Re-postioning PayU
as a future-facing,
global payment
service provider that
is redefining the way
people buy and sell.

Client: PayU
Agency: Karmarama
Role: Lead Brand Designer

Strategy / Branding / UI

Until recently the PayU brand varied from market to market. This was something we wanted to change. As the company grows we needed to maintain a consistent brand around the world.  

The bold brand identity reflects thier ambition. It will enable PayU to make a greater impact, and build trust amongst thier customers and users, in different markets worldwide.

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A warm,
human approach 

The PayU brand has been created with a soft, warm and human approach in mind. This is evident in the soft rounded corners of the characters and the blocks. The uppercase ‘P’ and ‘U’ make it easier to recognise, read and say. Whether you’re a business or a customer, we always put you first. Which is why the ‘U’ has been developed as a dynamic and distinctive icon.  

The U icon represents an ever-evolving process of growth, aggregation, strength and security without the rigidity of being square. 

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