Vijay Shekhar Sharma, the founder of Paytm was particular about keeping the logo
and visual identity
simple. Paytm, catering to a vast target group from all walks of life had to be communicated in a way that the entire nation could relate with and feels connected. The application was designed to be simple, easy and quick in use considered that major part of the users are beginners of smartphones. Also, a large chunk of people, majorly the senior adults were new to online media. The concern was not just to develop a cash-free economy but also to make the people self-reliant.