Type/Typography as design:
Makes me think of establishing a feeling or vibe of an organization or event through the text. The text is like the voice of the organization and the word itself is like what it is saying and as we know sometimes the tone of voice a person uses is just as if not more important than what a person is actually saying.
Balance:
Can be symmetrical or asymmetrical and is the result of how all of the elements of design work together (color, lines, shape, etc.). It also determines the visual stability of a piece if it is lacking in balance, the piece may be off-putting to the viewer.
Intangibles:
This brings to mind the impression the logo (or whatever) is leaving on an individual. What you can say using color or style that makes an onlooker feel.
Flexibility:
Flexibility in the context of branding and design means that the brand should be able to be shown in multiple ways such as on a sticker or billboard or a black and white poster. It can also suggest that maybe the color or something else about the brand can be changed to fit an event or season to make the event stand out more. An example of this is when Google changes the style of it’s logo nearly every day to tell users something about the day itself in history or to showcase an event happening on that day.