When we think of logos, we most often think of symbols. But let’s be honest: most of the world-renowned logos are simply fonts. In this article, we will explore the differences between sans serif fonts and serif fonts in logos, as well as how both types of fonts influence audience perception.
The elegance of serif fonts
What comes to mind when you think of serif logos? For most people, it’s the serif logo of Interview Magazine, Dazed & Confused or BBC. While sans serif is ideal for traditional media companies, one of the most well-known logos in the world is also a serif one, and you guessed it right: it’s Coca-Cola. These decorative strokes add glamour, tradition, and solidity to the logo, making it an alluring and classic American symbol. Among other elegant logos with serif fonts are luxury brands such as Harrod’s and Tiffany & Co., as well as some financial institutions.
So if you’re considering a serif logo for your brand, here’s a list of the most popular ones:
- Bodoni
- BBC Reith
- Didot
- Spencerian Script
- TT Rounds Serif
The friendly appeal of Sans serif fonts
In contrast to the allure of serif fonts, sans serif fonts are all about friendliness and their clean, modern appearance. Most love-brands among millennials have sans serif logos: Airbnb, YouTube, Facebook, Google, Adobe, Spotify, and even Nike. In contrast to Coca-Cola, Pepsi today has a sans serif logo. The same goes for AmEx’s competitors—Visa. Walmart and Target are also brands known for the straightforwardness of sans serif fonts, which can make a brand appear more relatable and contemporary.
- Helvetica
- Gotham
- Avenir
- TT Commons
- Lato
How font influence connection with audience
Now that consumer psychology is growing in popularity, it is extremely important to be aware of the influence of each font on consumer psychology. As we mentioned before, sans serif fonts are mostly perceived as more friendly, loyal, open-minded, and well-rounded. They are perfect for brands that want to build trustworthy relationships with their customers. In contrast, serif fonts are more about tradition, making them ideal for brands that want to highlight or even show off their image and status quo. However, there are some unexpected aspects here, too. For example, the Medium online platform, although it has a really modern logo, uses a serif font to underline its connection with journalism.