The document discusses simplifying and amplifying brand identity so that it can be recognized even when only partially visible, as viewers will fill in what is missing. It recommends keeping branding and messaging as simple as possible so that it can stand out amid visual clutter and pass through to viewers on any surface, whether difficult, narrow, or exposed, as any surface is an opportunity for branding or communication.

2. The bigger the brand, the further away it will be seen

5. If we SIMPLIFY & AMPLIFY , the brand identity has a bigger chance to be recognized when only a part of it is visible

6. … as we fill in what is missing.

24. There is no surface too difficult nor too narrow if seen by the viewer. Just adapt!

26. CALL-TO ACTION!

30. Always be the only brand on a given surface

33. A text that makes you think is always the best text

35. If tilted you look more interesting

37. Only simple messages pass through visual clutter

42. If you are unique, there is a bigger chance to stand out

44. It is more important to be there than to be graphically correct

48. Blow-up is always closer to your eye!

53. Too big doesn ’t exist

55. Any surface exposed to viewers is a surface for a brand or communication

57. Maybe you should not tell all at once?