It’s time to go big, that means we have to work for serious contracts, either for a logo, a brochure, a poster or who knows what. The expectations are high from the client so you have to give him something that will make him stand out from the crowd, to be one of the best, to be on top. You cannot do that by using normal, free fonts. Those are everywhere, they are the crowd that you have to stand out from. The simple and obvious solution is to use a premium font, something pro, something that not everyone can reach