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diff --git a/assets/favicons/favicon-128x128@2x.png b/assets/favicons/favicon-128x128@2x.png
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diff --git a/assets/favicons/touch-icon-ipad-retina.png b/assets/favicons/touch-icon-ipad-retina.png
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diff --git a/assets/favicons/touch-icon-ipad.png b/assets/favicons/touch-icon-ipad.png
index b94e89f..0f1724d 100644
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diff --git a/assets/favicons/touch-icon-iphone-retina.png b/assets/favicons/touch-icon-iphone-retina.png
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diff --git a/assets/svg/icon-404.svg b/assets/svg/icon-404.svg
index 4a98cff..6d20e1a 100644
--- a/assets/svg/icon-404.svg
+++ b/assets/svg/icon-404.svg
@@ -1,14 +1,5 @@
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-<svg width="21px" height="21px" viewBox="0 0 21 21" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink">
-    <!-- Generator: Sketch 41.2 (35397) - http://www.bohemiancoding.com/sketch -->
-    <title></title>
-    <desc>Created with Sketch.</desc>
-    <defs></defs>
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-        <g id="404" transform="translate(-150.000000, -156.000000)" fill="#E14164">
-            <text id="">
-                <tspan x="150.285714" y="175"></tspan>
-            </text>
-        </g>
-    </g>
-</svg>
\ No newline at end of file
+<svg width="21" height="21" viewBox="0 0 21 21" xmlns="http://www.w3.org/2000/svg">
+    <text transform="translate(-150 -156)" fill="#E14164" fill-rule="evenodd" font-size="22" font-family="FontAwesome">
+        <tspan x="150.286" y="175"></tspan>
+    </text>
+</svg>
diff --git a/assets/svg/icon-bookmark-selected.svg b/assets/svg/icon-bookmark-selected.svg
index cefdaa6..29a6523 100644
--- a/assets/svg/icon-bookmark-selected.svg
+++ b/assets/svg/icon-bookmark-selected.svg
@@ -1,14 +1,3 @@
-<?xml version="1.0" encoding="UTF-8" standalone="no"?>
-<svg width="20px" height="18px" viewBox="0 0 20 18" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink">
-    <!-- Generator: Sketch 39.1 (31720) - http://www.bohemiancoding.com/sketch -->
-    <title>icon favorite</title>
-    <desc>Created with Sketch.</desc>
-    <defs></defs>
-    <g id="Toolkit" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd">
-        <g id="Mobile---Favs" transform="translate(-566.000000, -1071.000000)" fill="#E14164">
-            <g id="Posts" transform="translate(281.000000, 194.000000)">
-                <path d="M295.542983,894.479408 C295.395842,894.639344 295.203918,894.727309 295.0008,894.727309 C294.797681,894.727309 294.605758,894.639344 294.458617,894.479408 L286.493802,885.810876 C285.522991,884.814474 285,883.530188 285,882.170732 C285,879.319072 287.319072,877 290.170732,877 C291.890044,877 293.491004,877.84926 294.455418,879.272691 L294.493802,879.331867 C294.60096,879.504598 294.789684,879.608557 294.994402,879.610156 C295.202319,879.616553 295.386246,879.510996 295.498201,879.339864 C296.459416,877.87485 298.077969,877 299.827669,877 C302.680928,877 305,879.319072 305,882.170732 C305,883.530188 304.478609,884.814474 303.528589,885.785286 C303.52379,885.788485 295.542983,894.479408 295.542983,894.479408 Z" id="icon-favorite"></path>
-            </g>
-        </g>
-    </g>
-</svg>
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+<svg width="20" height="18" viewBox="0 0 20 18" xmlns="http://www.w3.org/2000/svg">
+    <path d="M10.543 17.48a.734.734 0 0 1-.542.247.734.734 0 0 1-.542-.248L1.494 8.811A5.176 5.176 0 0 1 5.17 0c1.72 0 3.32.85 4.285 2.273l.039.059a.592.592 0 0 0 .5.278.577.577 0 0 0 .504-.27A5.164 5.164 0 0 1 14.828 0 5.176 5.176 0 0 1 20 5.17c0 1.36-.521 2.644-1.471 3.615-.005.003-7.986 8.694-7.986 8.694z" fill="#E14164" fill-rule="evenodd"/>
+</svg>
diff --git a/assets/svg/icon-bookmark.svg b/assets/svg/icon-bookmark.svg
index 92d61c0..c8f0421 100644
--- a/assets/svg/icon-bookmark.svg
+++ b/assets/svg/icon-bookmark.svg
@@ -1,16 +1,3 @@
-<?xml version="1.0" encoding="UTF-8" standalone="no"?>
-<svg width="22px" height="20px" viewBox="0 0 22 20" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink">
-    <!-- Generator: Sketch 39.1 (31720) - http://www.bohemiancoding.com/sketch -->
-    <title>icon favorite</title>
-    <desc>Created with Sketch.</desc>
-    <defs></defs>
-    <g id="Symbols" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd" stroke-linecap="round" stroke-linejoin="round">
-        <g id="Post-1" transform="translate(-284.000000, -350.000000)" stroke="#ADADAD">
-            <g id="Post">
-                <g id="link" transform="translate(16.000000, 348.000000)">
-                    <path d="M279.542983,20.4794082 C279.395842,20.6393443 279.203918,20.7273091 279.0008,20.7273091 C278.797681,20.7273091 278.605758,20.6393443 278.458617,20.4794082 L270.493802,11.8108756 C269.522991,10.8144742 269,9.53018792 269,8.17073171 C269,5.31907237 271.319072,3 274.170732,3 C275.890044,3 277.491004,3.8492603 278.455418,5.27269092 L278.493802,5.33186725 C278.60096,5.50459816 278.789684,5.60855658 278.994402,5.61015594 C279.202319,5.61655338 279.386246,5.5109956 279.498201,5.33986405 C280.459416,3.87485006 282.077969,3 283.827669,3 C286.680928,3 289,5.31907237 289,8.17073171 C289,9.53018792 288.478609,10.8144742 287.528589,11.7852859 C287.52379,11.7884846 279.542983,20.4794082 279.542983,20.4794082 Z" id="icon-favorite"></path>
-                </g>
-            </g>
-        </g>
-    </g>
-</svg>
\ No newline at end of file
+<svg width="22" height="20" viewBox="0 0 22 20" xmlns="http://www.w3.org/2000/svg">
+    <path d="M11.543 18.48a.734.734 0 0 1-.542.247.734.734 0 0 1-.542-.248L2.494 9.811A5.176 5.176 0 0 1 6.17 1c1.719 0 3.32.85 4.284 2.273l.039.059a.592.592 0 0 0 .5.278.577.577 0 0 0 .504-.27A5.164 5.164 0 0 1 15.828 1 5.176 5.176 0 0 1 21 6.17c0 1.36-.521 2.644-1.471 3.615-.005.003-7.986 8.694-7.986 8.694z" stroke="#ADADAD" fill="none" stroke-linecap="round" stroke-linejoin="round"/>
+</svg>
diff --git a/assets/svg/icon-link-selected.svg b/assets/svg/icon-link-selected.svg
index 1d83c35..208c208 100644
--- a/assets/svg/icon-link-selected.svg
+++ b/assets/svg/icon-link-selected.svg
@@ -1,21 +1,6 @@
-<?xml version="1.0" encoding="UTF-8" standalone="no"?>
-<svg width="20px" height="20px" viewBox="0 0 20 20" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink">
-    <!-- Generator: Sketch 39.1 (31720) - http://www.bohemiancoding.com/sketch -->
-    <title>link</title>
-    <desc>Created with Sketch.</desc>
-    <defs></defs>
-    <g id="Toolkit" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd" stroke-linecap="round" stroke-linejoin="round">
-        <g id="Desktop---Hover-states" transform="translate(-147.000000, -510.000000)" stroke="#E14164">
-            <g id="Posts" transform="translate(130.000000, 160.000000)">
-                <g id="Post-Copy-2">
-                    <g id="link" transform="translate(16.000000, 348.000000)">
-                        <g id="icon-link" transform="translate(11.690672, 11.677328) rotate(-45.000000) translate(-11.690672, -11.677328) translate(0.190672, 7.177328)">
-                            <path d="M7.90278211,8.50661626 L4.2270695,8.50661626 C2.00326337,8.50661626 0.183785631,6.63516068 0.183785631,4.34782609 L0.183785631,4.34782609 C0.183785631,2.06049149 2.00326337,0.189035917 4.2270695,0.189035917 L9.74063842,0.189035917 C11.9644445,0.189035917 13.7839223,2.06049149 13.7839223,4.34782609 L13.7839223,4.34782609" id="Stroke-1"></path>
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-                        </g>
-                    </g>
-                </g>
-            </g>
-        </g>
+<svg width="20" height="20" viewBox="0 0 20 20" xmlns="http://www.w3.org/2000/svg">
+    <g stroke="#E14164" fill="none" fill-rule="evenodd" stroke-linecap="round" stroke-linejoin="round">
+        <path d="M10.98 15.054l-2.599 2.6c-1.572 1.572-4.182 1.535-5.8-.083-1.617-1.617-1.654-4.227-.081-5.8l3.898-3.898c1.573-1.572 4.183-1.536 5.8.082"/>
+        <path d="M9.76 4.51l2.6-2.599c1.572-1.572 4.182-1.535 5.8.082 1.617 1.618 1.654 4.227.081 5.8l-3.898 3.899c-1.573 1.572-4.183 1.535-5.8-.082"/>
     </g>
-</svg>
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+</svg>
diff --git a/assets/svg/icon-link.svg b/assets/svg/icon-link.svg
index 1353301..674115b 100644
--- a/assets/svg/icon-link.svg
+++ b/assets/svg/icon-link.svg
@@ -1,19 +1,6 @@
-<?xml version="1.0" encoding="UTF-8" standalone="no"?>
-<svg width="20px" height="20px" viewBox="0 0 20 20" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink">
-    <!-- Generator: Sketch 39.1 (31720) - http://www.bohemiancoding.com/sketch -->
-    <title>icon link</title>
-    <desc>Created with Sketch.</desc>
-    <defs></defs>
-    <g id="Symbols" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd" stroke-linecap="round" stroke-linejoin="round">
-        <g id="Post-1" transform="translate(-17.000000, -350.000000)" stroke="#ADADAD">
-            <g id="Post">
-                <g id="link" transform="translate(16.000000, 348.000000)">
-                    <g id="icon-link" transform="translate(11.500000, 11.500000) rotate(-45.000000) translate(-11.500000, -11.500000) translate(0.000000, 7.000000)">
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-                    </g>
-                </g>
-            </g>
-        </g>
+<svg width="20" height="20" viewBox="0 0 20 20" xmlns="http://www.w3.org/2000/svg">
+    <g stroke="#ADADAD" fill="none" fill-rule="evenodd" stroke-linecap="round" stroke-linejoin="round">
+        <path d="M10.79 14.877l-2.6 2.599c-1.572 1.572-4.182 1.536-5.8-.082-1.617-1.617-1.654-4.227-.081-5.8l3.899-3.898c1.572-1.573 4.182-1.536 5.8.081"/>
+        <path d="M9.57 4.333l2.6-2.599c1.572-1.572 4.182-1.536 5.799.082 1.617 1.617 1.654 4.227.082 5.8l-3.899 3.898c-1.572 1.573-4.182 1.536-5.8-.081"/>
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-</svg>
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+</svg>
diff --git a/assets/svg/icon-plus.svg b/assets/svg/icon-plus.svg
index 0c9a330..c28644c 100644
--- a/assets/svg/icon-plus.svg
+++ b/assets/svg/icon-plus.svg
@@ -1,10 +1,6 @@
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-<svg version="1.1" id="Layer_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px"
-	 viewBox="0 0 52 52" style="enable-background:new 0 0 52 52;" xml:space="preserve">
-<style type="text/css">
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-	c0.6,0,1-0.4,1-1S35.6,25,35,25z"/>
+<svg id="Layer_1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 52 52">
+    <style>
+        .st0{fill:#48484a}.st1{fill:#fff}
+    </style>
+    <path class="st1" d="M35 25h-8v-8c0-.6-.4-1-1-1s-1 .4-1 1v8h-8c-.6 0-1 .4-1 1s.4 1 1 1h8v8c0 .6.4 1 1 1s1-.4 1-1v-8h8c.6 0 1-.4 1-1s-.4-1-1-1z"/>
 </svg>
diff --git a/assets/svg/icon-search.svg b/assets/svg/icon-search.svg
index ef59b3d..2164bc8 100644
--- a/assets/svg/icon-search.svg
+++ b/assets/svg/icon-search.svg
@@ -1,17 +1,3 @@
-<?xml version="1.0" encoding="UTF-8" standalone="no"?>
-<svg width="19px" height="19px" viewBox="0 0 19 19" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink">
-    <!-- Generator: Sketch 39.1 (31720) - http://www.bohemiancoding.com/sketch -->
-    <title>icon search</title>
-    <desc>Created with Sketch.</desc>
-    <defs></defs>
-    <g id="Symbols" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd" stroke-linecap="round" stroke-linejoin="round">
-        <g id="Search" transform="translate(-15.000000, -16.000000)" stroke="#D01B43">
-            <g id="icon-search">
-                <g transform="translate(15.000000, 16.000000)">
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-    </g>
-</svg>
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+<svg width="19" height="19" viewBox="0 0 19 19" xmlns="http://www.w3.org/2000/svg">
+    <path d="M12.42 12.882c-2.694 2.799-7.063 2.799-9.757 0-2.693-2.8-2.693-7.339 0-10.14 2.694-2.8 7.063-2.8 9.756 0 2.694 2.801 2.694 7.34 0 10.14zm.123.128l5.421 5.633" stroke="#D01B43" fill="none" stroke-linecap="round" stroke-linejoin="round"/>
+</svg>
diff --git a/assets/svg/icon-twitter-selected.svg b/assets/svg/icon-twitter-selected.svg
index 55710b9..8501fb4 100644
--- a/assets/svg/icon-twitter-selected.svg
+++ b/assets/svg/icon-twitter-selected.svg
@@ -1 +1,3 @@
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+<svg width="23" height="20" viewBox="0 0 23 20" xmlns="http://www.w3.org/2000/svg">
+    <path d="M19.739 5.453c.015.196.015.39.015.586 0 5.962-4.537 12.829-12.83 12.829-2.554 0-4.928-.738-6.924-2.024.363.042.713.056 1.09.056a9.017 9.017 0 0 0 5.595-1.927 4.513 4.513 0 0 1-4.213-3.126c.279.042.556.07.85.07.404 0 .81-.056 1.186-.154A4.51 4.51 0 0 1 .894 7.337v-.056c.6.338 1.298.546 2.038.573A4.504 4.504 0 0 1 .923 4.101c0-.84.221-1.607.613-2.278a12.81 12.81 0 0 0 9.298 4.718 4.858 4.858 0 0 1-.112-1.031A4.507 4.507 0 0 1 15.229 1c1.299 0 2.472.546 3.295 1.423a8.822 8.822 0 0 0 2.861-1.087 4.49 4.49 0 0 1-1.982 2.484A9.029 9.029 0 0 0 22 3.12a9.69 9.69 0 0 1-2.261 2.332" stroke="#E14164" fill="none" stroke-linecap="round" stroke-linejoin="round"/>
+</svg>
diff --git a/assets/svg/icon-twitter.svg b/assets/svg/icon-twitter.svg
index 02c3781..0938116 100644
--- a/assets/svg/icon-twitter.svg
+++ b/assets/svg/icon-twitter.svg
@@ -1 +1,3 @@
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+<svg width="23" height="20" viewBox="0 0 23 20" xmlns="http://www.w3.org/2000/svg">
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+</svg>
diff --git a/assets/svg/pulse-wordmark.svg b/assets/svg/pulse-wordmark.svg
index 32ed8a9..547ab05 100644
--- a/assets/svg/pulse-wordmark.svg
+++ b/assets/svg/pulse-wordmark.svg
@@ -1 +1,10 @@
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+    </defs>
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+</svg>
diff --git a/package.json b/package.json
index f45839b..de95335 100644
--- a/package.json
+++ b/package.json
@@ -22,6 +22,9 @@
     "copy:manifest": "shx cp manifest.json dist",
     "copy:assets": "shx cp favicon.png dist && shx cp -r assets dist",
     "server": "node dist/server.bundle.js",
+    "optimize": "run-p optimize:**",
+    "optimize:svg": "find assets -type f -name '*.svg' -print0 | xargs -0 -n 1 -P 6 svgo --multipass --pretty --enable=removeTitle",
+    "optimize:png": "find assets -type f -name '*.png' -print0 | xargs -0 -n 1 -P 6 optipng",
     "watch:css": "chokidar 'components/**/*.scss' 'pages/**/*.scss' 'scss/**/*.scss' -c 'npm run build-client:scss'",
     "watch:html": "chokidar 'index.html' -c 'npm run build-client:static'",
     "watch:js": "chokidar 'main.jsx' 'routes.jsx' 'js/**/*.js' 'components/**/*.jsx' 'pages/**/*.jsx' 'pages/**/*.js' 'webpack.config.js' -c 'npm run build-client:js'",
@@ -56,8 +59,10 @@
     "eslint": "^3.11.1",
     "eslint-plugin-react": "^6.7.1",
     "mofo-style": "^2.4.0",
+    "optipng-bin": "^4.0.0",
     "stylelint": "^7.6.0",
-    "stylelint-config-standard": "^16.0.0"
+    "stylelint-config-standard": "^16.0.0",
+    "svgo": "^0.7.2"
   },
   "dependencies": {
     "autoprefixer": "^6.5.3",