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Great brands are built through the consistent delivery of the brand and it’s messages through all touch-points – a strong, unified message ...Don't choose a typeface based on what's fashionable. Rather, choose the one that best represents your brand's core values, visual language, and tone. 4. Platform: The Art and Science of Personal Branding, by Cynthia Johnson. Cynthia Johnson's book on personal branding is the best resource on the subject, bar none.Brand identity designers use strategy to create the elements of your brand. Your logo, color palette, typography, image style, tagline, voice, and tone should be unique to your company. They help illustrate your brand. An identity designer isn’t going to make the conveyor belt in your plant run faster or tell you which employees to hire. This paper presents the importance of a logo as a graphic element to support a corporate identity. A logo is a graphic identity vector and it has its place in a communication strategy of a company. 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