Fonts are a very subliminal thing. Sure, you may not be able to point out the differences between certain fonts, but many can tell the difference between different corporate identities.
>If you use different fonts on each platform, the design will be slightly different, trying to manage a cross-platform design system ... becomes challenging. Every time, designer has to pick the right font, potentially do 2-3 designs with different font to make sure they all look how they want them to. Also then each time user or anyone in the company looks at the design on their device, it look will slightly different.
Where simply commissioning this font to be used globally for everything from product to marketing will reduce the amount of time spent on creating design materials (ultimately saving the company money or allowing their employees to focus on more important tasks)?
Or his other point where commissioning this font incurs a one off cost and reduced spending in licensing.
> Since there isn't universal cross-platform fonts, it means you often have to embed fonts, and in some cases license them. Licensing fonts is different than just buying a font file. Even for small developers quality fonts can run up to $50,000 per app (imagine what the licensing costs are for a global company with large userbase!). With licensing you never get exactly what you want in terms of expression and functionality, and other brands can easily buy the same thing.