NINE REASONS … CONCLUSION To return to that very first question, “Why should we pay for fonts?”… Perhaps your boss or the management team should assess and evaluate the cost of the investment in fonts in the same way they would invest in hardware and infrastructure. So then, instead, the question becomes “What does this purchase achieve? How often will it be used? How long does it hold it’s value? Are there alternatives?”. A typeface only becomes expensive when it doesn’t deliver value relative to its price and if it will eventually need to be replaced. In contrast, a well-considered and well-chosen font at a reasonable license fee can be a surprisingly cost-effective and worthwhile branding tool and investment that does the job for years.