An argument for custom type
Custom typefaces fall into two main categories—modified retail typefaces that build upon an existing family or completely new creative works. Each direction has very specific benefits.

If modifying an existing Positype typeface is your choice, we first have to establish the practical, utilitarian and day-to-day requirements: localization (foreign language support), necessary formats, web font needs, user proficiency and application usage. From there, we then move to aesthetic modifications, variations and expansion/contraction of the available glyphs. Building upon the successes of an existing type platform is efficient and deliberate.

A Custom Typeface choice typically translates into a better long-term investment but typically requires a greater amount of time in the early stages. The payoff is realized in the cost-savings over the duration of the typeface's use. Custom type families lessen the bottom-line by eliminating costly multi-user licenses that only grow as your company, brand or needs expand. This type of exclusivity means unlimited use and freedom from copyright scrutiny. AND the very most important aspect of all—you have something truly unique to your company that cannot be encroached upon.

A Custom Typeface can serve as the cohesive linchpin in which your entire brand or identity is built upon and gives you the flexibility to expand your message and your needs uniquely and consistently.