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I don't really understand this trend. They're not the only firm I'm aware of that's invented their own font and/or standardized on some obscure one. I'm sure t

by ng12 6y ago

I don't really understand this trend. They're not the only firm I'm aware of that's invented their own font and/or standardized on some obscure one. I'm sure there's an already popular font that has these attributes.

CoolGuySteve 6y ago
It's a prestige project architected to give someone in the Technology Division the feels of working for a big tech company. It's the same reason they have "Fellow" positions. This culture drove me up the wall when I worked there. "How does this make money?" was sure to get dirty looks from these types of people.
tobr 6y ago
Why would it matter if it’s obscure or popular? You could say the same about any aspect of design - logos, outfits, UI styles, color palettes, you name it. These things can bring subtle character and recognition to a brand, and it’s not really a smart thing to be skimping on.