If you want to succeed, the right presentation of your achievements is important. Style, persuasiveness and a sense of humour can have a bigger impact than competence and quality alone. You have to blow your own trumpet. Whether it’s a brand, a high-profile businessman or a magazine, those right at the top will evoke a distinct picture in the consumer’s mind. To be consistently different and to create a unique and unmistakable image is the objective of all brand communication. The role that design and typography plays in this will be explored at the TYPO Berlin 2008.