tools: typography
A resource for you do-it-yourselfers out there: Typedia.com
One of the decisions you make in creating an identity is what typeface to use. This is one place you can go to learn what's out there, what makes up a font, how they are composed, how they are classified, who designs them and who produces them.
One approach is to hit "explore", view "by classification", choose a class like "sans serif", and view an encyclopedia of possibilities. Bewildered by the vast array of possibilities? Start with this brief tutorial from Dan Mayer, who teaches this stuff (you'll need to copy and paste it into your browser):
http://www.smashingmagazine.com/2010/12/14/what-font-should-i-use-five-principles-for-choosing-and-using-typefaces/
One last thing to consider, if you are planning any digital communication at all: Apples and PCs are loaded with different typefaces, with very few overlaps. When you consider mobile technology, there are even fewer. Those overlaps are called websafe fonts, and they are the only fonts that will display exactly as designed on all web browsers. If you care a lot about your design, stick to websafe fonts. If you're flexible, at least include CSS code specifying font family alternatives and categories so that the basic intent of your design remains intact.
websafe fonts:
arial, comic sans, courier new, georgia, impact, palatino,
tahoma, times new roman, trebuchet ms, verdana