Over the past weekend I found myself working on a new brand identity for a client. The brand's new logo is mainly text, so I was looking for the perfect font. I ultimately had to invest in a new font from a well know type foundry.  It was an investment, however having a proper font for a new brand identity is crucial.  While playing around with the branding mood board for my client I came across this great article from Grits and Grids.