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I don't understand how a hardware company who just reported its largest quarterly loss in history with revenue down 36% year-over-year [1] is working on fonts. Or maybe this explains that.

[1] https://www.intc.com/news-events/press-releases/detail/1615/...

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Companies compromise of multiple people. Different people can work on different projects. The design team may wish to improve the company image by releasing a font named after them that people may like, improving their public relations.

An improved visual identity usually leads to much better brand recognition and sales.

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