CENTRE (a recursive acronym for ”CENT Routing Exchange”) was envisioned as “a foundation, open source project, protocol, and network aimed at breaking down the barriers which cost us money and time to connect to each other financially.”
Circle’s creative team defined the CENTRE brand, designed its visual identity, and crafted its website and other collateral. I contributed to initial explorations, created illustrations for the white paper, and designed the CENTRE logomark.
Visualizing the brand
I pursued imagery that expressed openness, collaboration, and CENTRE’s role at the intersection of traditional fiat currency and modern crypto assets. One direction was to embody a “universal currency,” as early CENTRE plans involved a sort of intermediary exchange asset called the “CENT.” I tilted a traditional “¢” symbol to resemble a globe on its axis, mindful that a 45° angle would playfully nod to Circle's own logo.
I also pursued a kaleidoscopic approach, with translucent, overlapping shapes that subtly animated. They captured the sense of fluidity and cooperation, but were too complex. I was aiming for a simple, graphic mark, because while the initial audience would be industry insiders, I imagined the brand’s long-term B2C potential. If CENTRE succeeded, perhaps its logo might one day become as familiar as the Visa or Mastercard marks.
The final logomark
The final logo strikes a simple silhouette, evocative of a simple handshake. I also see a rotary: a free-flowing, circular intersection where value and data enter, interact, and exit without stopping. The primary orange (a nod to Bitcoin, the first “digital gold”) fades into bright yellow, and is paired with a deep magenta. The contrast of brilliant gold against a rich jewel tone reminded me of a sunrise, a new dawn.
I may have designed the final logomark, but the whole process was highly collaborative, with all of us responding to and drawing inspiration from each other’s work. In fact, my final mark was drawn in direct response to a fantastic concept by Alessandro Caire, who also crafted the custom type.
Illustrations
The spot illustrations peppered throughout the white paper were meant to feel vaguely diagrammatic, visualizing the spirit of technical concepts without attempting to directly explain them. These illustrations helped establish CENTRE’s core aesthetic, their influence apparent in countless patterns and icons.
The Future
One year later, CENTRE’s vision and technology were brought to life. The hugely successful USD Coin was launched in September 2018, and just a month later, Coinbase joined Circle to co-found the CENTRE Consortium.
I'm proud to have played a role in that launch as well, but that, suffice to say, is a whole 'nother story.
