Fashion Takes Action - + script signifies elegance, a form that is familiar to the fashion audience
+ Serif type echoes the form of the image
+ Rich chocolate brown warms logo and give rich, classy undertone
+ Green is familiar color for 'eco-conscious' audience, signifies moving in a sustainable direction
+ Custom type treatment that mixes parts of many typefaces reflecting different strategies in sustainable fashion movement
+ playful rounded serifs/ornamentation make script more approachable, less formal