I believe everyone faces this issue when choosing type for a magazine or for the corporate identity system of a client or, basically, for any design job that involves type.

How do you match the personality of the chosen type with the personality of the organization/magazine/etc?

The only details I've seen discussed were extremely basic... that is serif goes for serious, traditional corporations and sans serif fits like a glove on modern ones. Of course, this is a superficial approach.

I found this article, but it's a little too academic for my taste:
http://www.plainlanguagenetwork.org/type/utbo412.htm

Any other resources that discuss this topic?

Regards,

Marius