Serif VS Sans Serif In The Before-And-After Logos Of Famous Brands
Composite image by DesignTAXI. Images via Wikipedia Public Domain
One simply can’t stress on the significance of what your typeface choice can bring to the table when it comes to logo design. Whilst color and shape play their parts, the decision on typeface often boils down to the main battle between the sans serif and serif.
Sans serif has influenced the faces of brands many a time; furnishing a bold and clean-cut minimalistic look to anything it touches. The reasons behind this choice play on aesthetics and practicality–serifs are tough to present starkly at small sizes on digital screens.
As retina displays begin to improve and take shape with the modern era, excluding serifs should be the least of your concerns as brands make typographical choices on a more even playing field.
Creative Bloq has compiled six brands that have made a switch between these two typefaces.
Preview Google, Yahoo! and Calvin Klein below. For more, click here.
1. Google
Composite image by DesignTAXI. Images via Wikipedia Public Domain
This high-profile brand ditched its distinctive serif in 2016, which happened concurrently with the divulge of its new parent company Alphabet.
Neat and versatile, its new look is definitely a distinct reflection representing the evolution of the famed tech giant.
2. Yahoo!
Composite image by DesignTAXI. Images via Wikipedia Public Domain
Slab-serifs maintained this brand’s consistent image between 1995 and 2013. After which Yahoo! decided to rebrand, ultimately ditching this for a newer style. The makeover, however, drew much criticism for prioritizing a lack of style over substance. What a bummer.
3. Calvin Klein
Composite image by DesignTAXI. Images via Wikipedia Public Domain
It didn’t take long for fashion brand Calvin Klein to join in the fun by utilizing upper-case sans serifs, alongside other luxury brands such as Chanel and Louis Vuitton. The rebranding, by creative director Raf Simons and Peter Saville, took place just this year.
Continue reading about other brands here.
[via Creative Bloq, images via various sources]
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