The document discusses how brands select typefaces or fonts for their visual identity by considering five key factors: 1) visual appeal - whether the typeface looks good, 2) typeface character - if it compliments the brand's message, 3) industry relevance - if it is suitable for the target industry, 4) uniqueness - whether it is too mainstream or overused, and 5) web/print effectiveness - if it is legible across platforms. The process involves asking questions related to these factors to find an optimal typeface that represents the brand well visually.