Companies, brands, institutions and so on can find great benefits in using and/or owning a custom-made typeface with a design that fits their voice. Unlike retail typefaces, they can be used as an important and exclusive element of the visual identity and be fully suited to their needs.

A custom typeface costs more at first than a license of an existing retail one (the client can have a design for their exclusive use instead of a retail design that may be used by many others). Still, it can be financially and strategically more interesting, and profitable than licensing retail typefaces in the long run. The pros and cons between these choices are worth the effort of comparison and evaluation.