Some examples of well-suited sans serif brand evolutions includeRemaxandNobel Prize. Remax updated from one geometric sans to another, and Nobel Prize selected a new font and brand colors that emphasize the organization’s intellectuality, poise, and seriousness.
Weinzierl continues, “It’s how type works with the whole brand, on all applications, in different contexts. These sans serif rebrands are not always about chasing fashion, but can often signal a shift in the organization, leadership, or product design. Especially with consumer products, the face is ever changing and always under a microscope,” he says.
Choosing a Sans Serif
As popular as sans serif fonts are, they aren’t the right fit for every brand. “Brands might think, ‘We’re going to this typeface because everyone is, so you can use it on anything,’” says Weinzierl. “Or maybe, ‘Our competitors are using this clean and modern look—we should as well.’”
Instead, it is imperative to complete a full brand audit before selecting a sans serif, or any font. Weinzierl urges brands to get specific about their identity and find a sans serif that supports it. There are many options that allow brands to communicate who they are, so they should resist the temptation to choose the trendiest look. Brands should also consider custom fonts, as the design process and ownership can be more valuable than finding and using the right font.
With so many new and veteran brands implementing sans serif fonts, it’s important to define what sets your brand apart. Adopting what’s popular can often make a brand feel lost in the marketplace and even within its own identity. So, while sans might mean a cultural shift within a brand, brands that choose to make this move must find a font that fits their personality and balances design trends with authenticity.
What’s next for sans serifs?
Should we anticipate another major design movement? It’s hard to say. However, the rapid pace of technological evolution means sans serifs will continue changing as well. Weinzierl foresees the following decades increasing focus on the flexibility and adaptability of a sans serif typeface in font software.
He concludes, “We’ll see variable fonts with optical sizes—one typeface that truly works everywhere a brand demands. Maybe we will see fonts respond to viewing distance in VR or animations that match movements and acceleration, or fonts that adapt automatically for use in different sizes.”
