![]() MacklinĬreated by Monotype and Malou Verlomme, Macklin is an elegant “superfamily” font which combines multiple popular styles into a unique typography experience. We’ve chosen these fonts not just for their unique professional appeal, but for their legibility in a range of environments. Now we’re ready to explore some of the best serif fonts on the market. Some designers even use serif fonts with other typography in logos, to create a more balanced and modern look. However, in pairings, sans-serif and serif combinations instantly draw the eye down the page and show customers where to focus their attention. Too much serif on a single page can seem a little overwhelming. ![]() On your website, for instance, you might have serif font for headlines and subheadings, but stick to a more modern, sans serif font for the central copy. Most companies use more than one kind of font. If you send letters to your customers regularly, or print brochures showcasing your services, you may use serif fonts. It’s also quite common to see serif font on printed letters and publications created by high-end companies. Newspaper manufacturers need to earn the trust of their readers, and their font helps them do this. Once again, the idea here is to convey quality and class. Whenever you buy a newspaper from someone like the Washington Post, you’ll see serif fonts in the body text, subheadings, and headings. Serif fonts for print design are evident all over the world. If you’re designing a logo for a company selling more expensive products, serif font is a good choice. Premium brands like Prada and Rolex use serif fonts to highlight their “designer” status. Serif fonts convey class and quality too. ![]() Time Magazine, for instance, is an excellent example of a company with a serif font logo. You’ll use this kind of font to showcase authority. In logo design, serif fonts work best when the type is clear, and easily legible. Although there are a lot of modern companies like Google and Walmart who have now moved away from serif fonts, many premium brands continue to use this typography, thanks to its heritage appeal. Using serif font for logos is an excellent way to convey a sense of history and authority. Professional designers usually adopt serif fonts in specific scenarios, such as: Logos Imagine Times New Roman, and you’ll have a good idea of what a serif font looks like. Serif fonts are unique because they feature “serifs”, these are essentially little feet appearing on certain letters, like the bottoms of P’s, or on the sides of a capital T. The key to success is ensuring the font you pick both demonstrates brand personality and offers clarity. Like most type, you can use serif fonts for logos, print, web pages, and in countless other environments. Brand is everything and although not every brand will see the value in having a bespoke typeface, by using Arial or Times there is no differentiation between high end or budget, especially on mobile where there is very little space for images.Before we start exploring the top serif fonts, let’s examine where and when you might use serif typography in your creative projects. The use of free fonts is common and in conflict with the luxury image. Many of the layouts simply aren’t legible on screen (eg Burberry, Tiffany, Dior and Gucci). There are fundamental issues with type setting in terms of weight, colour and size. Overall there is a tendancy to prioritise style over function alongside a surprising lack of imagination when it comes to typography. Nine out of ten brands use all caps for their navigation menus and the same in their logo, Dior being the only exception. Similar to beauty and cars, capitals are popular. ![]() When they were designed digital usage may not have been a consideration but they don’t meet the demands of today’s applications. Although this achieves a sense of heritage the hairline thin strokes can be very difficult to read, and don’t tend to render well on screen, especially at small sizes. None of the ten brands we looked at are using a custom font and 40% are using browser safe typefaces like Times and Arial.Ĩ0% of the brands are using a serif typeface in their logo. Futura and Proxima Nova are the most popular compared with Gotham in the beauty sector. Geometric sans serifs are very popular when it comes to the primary font choice and are used by 70% of the brands we looked at. There are many similarities to the beauty sector where white space, bold colours, geometric and high contrast fonts are frequently used. Most of the brands contrast large, bold photography with subtle minimal typography.
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