I decided it would benefit me to look at existing designs to gain an insight into what is effective when designing for this audience, i feel that it is vital to communicate professionalism and this is generally done with the choice of typography and the direction the branding wants to go down, for example a serif typeface can communicate a legacy due to the age of when it was designed and the aestethic that is given off, on the other hand a san serif type face can be used to communciate forward thinking and progress. A modern aspect.
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