Joe Rinaldi of Impact says that fonts provide the first impression of what your brand is. Hence, choosing the right font in your branding and website design is critical.
In the examples below, you can see that by simply changing the typography of these well-known logos, the personality and perception is entirely different. Brands that previously looked professional and sharp now appear unsophisticated.
When it comes to choosing fonts, the options are seemingly infinite: Helvetica? Times New Roman? Georgia Bold, perhaps? Or do you dare…. Comic Sans?! But before deciding what fonts fit best for your brand it’s important to understand the different typeface categories.
The two most important and commonly used categories you need to be familiar with are Serif and Sans Serif.
Serif vs. Sans Serif: What’s the Difference?
What is a Serif Font?
A serif is the small decorative stroke that continues after the end of the stems of letters. This makes serif fonts look more traditional and ornate compared to their counterparts.
The most common serif fonts are Times New Roman, Garamond, Baskerville, Georgia, and Courier New.
Serif fonts send a message of trustworthiness and grace. You can usually find serif in newspapers and magazine headlines. They are also used in large displays as they provide better readability.
Well-Known Serif Font Logos:
Examples of Serif Typeface in Branding:
- The New York Times
The New York Times is a publication that has been around since the 1850s. Their use of Serif typeface gives readers the impression of tradition, reputation, and dependability.
- The New Yorker