The Different Types of Fonts, and When to Use Them
These are the oldest types of fonts, with the first examples appearing as early as the late 15th century. The word ‘serif’ refers to the small feet present at the tops and bottoms of each letter. These tiny flourishes stemmed from artists’ brushes and would be added to the letters as decorative elements.
Serif fonts can be broken down even further into several subcategories (Old Style, Classical, Neo-Classical, Transitional, Clarendon, etc.). Today, Serif fonts are among the most popular typefaces in use, with styles like ‘Times New Roman’ being ever-present in books, documents, and even some logos.
This style of font is characterized by a more conservative design and (some of the many subclasses notwithstanding) the presence of serifs at the tops and bottoms of most letters.
Brands that use serifs: Zara, Tiffany & Co, Abercrombie & Fitch.