Garamond: venerable, academic, sturdy, understated, timeless, refined
Helvetica: neutral, transparent, serious but approachable, universal
Bodoni: dignified, crisp, elegant, structured, grounded but not stodgy
Gotham: no-nonsense, geometric, engineered, confident, nostalgic
The wrong typeface can give the wrong idea about your business, so pick wisely. “Create a list of keywords that represent what you’re trying to convey,” says typeface designer Rod Cavazos, of San Francisco–based PSY/ OPS. Then do the same for many fonts. Which match up? Here, he riffs on four popular fonts.…