• Serif = heritage & experience


• Sans-serif = modernity & innovation


• Combine in a harmonious logotype , e.g., serif for initials, sans-serif for the name.

Slight transformation in the shape or style of letters, symbolizing growth (e.g., one letter subtly "emerges" or unfolds).

of type you’d see in magazines, anything that might look familiar to people. The goal, always, was real-world references. I was from suburban Philadelphia, so I named the fonts after stops on the Paoli Local—so Rosemont, Paoli, Ardmore, Overbrook. Steve thought city names were fine, but he asked why would we pick these little cities that nobody had

A brand is also far more than the name, logo, symbol or trademark that highlights its origin; it is imbued with a set of unique values that defines its character and works as an unwritten contract, promising to deliver satisfaction by providing consistent quality each time it is bought, used or experienced.