PaysafeCopied

Paysafe is a payments platform present in about 120 markets, and after a series of acquisitions, Resumé's Alicia Price reported, it needed to consolidate its brand. On 1 February 2024 chief marketing officer Alisa Barber unveiled the result on the company's site: a fresh brand identity including a new logo, a vibrant colour palette and a new website, designed to show Paysafe as the payments partner for fast growing entertainment and experiential sectors such as iGaming, online video gaming, travel and leisure.

The idea behind it is the starting point. Barber wrote that transactions are more than numbers; they are the starting point for experiences, opportunities and accomplishments, all rooted in trust. Resumé described the design concept the same way: the simple geometric symbol represents the starting point at which transactions turn into experiences, and a flexible design system builds stories from it. The tagline, It starts here, carries the same thought.

The launch was timed for the gaming industry. Paysafe unveiled a redesigned booth at ICE London, held 6 to 8 February 2024, and Resumé noted that the identity debuted at the fair with a focus on the value proposition and the experiential sector. Its sub-brands would follow with new identities during the year. Resumé also reported the project was put together in just six months, covering positioning, brand architecture, tone of voice and digital experiences as well as the visual identity.

That speed shows, for better and worse. Consolidating a sprawl of acquired brands is the right priority for a company whose name most consumers meet only at checkout, and a single geometric starting point is easy to deploy across 120 markets. But the experiential economy is a consultancy phrase, and a payments company describing itself as fuelling fun, as its own headline does, is a reach. It starts here is the kind of tagline that fits almost any company with a beginning, which is to say every company. The logo will work; the story around it is generic.

The real test is the sub-brands. If they line up behind one clear system during the year, the rebrand will have done its job.