What Are Serif Fonts?: That's My Type Part III
Just like colors, typography impacts your mood, ultimately contributing to your buying decisions… which also further validates our opinions on placing emphasis on consumer psychology as the focus of branding (we’ll touch on that in another article). For now, let’s get into the basics of font classification by starting off with one of the most renowned font types, serif. “Wtf is a serif?” one may ask, but at the end of this article, you’ll learn how to identify them and pick better type from here on out.
WHAT IS A SERIF FONT?
ser·if | \ ˈser-əf \
Definition of serif
: any of the short lines stemming from and at an angle to the upper and lower ends of the strokes of a letter
(Source: Merriam Webster Dictionary)
Serif fonts have a decorative swash or stroke (feet) at the beginning and endpoint of each character. It’s the text that you see in newspapers and most novels, so you are definitely familiar with this font type. If you’ve used Georgia or Times New Roman in a Word document, then you’ve used a serif font before. What stands out most about serifs in particular, is its way of looking effortlessly classy and it’s the ability to elevate your prints and digitals instantly. Its popular use across publications is due to its legibility, making reading a breeze all thanks to the feet keeping the letters aligned. Although serif fonts are more decorative than most, it’s versatility can vary in tone, messaging, and feeling depending on strokes or weight.
A LOOK INTO THE SERIF
What makes serifs more unique than its other typographic counterparts, is its anatomy. Both the upper and lower parts of each serif character have an embellishment rather than straight and geometric endpoints like san-serifs. Each swoosh, swoop, and stroke is intentionally positioned for each letter across various font families within the serif category. What makes a serif font easily identifiable are the following:
Feet
The decorative lower-end of the letter, also known as the serif (ha)! Also referred to as strokes, tapers, or hooks.
Terminal
When a letter doesn’t have a serif at its endpoint, it will almost always have a terminal. Typically reserved for letters with curvature, terminals can vary in type depending on the character. The lowercase “a” is a great example of this.
Spur
Smaller than serifs, spurs are slight extensions of a curve on the endpoint of a letter like C, G, or S.
THERE ARE TWO SERIF TYPES: BRACKETED AND UNBRACKETED
BRACKETED
Brackets are the supportive curves that connect the serif to the stroke. While some curves or wedge brackets may be more triangular in appearance, the brackets can vary in shape and curve from steep to gentle. The transition between parts within a serif bracketed font is more fluid and curved.
UNBRACKETED
Meanwhile, unbracketed fonts are a bit sharper in style and are usually attached to the serif in 90-degree angles. In simple terms, brackets are what makes a serif rounder and unbrackets (we made that word up) is what makes it blunter, pointed, and geometric in shape.
HISTORY
Blackletter is the earliest form of serif typefaces, making it’s way on to to the scene in the 14th century. Although dated and used primarily across text in Northern Europe, Blackletter is still utilized today in diplomas, certificates, titles etc. It’s heavy in feeling and associated with Gothic or Medieval periods. Think of Shakespeare, castles, and the latter.
BASIC SERIF CLASSIFICATIONS
Modern Serifs
Appearing in the late 18th century, Modern serifs are recognized for their contrasting thin and thick strokes within each letter (also known as Neoclassical or Didone). Influenced by the popular serif styles Bodoni and Didot, Didone was born. Modern serifs can lend a versatile and innovative look to timeless types typically reserved for more sophisticated content. Some examples of Modern serifs are:
Didot
Bodoni
Century Schoolbook
Humanist Serif
Pretty evident in its title, Humanist serifs appear calligraphic or handwritten. Gregarious in nature, this font classification evokes a sense of familiarity and nostalgia. Humanist serifs made their first debut back in the 15th century and are often confused with Old Style serifs. Some examples of Humanist serifs are:
Sabon
Benne
Rosarivo
Old Style Serif
Composed by Renaissance typographers, the Old Style serifs are reminiscent of Roman text with low contrast between characters and wedged brackets in place. Stripped of calligraphic elements, Old Style was at one point the most widely used serifs across the globe. Some examples of Old Style serifs are:
Caslon
Garamond
Palatino
Transitional Serif
A combination of Old Style and Modern, Transitional serifs are the best of both worlds. The Baroque style makes it easier on the eyes, with less fine line strokes and more thickness throughout each letter. Again, the goal was to make type more legible and less delicate for all printing needs hence why William Baskerville created the Baskerville font. What’s amazing about him is the fact that he was just a businessman and not a typographer who wanted to find a way to make print more clearer for himself and the world. Some examples of Transitional serifs are:
Times New Roman
Baskerville
Georgia
WHAT IS THE PERSONALITY OF THE SERIF FONT AND WHAT FEELINGS CAN IT EVOKE FOR YOUR BRAND?
As mentioned a little earlier, serifs can vary in feeling or emotion. Some associate this font style with elegance and sophistication; however, serif fonts can also be noted as classic and timeless. It’s messaging is associated with the following adjectives:
Traditional
Trustworthy
Practical
Authoritative
Sophisticated
Classic
Formal
Stable
Plain
Professional
Scholarly
Keep these words in mind when it comes to the way you want your brand to feel, sound, taste, smell, and look. This is the foundation of building a brand personality.
WHEN SHOULD YOU USE SERIF FONTS?
When it comes down to choosing the right serif for your brand there are many things to consider; before making the leap, read through our dos and don’ts when picking the right type.
DO use a heavier serif weight if the text is being printed so it remains visible as lighter weights can appear faded on materials.
DO consider the audience who will be consuming your content. If your target audience is children, using serifs might make the alphabet more identifiable for them making your content easily palatable.
DO use serif fonts for books, novels, and magazines.
DO use in logos, headlines, and titles.
DO mix your brand’s typography suite with a combination of serif and sans-serif fonts.
DON’T use serif fonts for large amounts of text on a website. Paragraphs in serif can also be hard to read on digital devices.
DON’T use for buttons or call to actions on your site (or anywhere).
DON’T use a serif just because it's pretty, make sure it's visible to the naked eye.
Hope you've learned more about the basics of serif fonts, let us know your thoughts and ways you prefer to use them!
