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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 ML”. 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.