Font
A lot of companies are opting to use a sans-serif font within their logos and branding, and this is due to the advent in mobile internet browsing. A sans-serif font will scale down better than a serif one, and with the importance of having an online presence, companies are quick to ensure that their logo will be legible, regardless of which platform it’s being viewed on.
Consistency
By ‘consistency’, I mean a company who has released many products (Adobe in this example) and have kept the design of the individual products consistent and uniform. This allows the users to quickly see which program they are dealing with, and differentiate between them with ease.
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