“I don’t think that type should be expressive at all. I can write the word ‘dog’ with any typeface and it doesn’t have to look like a dog. But there are people that [think that] when they write ‘dog’ it should bark.”
Massimo Vignelli in the documentaty Helvetica.
Font is so important, but in a different way than what most people think. I always say that when a font is right, you don't notice it at all, but when it is wrong, it stands out like a sore thumb.
Finding the right font is one of the most difficult things to do in design. Especially for brand identity or logos. You want it to portray a feeling without "barking" and you want it to stand the test of time. There is nothing worse for a brand than an outdated, overused font (Brush Script anyone?). Love this post on the 10 most overused fonts in graphic design.