Research has proven that consumers subconsciously evaluate typefaces; they attribute notable features to a personality. Hence, understanding typefaces can help you pick the styling that suits your brand. Features such as sizing of text, the thickness of a stroke, and spacing between characters matter. For instance, when you see a gym logo that uses a big, bold font, you feel strength in its thickness and a sense of urgency in its stiffness. It seems to fit right into its persona of big, buff, and disciplined
Source: https://www.microcreatives.com/general/font-psychology-choose-typeface-brand-infographic/
