Pez, a producer of sweets, uses a font that is a visual representation of one of the kinds of sweets. The font is playful but simple, quite like a toy dispenser of sweets.
Handwritten font with curls like Coca-Cola and Disney is associated with something free and friendly, making the logo a little magical.
Bank giant HSBC uses a classic serif font with capital letters that represents a strong, reliable person.
At the same time, Citigroup chooses instead the lower case of the sans-serif font, projecting an image that assumes first of all availability.
The series "For Dummies" uses a very informal font that contains different font sizes in order to create something that doesn’t look frightening. The message here is the following - any topic can be accessed.