emotional design. Klarna’s brand doesn’t just look cool—it makes people feel empowered to purchase and unlocks money.
That’s a big part of why it’s been so successful.
PayPal’s new identity seems like an attempt to evoke the same kind of emotions, but will it work?
People love familiarity, but they also value authenticity. Klarna’s look and feel are a direct reflection of its mission to make financial services easier and more enjoyable - heck smooth. And their identity has spun a wave of financial brands taking a more playful direction.
If PayPal’s new branding feels like it’s stealing Klarna’s vibe, consumers might see it as inauthentic. And that’s a dangerous - especially in fintech where trust is everything.
To me, it feels like PayPal’s new identity is more than just a design update.
It’s a strategic move that feels like a direct challenge to Klarna’s place in the market. But whether this will pay off or backfire depends on how consumers perceive it. Is it a smart evolution of PayPal’s brand, or does it feel too much like an attempt to cash in on Klarna’s success?
