[bamazizi]

Part of it has to do with licensing costs but also "brand-able" ownership.

Say if you use Arial or Helvetica for your logo, then it's a generic typeface easily reproduced by whoever else that has them installed on their computer. So often, many brands for their logo take a generic font and customize it to make it their own. However, when you customize a font for a logo the font file itself is not customized, just the vector version of it for the character of the brand name. So if you want to extend the usage of the font style to say headline text or advertising text, then you need a whole custom built font. Custom fonts cost money, but picking a pre-existing "designed" typeface from other type foundries cost a lot more than getting a custom font. So two birds with one stone, you get a unique font for your brand and don't pay additional licensing since you own it.