Sherwood Square | Branding
Sherwood Square is a digital marketplace that brings local businesses together into one platform, making it easier for communities to shop locally and support independent retailers.
The brief was to create a clean, modern identity that communicates trust, connection, and local commerce—without relying on clichés.
The icon combines two ideas: an abstract arrow inspired by Robin Hood, symbolizing the shift of economic power back to local businesses, and a square with outward movement, representing a digital town square where community and commerce connect.
The result is a minimal, modern mark that reflects decentralization, movement, and local empowerment.
Client /
Sherwood Square is a digital marketplace designed to help local, independent businesses reach more customers by bringing them together into a single, unified shopping experience. The platform allows users to browse multiple local shops, check out seamlessly, and support their community—all in one place.
The brief was to create a clean, modern brand identity that communicates community, trust, and local connection, while remaining scalable beyond a single city. The solution needed to feel minimal and contemporary, avoiding overly literal or “handmade” visual clichés often associated with local commerce.
The final icon is built on a dual concept that reflects the brand’s mission.
At its core, the form draws subtle inspiration from the Robin Hood narrative through an abstract arrow motif—symbolizing the redirection of economic power and resources. This reinforces the brand’s purpose of shifting opportunity away from large corporations and back toward local businesses.
Simultaneously, the mark resolves into a square with four outward directions from a central point. This represents a digital town square—a shared hub where community and commerce meet, and from which activity and support extend outward.
Together, these ideas form a minimal, modern symbol that communicates movement, balance, and decentralization—capturing Sherwood Square’s role in strengthening local economies and empowering independent retailers.
