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:format(webp)/99designs-contests-attachments/50/50480/attachment_50480875 "The main idea was to show balance, just as life coaching can restore balance in one's life. The graphic element shows a scale in balance and a cheering person as well. The font is also balanced out by having all letters in lower caps. Also it is not too bold, not too thin. Nor too sharp, nor too rounded. There are straights and curves balancing each other out.")