“Seek” is emphasized by the subtle yet directive arrow. The mirror lettering in “Discomfort” immediately creates a small discomfort or confusion in the viewer. Both of these design choices compel emotions from the reader which reflect the brand and purpose.
Since the “Seek Discomfort” debut, the logo mark has been used and applied in various ways beyond the merch line by both YesTheory and their audience of 8.3 million subscribers on YouTube.
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