Luxe

Can luxury and modernism mix?

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By contrast, traditional serifs had their feet well under the table of the luxury houses of Europe. And serif logos are often accompanied by an additional “established in” dateline. It’s not only a stamp of approval and a mark of success, but also a barrier against change. Most fields of manufacturing, be it automobiles, computing or architecture have pursued the modern – clean, pale and new motifs. But if you’re old, authentic and producing wares to sell at the highest prices then you’re likely be camped in the elegant, decorative serif world."

"...The conclusion – if you want your brand to feel rich and established, accept no substitute. Serif, every time."