Serif font for logos, why not?

These classic-looking, sophisticated typefaces have been widely used in newspapers, books, etc. It brings a strong touch of nostalgia, and it’s versatile. Not only it’s suited for long text, but it’s also appropriate for logos and other marketing purposes. 

Serif fonts are great for some industries like fashion, consulting, journalism, etc. Using this typeface in the company’s logos affirms a trustworthy, timeless, and reliable brand. If you are looking for an idea and are curious about what brands use serif families in their logos, here are the seven iconic, legendary serif fonts used in famous logos. Check them out!

• PRADA, The All-caps Serif Font Style

(source: https://blog.logomyway.com/prada-logo/)

This luxurious Italian fashion brand uses a custom serif font style for its logo. The all-caps ‘PRADA’ wordmark is a combination of thin and thick strokes. The letter ‘R’ has a distinctive line, and the letters’ A’ have an uncommon shape at the top. This typeface has not changed since its earliest launch, introduced in 1919.

The black color is always used in the PRADA logo to point out the brand’s reputation for simplicity, elegance, and quality. It is also believed that PRADA proclaims its identity as “anti-status”. Hence, the logo generally appears only on small tags.

• ROLEX

(source: https://blog.logomyway.com/rolex-logo-history/)

It is one of the most recognizable logos. The world’s famous watch manufacturer also uses a serif font as its label. For more than a century old, this typeface goes well with ROLEX values: honor and prestige.

The newest face of the ROLEX logo features a shade of bold forest green in the all-caps lettering. It looks simple and delicate at the same time. The gold crown on top of the wordmark highlights the sophistication and elegance of the brand’s identity.

• McKinsey & Company

(source: https://www.logo.wine/logo/McKinsey_%26_Company)

This notorious US management consulting firm is one of the most prestigious ones in the world. They have been working with many organizations and governments across the country, offering consultation on strategic management.

A simple, elegant custom serif font has been used as its logo since the 1930s. The font name is Bower. Although the logo looks pretty ordinary, many believe it is purposely chosen to look that way. The word ‘McKinsey’ is typed in capital and lowercase by the founder’s name. The lettering ‘& Company’ is placed below ‘McKinsey’.

• Tiffany & Co

(source: https://1000logos.net/tiffany-co-logo/)

Another iconic luxury brand that used a custom serif font in its logo is Tiffany & Co. Known as the world’s famous jewelry and accessories manufacturer, it was established in 1837 by Charles Lewis Tiffany. 

The logo shows the brand’s fancy, classic, and timeless style. It is typed in all caps with the letters’ T’ and ‘C’ presented in higher capital. This typeface is executed in a custom ITC Tiffany font, which was made in 1974 by the American type designer and lettering artist, Ed Benguiat. Its fine and elegant lines show a touch of luxury, high-end gifts.

• Heineken

One of the best-known brewing companies in the world was established in 1964 in the Netherlands. Heineken’s latest label was designed in 1991. The typeface is noticed as a custom serif font, with more rounded, mild boldness, and a ‘smiling e‘ appeared. It looks like this Nocturne-Podgy serif font at a glance without its stylistic strokes (https://aqrstudio.com/product/nocturne-podgy-serif-font/).

The logo presents a sleek and modern identity of the brand. Its font color, sometimes known as the Heineken green, combined with a solid red star, is instantly recognizable. Heineken’s logo is one of the most powerful ones among the other legendary brands. The color contrast creates an appealing visual.

• The Wall Street Journal

(source: https://1000logos.net/the-wall-street-journal-logo/)

This America’s largest newspaper was founded in 1889. Once we saw the typeface, we would know that it’s one of the serif families. The font was created by Alexey Kryukov and is very identical to the Old Standard TT Bold Font. 

The logo font usually appears as the head title. It looks modest and easy to combine with the other basic typefaces. Though it seems very traditional, The Wall Street Journal logo shows loyalty to its heritage, as it has never changed for centuries.

• Emirates

(source: https://logos-world.net/emirates-logo/)

Emirates is the largest Middle East airline based in Dubai, UAE. The iconic solid red logo combines the company name in Arabic calligraphy and the English version. It was designed by Negus & Negus.

This custom serif typeface looks fancy. The letters have slightly pointed lines showing elegancy.

Serif fonts are known for their readability and long-lasting timespan. Even big corporations have used them as their brand’s identity through logos or head titles for years. So, are you ready to make your own logo using serif?