Also: don’t waste your time with free fonts. You can spend all day looking at fonts and hate them all or you can shell out about $100 and get something that will define your brand for years…. A bargain!

Be skeptical. I read a book that was set in Palantino in the 1990s that has beautiful kerning like the serifs were making love to the letters next to them. The Palantino font in my system looks nothing like that Palantino and has garbage keening data. Turns out there are many “Palantino” fonts that look entirely different if you look.