Serif fonts are the quiet power move of 2025

We’re well into 2025, and with design trends moving faster than you can say “sans-serif,” one classic typography style is having a quiet comeback: serif fonts.

Traditional, “old-school,” safe, serif fonts were seen as too fussy for the more free-flowing and expressive digital world. However, things have changed; serif fonts are suddenly emerging again. They’re turning out to be the style of choice for fresh start-up brands, high-end fashion houses and revamped website layouts. But why are designers (and brands) falling in love with them all over again?

What are serif fonts, again?

The majority of typeface choices sway toward the sans-serif option, tending to leave the serif option to the more ‘serious’ industries. Serif fonts are typefaces that include the little strokes or “feet” at the ends of letters. “Sans”, being the French word for “without”, literally makes it mean without those added extras.

The most common serif fonts are Times New Roman (the font of choice for most essays way back when), Georgia, or more modern classics like Playfair Display or Cormorant. These little details add a feel of elegance, sophistication, and personality to each letterform.

For years, design has been based heavily on minimalism and clean sans-serifs. It’s all about simplicity, minimalism and clarity. But, as we know, as branding matures, so does the ideas behind what was once seen as ‘outdated’.

Why are they so special?

The online world, and you could argue offline world, are noisy ones. So much information is thrown at us daily, that you don’t know what to believe or put faith into. If something is new, unique, never seen before, then it’s alluring, obviously. But sometimes that allure can lead to some not so dependable sources. Yet, when you see a serif font, their past strength and popularity offers that extra feel of security, a feeling of trust, depth and some nostalgic warmth.

Thinking about nostalgia for a moment, brands are using serifs to evoke thoughts of heritage, reliability, and craftsmanship. These qualities resonate more than ever in an era dominated by AI and fast content. They signal confidence and care. It’s also a way to help a brand feel more human.

But serif fonts are so boring.

Don’t get us wrong, serif fonts were boring. But these aren’t the same serif fonts that Word would throw at us. It isn’t a return to dusty, dated typography. In 2025, serif fonts are being reimagined in playful, exaggerated, and experimental ways. Layered serif in bold colour palettes, contrasting weights, custom ligatures and even use alongside sans-serif fonts for a hybrid style of branding.

So how should we use them?

If you’re thinking about tapping into the serif font revival, there are a few key moments when it makes perfect sense for your brand or project. Serif fonts are ideal when you want to create a sense of credibility, timelessness, or trust. They’re a natural fit for brands that value craftsmanship, quality, and storytelling. These fonts shine in settings where an editorial or luxury aesthetic is the goal. If your brand needs to separate itself from the tech-heavy, ultra-minimalist crowd, a serif can bring warmth, elegance, and a touch of humanity.

It’s easy to feel like the return of these fonts is going backwards, but it’s not. It’s about reclaiming personality in design. In 2025, where so much looks clean and similar, serifs offer a chance to be expressive, sophisticated, and maybe just a little bit rebellious.

Some of the top sans-serif fonts for 2025

RST Thermal by Reset

Nave by Jamie Clarke Type

Hatton by Pangram Pangram

Gooper by Very Cool Studio

Largest by 50Fox Studio