Serif to Sans Serif

Nothing says transformation like the change from Serif to Sans Serif

The age of traditional branding is well and truly over. What is “on brand” is determined by a sense of the values behind the brand, not the faithful reproduction of an image adhering to formulaic brand guidelines. In truth, the change of the logo means very little – Google do that every week. But the story behind is what makes it compelling.

Read the full-length article here. Originally published on

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