Custom typefaces: when it's worth the investment
Florent Dabernat
March 25, 2026
2 min read
In this article
Creating a custom typeface for a logo is one of the most committing investments a client can make in brand identity. It's not always the right call, but when it is, the gap in results is clear.
Stock font or custom creation
The vast majority of logos in the world use an existing font, adjusted (spacing, weight, a few reworked letters) to create a sufficiently distinct identity. It's a fast, economical approach, and for many brands, more than enough.
A custom typeface goes further: every letter is drawn specifically for the brand, with no dependency on a third-party foundry. The result technically cannot be replicated by a competitor, even with the same software and the same skill.
When the investment is justified
Three situations make this investment worthwhile: a market where competitors look alike visually and radical differentiation is needed; a brand with long-term ambitions that will invest heavily in communication; or a technical sector where the typography itself can embody a positioning (precision, innovation, craftsmanship).
A custom typeface is a brand asset, not a design expense. It keeps generating value with every new use, unlike a licensed font that remains the property of a third-party foundry.
The Aros Technologies case
On the Aros Technologies project, the custom typeface made it possible to give a technical brand identity a look consistent with its sector, while making it disruptive through its pairing with generative design and eco-design. Here, typography wasn't just an aesthetic choice: it carried part of the brand's positioning.
It's no coincidence that this choice was made on a project where the client cared deeply about standing out in a market where visual codes look very similar from one player to the next.
Frequently asked questions
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How long does creating a custom typeface take?
- It varies depending on how large a character set is needed, but expect several weeks of dedicated work, well beyond the time it takes to adjust an existing font.
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Does a custom typeface need to cover the whole alphabet?
- Not necessarily. For use limited to the logo and a few headlines, a reduced character set (the letters of the brand name, a few key words) can be enough, with an existing font used for the rest of the content.
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Can a custom typeface be reused across the whole website?
- It's possible but rarely recommended for body text: a logo typeface is designed for visual impact, not extended readability. It's usually reserved for headlines and brand elements.