Australia seems to strike a balance between big and small. It's big enough to have that diversity, but not so big that it disintegrates into something that is not connected.

It's hard to predict what will happen as reading on screen becomes more of a universal norm, and when the formats dictated by social media - Twitter's 140-character limit, for instance - start to influence what we're used to.

I actually don't think that brand new logos are worth that much or mean that much in and of themselves. So why not have a class of third graders compete to design your logo?

In the US you have New York, San Francisco, Los Angeles, Boston, Miami and dozens of other cities; a few of them have a really strong visual character. But even with those there is just too much space between them and too many people.

I'm not an expert in typefaces that serve scientific writing, but I'd guess that's another dozen or two.

A simple MS Word document, or a Powerpoint presentation, has its limits, particularly the unpredictability in how the page will actually display. With a PDF, you are locking down all those variables.

When it comes to working on identities, a lot of the time I find myself working with a company that has been around for a while. No matter what they say their goal is, the history and the impression that they have already made in the minds of the public is a real thing that you have to deal with.