It's not that Arial is a bad typeface - as it happens, it's a very good one. You're reading it now, and it looks great.

It's just that it doesn't tell you anything about the personality of the company. Now look a bit higher, at the headline. It's set in Veloce, the R&D&Co headline font (at least it is if Java is working).

Veloce, we're sure you'll agree, is fresh, modern and open; clear and direct with no fussy twiddly bits that don't add anything - perhaps even with a hint of calm sophistication? Well, that's our personality too, more or less.

When it comes to fonts, Marshall McLuhan's old adage "The medium is the message" is especially true.

Although you may not get it straight away, the fonts we use have a strong bearing on how our clients are perceived. 

And bespoke fonts mean that we can incorporate invaluable features that just wouldn't exist on off-the-shelf fonts, that can really help to bring the brand to life.

It's why Arbah has a dual language Arabic/Roman font, overcoming the traditional disparity between the appearance of the two scripts in print, and implying an ability to communicate professionally and equally in both the Arab and Western worlds.

And it's why the Gourmet Hotdog font has a inbuilt vegetarian and recycle symbols, because we knew both issues were important to customers, and we wanted to show that they were at the heart of the brand.