Looking at todays branding, it seems typography is everything. I even have a friend who chooses where he eats depending on the typography of the signage. As a cinephile I have always been fascinated with how auteurs use a particular typography in their titles, Woody has Windsor and Wes has Futura, it engraves their auteurism in stone. I have been scouring the web for particular fonts that are a pastiche of the past but fit in with the minimal crowd of the modern age. I like simplicity, sans-serif, boldness with a tinge of the theatric, these typographies I feel will represent Houdini e.g Neue Haas Unica, Futura, Normotype.