Pick your colours, pick your fonts, and learn the handful of rules that make the difference.

A plain-English starter for people who are not designers, from someone who has audited more than a thousand shops.

What’s inside:

• Why branding is not decoration

• What a brand actually is, and why it is not your logo

• Three palettes and where each colour goes

• Three font pairings and which is for what

• How to use white space

• Where to use all of it

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