The forty thoughts in this tiny book are excerpts from the seventy-six interviews published by The Brand Identity between January and October 2023. It features thoughts from Saint Urbain, Whitman Emorson, FAY, Charlie Nash, Whitney Badge, Office Of Overview, Ribant & Co, Hype Type, 21–87, Praline, RAWTY, InCol, SDCO Partners, Rice, Orchidea Agency, Alright Studio, Pauline Le Pape, Mark Blackler, ACRE, DIA, Smith & DicXon, Haritos ConstanXnos, IYA Studio, Forth + Back, Buier Studio and Gregory Page. The same size as a casseie tape, and shipping inside of an opXonal casseie case, this Xny book is a celebraXon of these great designers and studios. It is an instant insight into their thought process, practice and projects. Special thanks for all of them for their cooperation and contribution.