ABSTRACT
This chapter presents an identity that attempts to transform or lead an audience in a direction other than they previously intended is a surprise; and surprise produces reaction, which, if carefully thought through and implemented, can produce spectacular and positive results. Identity can be the precursor and justification for excellence. Effective identity produces energy, motivation and movement–reorganisation, savings and reward. Forgetting technical terms of differentiation, which determine one type style from another, typefaces can be swept into several broad categories. Many an identity can be immeasurably improved by retuning the colour opposites. Understanding an organisation's culture, like another person's identity, is a process of decoding. Everything within our world displays itself by the use of colour. A colour looks different depending upon the lighting conditions under which it is viewed. Colours react differently when mixed, mismatched, combined or contrasted with each other.
