PayPal burnishes brand image as mobile use surges

The online payment company PayPal is getting a shiny new look and its first-ever global marketing push as parent eBay Inc tries to wrest attention away from the growing number of rivals piling into the mobile payments market. The brand overhaul unveiled on Wednesday includes a more vibrant, simple logo designed to suit mobile phones and wearable devices like wristbands and PayPal's first-ever television ads in the U.S. market. The move comes as PayPal, the dominant online payment processor, shifts its focus toward mobile phones and the fast-growing market to enable consumers to pay for physical goods and services with their smartphones. "If you look at us visually online, we look very similar to financial service companies," said Christina Smedley, vice president of global brand and communications at PayPal.

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