Typography is extra than simply letters on a web page or display screen — it’s a elementary a part of design, branding, and communication. On the core of typography are two main font classes: serif and sans-serif. Serif fonts, like Occasions New Roman and Garamond, have small ornamental strokes (serifs) on the ends of letters, typically giving a extra traditional and refined look. In distinction, sans-serif fonts, corresponding to Helvetica and Arial, lack these further strokes, leading to a clear, fashionable, and minimalistic look.
However with each firm leaping on the bandwagon, one thing surprising occurred: branding began trying the identical.
For many years, manufacturers have chosen fonts to convey their id. Serif fonts have lengthy been related to custom, authority, and class, whereas sans-serif fonts symbolize modernity, simplicity, and accessibility. However in recent times, one class has overwhelmingly dominated the branding panorama: sans-serif.
Over the past decade, we now have witnessed a mass migration towards sans-serif typography in branding
This mass-shift in direction of sans-serif typography was largely influenced by the rise of digital-first corporations and the necessity for clear, legible fonts that work throughout numerous units. Google, Airbnb, Spotify, and numerous different manufacturers opted for geometric, uniform sans-serif fonts to venture a contemporary and tech-savvy picture. However then, legacy manufacturers like Burberry, Balmain, and Yves Saint Laurent began additionally abandoning their iconic serif logos in favor of glossy, minimal sans-serif typography.
However this development wasn’t nearly aesthetics — it was about adaptability. Sans-serif fonts scale higher for cellular screens, present a streamlined consumer expertise, and guarantee manufacturers look modern. However with each firm leaping on the bandwagon, one thing surprising occurred: branding began trying the identical.
