Why consistency reads as size
People judge how established a business is by how consistent it looks — the same two typefaces, the same handful of colours, the same tone on the sign as on the invoice.
A brand you can hand to somebody else is worth more than one that only lives in the owner's head. Rules make it transferable.
The minimum useful brand
Two typefaces. Three colours. One logo in three formats. A single page saying how to use them. That's genuinely it.
