Alipay refreshes brand identity with new logo

Alipay has refreshed its brand identity with a new logo (pictured left), revolving around the three concepts of openness (開放), technology (科技) and warmth (溫暖), celebrating its 20th anniversary.

According to its official Weibo page, Alipay said that the new logo removes the outer frame and text to make the "支" (Pay) Chinese character logo more open and recognisable. Moreover, a three-dimensional natural light is adopted in the new logo to increase the sense of transparency and mobility.

“We hope that the new logo ‘支’ will be like water and continue to convey feelings of trust, kindness and warmth to users,” the statement read.

“Moving forward, Alipay will continue accompanying everyone with a more open ecosystem, innovative technology, and enhanced services,” Alipay said.

MARKETING-INTERACTIVE has reached out to Alipay for more information. 

According to Chinese reports such as Sina Tech (新浪科技), the recent logo change marks the first time Alipay has updated its logo in four years. Back in 2020, Alipay announced that the light blue background of the previous logo would be adjusted to a more vibrant and vivid bright blue shade, aiming to bring a refreshed and dynamic aesthetic to the brand.

Alipay has undergone several logo updates over the past two decades. The shift towards a minimalist design in the logo aligns with these developments and symbolises Alipay's growth and adaptability in the dynamic digital landscape.

Don’t miss: Alipay and online travel agencies launch China tour packages for international tourists

Back in December last year, Alipay partnered with online travel agencies such as Trip.com and Tuniu (途牛), to launch selected tour packages and a travel guide on the Alipay app for international tourists travelling to China. 

It came as Trip.com’s data revealed that inbound tour orders from January to October last year increased 125% year-on-year compared to 2022. It showed that cross-border travel, including inbound travel to China, was witnessing a continuous surge globally given the increase in flights and favourable policies.

Photo courtesy: Alipay’s Weibo page

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