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A serif is the little horizontal line found at the base or top of each individual letter. Serif fonts are commonly used in professional and business design. They convey an elegant and timeless style. It’s no coincidence that a number of world-class brands use a serif font in their logo, including the premium jewellery company, Tiffany.

Serif fonts are pretty popular in the design world. Many of us recognise the look and feel of serif fonts through using them in word processing at work and at home. The understated appeal and high readability of serif fonts can be important for a lot of projects. If a project has a serious business purpose, a serif font should always be top of the list under consideration as a good fit for the job.

Serif fonts give reports, presentations and other documents polish and style. Web designers who create websites for companies will also find that use of a serif font conveys a premium quality brand image for the business. Serif fonts make a great choice for practical as well as aesthetic reasons.

The use of serif fonts can extend across all areas of a company’s visual branding, not just their web presence. Serif fonts make a great typeface for all kinds of documents, just check for readability across devices. Long texts like newsletters work well in serif fonts, the line helps the text flow. Graphic designers will be able to use serif fonts to create maximum branding impact for clients.

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