Context
Less than a year into my time at Square, our team was tasked with developing a new parent brand for Square and its growing ecosystem of companies, including Cash App, TIDAL, TBD, and Spiral. The challenge was creating a unifying identity that could hold a diverse range of products and audiences under a single vision while still allowing each business to maintain its individuality.
Solution
The project began with an extensive brand strategy and naming phase, exploring how the parent company should position itself culturally, visually, and conceptually as it evolved beyond Square. Through ongoing collaboration and reviews with CEO Jack Dorsey and Motion Design Lead Sekani Solomon, the identity developed into a bold, fluid system designed to reflect evolution and growth.
A key part of the visual system was the logo itself, a dynamic form capable of shifting and transforming depending on context. The identity was designed to feel expressive, future-facing, and adaptable across a wide range of applications and moments in time.
My Role
I contributed to the early brand strategy and naming exploration phases of the project and played a key role in the visual development of the Block logo and broader identity system as part of the core brand team.
Design: Angie Garland and Block Brand Team
The brand we developed is fluid, art-forward, and ever changing (much like our company). The logo itself speaks to this spirit of evolution and growth, morphing smoothly from a simple geometric block, into a twisted form that reflects its surrounding environment (see it in action on the Block launch site).
With the flexibility to grow and evolve the brand, we envision all facets of the identity system will shift, depending on context and moment in time. As such, our Brand Guidelines are a constant WIP.
“I think what we are witnessing is the start of the next trend in logo design as other tech companies that look up to a company like Squa… er… Block, try to emulate it.” - Armin Vit, Brand New