Dash has released its newly refreshed logo and branding after a spirited community debate.
Earlier this year, the Dash network engaged in a wide discussion on visual branding, and a decision was made to update the original logo for a look more targeted at mass appeal. The resulting final logo was released this week, along with basic visual identity guidelines:
The new #Dash Logo and Branding are now available on the webpage , the network recently approached the changes and is now ready for rebranding (we will officially start today – please join)#DigitalCash #Crypto https://t.co/Wc7M53pRDQ pic.twitter.com/w3T9Kl25fR
— DASH (@Dashpay) May 23, 2018
The Dash logo and branding remained largely the same, only with updated styling to give a cleaner, more professional feel. Dash’s branding and look has evolved several times over the past four years, from the short-lived Xcoin to the more familiar Darkcoin, then Dash under the older visual identity.
Heavy community debate and a wildcard resulted in a three-way logo battle
The updated logo and branding came after a vigorous community debate resulting from a three-way decision, which was not initially anticipated when approaching the design refresh.
Initially, Dash Core submitted a proposal to fund a comprehensive marketing and branding campaign with industry top-five firm Ogilvy and Mather. The proposal was overwhelmingly funded, and over the course of the next few months several new logo ideas were developed and refined internally, with a final logo proposition landing this spring. However, community members introduced branding firm Tharp and Clark to the rebranding discussion, who in turn came up with their own preliminary logo refresh.
This development resulted in three logos being left in the mix: the original logo, Ogilvy and Mather’s, and Tharp and Clark’s. Two proposals were submitted before the masternodes for voting, with a minority vote for both indicating that the original logo and branding were preferred. The Tharp and Clark option won out, though not overwhelmingly initially, resulting in a confirmation vote for clarification, as well as a separate funding proposal to compensate Tharp and Clark for a full branding under the new logo design.
Logo debate highlights both the decentralization and efficiency of Dash’s governance process
The logo refresh process stands as one of the more prominent and illustrative example of Dash’s decentralized autonomous organization (DAO) in action. The largest entity under the DAO, Dash Core, engaged with Ogilvy and Mather to present a rebranding proposal, however other elements within the community introduced Tharp and Clark, which ended up solidly winning in the end. This demonstrates not only the decentralization of the system, whereby community elements won out over what could publicly be perceived as “leadership,” but also consensus. Though debate surrounding the rebranding was initially vigorous, after being put to a vote nearly all debate ceased as the decision was finalized by the network itself.
Dash’s strong consensus and governance mechanism sets it apart from other projects, and is increasingly being viewed as important in the space. Investopedia recently highlighted Dash because of its governance system, and Bitcoin Cash’s community recently discussed funding development with a portion of mining rewards subject to a proposal vote. Cardano admittedly based elements on Dash, and several other major coins have adopted similar models.