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Color Brand Identity of Successful Payment Systems

Top 10 Tricks; Color Brand Identity of Successful Payment Systems like Paypal

Customers nowadays expect businesses to have the ability to process payments in a fast and secure manner. Instead of carrying cash, more and more people prefer paying digitally. And as malls become a thing of the past, e-commerce especially in the United States has become the norm.

And just how big is e-commerce nowadays? To give you an idea, mobile e-commerce in 2021 in the United States reached more than $360 billion in sales.  And it is happening not just in the United States. The total global e-commerce sales worldwide have reached $5.7 trillion according to estimates.

But of course, e-commerce wouldn’t be what it is today if not for payment systems. You have the likes of Paypal, WildApricot, Stripe, Apple Pay, and Moneris to name a few. Given the tough competition among these payment systems, it’s not exactly surprising that they need to stand out.

Here, we’ll discuss the 10 tricks used by payment systems in creating a color brand identity.

1.    Build trust

First on our list is PayPal’s color scheme. It is arguably the most popular Payment system around. If you’re going to take a closer look at its logo, it makes use of two shades of blue. It comes in light blue and dark blue colors.

This wasn’t just some random choice from their designer. According to studies, blue is associated with the ocean and the sky, giving a feeling of stability, peace, and calmness. When utilized by a brand, it makes the customer feel that they can trust the brand.

Other examples of a brand that made use of the color blue include Twitter, Skype, and Facebook. All of these companies needed to get the trust of their users.

2.    Appear to be user friendly

There is also a reason why Paypal used two shades of blue in its logo. One is dark and the other is light. Dark blue is associated more with stability, expertise, and trustworthiness. However, the light blue color can be seen as being understanding and soft.

It could mean that PayPal doesn’t want to be perceived as intimidating. This comes in handy when users need to ask pertinent questions or there are complaints about their transactions.

3.    Demand respect from your audience

Every brand wants the respect of its market. One way to do it is by using purple in your logo. Just like Twitch, Yahoo, and Hallmark, Melio makes use of the color purple in its logo. It could mean leadership, creativity, and respectability. These are things that could bring the company closer to its market, especially if it involved payments.

4.    Exhibit Professionalism

Apple Pay used a simple color scheme of just black and white. This simplistic monotone scheme demonstrates professionalism. And if you’re going to look at any expert guide to accepting online payments, professionalism, and reliability are some of the things that they’d tell you to look for in an online payment system.

Color Brand Identity of Payment Systems

5.    Grab the market’s attention

It is no secret that there are a lot of payment system brands out there. PayPal comes in as the dominant player with a 43.85% market share.

This is the reason why other companies need to catch up by grabbing their market’s attention. And that’s what Amazon Pay did. Amazon Pay’s logo comes in two colors. One is Arsenic and the other is Deep Saffron. Deep Saffron looks more like a shade of orange which is an attention-grabbing color.

The same can be said about Payoneer as it made use of orange on its “Y” while the rest of the letters are either gray or white depending on the background.

6.    Be perceived as a serious company

Amazon Pay’s use of the shade of orange may be attention-grabbing, but it can also be interpreted as playful which is something that you don’t want to be known for if you’re offering a payment system. Good thing it also made use of Arsenic which is a shade of gray. This could mean seriousness and maturity.

7.    Demand respect

Customers often go with companies that they can respect. Podium took advantage of this mentality by using black as the only color in its logo. Its simple logo makes it appear that they mean business, despite not being a popular choice among online payment systems out there.

8.    Showcase of growth and improvement

Green is a color associated with nature. But it could also mean growth. One of the lesser-known payment systems that featured green as part of their color scheme is Regpack.

It comes in white, gray, and green. Green could easily mean that the company is still at the stage where it is still in its early stages and could easily grow bigger in the coming years.

9.    Create harmony in your color scheme

So far, we’ve mentioned brands that used different colors in their logos. As a rule of thumb, logos can have as many as three colors. Traditionally, anything more than that can make the logo appear chaotic, confusing the users and making the message appear vague. Most of the time, companies only use up to three colors to make the logo aesthetically appealing and meaningful at the same time.

10.    Break the rule to be remembered

Ask branding experts and they’ll tell you to stick with the rules to avoid problems and confusion in your market. However, rules are meant to be broken. XPay did just that. It comes with five different colors in its logo, making other brands look boring.


There are a lot of payment systems available nowadays. With the right colors combined with other branding elements, it is possible to catch the attention and even gain the trust of their market.

Disclaimer: This article is not a substitute for advice from a trained professional. By using this website, you agree that Design Free Logo Online cannot and will not be held liable for any action taken as a result of using the information in this article.

2023-03-23T06:51:16+00:00Comments Off on Color Brand Identity of Successful Payment Systems

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