Hand crafted type families differ from both Serif and Sans Serif type, in that they show evidence of the tools used to create them. Wide, flat pens were originally used to create Blackletter type, while broad brushes give the Scripts their calligraphic flair. Chiseled type obviously was originally created with a hammer and chisel, and Graphic type has a unique, human quality that stems from their creators’ hands through their computer, in a distinctly handmade manner.
Sans Serif type faces are the most commonly used style for logo design. They are characterised by their lack of decorative flourishes at the end of their strokes. When used in the proper application, they are non-offensive but may not command much attention due to their common appearance. They partner well with simple pictoral logos and can be a good starting point when conducting initial logo experimentations.
Serif fonts are the oldest typefaces in use, and were the only style of type used by the original printing press operators. They were designed to mimic the ancient, chiseled type of roman times, where serifs were used to neaten the end of chiseled lines. There longstanding use gives them a traditional, time-honored feel. They were designed for print use, and as a result, have fallen out of favor as we move more and more toward viewing type on screens.