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Love this logo for Apartment Therapies and the story behind the squiggle idea proves that some things are not how they might be first interpreted.
What's particularly intriguing is seeing where Apartment Therapies started out with the logo design. What follows is the internal dissatisfaction that can cause the ever-present gut to play up somewhat.
I think we have all experienced those moments of staring at a design that is 'OK', but your gut is fluffing around and not being particularly helpful. You know something is not quite right, but you also don't know what would be a better option.
It more than often works out, but it can get a little stressful. But stick at is as inspiration often turns up when you're least expecting it.
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