The three typefaces Frutiger ($264), Adobe Optima ($265), Adobe Futura ($492), and Lexicon No. 1 ADF Bundle ($1,830) were mindbogglingly expensive. If the typefaces weren’t going to be used in a logo or part of their branding, there are better alternatives out there. For example, these lovely typefaces below could be substituted.
Found on DaFont, these are free typefaces that could be used for a variety of projects.
A workhorse sans serif font that I liked was Open Sans by Steve Matteson. I chose this font because it was part of the Google Fonts so I knew it was already optimized for print, web, and mobile interfaces. It reminds me of Helvetica but crisper and more designed for web content.
A workhorse serif font that I liked was Merriweather designed by Eben Sorkin. I enjoy this font because of the weight and kerneling. The spacing between words aren’t too far apart and the serifs are beautifully curled just enough to give a professional look.