Rebranding our own studio, we spent a long time considering a custom typeface. We decided against it.
Why not custom
First, custom fonts carry maintenance debt — kerning, weights, edge cases pull you back all year. Second, once a brand leans on a font, the font limits the brand. Third and most important — we didn't want the letters to shout.
Why Lucida Sans
Ships with macOS, readable by anyone. Classic but not overly styled, warm geometry. Three months in, no paid alternative would deliver the same ease.
What matters in branding is consistency of letters, not distinctiveness. We let the layout and the whitespace carry the distinctiveness.