Fonts are an essential component of a company's visual identity. The typeface is just as much a part of the corporate identity as elements like the logo or the company colors. Typography contributes to differentiation and enables recognition. It can convey a specific character, such as emotional, professional, quirky, modern, and the like. As typefaces carry the content, they form the foundation of all your content. You can use existing fonts for this purpose or even have one or more custom typefaces developed by a designer to use as a unique feature.