Fonts are intellectual property—licensed software as well as creative assets. As such, fonts have a value. Unfortunately there is still a lack of awareness that this fundamental and key factor in communication comes with a price. There is an expectation that fonts should somehow be free. Why? What else is free?

They need to help clients understand that the investment they make in their type choices will see a return in the effectiveness of their communication. As well as adding an aesthetic quality to a client’s identity, having a consistent, structured typographic identity maintains and promotes their brand values and saves money by being quick (and therefore cheaper) to implement.

By using a typeface specific to the their needs and matched by clear, consistent copywriting, the client’s message is expressed with a unified tone of voice through every facet of its communications.

Gareth Hague.