A brand like this needs to use sans serif font to convey the right message but ideally that font should capture the essence of the product/service rather than trying to over craft it with superfluous fill-charts. A good example of this from the client is Colorplan, a consumer brand LED-LED whose main product category is light bulbs (among others). New product, Nolo, is a powerful, simple, and vibrant sans serif black serif font that supports all of their branding and more. The line weight is strong and perfectly set for all text sizes. The ergonomics are quite minimalist, with a simple and elegant design that is relaxing and safe.