Brand voice Paper or plastic. Now you can Our tone and manner comes from a customer-first accept cards, checks, and keep perspective, making sure it’s simple, clear, helpful PayPal is the one way to pay that’s track of cash Payments through tm and easy to understand. any way you want to pay. PayPal here . ThE PAyPAL VOICE: • Sounds like a human being, not a robotic script. • Is clever, but not snobby or cynical. Buy into being safer: No • uses humor to create engagement, to share a knowing smile. matter where you shop, we’ll • When we have to deliver a tough message, a respectful tone can keep your financial information make all the difference. private and protected. • Avoids jargon and overly technical language. • Avoids acronyms that mean nothing to people outside of PayPal. Get paid faster with • Gets to the point quickly. PayPal’s free and easy invoicing. When this is how you work, here is how you get paid. ContentS PayPal | Corporate master brand guidelines | August 2013 | Copyright © 2013 PayPal Inc. All rights reserved. 3