Picking the right typeface for your business, whether it be your logotype or for all your literature, requires a lot more thought than just picking a font you’ve always liked in Microsoft Word or one chosen by your local printer.
A typeface should add character and give a distinctive tone to the communications that represent you, i.e. George Clooney or Julia Roberts being your business voice in the world as opposed to Bill your local printer. This tone or sound should relate to your business ethos/style/brand, but more importantly talk to your target audience/demographic, i.e. the people you want to take notice.
Whether your business is a local cafe or a global brand, it has to have an open communication with its audience. One that it can understand and trust, with the right rhythm and flow created by the typeface.
The Guardian newspaper was redesigned in 2005 by creative lead Mark Porter. Besides the modern, contemporary size and grid structure, the typeface was also re-thought by Paul Barnes and Christian Schwartz.
Source: Guardian Media Group & D&AD