Less than a year into my time at Square, our team was given an exciting (and slightly daunting) challenge: creating a parent brand for Square and its business units, TIDAL, Cash App, TBD, and Spiral.
We dove headfirst into the identity development process, exploring how to build a brand that could unite these distinct companies under one vision. Through countless reviews with our CEO, Jack Dorsey, and a creative partnership with Cash App’s Motion Design Lead, Sekani Solomon, we shaped a bold, forward-thinking brand that went beyond what we first imagined.
It was a really defining project, that was equal parts creative exploration and strategic design.
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