Entering a new dimension: Creating a new brand and visual identity for Square.
Block Brand and Visual Identity
At the end of 2020, my team at Square was brought into a project to create a new brand at the company – Block, which would serve as an umbrella for the many units within what was known holistically as Square. Working closely with our CEO, Jack Dorsey, our creative team went straight to work exploring dozens of directions for the new brand, and eventually teamed up with Cash App Motion Design Lead, Sekani Solomon, to create our twisted-cube logomark and launch video. Leaning into 3D and motion became a core tenant of our brand, as we envisioned an adaptable and inviting future that we can all help to craft.
Once our team progressed beyond the research and exploration phase of this project, my primary role in this project was developing the color palette and color system of the brand, in partnership with designer Anna Caldwell. This included months of exploration, followed by more months of accessibility testing and refinement.
“…I feel like we’ve all been clamoring to see brands do something more or different or new and this very much delivers on that front.”
- Armin Vit, Brand New
“This is the future, and I want in.”
- Armin Vit, Best and Worst Brand Launches Podcast