Most people understand that importance of logotype, but typography – as a whole – plays a big role in brand implementation. Fonts convey tone, emotion, and attitude, and understanding this is important in supporting, rather than contradicting, your brand voice.
The most classic distinction between fonts is Serif vs Sans Serif.
A serif is a decorative line, or taper added to the beginning and/or end of a letter’s stem, which creates small horizontal and vertical planes within a word.
Serif typefaces date back to the 18th century. They better support brands that want to appear classic, elegant, formal, confident and established. Serif fonts were designed to be more legible in large blocks of text in print, which is why most printed books use serif typography.
Sans Serifs simply means “without serifs”. These fonts are more legible on screens which is why most websites utilize sans serif fonts. Sans serif fonts are also more legible at smaller sizes than their serif counterparts.
While the first sans serif font appeared in 1816, it wasn’t until the 1960s that they rose to popularity. Sans serif fonts are minimal and simplistic; they imply modernity and sophistication. They also appeal more to a younger audience and may make a brand feel more approachable.
And while the simplistic notion that serif = traditional while sans serif = modern is true, we as graphic designers understand that there is far more nuance in selecting and pairing typefaces within any specific design and brand.
If you want to geek out (like us) on typography and the structure of letters, take a look at this cheat sheet made by Martin Silvertant and Christian Hellmann. We think it’s super cool! 🤓