How do you choose between a serif and a sans for the concept?

A serif fits if the room already has that tone on the menu or on an old sign you want to keep. A sans fits if the name is read small, on the cup and on the board, and the serif disappears.

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Print the name in both types, at menu size and at cup size. A fashionable type is chosen and on the breakfast board it cannot be told apart. The name in the type that won the small test, and the other kept only as the discard.

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Join a community for people who care how a brand shows up on the door, the menu and the phone—not just in a pretty PDF. We share brand judgement you can use this week: names, systems, applications and decisions that hold on the floor. No endless moodboards, no empty decks and no agency theatre. Short takes, clear examples and tips for local businesses that already exist and need to look like themselves at every touchpoint.