How do you choose serif or sans for your concept?

A serif fits when the menu is read slowly and the venue already has moulding, wood or a trade of years. A sans fits when the sign is read in passing, at the bar or on glass in poor light. Print the name in both families at menu size and look at it standing up, not on the laptop. Keep the one you can read without leaning in. A fashionable serif is chosen because it “feels premium”, and on a sierra banner the serifs blur. The name stops being readable from the car.

You get two locked uses: one type for the name and one for the price and the address, with the licence noted. The sheet says which goes on the sign and which on the menu.