Brand personality Our brand personality defines who we are, how we do things, how we treat each other and our customers. TO CAPITALIzE ON ThE fuTurE, WE MuST STAy TruE TO WhO WE ArE: hELPfuL Never step out of the customer’s shoes. Generously share your talent, time, and knowledge with customers, coworkers, and partners. huMAN Create the experiences we ourselves would want to use. Work from a place of understanding that there’s a real person with real needs and wants at both ends of any transaction. INNOVATIVE find new ways of doing things, shape change, leverage technology to simplify everything we do. VIGILANT Shoulder the responsibility of trust, protect what matters most to our customers. COurAGEOuS Be brave, remove barriers, acknowledge and correct mistakes, have a point of view, and do what’s right. ContentS PayPal | Corporate master brand guidelines | August 2013 | Copyright © 2013 PayPal Inc. All rights reserved. 2