Once I selected a handful of typefaces that I think are suitable for my company, I would go into brainstorming about combining icons, symbols and company's identity with the typefaces.
In this step, it is important to think about that are the denotations and more importantly the connotations that you would like your design to convey. Choice of colours are very powerful in revealing connotations. Different color scheme provides different connotation.
Wikipedia has a very good description on Color Scheme.
Adobe Kuler is a cool website that rates user submitted color combinations.
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