Branding Essay

Here's a good article entitled 'Typographical Distinction in Branding', written by my good friend Josh. He used to be chief editor at the International House of Prayer. Together we worked on a style guide (below) for the organization that included the four elements he talks about; style, color, font and logo. Josh also produced a multi page type style guide as part of the manual covering how to write things like dates, references to the Trinity and punctuation.

The essay touches on how to brand, the role of typography in branding and the power of consistent type use in branding.

About the importance of good branding Josh writes, "If the customer feels the brand coherence, uncertainty is alleviated and they feel reassured during interactions such as purchases or submitting personal information." That's well put in my book.