Jobs had a master in typography. It is indeed a rabbit hole that goes deepen into meaning and psychology, communication and visual language. All the major brands, at some stage, have a personalized "corporate font".

Latest discovery when designing a pamphlet, where two new CashApp fonts: sans-serif Cash Sans, a customized version of Söhne by Klim Type Foundry, and serif Exact Block, a custom cut of Exact by Signal Type Foundry. Here what was online last year.

These things change more often than we think.