This video is of Steve Jobs just after he returned to Apple in 1997, answering a question from the audience. In his reply to the gentleman, he gives a snapshot into his thinking and why he approaches some things the way he does, essentially explaining the notion of being intentional about the bigger story you are telling. This not only includes being intentional about what you include, but also being intentional about what you leave behind. The focus, he explains must always come back to the customer’s experience and the value they receive:
I recently spent the day visiting four different Open Houses in the same area, hosted by four different Real Estate agents, who each created very different experiences. All properties were in the same area and price range, so provided a fascinating comparison of brand experiences. Here is what I observed.
Performing a quick brand story health check will give you an idea of things that need to be adjusted. These questions are designed to highlight where your brand story needs attention, and start you thinking about strategy to change the answers. There is no one correct solution (every brand is different) – but if the answers is no to any of them, action to change is needed.
The power of typography is in the way language can be transformed simply by the way you use type. The art of typography is to accurately embody the intended message in what you write, and to do so well. If text is intended to be read, the typography must be readable. If text is meant to convey power or authority, it must have a strong presence on the page.