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As any football coach will tell you, it’s not just the X’s and O’s that win games; it’s how you manipulate the symbols.
McKinney & Silver’s new print ads for XO Communications do exactly that, turning the logo’s “O” icon into a bull’s-eye, a buzz saw blade and a race car steering wheel.
“People don’t know what XO stands for,” said McKinney group creative director Liz Paradise.”So every ad is an insight into what the company is all about.
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