Your logo captures the big idea about your brand. It's not just a logo. Logos are the most self-evident part of a brand. Either comprising of a wordmark, lettermark, signature, or as a combination, there is no hard-and-fast rule regarding when and how they are used.

Typography is the art of arranging type to make written language legible. What’s more, the vast array of type styles available can have huge implications to a brand’s image.Typography helps create a brand’s voice. As an example, serif fonts compared to sans serif creates marked differences in perception. The serif, with its little appendages, are likely to ignite images of history and trustworthiness, while the sans serif generally provides an image of modernity and dynamism.

Even the use of upper case letters can have an impact via modern ‘netiquette.’ Have you ever read a text message written in FULL CAPS and wondered why you were being shouted at? 

Yes, that.

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