How Do You Pick the Right Font for a Brand?

[graceeamelia]

My friend asked me last week why some brands feel calm and others feel loud, even when the logos are similar in shape. It made me think about how much fonts carry that feeling without people noticing. A creative logo design team would say the typeface often does more work than the mark itself, since it sets the tone before words are read. A wordpress web design UK team would add that the same font needs to work across headings, buttons and long text without tiring the eye. So I am curious, how did you choose the font your brand uses now?