VISUAL STRATEGY Rooted's visual strategy consists of a logo with a purple textured typeface - purple coming from the color of eggplants and beets. Furthermore, purple is the color of support and compassion which reflects Rooted. Green leaves grow out of the top of the letter T to symbolize growth, new beginnings, and hope which are all characteristics and feelings Rooted wants for its users. The rest of the colors in Rooted's brand identity consist of oranges and yellows to represent the positivity and happiness the veggie community has for each other within the app. The sans serif typeface, Comfortaa, is the primary typeface for the app because it is easy to read and has a more modern, loose feel to it. 37
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