Serif

Fonts are split into serif and sans serif.

Sans serif is more modern.

Serif sort of goes back to the Roman times.

So serif is often considered to be too traditional, too stuffy, too formal, whereas a slab serif is a kind of a more modern, no frills version than that.

I very often use... chunkier sans serif fonts and capitals which can bring that same level of weight but in a lighter way which suits my aesthetic sensibility better handwriting fonts again you know nothing too precious nothing too pretty nothing too effortful nothing too careful you know you you're often looking for something that feels um Just a bit more irreverent, not precious.

Okay, got one.

Would you rather only use serif fonts or sans serif fonts for a year, let's say, for one year? Serif, I think.

You'd only use serif? Yeah.

Yeah, I'm also really debating bringing a serif into my branding, actually.

And then you can also get this kind of like gloopy, modulary kind of like textured ink, bleedy ones.

And they kind of like, and then everywhere in between, I think that can be covered.

Whereas I think you obviously can get some, San Seraphs that have quite high contrast and they kind of feel like a Seraph.

They just don't have the little legs on them.

It's still humanistic, it's still friendly, but it's very, very graceful and upscale.

Likewise, a font like Trajan, for instance, is a very, very classic Serif font that is based on a font that was carved into Trajan's column in Rome.

It says importance.

And as you've mentioned before, Anthony Goldschmidt was a great designer who realized that tracking it out, letter spacing it out, made it seem even more important.

Mm-hmm.

I love a good Serif.

Yes.

A good Serif font, you know?

Serif is very strong.

Love it.

I love that you even know that it's called Serif.

[laughs]

So top of the number one top.

Seraph or Sans Seraph? It's a tough choice.

I'm going

to say Sans Seraph.

I think that, yeah, I think that's like, again, pretty much like sandwich fillings, depends what mood or what context.

So some weeks I'm all like, oh, get these service away from me.

Yes.

Sans Serif.

Really? Hands down.

So I agree with you.

I use Sans Serif.

I go straight to it.

It's our brand font.

But I enjoy looking at the Serif fonts because I'm feeling like we've gone so far with the simplicity route and I will still use it, build it.