Every new marketing project begins with an objective question:



"What has the brand got that we can use?" DASH has many existing elements for Ogilvy to build upon:



- Broadly descriptive brand name that conveys energy, momentum, impulse

- Alliterative single syllable word with a strong mouth-sound

- Name longevity that will stand the test of time as business grows

- Culturally appropriate in global markets with no negative connotations

- Forward-leaning logo moves with the eye/page, not against it

- Primary color that's both conservative and solid, a palette used by the world's leading financial institutions from Barclays to Citibank



Given this brand DNA, there is much to commend with the new design Ogilvy have proposed:



Logo

The two 'D' locking together presents a strong and eye-catching design. This design is something of an optical illusion, a 'padlock-and-key' almost. You see it once, you remember it. That’s no small victory in design terms. Plaudits to the designer(s). It immediately transmits a sense of security and strength, imperative in a financial services brand. Also, acknowledging the gaps and negative space around the current logo lock-up is a well-considered evolution.



Font

The upright in the 'D' is a optically heavier in weight compared to the rest of the letter––it reads as an overprint and should be adjusted.

The 'S' has a lazy flow to it, and the terminals end somewhat undefined.

The rounded 'A' apex hearkens back to the current font, but feels dated already. We need a modern, clean break here.



Secondary Font

Din has very good legibility down to smaller point sizes, however this is a very over-used font and may not stand the test of time. To be called 'Dash’ and use a forward-leaning font (and at such an acute angle) always seemed too ‘on-the-nose’ for us, so we applaud this non-italic font.



Color palette

The ‘old’ blue was anemic and we support a stronger, ownable blue, although this particular hue is a little hard on the eyes. We advise against the color fading (or any color shift) as this weakens the overall design, and may well read as a printing error in newsprint. Also consider 5% of the population are colorblind and this presents something of a Color Vision Test for them. (Mark Zuckerberg is colorblind, hence Facebook blue).



Next Steps

We would like to see a comparative page with the new design set against the top 100 cryptos.



That said, we fully support the direction of this design, with minor adjustments.