Serif vs sans serif in logo design

Your choice of typeface can have a significant impact on the look and feel of a logo design, as well as helping to define the personality of the brand in question. We’ve already explored the psychological impact that your choice of colour and shape can have, but when it comes to selecting a typeface to work with, there are two main choices: serif or sans-serif, see our serif vs sans-serif guide for the differences between them.

Over the last 15 years or so, sans-serif typefaces have dominated many sectors of branding, providing a bold, no-nonsense, clean and minimalist style.  A glut of major corporations have gone ‘sans’ in their rebrands, from Gap to Google – although the former famously reverted to its serif predecessor in the face of universal criticism.

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Nick Carson
Brand writer and consultant

Nick has worked with world-class agencies including Wolff Olins, Taxi Studio and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, TikTok, and Bite Back 2030. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.

Latest in Logos & Icons
Democratic Party donkey logo
People are mocking the Democrat's new logo, but a rebrand was needed
Chupa Chups logo
The Chupa Chups logo was created by an art legend in just one hour
Tesla Cybertruck
Why some Tesla owners are covering up the logo
Double Arrow plus Union Jack design for Great British Railways
The Great British Railways logo has a lot riding on it. Here's how it could look
Hyundai logo
Okay, the Hyundai logo's secret meaning has genuinely surprised me
Lumon logo from Apple TV's Severance
Why Severance’s Lumon logo is the perfect pastiche of corporate design
Latest in Features
Selection of Guinness ads throughout the ages
The best Guinness adverts of all time – from the toucan to a singing pint
Tina Touli headshot
"The 9 to 5 work routine was draining my creativity”: a day in the life of Tina Touli
Promise Mascot Agency;
How Ikumi Nakamura's 'art bible' helped create Promise Mascot Agency's grotesque mascots, and why collaboration in indie game development is vital
Stanley 'Artgerm' Lau discuses AI; a digital illustration showcases a stylised female figure, reminiscent of a comic book superhero, likely Supergirl, with vibrant colours and a dynamic pose
"In the future, there will be fewer artists like me – real artists" says Stanley 'Artgerm' Lau as he reflects on the dangerous impact of AI on art
Pittura, a short film made at ArtFX
"We wanted to talk about AI and its relationship to art" – how we made 2025’s VES Student Award-winning animation Pittura
Stanley 'Artgerm' Lau; a vibrant, dynamic illustration showcases Spider-Gwen in a dynamic action pose amidst a cityscape, radiating a sense of energy and playful confidence
"Art is not easy. You have to suffer in joy" – Stanley 'Artgerm' Lau reflects on what it takes to succeed in comic art