"Doesn't that look too old-fashioned?" or "Sans serif is much more modern!" – discussions about fonts are commonplace in branding and design projects. They're often dismissed as a matter of taste, but there's actually much more to them.
Typografie ist Markenführung in Reinform. Schriften beeinflussen, wie Ihre Marke wahrgenommen wird – ob als seriös, modern, verspielt oder exklusiv. Die Entscheidung zwischen Serifenschrift und serifenloser Schrift ist deshalb wichtig.
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