Fascinating fonts; Is the power of typography a marketing myth?

This article examines the literature about typography and the connotative power of fonts, concluding that the existing scholarly research is so brief and sketchy as to provide little support for many of the popular myths and widespread arguments about the importance of font to corporate branding. There are passionate proponents of font branding, and there are even legal arguments in support of font connotation. Yet, while many if not most of these arguments may ultimately prove supportable, this article concludes that to date, the empirical research is scant. Much more investigation is needed to ensure that organisations investing in typography are doing so for valid reasons.