Serif Fonts

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What Are Serif Fonts? In type design, two categories are often used to classify fonts: sans serif and serif fonts. Serif fonts have been used since Roman times. Roman inscriptions were the basis for capital letters as we know them today—a frequently discussed inscription plate is located on the base of Trajan’s Column, completed in AD 113. Carvers added serifs, the little feet on the letter stems, to give the chiseled letters a cleaner finish. It wasn’t until the early 19th century, when a font by William Caslon IV appeared in a type sample book in 1816, that sans serif fonts started to circulate. However, serif fonts were used for body text much longer —until after World War II. Brand Expression Using Serif Fonts After two decades of minimalism and the feeling that sans fonts are the only typefaces there are, serif fonts experience a true renaissance. Serif typefaces are much more personal and warmer. When serif fonts have rounded terminals, ample counters, and handwritten characteristics, they can be—surprise!—more approachable and friendlier than sans-serif fonts. The following features strengthen or counterbalance traits of serif fonts: The Nature of Serifs Serifs come in so many styles that they alone can significantly impact a brand’s visual identity. Short and edgy serifs, like those found in Quil, suggest a crafty brand personality. In contrast, long and sharp serifs, as used in Rozi, convey a sense of strength. Warm and round serifs, such as those in Mod, underline a brand’s warmth and elegance. Serif fonts are more often used for longer text, although they can also make an excellent choice as a brand font for display applications such as logo, title, and headline design. The Influence of Stroke Weights (Thin to Thick) Stroke weight, the thickness of the lines that make up a glyph, plays a more essential role in typography than is often acknowledged. It influences not only the style and readability of text but also the mood it shares. Thin stroke weights ar

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