DAP Logo System
Role: Design/Art Direction
My creative team at Square was part of the Developers and Partners (DAP) organization. The DAP leadership team asked us to create a new logo
The original ask was to create one logo that could be applied to internal documents as well as swag. However, we proposed that each team within DAP create their own version of the logo so that it felt a little more personal.
I designed a modular system where each team could pick a block configuration, pattern, icon, smiley face, and color palette in order to create their own, unique logo that still familied with the org-wide version. The system expanded and was applied to an all hands presentation deck, anniversary pins, a keynote video for team offsites, and swag.
The original ask was to create one logo that could be applied to internal documents as well as swag. However, we proposed that each team within DAP create their own version of the logo so that it felt a little more personal.
I designed a modular system where each team could pick a block configuration, pattern, icon, smiley face, and color palette in order to create their own, unique logo that still familied with the org-wide version. The system expanded and was applied to an all hands presentation deck, anniversary pins, a keynote video for team offsites, and swag.
Final team logos
A selection of slides from the all hands presentation deck template.
Anniversary pins. Each pin is a number created using different pieces from the logo system. Our copywriter Scott Polhemus had the original idea.
Swag
Original logo sketches, inspired by building blocks (company rebrand from Square to Block) and previous animation work.
Explorations using Square’s new secondary palette.