A florist may use a delicate script, or a carpenter may have his name carved out of wood. Unfortunately many of these ideas go out of date quickly and may not appeal to a new generation of clients. Worse still they can be difficult to read. Look at the logos of company's who you admire - more than likely the typestyle they've chosen is fairly simple and classic. Design has a lot to do with taste, style and fashion.
Many managers assume that their own idea of good taste is the same as everybody else's.
Today's customers are increasingly discerning when it comes to good and bad design. This can be seen in the new generation of magazines, TV shows and consumer items. Companies like Coke and Shell spend millions on ensuring that their products and image appeal to the widest possible audience.