Blackbox.IO — Logo + Brand Design
A New Brand for a New Era
Blackboxstocks Inc. (NASDAQ: BLBX), a SaaS fintech platform with a $13.6M market cap, utilizes proprietary AI to analyze stock and options activity in real time. Amid an international merger, the original C-suite is launching a new brand: Blackbox.IO.
I was brought in by the original CEO to design a modern, scalable brand identity and logo for Blackbox.IO that honors the BLBX legacy while enabling long-term growth.
Design Process: exploring Legacy + Innovation
We knew we wanted to marry the traditional “input/output” icon arrows with the legacy logo’s “box” shape. We went through 4 comprehensive rounds of iterations before landing on the final design, which combines a modernized box shape, 3D directional arrows, and a techy “.io” — all sitting on various planes of the legacy logo’s structure.
The Arrows
Custom-designed as a 3D optical illusion, these arrows seamlessly integrate with the legacy shape and hint at the future.
The Box
We explored abstract and geometric concepts but nothing felt as solid as the legacy logo’s 3D box — reimagined and modernized.
The IO
Originally unplanned, the moment I found the font Adriana, we all agreed the tiny “.io” added just the right tech-forward touch.
A Unified and Recognizable Brand system
Colors
I knew the legacy brand had inconsistent shades of green on various collaterals and I didn’t want that for the new brand. We needed the perfect green. Inspired by Apple’s iOS green used for iMessage and Facetime, Cash App and Spotify, I color-matched Apple’s iconic green and paired it with black, white, and grayscale neutrals.
Typography
Honoring the legacy logo and in favor of recognition, we kept Avenir as the main H1 font and logotype. I chose Roboto Mono for the body type and Adriana for headlines and the logo, establishing a cohesive typographic system.
Icons
I developed a suite of scalable iconography for use across all platforms. This ensures brand unity and improves upon the disconnected iconography of the legacy version.
