Why - and how - designing custom typefaces for institutional actors?

Why would today's institutions choose to adopt purpose-built fonts for everyday use? From my experience, I have learned that more than a wish to look different, it can be a subtle and thus very effective way to make visible unique historical or functional particularities. It can be a strong vector of identity, both for internal and external communication, for print and screen and all kinds of applications, like for instance signage systems. A custom typeface is a powerful tool, accessible for and usable by everyone, which contributes to building or completing visual identities. How to translate specificities linked to an institution's history, architecture or particular activities? What is the starting point? Through three different examples, I would like to share my research that lead me to create custom (sans serif) typefaces.