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Well, no, it's realistic. I find myself going to Google Fonts more and more these days, even for serious brand work. This is mostly due to Google and a few other companies sponsoring the making of great open fonts.

However, the free market situation is pretty yikes. A few giants and a bunch of boutique foundries (check out https://klim.co.nz/) still make it work, but the open source monetisation problem that we find in software is a lot worse when it comes to fonts, because there is no sustainable product/service to sell with your free font.

Maybe the age of great font making is coming to a close. After what must be hundreds of thousands of great fonts (and so many people still just opting for Helvetica), maybe we got all we need.



I think there's still some spaces where new fonts thrive: company branding, movies, and television.




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