Fun post Arun Venkatesan.
For most of the last century, corporations have licensed their corporate typefaces from type foundries. Even as typesetting technology changed and the number of typefaces proliferated, custom typography was quite rare.
The idea of commissioning or creating a custom typeface for exclusive use by a single company or brand is relatively new in the history of typography. Erik Spiekermann argues that this is a result of the personal computer.
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