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97th Floor Blog


Logo Design: Serif vs Sans-Serif

Sans Serif vs Serif

Remember how people completely lost it when GAP changed their 20-year old logo in 2010?

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The Unmistakeable Hues of Brand Colors: A Lesson On Color Stories

80% of our human experience is filtered through our eyes. So what’s the most immediate visual signifier that grabs our attention? Color. Without even getting into color theory, and the psychology of color (although important), color at the most basic perception is perhaps the boldest brand indicator. Colors queue consumers to your industry, taps into familiarity, and can certainly go out of style. Let’s take a look at the story of 4 iconic colors, and the colorology questions they pose to your brand and brand colors.

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