In addition to building familiarity with your name, logo, and colors, typography is another visual aspect that can create familiarity in your brand. Many brands are easily recognized by their font. It is often a strong element in many logos, that can be carried into other aspects of your branding and marketing materials.
Different mediums may require different typography. A font that looks like handwriting might be suitable for your logo, but harder to read in an online ad. As a rule of thumb avoid serif fonts for web design. Here are a few tips for picking fonts for a billboard.