You might not realize it, but fonts matters a whole lot.
Times New Roman, Gotham, Arial, Helvetica — ask a group of designers about what makes them special and you'll get some nuanced answers.
But it's not just aesthetics.
Big companies recognize that picking the right font is crucial for their brand and they are willing to pay for a good one.
Tobias Frere-Jones and Jonathan Hoefler are two of the biggest names in typography. They co-created Gotham, the font used by the Obama campaign.
For years they were seen as a font powerhouse, but in January, their partnership came to an ugly end.
For more, we turn to reporter Joshua Brustein, who wrote about this in Bloomberg BusinessWeek.