On first glance, each of the above typefaces inspires a different emotion.
The first one has an air of quiet authority and tradition about it. It isn’t flashy, lending it a feeling of ‘seriousness’ as if the people running Hogwarts want you to know that it’s a school for serious witches and wizards looking to perfect their craft.
The second one is more striking with an air of lightness. Like, it doesn’t take itself too seriously. It’s bold and out there. As if the professors are instilling you with confidence from the get-go.
The third one is the most casual. The feeling you get is more of a summer camp than an institution. It’s a place for fun and magic and all the wonderful stuff you could achieve by bringing a bit of magic in your life.
None of these is the ‘wrong’ choice, per se. Because the decision to choose one typeface over the other is all about what you would like your audience to feel. If you were the Headmaster, you could very well want your audience to feel like your school of magic is a fun place. In which case, the third direction would get you closer to your goal.
Of course, this isn’t all there is to typography. There are decisions to be made about lettering, kerning and all the jargon that we, as a creative agency, are here to help you with. This is just to help you understand why agencies place such an emphasis on each aspect of your brand.