In today's visually driven media culture, audiences have become increasingly sophisticated, making the effective use of type more important than ever. Type also plays a key role in corporate branding. Companies understand that their visual identity impacts customer loyalty. Smart companies invest significant time and money in developing their typographic branding to create a strong, memorable corporate identity. They know that type has personality, impact, and memorability. It can evoke emotional responses and create a lasting impression. A strong identity, one that sends the right message, can win hearts and minds. The more you appreciate what typography can do, the better a typographer you can become.