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Our response is all about these simple, special connections.This positioning differentiates from competitors who trade off features like the most intelligent algorithm, or just pure volume of users.

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The previous logo was a perfectly acceptable extension of the well-known Guardian logo and its slab-serif brand equity.

The problem is that it felt like looking for love in the classifieds section of a newspaper. By giving Soulmates its own logo it now has the ability to stand on its own and establish an attitude and aesthetic free from the guidelines of the news organization behind it.

I’m not 100% clear on what the panels in the logo are meant to be; perhaps paper sheets as if they were love notes? It’s the only confusing part about this otherwise lovely wordmark featuring a delightful “ou” ligature that makes you want to sing “X and Y, sitting on a tree.

r.hooks.get('reddit').register(function() { var timeout, ad Loaded = false; var age; if (!

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r.config.logged) { = age; } var page Type; if (/^(\/(hot|new|rising|controversial|top))? $/.test(location.pathname)) { page Type = 'frontpage-listing'; } else if (/^\/r\/[^\/]+(\/(hot|new|rising|controversial|top))? $/.test(location.pathname)) { page Type = 'subreddit-listing'; } else if ($('body')Class('comments-page')) { page Type = 'comments'; } else if ($('body')Class('listing-page')) { page Type = 'listing'; } if (page Type) { data.Type = page Type; } = JSON.stringify(data); iframe.frameborder = 0; iframe.scolling = 'no'; = "ad_main"; = parser.href; = '0'; = '100%'; = '100%'; if (!$ad.length) { return; } $ad.get(0).append Child(iframe); if ($ad.height() === 0 || $ad.width() === 0 || $ad.offset()=== 0) { Event('banners'); $('.The brief To support a shift to an international growth strategy, Soulmates required a new brand identity to allow it to stand on its own two feet, while still feeling part of the Guardian family.Our objective was to capture and express the personality and values of the Guardian to cut through the clutter.The brand also needed to reflect its premium positioning and be appropriate for a discerning, international audience.The big idea We defined Soulmates as a place where like-minded people who share similar passions, pastimes, quirks and irks, connect over the stuff that makes them, them.