Swiss style marked the switch from serifs to sans serifs. Swiss designers believed sans serifs were more progressive and just as functional. It was a reduction and stripping down to essentials. Helvetica has relatively little stress and the strokes are equal. Compared to prior popular fonts, sans serifs did not have squared, contrasting strokes from thick to thin.

Sans serifs tell messages with maximum legibility. It is safe choice for almost anything since the characters say nothing other than the message it conveys.

principle #1:

SANS SERIF

Sans Serif Image 1

Serif fonts have “feet” which are called serifs. Because the serifs in some serifed fonts can be difficult to see clearly on screen, serifed fonts are not as popular as serifs on the web.

Sans Serif Image 2

In contrast, sans serif fonts do not have serifs. The letter is reduced to its simplest form—two strokes (one vertical and one horizontal on top).

Sans Serif Image 3

Compare the four major classifications of sans serif typefaces: grotesque, neo-grotesque, humanist and geometric. Helvetica is a neo-grotesque sans serif.