In awe of the revolutionary Sans Serif
Lately, research in typography took an interesting turn. Many typographers and design researchers are in the race to test and find out the best typeface (between serif & sans serif) in terms of readability by using eye-tracking mechanisms. In some or the other way, most findings unanimously suggest that sans serif fonts triumph over the serif fonts. There could be many reasons for sans serif to stand out, but according to others these findings are facts that need not be stated.
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Industrialization, mass communication and increased business activities all over the world called for more appealing and less decorative fonts for commercial purposes. Because businesses were booming and serif fonts suddenly started appearing heavy and daunting, the advertising industry put sans serif fonts to good use. It slowly became an industry standard and a design norm to employ sans serif fonts in commercial communication. The huge billboards and posters that wooed consumers until recently, and even to this day, are composed of sans serif fonts that look light and compact. Today, even after the digital era took over almost everything, the norm continues. Though serif fonts are spotted sporadically in headlines, the subheads and body copy are predominantly composed with sans serif fonts. Considering these real world facts, it has been proved that sans serif is better and the best.
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However, as many would assume, sans serif as a typographic form is not new to the world. It is not just decades old but centuries older than we think. According to a recent finding, it is reported that the earliest sans serif font was found on a bronze medallion forged in 1446. Whereas, the first sans serif font was printed in 1815.
Helvetica, Futura, Public Sans, Open Sans and many other sans serif fonts are ruling the readable world today. Adapting to this evolution, global brands such as Google, Dolce & Gabbana, Balmain, Jeep, HSBC, Burberry, Yahoo and several others have revamped their logos from serif to sans serif fonts. This evolution is a collective effort of revolutionary designers and typographers who dared to make changes and drove the world forward.
(This article is in reverence to those skillful masters who could forge sans serif letters on tough metals centuries ago, and remained unidentified and unacknowledged)
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