Customer-centricity, Trust & Innovation Back PayU's New Brand Identity

PauU has revealed its fresh identity with the release of two brand films, putting the spotlight on its 'customer-centric approach’

“This brand refresh reflects PayU’s bold ambition of evolving beyond payments to deliver comprehensive financial solutions, positioning itself as a resiliently progressive brand in the digital financial ecosystem. The new logo, which was revealed at the Global Fintech Fest 2024, marks a pivotal moment for PayU as it transitions from a payments-centric entity to a fully integrated platform serving merchants, consumers, and financial institutions. PayU partnered with Conran Design Group (Havas Brand and Design Consultancy) to bring its brand refresh vision to life,” states the press release.

PayU’s refreshed brand identity is anchored on three core pillars customer-centricity, trust and innovation. The company aims to create a unified, full-stack digital financial services platform that seamlessly integrates payments, credit (LazyPay and PaySense), and PayTech as a Service (PaaS) (Wibmo). The brand refresh embodies PayU’s evolution and its commitment to delivering innovative, customer-centric solutions, in addition to providing robust, secure, and technologically advanced solutions that can adapt to changing market conditions. This relentless focus on innovation and adaptability aligns with PayU's mission to empower its customers and drive financial inclusion. The new logo reflects a portal to infinite possibilities - a gateway for growth, transformation, and the future of finance. The design features a dynamic "U", emphasising the importance of all its stakeholders including customers, employees, partners and communities. The modern typography and fresh colour palette complement PayU's innovative and approachable character, with the colour green signifying growth and grey representing professional expertise.

Inaugurating the new logo, Renu Sud Karnad, Chairperson of the PayU Payments Board of Directors, says, “PayU’s refreshed brand identity represents a strategic move to align with its evolving business objectives of building a scalable and integrated digital finance platform, adapting to a dynamic market environment. Congratulations to the team on this significant development.”

Celebrating the brand refresh, Anirban Mukherjee, CEO, PayU comments, "As we continue to redefine the digital financial services landscape, our new brand identity reflects our unwavering commitment to innovation, trust, and customer centricity. By positioning ourselves as a 'Resiliently Progressive' company, we're signalling our ability to navigate a rapidly changing market while staying true to our core values. Our goal is to not only become India's largest and most valuable fintech platform but also to set the global standard for digital financial solutions.”

In alignment with the brand refresh, PayU has released two brand films putting the spotlight on its customer-centric approach. By empowering its users, whether they are merchants, consumers, or financial institutions, PayU is always around to help them unlock their potential, and achieve their financial goals and dreams. 

Prioritising trust and integrity in all its operations, PayU ensures that stakeholders can rely on its secure platform for seamless transactions. With customers’ needs at the heart of everything it does, PayU is delivering relevant solutions to cater to their requirements. The brand refresh highlights PayU's readiness to serve a global audience, expanding its reach while maintaining the highest standards of service.