PayPal is launching a new logo and brand campaign to appeal to a broader audience. 

Executives at PayPal's parent company, eBay Inc., said in an April 29 conference call that they would soon launch a new marketing push that spans digital channels and television advertising. PayPal unveiled its new logo the next day.

The new branding push is meant to demonstrate PayPal's expansion beyond Web payments into retail stores, mobile devices and wearables, writes Christina Smedley, PayPal's vice president of global brand, in a blog post.

"When PayPal was first founded in 1998, our image was designed for the online world," she writes. "Today, online is just one of the ways we show up to our consumers, merchants and developers, along with in-store, on mobile and elsewhere."

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