Why are tech companies making custom typefaces?

The words ‘unique typeface’ written in a series of similar typefaces

During my research process, I noted down the keywords used to describe some of the typefaces. As I read through the list, the same words kept coming up over and over: friendly, modern, clean, simple, human. It’s like everyone wants something that they can use to define their brand, yet they really just want a slightly different version of what everyone has.

Source: Why are tech companies making custom typefaces?

Author: Matthew Culnane

Sometime social and UX person working in education. Interested in food, books, music, others. Working out how it all works.