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A Typeface is the design of lettering that can include variations, such as extra bold, bold, regular, light, italic, condensed, extended, etc. Each of these variations of the typeface is a font.
From a branding perspective a Typeface designed to reflect a trademark creates an opportunity to extend and support a unified and cohesive identification intuitive, when applied consistently over a span of time.
FYI: 26-26-13 refers to the historical assertion that the optimal length for reading a line of text, without having to move your eyes either right or left, is approximately two and a half alphabets.