History & classification
Serif typefaces are identified by having little “feet” and flares from the lettering. These flares are designed to make reading easier by helping with eye flow from letter to letter and word to word. The personality of serif typefaces is being stable, practical, mature and formal (according to a Witchita State psychology study). This serif personality is no doubt attributed to the fact that serifs are the only typeface used in all printing before the 20th century. Although, in terms of design theory, it is important to note that even businesses that are in sectors that are traditionally thought of as being stable, practical, mature and formal may want to break the rules to stand out from the competition. But beware: You have to know the design rules first before you can successfully break them.

Examples of industries that might use serif typefaces in their design
Financial institutions, established newspapers, candidates running for public office, a business who is more concerned with being professional than being perceived as playful.

Sans serif typefaces are simply “without serif” (sans is French for “without”). The existence of sans serif began only in the beginning of the 20th century, but really exploded on the scene around the 20s and 30s. Futura was the font that really led the movement and was developed in 1928 by the German Paul Renner. Like breaking the three-minute mile, once the idea of not having serifs on lettering was introduced, the sans serif revolution was everywhere. Since the introduction of sans serif is so recent in terms of typeface history, it is no wonder that the typeface’s personality in design is parallel to youth; sans serif is certainly the baby on the typeface scene.

Company profiles that might use sans serif typefaces in their design
Professional but doesn’t take itself too seriously. Main product is on the cutting edge or looked upon as contemporary.