That's a big assumption. I'm a designer, not too much of the distanced & "cold rational" guy, and to me a lot of that brand reasoning is cringy at best. Of cou

That's a big assumption. I'm a designer, not too much of the distanced & "cold rational" guy, and to me a lot of that brand reasoning is cringy at best. Of course typography expresses character, tonality, emotion. The shapes used evoke openness, are humanistic & soft - lots of human traits you can associate with them. But in the end it's about describing expression. Calling a certain curvature "empathic" on the other hand is a whole load of marketing bs.