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For decades, b-to-b brands have formed their visual identity and logos based on “professional” tones and styles. We’ve all seen them: blue or red text splashed on a plain white background with minimal additional color, often devoid of any personality or flair.
Appropriate for a corporate audience? Sure. Effective in attracting today’s social-first audience? Not so much.
Leaning on a corporate tone and feel is a dated approach that doesn’t reflect the increasingly blurred lines between the b-to-b and b-to-c worlds.
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