Serif vs. Sans Serif – the argument that reveals more about your brand than you think
- Helene Clara Gamper
- 2 days ago
- 4 min read
"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.
Typography is brand management in its purest form. Fonts influence how your brand is perceived – whether as serious, modern, playful, or exclusive. The decision between serif and sans serif is therefore not a trivial matter, but a strategic decision.
What are serifs anyway?
Serifs are small "feet" or strokes at the ends of letters. They originate from stonemasonry and have become established in classic print types. Well-known examples are Times New Roman and Garamond. Sans serif fonts, on the other hand, dispense with these ornaments and thus appear cleaner and more minimalistic. Examples include Helvetica, Arial, and modern corporate fonts like Proxima Nova (our house typeface for main copy at HCG corporate designs).
Serif fonts: Tradition and trust
Serif fonts have conveyed respectability, tradition, and stability for centuries. They are often associated with established institutions, literature, or traditional journalism.
Readability: In print, serif fonts are considered easier to read because they "guide" the eye through the text. A good example is our client project Blickpunkt LKW & BUS – here we deliberately used a serif font to increase readability in the long technical articles while simultaneously conveying a sense of reliability and expertise.
Industry logic: Financial service providers, universities, publishers, and law firms often use serif fonts because they convey trust and seriousness.
Psychological effect: You appear down-to-earth, reliable, and competent – ideal if your brand should convey security and stability.
Sans serif fonts: modernity and clarity
Sans serif fonts represent modernity, minimalism, and digital clarity. They have gained significant popularity in recent decades – especially due to the rise of digital media.
Digital readability: Sans serif fonts are often easier to read on screens and mobile devices.
Industry logic: Tech companies, startups, and lifestyle brands prefer sans serif typography to signal dynamism and progress. An example from our practice: For S11 System—our branding and web design project for business coaching— we used a sans serif font to position the brand as fresh, clear, and modern.
Psychological effect: They appear modern, accessible and fresh – perfect for brands that want to present themselves as innovative and uncomplicated.
Readability: What does research say?
The question of which font is faster or easier to read has been debated for quite some time – and the answers vary.
Study results: Research results show mixed results. Some studies demonstrate advantages for sans serif on screens, others for serif in print. The Nielsen Norman Group found in a large-scale study that differences in reading speed depend heavily on the specific font – in some cases, up to 35%.
Experience: In the typography training courses of the renowned Berlin typographer Wolfgang Beinert, we learned that serif fonts can be read at least 3.8% faster than sans serif fonts.
Conclusion: As you can see, there is no universally valid truth. Legibility depends on the medium, font size, type area, contrast, and target audience . Ultimately, the decisive factor is the context and the interplay of several factors – not just the question of "serif or sans serif?"
Print vs. Digital – then and now
The rule of thumb used to be: serifs for print, sans serifs for digital. And for a long time, this was certainly justified. Older, low-resolution screens rendered serifs unclear, while sans serif fonts appeared clearer.
Today, the situation has changed: High-resolution displays, modern rendering technologies, and professionally developed fonts make it easy to use serif fonts in a digital environment– provided the font is of high quality. Many websites and apps deliberately use serif to convey elegance and distinction.
In print, however, serif fonts still have clear advantages – especially for long, continuous texts. The small "feet" form an imaginary line on which the text sits, so to speak. This provides support and subconsciously guides the eye through the lines – an effect that significantly improves readability on paper.
Mixed forms & system fonts
Modern branding rarely limits itself to a single font style. Serif fonts are often combined for headlines (strong, concise) and sans serif for body copy (clear, legible). This interplay can make a brand appear both serious and modern.
Custom fonts are also a great option. They offer unique typography that makes your brand distinctive – an investment that's especially worthwhile for large brands.
Grid & Consistency
But no matter which font is chosen, consistency is crucial. Font sizes, spacing, and hierarchies should be precisely defined in the corporate design manual. Grids and design guidelines ensure that typography remains consistent across all channels – a key factor for professionalism and trust.
Conclusion
The choice between serif and sans serif is no small matter. It significantly determines how your brand is perceived – traditional and trustworthy or modern and dynamic. You can find practical examples of the power of typography in the tips section of HCG corporate designs.
Research and experience show that there is no universal truth: Sometimes serif fonts perform better, sometimes sans serif fonts perform better. The decisive factors are the context, the medium, and the brand strategy. Thus, there is no "right" or "wrong" font – only the right one for your brand and your target audience.
Would you like to know which typography best represents your brand – and how you can use fonts to increase trust, recognition, and professionalism? We'll advise you on developing a customized typography strategy as part of your branding development that perfectly matches your brand identity.