[gadders]

"For the BBC to remain a vital and relevant digital service in an increasingly busy marketplace, we need to appeal to as many people as possible. Having a broader range of expression and visual tonality allows us to stand out in a crowd and aid recognition."

I love designer talk.

[jrockway]

It's true, though. Fonts have a very strong visual impact. And every single letter you write adds to and reinforces the impact.

I think designers are on to something when they say to use a custom font to promote the brand. It's something that's both low-key and high-impact.