Final answer:
A font family defines two fonts: major and minor, and plays a crucial role in conveying a brand's identity through the choice of serifed or sans-serif fonts.
Step-by-step explanation:
A font family is defined as two fonts: major and minor. When choosing a typeface for a corporate identity, designers consider various aspects of typography, such as the conveyance of meaning and aesthetics. A typeface suitable for an oil and gas company may not be appropriate for baby food branding or a French restaurant due to the different impressions they create. Notably, there are two primary letterforms in typography: serifed and sans-serif. Serifs are small decorative lines or tails at the end of letter strokes, while sans-serif typefaces, like Helvetica, do not include these additional flourishes and project a more modern appearance. The careful selection of these fonts, whether free or paid, is essential as they can significantly influence the brand's communication and visual identity.