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What is Serif and Sans Serif Typography?

Tipografía Serif y Sans serif, sus características y diferencias.

Serif typography encompasses a group of typographic styles characterized by having small extensions or ornaments at the ends of the letters. These extensions are known as“serifs” or“finials“. These details may vary in design, size and shape, but in general, they are all added to the ends of the main lines of the characters.

On the other hand,“sans serif” typefaces are those that lack these ornaments or extensions. The word sans comes from French and means “without”, therefore, “sans serif” literally translates as“without serif” or“without finial

In this article we will discuss in depth the key aspects of each of these typographic styles so that you can use them correctly, both in design and when writing.

Póster antiguo con tipografías Serif.

Origin and history of Serif typefaces

The origin of serif letters – or “serif” in English – is lost in time, but there are theories and evidence that allow us to trace an interesting historical path. Serifs are those small ornaments or finials at the ends of letters, which have been an intrinsic part of typography for millennia.

The earliest trace of these extensions can be found in Latin inscriptions carved in stone in ancient Rome. Historians believe that these finials emerged as a practical response to the engraving process. When a sculptor used a chisel to carve letters in stone, he would begin and end his stroke with a clear motion, resulting in a small finial at the end of each line. These finials not only facilitated the engraving process, but also provided a cohesive aesthetic and helped guide the eye along the words, improving legibility.

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Although Roman inscriptions are the earliest and most prominent example, some argue that serifs were already present in the alphabetic writing of ancient Middle Eastern cultures, such as the Phoenician script. But, it is in Roman typography that we see the most consistent and deliberate use of serifs.

With the invention of the printing press in the 15th century, the aesthetics of letters engraved in stone were adapted to movable metal type. Serifs were retained, partly because of tradition and partly because of their usefulness in terms of legibility in long texts. Serif fonts became the norm for print for centuries.

As typography evolved, serifs also transformed, giving rise to a wide variety of styles: from the elegant and refined serifs of Transitional fonts to the robust Slab Serif. Although sans-serif fonts are more popular today, serifs remain a testament to typography’s rich historical and artistic legacy.

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Serif typefaces, with their characteristic finials or embellishments at the ends of the letters, have been used for centuries and continue to be popular for a number of practical and aesthetic reasons. What are this elegant typographic style used for? Here’s the answer:

Long Texts and Printed Material

Serif fonts are often the preferred choice for books, magazines and newspapers. The finials are believed to help guide the eye along lines of text, improving legibility and reducing eyestrain during prolonged reading.

Formal and Professional Aesthetics

Serif typefaces convey a sense of authority, tradition and seriousness. Therefore, they are usually chosen for formal documents, academic theses, diplomas and other materials that require a more professional tone.

Branding and Logotypes

Although sans-serif fonts have gained popularity in modern logo design, many brands still opt for serif typefaces to convey elegance, longevity or craftsmanship.

Advertising and Graphic Design

In advertising, serifs are often used to highlight certain messages, evoke nostalgia or establish an emotional connection with the audience, especially in sectors such as luxury or craftsmanship.

Headers and Titles

Although serifs are often associated with running text, they can also be effective in titles and headers, providing aesthetic contrast and highlighting information.

Art and Decoration

Beyond the practical function, serif letters can also be a purely aesthetic choice, used in art, interior design and decoration to add a classic or vintage touch.

Serif fonts are not limited to a single style. Typefaces have been changing and evolving over the centuries, adapting to different times and needs. We will briefly describe the different styles of serif typefaces we can find:

Old Style (Antique)

Tipografía serif old style.

This style emerged during the Renaissance, in the 15th and 16th centuries. These typefaces have a moderate contrast between thick and thin strokes, and the serifs are often slanted and bracketed (i.e. with a curved transition from the main stroke to the finial). The axis of the curves tends to lean to the left.

They are highly appreciated and used in book printing because of their excellent legibility.

Examples of Old Style: Garamond, Bembo and Palatino.


Letra con serifa de estilo transictional.

Emerges in the 18th century, marking a transition between the Old Style and the modern ones. They present a more marked contrast between thick and thin strokes compared to the Old Style. The serifs are more horizontal and the curves are more regular and circular.

Their use is very popular in newspapers and all types of printed materials.

Examples of Transitional Serif: Times New Roman and Baskerville

Neoclassical & Didone

Tipografía Serif de estilo Neoclásico o Didone.

These typefaces were born in the late 18th and early 19th centuries, in the context of the Industrial Revolution and the rise of Romanticism. They are characterized by an extreme contrast between thick and thin strokes, thin and rectilinear serifs, and abrupt terminations. The axis of the curves is generally vertical.

This typographic style is associated with luxury, fashion and elegance, being frequent in fashion magazines and advertising of high-end products.

Examples of Neoclassical and Didone: Bodoni and Didot

Slab Serif (Block Serif, Egyptian Serif or Meccan Serif)

Tipografía de estilo slab serif o egipcia.

They appeared in the 19th century, with the Industrial Revolution and the need for typefaces that would stand out in posters and advertising. They are distinguished by having thick, blocky and often rectangular caps. The contrast between thick and thin strokes is minimal or non-existent.

They are often used in headlines, advertising and logo design because of their strong presence that immediately catches the eye.

Examples of Slab Serif: Rockwell, Clarendon

Glyphic or Latin Serif

Tipografía o letra latin serif con serifas.

Inspired by carved letters and classical Roman script, these typefaces have finials that are not fully developed and often resemble inscriptions carved in stone. They have a more sculpted and less typographic appearance.

They are especially used in headlines, logos and contexts where a classic and elegant style is desired.

Examples of Glyphic or Latin Serif: Trajan, Albertus

Póster con tipografía sans serif.

Although serif typefaces dominated the printing world for a long time, there is archeological evidence of sans serif letters in ancient inscriptions, especially in the lapidary script of the ancient Roman Empire. These inscriptions, however, did not have an immediate follow-up in the typographic world.

The first commercial sans serif typefaces emerged in the early 19th century in Europe. These early fonts were uppercase typefaces, and were used primarily for headlines in advertising and print media.

During the 19th century, sans serif design evolved and lowercase versions began to appear. With the Industrial Revolution and the expansion of advertising, sans serifs gained popularity for their modern appearance and ability to stand out.

With the rise of modern graphic design and minimalism, sans serif typefaces experienced a boom. Art and design movements such as the Bauhaus in Germany and the Modern Movement in general advocated a functional and unadorned aesthetic, which resulted in the increased adoption of sans serifs.

In the mid-20th century, with the advent of Swiss typography or the International Style, typefaces such as Helvetica and Univers became synonymous with modern, clean and universal design. The diversification of sans serif styles also became evident in this century, from geometric ones like Futura to humanist ones like Gill Sans.

With the advent of computers and then the web, sans serif typefaces cemented their place as a favorite choice for digital design, largely due to their legibility on screens of different resolutions. Fonts such as Arial and Verdana were developed specifically for screen readability. Google would later launch its own typeface, Roboto, optimized for digital interfaces.

Today, the versatility and variety of sans serif typefaces make them ideal for almost any application, from branding to interface design.

Usos y aplicaciones de las letras sans serif o sin serifa.

We live in an era where design is leaning towards minimalism and functionality. Minimalism seeks to reduce forms to their most essential elements, and sans serifs align perfectly with this ideal. This has made sans serifs the most popular font choice in a wide number of industries:

Web and Digital Design

The rise of the internet and digital design in recent decades has favored sans serif typefaces considerably. These fonts tend to offer better readability on screens, as they lack the small details that can blur at lower resolutions. Typefaces such as Arial, Verdana and Roboto were designed specifically with screen readability in mind. The simplicity of sans serifs allows them to adapt efficiently to different sizes, devices and resolutions.

Branding and Logos

Logo design and branding has seen a move towards simplification and clarity. Companies are looking for logos that look modern, clean and are easily reproducible in different media. Sans serifs, with their clean, modern aesthetic, are ideal for this purpose. Large companies such as Google, Microsoft and Apple have opted for sans serif typefaces for their logos, seeking to project an image of innovation and modernity.

Signage and Information Design

The clarity and legibility of sans serifs make them ideal for signage, whether in airports, train stations, roads or buildings. Their unadorned design allows for fast and efficient reading, important when people need information on the move. An iconic example is the New York subway signage system, based on the Helvetica typeface.

Advertising and Graphic Design

In advertising, the message is fundamental. Sans serif typefaces, because of their simplicity and sobriety, without distracting elements, are perfect for transmitting clear and direct messages. Moreover, in a world saturated with visual stimuli, the simplicity of sans serifs can help an ad stand out from the crowd.

Printing and Publishing

Although serifs have traditionally been preferred for long text printing due to their legibility, sans serifs have found their place in publications such as magazines, brochures and catalogs, especially in headlines, subheads and highlighted text.

Each style of sans serif has particular characteristics that determine its legibility, tone and most appropriate use:

  • Width and proportion: Sans serifs vary in proportions. Some, such as geometric, have broad, uniform shapes, while humanistic ones may have more varied proportions that reflect a more organic feel.
  • Terminals: Although sans serifs lack traditional finials, the terminals or ends of letters can vary. Some may have straight terminals, while others, especially humanists, may have more rounded or sloping terminals.
  • Height of x: The height of lowercase letters relative to uppercase letters can vary widely, affecting the legibility and overall tone of the typeface.
  • Contrast: While some sans serifs such as geometric sans serifs have little contrast between thick and thin strokes, humanist sans serifs can show more variation, giving them a more dynamic feel.

Let’s delve into the different styles of sans serif typefaces, what their distinguishing characteristics are and when they are typically used:

Grotesque (Neogrotesque)

Tipografía Sans serif de estilo grotesca.

Grotesques were the first commercial sans serifs. They are often characterized by a fairly uniform structure and a somewhat rigid appearance. Because of their neutral appearance, they are widely used in corporate design, signage and editorial design.

Examples of grotesque sans serifs: Helvetica, Univers, Akzidenz-Grotesk.


As the name suggests, geometric sans serifs are based on simple geometric shapes. Ovals, circles and rectangles are common in these typefaces. Because of their stylized and modern nature, they are especially popular in graphic design, advertising and branding when looking for a modern feel.

Examples of geometric sans serifs: Futura, Avant Garde, Avenir.


Letras sin serifas de estilo humanista.

Inspired by the calligraphy and proportions of Renaissance handwritten text, these sans serifs have a more organic and varied appearance in their stroke. Their legibility makes them suitable for a wide range of applications, from branding to interface design.

Examples of humanist sans serifs: Gill Sans, Frutiger, Optima. Calibri


Tipografía sin serifas de estilo híbrido.

As their name suggests, they combine characteristics of several styles. For example, they can have humanistic proportions but a more geometric construction. Their versatility makes them suitable for a variety of applications, from print publications to digital design.

Examples of hybrid sans serif: Myriad.

The fundamental difference between serif and sans serif typefaces is the ornaments. Serif typefaces have small ornaments (serifs) at the ends of the letters, while sans serif typefaces have no such ornaments.

A serif is a small cap, ornament or stroke found at the ends of letters in certain typefaces. These ornaments can vary in style and size. Fonts or typefaces that have these characteristics are called “serif”, “serifed” or “with serif”, while those that do not have these caps are called “sans-serif” (sans-serif in French) or “without capping”.


With a degree in Psychology and a passion for flamenco guitar and board games, my professional journey has deeply explored the intricate link between human behavior and marketing. Over the years, I've honed my ability to analyze and interpret market trends and consumer responses. At The Color Blog, I blend my psychological insights with my love for writing, providing unique perspectives on marketing, history, and the human interactions that shape our digital age.View Author posts

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