… type isn’t and can’t be a visual representation of every facet of what a company does or its content. Yes, if you want to be obvious then hand drawn type can mean ‹hand made› or a wobbly old-looking serif typeface can mean ‹traditional›. But type selection should avoid the cliché or familiar. Instead, it should try to express a clear, focused, uncomplicated, message in a clear, focused, uncomplicated—and immediate—way. Gareth Hague.