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I believe everyone faces this issue when choosing type for a magazine or for the corporate identity system of a client or, basically, for any design job that involves type.
How do you match the personality of the chosen type with the personality of the organization/magazine/etc?
The only details I've seen discussed were extremely basic... that is serif goes for serious, traditional corporations and sans serif fits like a glove on modern ones. Of course, this is a superficial approach.
I found this article, but it's a little too academic for my taste:
Any other resources that discuss this topic?