Explained: different types of typefaces
There are so many fonts to choose from when it comes to finding the right one for your branding or website project. To help you narrow down options, here are the four main types of fonts and their features:
1.
Serif fonts are so called because of the stroke attached to the letters. They are considered to be the original fonts and are widely used. Most commonly known serif fonts include Times New Roman and Georgia. They are often associated with tradition, culture, sophistication, and trust, eg Time magazine.
2.
Sans serif fonts on the other hand do not have feet attached. Most commonly-known sans serif fonts include Arial and Helvetica. They are considered to be simple, with lines of similar width throughout. Due to this contrast, they often pair well with serif fonts. Sans serif fonts are associated with clean design and efficiency. They are popular with companies that focus on innovation, eg Google. You may notice that some companies are now rebranding and switching from serif to sans serif fonts, eg CIBC.
3.
Slab serif fonts are chunkier versions of serif fonts, eg Rockwell and Arvo. Their legibility and bold look makes them popular with companies that have a heritage and want to look current eg Hermes.
4.
Script fonts use the cursive handwriting style and can be formal or casual/playful, eg Parisienne vs Caveat (google fonts). They are associated with being unique and memorable. Brands that adopt script fonts include Disney and Coca Cola.
