The people at Paperclip’s mission is to rid the world of waste, whether that be individually or from businesses. They aim to do this with a platform that enables users to trade unwanted items with others locally and for businesses to promote offers or items that would benefit users.
The logo symbol is a play on the 'trade up' or 'add' concept of the app, with a paperclip shape (due to the name) being bent into the shape of a '+'. Its a strong mark that over time can be used as I stand alone symbol, and can be translated into a style that can be used with iconography.
The logotype is a unique, customised typeface which gives a bold (reliable, trustworthy) feel with friendliness (from geometric shapes, lowercase letters) and personality (from the slated letter finials), whilst remaining professional/direct/precise (from straight lines produces from the letter stems, ascenders, descenders) . All these traits are instilled in the app, with the need of users to trust each other and be comfortable connecting.
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