sans serif
modern
elegant
avant garde
simplicity
Apple
Serif or Not
intro | typeface | serif or not | sans serif | starting
Deciding whether to use a serif or sans serif typeface for your logos and titles depends in large part on the type of company and the branding established for the client. There are some connotations associated with both:
modern
elegant
avant garde
simplicity
Apple
serif
traditional
conservative
classical
established
IBM
Originally IBM was using serifs for their titles as you can see in the image above but since I created this page they have started using all sans serifs for their titles.