Traditional brands

Serif typefaces, being some of the oldest typefaces still in common use, are associated with tradition, formality, and authority. If any of those words describe your brand's personality, then serif typefaces are a good place to start.

Beware that not all serif typefaces will have those characteristics. Alice, for example, offers a more whimsical, feminine take on the traditional serif typeface.^[1] The same is true for other kinds of typefaces. It's possible to find a sans serif typeface that's formal and traditional. Take Roboto, for example.^[2] When formatted in the right way, it can appear just as serious as something like Garamond.