Serifs Went Away. Nostalgia Brought Them Back.

Have you noticed? Serifs are officially back, and suddenly everywhere! After years of flat design and minimalist sans-serifs, brands are leaning hard into retro, 90s-Apple-style typography. It started popping up in places like the Gen Z-favorite David protein bars, and now even AI brands, like Perplexity’s Comet browser, are going all-in on nostalgic serif fonts. Why? Warmth, personality, and a little dose of “tech used to feel fun.” Some designers say the trend is getting overused, but honestly, if serifs bring a bit of soul back into branding, let them have their comeback moment!