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was looking at a bunch of company logos (you know that ai logo meme) and couldn't tell what half of them even do.
and the branding's for some was actually cool. meanwhile these companies are genuinely good at what they do.
cover your logo, cover your hero line. still clear what you do? sometimes it should
That cover test is brutal but so true. Good branding should speak before the logo does.
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built a brand that sees the world twice.
once as it is.
once as it could be.
GLOSS* drops soon.
Great work mate!
It's always fun to play around with different ways I can mess with the agency logo.
The radial lines are doing a lot for it. They turn what would be a static mark into something that feels like it's mid-takeoff. What started as the base shape before you added them?
Hot take: The more artificial the technology gets, the more human they make the branding become.
Look at Granola, Wispr Flow and of course Anthropic, and dozens of newer AI startups. Serif typography is everywhere.
For years, tech chased clean sans serifs, gradients, efficiency, and neutrality. Now the trend is warmth, personality, and a more human feel.
Maybe that's the irony of AI.
The branding is getting more human because the technology is getting less human. Feels like a natural correction.
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