I think there's a good case to be made that most well-designed fonts, particularly for body text, still cost money. It takes a lot of time and effort to design

I think there's a good case to be made that most well-designed fonts, particularly for body text, still cost money. It takes a lot of time and effort to design a good body font. Having said that, the word "still" in my first sentence is doing a lot of work. :) I think over the last... oh, let's say 15 years, free fonts (both in the freedom and beer sense of "free") have really stepped up their game, and there's an increasing number of great ones out there. Having said that, though, if you're an organization looking for subtle branding through typography, you aren't gonna go for any font, commercial or otherwise, that's in wide use. For Goldman Sachs, the cost isn't the point -- it's not like they couldn't afford to license any font they wanted in perpetuity. The branding is.