Brief and challenges
The Payments team at Square asked me to design a logo for their new brand. With one week as my timeline, I worked with their design lead to develop this logomark. The mark needed to reflect Square's current brand, but also needed to really scream 'Payments!'.
My first approach was to take the Square jewel (as we call it) and turn it into a literal jewel. The emerald cut for a diamond evoked a sense of worth for that mingled well with the original logo. From this point forward, I knew it was important to maintain the original jewel in the design.
The feedback I received was that this didn't communicate the raw concept of 'Payments' enough. In chatting with the design lead, I determined that the credit/debit card needed to be the inspiration.
I started my exploration here as obviously as possible - looking at our logo on the card. This wouldn't be convenient but it led me to my next idea. The chip.
I looked at a variety of actual card chips to determine what made them identify as a chip. These explorations continued stylistically from my jewel series. I knew I loved the style of the originals, and wanted to play more with that line work.
From there, I merged two of the logos, filled and stroked, which worked well. This was a chance to look at all the variants and explore which styles worked best.
The team was ecstatic about the final design. They plan to add the design to future deliverables. I look forward to seeing how they plan to use it.