![]() ![]() Both of these brands have their perks and qualms. Well, just like any design or art, there can never be a hard-fast rule for what is the better pick – Serif or Sans Serif. The company kept intact its primary colors and played with just the logo – the facelift is obvious why – to connect with the youth. Even Google, back in 2015, changed its logo from Serif to Sans Serif. But they, however, still cash out on the fact that they at least ‘seem’ more doable and approachable as opposed to a brand that even at first look appears non-affordable. While Burberry still comes across as expensive and luxurious, other brands that have revamped might not. Associations between typography and luxury exist in general and even more so when clothing or beauty is involved. Balenciaga and Saint Laurent overhauled their branding into a bold, all-caps, sans serif look. Talking about bigger names, even in the beauty and fashion industry, a lot of companies have revamped their logos. Serif fonts are often used in business cards, wedding cards, professional campaigns, and even marketing brochures. Another reason for Serif fonts to give out the charm and royalty that it does is because this particular typeface dates back to the 18th century. The logo was so widely disapproved that GAP went back to its Serif font logo almost immediately. The result? Instant dislike and rejection. GAP in fact, even went all the way to change its logo to a different Sans Serif font after using the initial logo for years. For example, GAP, Tiffany & Co, Rolex, etc. The image with the font in itself implies a feeling of heritage. The usage of this font also makes the brand look more reliable and trustworthy. If you are looking for a traditional, formal, and sophisticated look and tone in your designs, it is definite that you would pick the Serif route. ![]() What does working with a Serif font mean for your brand? Both of these companies will have a different message to put across through their branding and hence, a variety of fonts come to the table. A new age company will definitely strive for a more fun font and would not use a font that is used by an age-old company. Now that the difference between each of these has been established, let us look into what these fonts have to offer the brands. Serif letters can sure get too cramped up and noisy on low-resolution screens but sans serif’s simple design rules out this issue. Sans-serif fonts are also more readable on a regular screen than serif fonts.
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