This afternoon I noticed these 2 signs on the window of a local pub. They have the same message (almost), they are both black and white, both set in full caps and both the same size. The only difference is the font. But it’s a big difference. It changes the essence of the message completely. This is why choosing a typeface for your message is so important. It is your tone of voice, it can give your message the impact it needs or it can dilute it completely.