… a typeface IS a brand. It creates connection and recognizability right away, especially when messages are repeated time and again such as in the case of brand communication. I’d like to compare the typeface/typography to the brand’s stem cells, for it can be shaped into any message and form the brand wishes to convey. That’s how important an asset I think great type is to any company that wants to make a positive impact in the world. Rodrigo Saiani .