Establishing a corporate typeface is an important part of creating a specific corporate identity. The font selected for a corporate logo is regarded as the corporate typeface and is standardised to show the company’s uniqueness in the market.
A second, complementary typeface, sometimes referred to as the workhorse font, is selected as the text font to be used in all publishing materials including information brochures, enewsletters, reports, and for internal and external correspondence.
Each element of communication contributes to the overall impression people have of an organisation. If identification is a coordinated one, through the use of standard fonts and an inhouse style, it projects a unified character and can be cost effective in minimising decision-making processes.