I believe the other part of the answer is that branding on the web may differ compared to its traditional counterparts. What a website or app can do seems far more important than typeface, color, imagery, and so forth. In fact, a font that intentionally doesn’t draw attention to itself (because the user has become accustomed to it in dozens of other interfaces) is probably a good thing, as it allows the content and functionality to be the real hero. Cameron Moll.