Foursquare's badges might look simple, but they're the product of a careful marriage of design and brand strategy, says lead designer Mari Sheibley. The icons serve about the same function as the merit badges collected by Scouts, rewarding people for desired activities and giving them a sense of participation. "One logo represents a brand, but here it's almost as if the whole batch of badges, together, represent the brand. They should work together," Sheibley says.
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