Branding and identity is not something to be taken lightly. All things need to have a reason and a meaning. Every colour has different connotation, every font carries different emotions and when it is done properly, everything flows and the entire collection works in harmony.

A well branded product or company is vital. Among other things it shows professionalism, it gains respect and can be the deciding factor for clients on whether they want to deal with you, or the other guys with the more professional, prestige, modern or exciting look.