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San serif fonts are known to be legible and clear so you should always use them when you need information to be direct and clear. Why use sans serif fonts for your branding There are some (like Match and Mailchimp) who are countering the domination of sans serif fonts, however. Some people believe that a serif font is easier to read when it comes to longer texts, but others haven’t found this to be true.įor logos or billboards where text is for display, logo makers are favoring sans serif fonts. There isn’t a straightforward answer to this and it depends entirely on the text. Serif font example on the left, sans serif font example on the right. Here are two images, one contains a serif font, the other contains a sans serif font. That said, when you’re reading on a screen, which is often smaller than real print, a serif can make a text seem overly complicated. The idea behind a serif font is that the lines and dashes guide your eyes for quicker and easier reading. They’ve been used for centuries in this way.

Serif fonts are considered good for printed publications. When you look at a serif font, they seem a lot more old-fashioned compared to sans serifs, but they are also seen as more formal. Generally speaking, they’re just simpler and clearer. One reason for the popularity of sans serifs with brands is because it is easier to read a sans serif font on a screen. So, when put together, you have letters without dashes – such is the English language with its mixture of words with unique origins! In terms of etymology, the word sans means “without” in French, while serif has a Dutch origin and means “line” or “dash”. There are lots of sans serif fonts like Helvetica, Franklin Gothic, and calibri. For example, on the letter “I” or the leg of the letter “K”. Serifs are small extensions or strokes that exist on some letters in some fonts. Sans serif fonts are, as their name denotes, fonts that don’t have (sans) serifs. Here are some examples of famous brands that use sans serif fonts for logos:

For most companies looking for logos, sans serif fonts are where they go because they’re legible and clear.

They’re clean and simple as well as powerful, and it’s due to these characteristics that sans serif fonts are the most popular and versatile fonts that exist.