The corner stone of any brand starts with the logo! The best ones express a certain feeling with a nod towards a concept that express your brand identity. A self proclaimed type-geek, I often times start with the typography. Is it serif or san-serif or script? Is it bold or delicate, sophisticated or friendly? Type is like visual voice, it has tone, feel, volume and nuance. It is one of my greatest joys finding the right type for your brand. Once we get the identity nailed, the rest falls into place including palette and complimentary type for collateral and web applications.