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Most founders approach tech startup logo design backwards. They open Dribbble, collect 40 screenshots, brief a designer with "clean, modern, techy", and end up with a gradient orb next to a geometric sans serif that looks exactly like the 600 other seed stage...
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Most people assume a logo change is a designer's whim or a marketing team looking for attention. It almost never is. Behind nearly every mark that changes shape, colour or name there is a concrete business event: a merger closes, a product line outgrows the name, an...