Whether you are creating publications for an individual, a group, a company, or an organization, developing a consistent look for all communications helps to build an identity, or brand.

When a brand builds goodwill and trust, it becomes a valuable asset. If that asset is a name, graphic image, or slogan, you might want to claim ownership by registering it as a trademark or service mark.

A well-designed publication relies on a balanced layout that is easier to achieve if you work with an underlying grid.

Formatting a publication can be as simple as changing the font scheme or as complex as changing individual formatting attributes such as font, size, effect, color, alignment, and spacing.

You can apply combinations of formatting with a couple of clicks by defining and using styles.