People tend to have their own particular handwriting, reflecting a certain mentality, personality and emotional state. Companies may use a specially developed typeface as their corporate handwriting, showing their character and positioning. But whereas a person’s handwriting cannot be changed and is a natural reflection of their personality, a corporate typeface is specifically designed and may possess characteristics that reflect the company’s ambitions.
Typefaces may be developed for many purposes. They may serve as an extension of a brand or be used as a strategic intervention to raise brand recognition. However, by performing these roles, typefaces have developed their own specific values and character in the course of time.
