Branding is one of the most important parts of a product or website. It makes it recognizable. I also agreed with the author that making a logo, slogan and website simple works to an advantage because every client or visitor feels included.
I also think that while some of the points made throughout the article, such as keeping everything simple and having icons that represent the brand’s goal, mixing rhetorical semiotics, works for a brand like Nike, a literary magazine can go any direction. It can be extravagant or simple, but keeping in mind its audience and theme.
Typefaces do “convey moods and personalities,” which could be used in branding as well, to convey the goals of the brand or the mood of the website. Looking over last year’s DIN, I think branding was successfully achieved. I think this year’s theme gives the web designers a lot of freedom to use fonts that convey distortion, while keeping it simple and user-friendly.