Are brands saying sayonara to serifs?

The familiar little flicks that help lettering flow as you read have been falling out of favour with big brands over recent years. That's if HSBC's recent subtle rebrand is anything to go by, in any case.

In fact, last year we noticed that some big brands were going one step further with their logo designs and resorting to an all-caps approach.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.