These days the public, and designers do not seem fond of serifs. Some people even profess to hate serifs. Companies want to be modern and designers lean towards sans serif to convey modern. Serifs can have an older feel since many of the traditional serifs were first developed when letterforms were cut from word or stone or calligraphic pens. Companies, who wanted the appearance of longevity and history used serif typefaces for their logos, but have moved on for a more human aspect. Grade schools, in a similar thought, no longer teach cursive and most people print rather than any other type of writing.
Serifs are still in use. Modern serifs tend to be thicker, more like slab serifs, or ones that have a vintage feel because VINTAGE IS IN. But these are not your grandparents' serif typefaces:
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| Archer by Hoefler & Frere-Jones |
Serifs are a great addition to any design. You just have to know how to use them.
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