The first thought that comes to mind when I consider The Open Brand is consistency. Everything from the font size, color scheme, and layout are all consistently soft and modern and appear to form a brand unto its own. I am in the process of developing a branding company and this look and feel is definitely consistent with what I am looking for. The Open Brand provides a perfect mix of theory, defined jargon, and practical examples. A must read for anyone interested in modern branding and how to apply open branding concepts.