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Because Frank is the product he’s selling, the visual branding keeps his name as the focus in a trusted, relatable, genuine way. The icon in this branding suggests both a compass (direction) and sunrise (new beginnings), both staples of Frank’s services. It suggests a tool and and natural occurrence that are both dependable and accessible. The hand-drawn lines add an imperfect element giving a more casual and conversational feel to the more formal typography.
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