Roughly 25 years after its debut, PayPal is “ushering in a new era for customers” with some generic black text. The company has a new logo, designed by Pentagram, and a new brand identity.

What is a logo and what does it do? It is the summation of who you are as a business. It represents you concisely, while being a visual tool to help your customers retain your identity.

LOOK: Magic unveil new logo, ... Orlando will have a white, black, and blue jersey that evoke nostalgia from the teams of the 1990s, while featuring a "new-look" cascading star trail.