It's the cost. Licensing of fonts can be quite expensive. For example, if you are a big multinational and you get a site license for a font for marketing, you'r

It's the cost. Licensing of fonts can be quite expensive. For example, if you are a big multinational and you get a site license for a font for marketing, you're looking at a couple million a year minimum. On the other side, if you hire a firm to design a font, it's a one time payment of a couple hundred thousand, plus you own the rights in perpetuity. It makes a lot of sense to just take the time and make a font that works for you and to which you own the rights when you look at the economics. [https://www.arun.is/blog/custom-typefaces/#why-go-custom https://www.arun.is/blog/custom-typefaces/#why-go-custom]