Why it’s a bad idea for startups to make their branding distinctive

Fluid design is having a moment—and embracing it will save startups time and money in the long run.

When Google Chrome revealed its first logo refresh in nearly a decade earlier this year, the internet was left scratching its head. The change was so slight, the new logo so simple, merely removing the highlights and shadows to completely flatten the logo, slightly adjusting the proportions, and saturating the colors.

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Originally published on Fast Company : Original article

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