@Zoom caslon, garamond, and gothic are examples of very established display faces. (as opposed to block faces like arial or times).
Gothic you may recognize – its such a clean font. Been around since the 40’s. Things like the proportion of lowercase a or how the tails of the e and s end in a way that implies great horizontal eyeflow. Line heights are important too – notice how tall the lower cases are, lends itself to “solid” sans face.
yes it s pricey but if your clients are A list or require work on par with the rest of their industry, its worth it…. Even if just for logotype and marketing/slider/sales regions (accents a more “open” block face underneath).