20 Type Choices

Type has personality. Show us someone who disagrees and we’ll show you someone who’s the walking embodiment of Times New Roman. Picking the right typeface means picking one that imbues your program with the right feeling. The choice begins with serif vs. sans serif.

The thicks and thins of serif typefaces evolved from the pressure points created by a calligrapher’s hand. Given that lineage, serif typefaces often get equated with tradition. By contrast, the relatively younger sans serif typefaces get equated with modernity. However, evidence hints that these personalities are in flux. Sans serif typefaces have been adopted for signage systems all over the world. As a result, what was once seen as quintessentially modern, now can ...

Get Brand Identity Essentials now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.