This logo direction is intended to give more emphasis to the editorial foundation of ViewFind by utilizing elements of a serif “V” and the apostrophe punctuation mark. Serif fonts are perceived by users as a rule as beautiful, expensive, warm and old, which underscores the core values of “integrity” and “excellence” and lends the brand image a classic, elevated presence. In turn, apostrophe is denotes denote inclusion, which provides a friendlier quality and speaks to empowerment and diversity. It also speaks to the use of words, reflecting ViewFind’s core model of storytelling.