Sans-serif Johnston is full of genius touches The famous Hope poster promoting Barack Obama uses one of the world's most popular sans-serifs: Gotham. Designers find them particularly useful for posters, signs and digital screens. They’re popular in a corporate context, often regarded as the typefaces of ‘big tech’. The absence of narrow and fiddly serifs mean they function better on screens, making them excellent for websites, apps and on-screen identities. Originally designed for display purposes, sans-serif typefaces have been refined to work well as body copy and other layout elements such as captions and annotations. Classic examples: Helvetica, Gotham, Akzidenz Grotesk, FuturaĪs the name suggests, sans-serif typefaces are without serifs.Defining feature: No extensions on the end of letter strokes. Copperplate's serifs are sharp, stubby and distinctive, while Rockwell is the archetypal slab serif – in which there is very little contrast between the thickness of the serifs and the main strokes.Īside from Bodoni, classics include the 18th century typeface Caslon Trajan, which takes inspiration directly from Roman letter cuts and Eames Century Modern for a 20th century design-informed feel. The rapier-thin serifs of Bodoni are a feature that excite type designers who use it. Not all serifs feel classic – Monotype's Rockwell is both strong and unsentimentalĪlongside the X-height, proportions, contrast (thickness of the vertical and horizontal strokes), serifs offer typographers a fantastic way to give their creations… character.
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