There’s a new serif in town sorry sorry we’re trying to delete it
The ’70s-inspired serifs of Great Jones and Chobani, as Brooke writes, have a nostalgic pull, recalling the vibe of a softer, rounder, “easier” time in America . They work in direct opposition to the minimalist look of the startup lifestyle brands, whose endless sans serifs often went beyond the “cold” of the old Chobani logo and more into the realm of the sinister: so austere as to feel sterile, and by extension, actually untrustworthy.
After years of sans serifs signaling high-tech and forward-thinking, serif logos more generally also convey a sense of rootedness to humanity that’s particularly appealing right now — the reappearance of the hand of the artist. Serif fonts, many designed for the moveable type printing press, retain reminders of the manual labor required to operate one.
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