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Michael Jeter

@_MichaelJeter • 1,629 subscribers

Floating down the river of absurdity. Head of Brand Studio at Stripe.

Shorts

It’s more than a little daunting to set out to expand and improve the identity system for a company and brand like Stripe. But we knew we had to — the existing one had served us well, but wasn’t up to the task anymore. Our brand system required new and improved tools to scale with our ever growing audiences, new products, global footprint, and more. This update introduces material improvements to infographics, advertising, type styles, and more. While the wordmark remains unchanged, we’re using the dot of the ‘i’ (called the “tittle”), a parallelogram pointing up and to the right, to serve as our identifying symbol. We’re also using it as an ever evolving storytelling device to use when talking about our many great users (you can see the latest brand campaign in SF and NYC doing just that). Anyone who has ever worked on the refresh and expansion of an existing system for a large company knows that it is no small endeavor. Crafting impactful solutions, building alignment, creating extensible guidelines, building toolkits, and orchestrating rollout requires a ton of resilience. Here’s to the team that continually inspires me with their dedication, rigor, taste, and exceptional vibes. Great work and thank you to the Brand Studio folks, and of course our many many amazing and invaluable friends and collaborators across the company who all helped shape the work. And a special thank you to a handful of creative agencies that helped us along the way.

It’s more than a little daunting to set out to expand and improve the identity system for a company and brand like Stripe. But we knew we had to — the existing one had served us well, but wasn’t up to the task anymore. Our brand system required new and improved tools to scale with our ever growing audiences, new products, global footprint, and more. This update introduces material improvements to infographics, advertising, type styles, and more. While the wordmark remains unchanged, we’re using the dot of the ‘i’ (called the “tittle”), a parallelogram pointing up and to the right, to serve as our identifying symbol. We’re also using it as an ever evolving storytelling device to use when talking about our many great users (you can see the latest brand campaign in SF and NYC doing just that). Anyone who has ever worked on the refresh and expansion of an existing system for a large company knows that it is no small endeavor. Crafting impactful solutions, building alignment, creating extensible guidelines, building toolkits, and orchestrating rollout requires a ton of resilience. Here’s to the team that continually inspires me with their dedication, rigor, taste, and exceptional vibes. Great work and thank you to the Brand Studio folks, and of course our many many amazing and invaluable friends and collaborators across the company who all helped shape the work. And a special thank you to a handful of creative agencies that helped us along the way.

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