Logomark Design Refresh
Visual Branding
Created for BlockFi Inc.
Elevating the visual language of Wise came from the natural progression of a growing startup. As Wise grew, it became apparent that it needed to further differentiate themselves from their competitors. Soft curves and the brand’s staple line angle of 23.5° were maintain to convey familiarity. Colors were supercharged with gradients that brought representation to various touch points of the brand, like the people, the product, and internal uses.
The curves were carefully crafted using a new quadratic formula to make it feel less rigid. Two custom superellipses replace the old rounded squares, giving the logomark a more unique look while still maintaining the overall shape of its predecessor. Thus accomplishing the goal of the refresh without completely altering the identity of the brand.

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