Blok Logo redesign for White Ribbon

Blok is a Toronto-based design studio collaborating with thinkers and creators from around the world on projects that blend cultural awareness, a love of art, and a belief in humanity to advance society and business alike. The studio works across disciplines including  Identity Systems, Packaging, Editorial, Digital Experiences, Exhibitions, Installations, Product Design and Strategy.

Founded by creative director Vanessa Eckstein, Blok brings a distinctly international perspective shaped by her experience living and working in Buenos Aires, Los Angeles, New York, Mexico City, and Toronto—an outlook that has earned the studio global recognition and awards.

Most recently, Blok was commissioned by White Ribbon—the largest movement of men, boys, and allies working together to build a world free from gender-based violence and discrimination—to create a new brand positioning and to redesign their identity.

There is always an extra layer of responsibility when working on an identity that holds equity and recognition in people's minds and hearts—especially for a project that connects so deeply to individuals' lived experiences and aims to drive behavioural and societal change.

Blok's process was thoughtful and considered as well as exciting and bold.  They begin every project with a questionnaire designed specifically to distill and reveal an organization's essence—not only who they are today , but where they are moving towards. Yet the real importance of this workshop is to listen well and ask questions that help define both the character and personality of who White Ribbon is at its core.

Blok believes language—both its nuance and its poetry—helps align and clarify the path. Their creative exploration is always an intentional quest to go both close and far, to understand and discover for themselves and their partners how deep an identity can go. In this case, they asked themselves: how could they bring the energy, passion, commitment, boldness, and empathy to a logo and visual system without losing the recognizable equity already there?

White Ribbon's new visual language is expressive of their relentless spirit and expansive approach. The new logo balances humanity and connectivity, remaining recognizable while staying rooted in the brand's established equity. As an organization that is simultaneously transformative and uplifting, the identity needed to reflect the heart involved in this deeply meaningful work.

Inspiration came from being present in the many conversations Blok had, knowing that this identity had to connect emotionally above all else. There is an intangible quality—that feeling when you are proud to be standing exactly where you are, fighting and pushing boundaries, knowing you are part of a larger movement, a broader conversation, one that is fundamental to leaving a better place behind for others. Inspiration came from the people we met and worked with at White Ribbon and the many stories they shared. This was an identity with heart—all along.

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White Ribbon—Blok’s redesign for White Ribbon stands as a powerful example of how thoughtful design can move beyond aesthetics to become a force for cultural impact. Rooted in humanity, clarity, and purpose, the new identity reflects not only the organization’s mission, but the role design can play in shaping more connected, compassionate communities.