Refreshing the Circle Brand System
A brand evolution case study
At the end of 2023, Circle’s Creative Lab in partnership with Brand New School developed a new visual brand system that showcased our financial technology in an ownable, simple, human, and easily comprehensible way. This was new territory for the company as we evolved the brand from a playful more nascent space into a slightly more articulate, mature expression.
Together we focused on the theme of 'fluidity' to reflect the ever-evolving and infinite applications of Circle’s digital currency and USDC. The goal was to balance our brand’s technological innovation with visuals that convey trust and responsibility. To achieve this, we used visual strategies such as realistic materials and playful expressions to illustrate our concepts.
Illustration System
At the heart of the project is a uniquely abstract 3d illustration system. These key visuals became the cornerstone of the brand's visual communication, abstractly conveying financial concepts like security, freedom, growth, and accessibility.
Object Library
Our object library consists of shapes that represent finance, currency, banks, growth, transference, and blockchain themes. These shapes, such as portals, paths, and stairs, portray growth and the frictionless exchange of value.
Materials Library
We curated extensive material and color palettes to convey brand values of stability, transparency, and freedom. Our social media toolkit combines elements in various ways, providing multiple layout options.
Graphic System
We developed a comprehensive graphic system that combines brand assets, such as photography, 3D illustration, and a typographic grid strategy, for use across various applications. We created a comprehensive graphic system that combines brand assets such as photography, 3D illustrations, and a typographic grid strategy for various applications.
Data Visualization
Data is a constant means of expression for the Circle brand, its products, and the competitive landscape. In partnership with BNS, we developed a language for communicating nuance data and information, represented by using consistent graphic shapes, color palettes, and typography in simple infographic templates.
Circle Credits
VP Creative | Cameron Ewing
Art Direction | Andy Hekimian, Kristine MacAulay
Brand Design | Ale Caire
Executive Producer | Kristin McCarron
Brand Strategy | Hannah Post
Brand New School Credits
Chief Creative Officer | Jonathan Notaro
Creative Directors | Chloë Greene, Jeff Welk
Lead 3D Designer | Jean-Michel Verbeeck
2D/3D Animation Supervisor | Pete Germano
Sr VFX/Post Producer | Valentina Cokonis
