Startup founders, pay attention to the
1. aesthetics
2. recognizability
3. psychology of your logo type.
The article had to do more with the aesthetics than the science behind the types. I wanted to add that Microsoft did a lot of research on this in the 80s and 90s with the development of their Office Suite (more recently here: http://www.microsoft.com/typography/ctfonts/wordrecognition....) . I particularly feel that startup founders need to pay attention to the recognizability of their logos given the word shape and neural network modeling hypotheses given in the Microsoft paper. And it's one reason why I switched my logo from being all caps (like ORACLE) to all lower case (like facebook), although cursive (like airbnb) has its advantages as well.
On the other hand, there's the psychology of serif fonts which was left out in the article (i.e. research to support that documents in serif type is viewed with more importance) and is the reasoning behind law books, legal documents and a lot of résumés written in serif type.
On the other hand, there's the psychology of serif fonts which was left out in the article (i.e. research to support that documents in serif type is viewed with more importance) and is the reasoning behind law books, legal documents and a lot of résumés written in serif type.