Usually, it’s the designer – or studio, ad agency, etc. This is most often because the designer is the one who needs to install and use the fonts. Once the project is complete, the designer can then use them for as many other projects as they wish. If the client takes on design or production themselves, or hires an additional designer to work on a project using our fonts, each of these parties would need to purchase their own license to legally use the fonts. In summary, if the font needs to be on someone’s computer, they need a license for it.