Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In the fast-paced landscape of marketing, the concept of a brand extends far beyond the ...

But are shifting sensibilities leading more brands to reconsider the humble serif? By Aileen Kwun Logos carry a peculiar, almost paradoxical burden of both inspiring loyalty and conveying novelty.

This lack of clarity made it more difficult for people to recognize and therefore remember the logo. Brands like Coca-Cola, McDonald’s, and Nike have logos that are instantly recognizable.