A typeface is a form of visual stimuli that we use to gain information. While the same body of text can be written in different typefaces and contain the same information we may take in this same information differently depending on the typeface used. Scientifically speaking every different visual stimulus will produce a different chemical reaction to occur in the brain and without this we would not be able to differentiate between a chair and a slice of pizza. However there is a lot more to how we respond to different typefaces than a bit of biology.
People seen to grown emotional connections with typefaces or trigger a sense of nostalgia. This is due to a physiological theory known as the Gestalt principles of design. This theory states that the brain doesn’t tend to focus on the individual components of a design, however applies a universal understanding of the design as a whole. So in some cases where a typeface is constantly used for a brand logo we see this as more of an image rather tan a body of text. Instead of reading each letter individually, but instead are employing a meaning to the word as a whole.
Because we live in a world where we see typefaces used everywhere we naturally associated specific groups of typefaces to specific traits. For example serif is described as being traditional and respectable, whereas a decretive typeface is described as being fun and casual. Therefore you have the opportunity to express your intention and personality through your choice in a font.
While it is good to stand out when creating a logo, a familiar typeface may come across as being more trustworthy as it is familiar. It is important to take this into account as a client may feel more drawn towards your company or brand if they see a familiar typeface. However, this depends on the reputation of other companies and brands have created in association with this typeface.