The average person is more visually literate now than ever before. Their awareness and ability to navigate through the saturated world of visual communication causes many to be weary and untrusting of what they see. The identity I created for Juncture Press uses an honest and holistic approach to branding. Juncture exists as a publisher of printed books in a digital age, this idea of contrast is what the brand is built on. The name itself means a particular point in time or a place where things join. The Juncture logotype is set in Didot to evoke a sense of classical elegance but is always used in a refined and contemporary context to achieve a balance of the two contrasting aesthetics.