A lot of thought and decision making going into branding a business. The various aspects that make a brand identifiable, such as the logo, colors, imagery, etc., are important to consider. The typeface a company uses is no exception, which is why, particularly as of late, we’ve seen major companies like Apple, Airbnb, and IMB either update their font or entirely create a font family for their brand from scratch. But what’s better? Using public, attainable fonts such as Helvetica and Roboto, which anyone can easily get their hands on, or spending time and money on an entirely new typeface? Let’s look at some examples.