As a brand designer, typography is one of the first places I test a brand’s personality. I ask myself: how should this brand sound if it could only speak through type?
I play with weight, spacing, and rhythm. Small shifts change everything. The same sentence can feel trustworthy, aggressive, or effortless just by adjusting the typography.
The APS mark built from the four small symbols reads like a map legend, which suits a psychology service. Nice that the guidelines page shows it on the dark teal, most would have played it safe on white.