El concepto se trabajó en base al ‘’Pin’’ de ubicación, esto refiere a la búsqueda de un lugar. El triángulo inconcluso representa el techo de una casa, que también connota una flecha. Al juntar estos elementos se genera la idea que el hogar es donde todos llegamos.
"The logo worked is contemporary, with a remit that was developed for clarity and seriousness. It was designed to be a geometric sans serif type, since this type has never been so ubiquitous as today, for bringing this fixed and direct American trait types nineteenth century. The concept addressed to the symbol is simple and minimalist. Seeking to blend both colors as ways that the company is capable of developing.”
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