It’s all about recognition. Especially in this modern world where companies and brands became available to anyone with any location in the world. The one of the most important things that brand needs to define in its visual strategy is typography.
Custom typeface as the premium variable of serious brand. In desirable style, number of weights and OpenType features.
How about conceptual fonts?
Basic idea applied on all letters.
Logo design with special attention on possibility of developing a full typeface if needed.
Different kind of tweaking?
Typeface with Cyrillic with desirable localization.