![]() ![]() The most commonly-used serif font is Times New Roman. Serif fonts are very useful for when a company wants to be perceived as trustworthy, reliable, and established.īusinesses that typically choose to use serif fonts in their branding include newspapers, like The New York Times, law firms, banks, and other long-established institutions who want to cultivate a sense of trust. Because they’ve been in use for hundreds of years, they are, first and foremost, considered traditional. Serifs were first used in typefaces in the 1700s. (See image below, left is serif, right is san serif)Ĭhoosing a font that has serifs will impact how customers perceive your brand. The word “sans” is French for “without.” A sans serif font is without, or does not have, these small extra decorative lines. So, serif fonts have serifs, which are extra decorative lines. It is added on to the end of a letter stem, either at the top, on the sides, or at the the foot of the letter Simply put, a serif is a small, decorative curved stroke. How do you know which one will be the right fit for the brand? What Is A Serif?įirst, you need to know what exactly a serif is. There are two main categories of fonts: serif and sans serif. Before you choose your specific font, take a step back and look at the big picture. Not only do you have to decide on the colors, logos, graphics, and messaging, but you also have to make a decision about one of the most important components of the brand guide, a choice that will be seen all over your website and emails: your font.Ĭhoosing a font requires a lot of thought and attention to detail. Whether you’re developing the brand identity for a new company or you’re re-working an existing company’s brand, you have plenty of important decisions to make.
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