https://qz.com/1292403/the-dark-age-of-soulless-sans-serif-logos-is-coming-to-an-end/

We may have reached the close of the era of uber-sleek, soulless, sans serif-based logos. According to the latest LogoLounge trends report, graphic designers are bringing back luscious serifs in an effort to infuse brands with personality and charm.

The “serif-redux” trend, as LogoLounge founder Bill Gardner calls it, is a welcome development during a time when most corporations have chopped off distinguishing flourishes and quirky elements from logo marks in the name of screen legibility across their digital platforms. Many corporations have gone sans serif, including Google, Yahoo, Lenovo, and Ebay.