I found this example of typography and branding on Under Consideration. I find it interesting because it was created for a church—something that usually has a more traditional style (and often bad design). The in-house design team at Newspring (a megachurch) used Colfax, a sans serif font, for the logo as well as the rest of the typography. It works well because it has a friendly, modern feel that will attract new members. When designing branding systems, I'll keep this example in mind. It's a good reminder that you don't have to stick to what is traditional or expected—often, something totally different works much better.
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