Dessa Logo

After being acquired by Square in February 2020, the decision was made to rebrand Dessa to a “secret AI lab” that emphasizes creativity and imagination in machine learning.

I was inspired by the imaginative stories of Roald Dahl and decided to position Dessa as the “Willy Wonka of Machine Learning”. Since Dahl’s font style is imperfect and quirky, I drew the logos by hand for a unique effect, including arrows to show directional flexibility.

Some initial sketches....

And the final direction, in both light and dark forms.