According to a recent study it was found that that the typography used in a sign was one of the most important factors for a successful business.
The readability of a sign, the mood of the reader and the comprehension of what a business offers all was shown to vary according to the font used in the logo of a brand. According to the study, using a font that is both unique to your brand and allows for instant recognition for your target audience is key.
That's perhaps why website owners can often spend a long time scrutinising their typography as their goal is get to get as many people signing up with them as possible. Increasing their visitor numbers is crucial to these sites survival, so they always try to keep their typography as middle-of-the-road as possible to appeal to as wide an audience as they can.
Each site tends to have their own unique take on typography, take kasinoland.com for example; they have a no-nonsense approach with a white, futuristic font with two coloured characters. It signifies that their site is there for one thing, to provide you with information about casinos.
Now compare that with a few online Swedish casinos and you'll notice they use far more extravagant imagery, with some having small crowns above their logos and a range of colours.
But it's not just online sites; even real casinos have to put a lot of thought into their typography on their signs. Take the legendary Vegas Strip for example, at first it may seem like a blur of neon lights and gaudy colours but on closer inspection you'll notice that each sign is rather unique.
Each one has their own approach to their signs that can vary from the brash and flashy to the subtle and elegant. Take Caesars Palace for example, it uses a stereotypical ancient Greek font in black. They also have Caesar himself appearing above the logo inside a set of laurels, so even if you don't read the sign you'll recognise the shape of the text and Caesars head as being that of Caesars Palace.
Then there's the MGM Grand, beset in gold text with a lion above it, you know from just a look at the logo that the casino will give you a premier experience. Again you don't even need to see the text, you just have to recognise the lion to figure out the brand.
Finally there's the Trump Taj Mahal in Atlantic City, incorporating a traditional Indian font with rich reds and golds. It uses the Trump name in its signature logo to add some extra weight to its brand.
So if you're planning on starting up your own brand in the future, you may want to take some time to pick the right typography first if you really want to do well.