Serif or Not
intro | typeface | serif or not | sans serif | starting
Deciding whether to use a serif or sans serif typeface for your logos and titles depends in large part on the type of company and the branding established for the client. There are some connotations associated with both:
Originally IBM was using serifs for their titles as you can see in the image above but since I created this page they have started using all sans serifs for their titles.