##A typeface tells a story. Whether or not you're consciously aware of it, it has history, character, emotion. Of course, most people don't realize this. It's subconscious but that makes it all the more powerful as a psychological tool.

If your mark is going to be primarily typographic, the message of the typeface becomes a much bigger piece of the authenticity of your branding. It needs to align with your story and aspirations.

In your example, #1 has a sort of early 20th century New York architectural feel. It's stylish but approachable. It's solid and just a little quirky. #2 is much more serious, somewhat European, and possibly snobbish.

We could all tell you what we like but that's not very relevant to your brand.

A typeface tells a story.

Whether or not you're consciously aware of it, it has history, character, emotion. Of course, most people don't realize this. It's subconscious but that makes it all the more powerful as a psychological tool.

If your mark is going to be primarily typographic, the message of the typeface becomes a much bigger piece of the authenticity of your branding. It needs to align with your story and aspirations.

In your example, #1 has a sort of early 20th century New York architectural feel. It's stylish but approachable. It's solid and just a little quirky. #2 is much more serious, somewhat European, and possibly snobbish.

We could all tell you what we like but that's not very relevant to your brand.