Logo Design Refresh
Branding created for BlockFi Inc.
As part of a brand refresh, the BlockFi logomark stood ready for a transformation. With a mission to infuse it with humanity, I set out to redefine its essence. By softening the edges and further sculpting its curves, the logo now emanates warmth and familiarity, as if to welcome you with open arms to a new yet recognizable experience.

Logomark, before and after.

Wordmark, before and after.

Mathematically custom curve used for Logomark.

Logomark construction details.

Redefined colors.

The logo lockup was transformed to take a more modern appearance. Using the same font used across the product, it was possible to make the wordmark feel new and familiar to the user. Slight changes were made to the "o" and adjustments to the kerning which helped bring a unique touch.

The curves of the logomark were carefully crafted using a custom quadratic formula to make it feel less rigid. Two custom superellipse replace the old rounded squares, giving the logomark an invigorating style while still maintaining the overall shape of its predecessor. In turn, accomplishing the goal of the refresh without completely altering the identity of the brand.

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