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For its 40th anniversary, Asher decided to refresh its aging brand identity. The new Asher logo incorporates key ideas from the old one: a focus on text with no separate iconography, and a palette of five distinct colors. I selected teal as the dominant hue, and gave the five-color palette context by tying it into Asher’s five core competencies.
A team effort by the entire Asher creative department, the result is a simple yet effective signature, capable of complementing any client’s logo in the same way Asher complements its clients.
