Cash App’s Brand Design Portal: A Breath of Fresh Air in the World of Branding
Boring brand manuals and design libraries are a dime a dozen, but every so often we come across a brand style guide that looks a million bucks. And Cash App’s new brand design portal is on the money.
The Dropbox brand website set the standard high recently. Now, Digital wallet provider Cash App has risen to the challenge with an engagingly dynamic presentation of its brand assets and guidelines that puts staid style guides to shame.
A Delight to Read and Explore
Cash App’s brand guidelines website is a rare find. The site sets out all the information designers and partners need in terms of logos, color palettes, typography, illustration style, and even motion principles. The specifications are as precise as they need to be, but they’re presented in an engaging way, leaving designers with a lot of room to… well, design.
A Breath of Fresh Air
Cash App is accompanying the recent trend for brands to break the rules a little. It allows some freedom in the application of its typeface Cash Sans and even encourages experimentation and novelty. Illustration features prominently in the portal’s guidelines, with so many 2D and 3D icons that they look like collectible assets in a video game. Designers are encouraged to create icons that use metaphor and charm rather than literal representations.
Motion Design and Playful Levity
Motion design is also an important element of the brand identity. The portal uses motion a lot itself, allowing the user to explore icons by zooming in and out of a grid where they float and turn. The guidelines note that the brand’s motion style blends “bold confidence” with “playful levity". Presumably aiming at the latter, it appears that the brand has buried a very retro icon in there as an Easter Egg.
Conclusion
Cash App’s brand design portal is a breath of fresh air in the world of branding. It’s a rare brand style guide that encourages designers to try things out, experiment with typography, and have fun. The portal’s engaging presentation and dynamic design make it a delight to read and explore.
FAQs
Q: What does Cash App’s brand design portal offer?
A: The portal offers a range of brand assets and guidelines, including logos, color palettes, typography, illustration style, and motion principles.
Q: How does Cash App’s brand design portal differ from other brand style guides?
A: Cash App’s portal is unique in its engaging presentation and dynamic design, which encourages designers to try new things and have fun.
Q: What is the purpose of Cash App’s brand design portal?
A: The portal is designed to provide a unified brand identity for Cash App and its partners, ensuring consistency across all branding and marketing efforts.
