Puddle of sunlight
(painting is by Vilhelm Hammershoi, a danish painter from the early 1900s)
So this is where the visual identity for Clover begins: a puddle of sunlight.
A place you want to move towards/ sit under. When people think of it they want to take a deep breath through their nose, the creases around their eyes relax a little, they drift away for an instant: surrounded by a warmth of satisfaction, more things are possible, life feels more real.
Clean, clear warmth
Not orange/ red warmth
Forward looking, contemporary
Not post-modern (slick, self-referential, jaded)
Funny, but conscientious and smart
Not condescending, never self-involved
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