Very meta: the fashion of fashion. I am not renowned for my sense of fashion or of marketing, so this is probably wrong, but I would have thought that this mea

Very meta: the fashion of fashion. I am not renowned for my sense of fashion or of marketing, so this is probably wrong, but I would have thought that this means there's no better time to pick a distinctive font. It is not clear to me why it would be important for one font to work everywhere: if you can get trademark protection on one, can one not do so for several variants? I recall an interview with one of Google's early employees saying that he was initially aghast at the idea of Google Doodles: your logo represents your brand, or something to that effect. Maybe that sort of one-true-logo dogma is behind this trend.