12 Famous Brands with Serif Font Logos

Users perceive brands with serifs as traditional, established, and trustworthy. Take a look at some well-known companies with serif logos below!


Book sides displaying Vogue Magazine's serif font logo

Mercedes-Benz Serif Font Logo


Mercedes-Benz is a German multinational company that manufactures automobiles, buses, coaches, and trucks. The Mercedes-Benz logo has been used since 1909. In the late 1800s, the three pointed star was originally used as a symbol of excellence for vehicles and continues to be used today as one of their most recognizable logos.


Mercedes Benz’s original logo consisted only of the roundel and word mark in white over blue background with serif font style “Das Wappen von Mannheim” which translates into ‘The Coat of Arms from Mannheim’. This serif font is still being used by Mercedes-Benz.


GAP Serif Font Logo

outdoor display with gap clothing serif font logo


Gap is a multinational clothing and accessories retailer known for its casual apparel. The GAP logo has been used since 1969 with serif font style “Haas Unica”. The serif font gives the logo a classic, timeless look that is perfect for their brand.


ING Bank Serif Font Logo

ING serif font logo with lion logo mark

ING Bank is an international bank headquartered in Amsterdam. This serif font logo was originally created back in the early 1900s by Fred Smeijers, a Dutch designer and typographer who specialized in designing typefaces for print use. He later donated his serif font to ING Group where it continues to be used today as their official logo.


Christie’s Serif Font Logo

Christie's serif font logo on outdoor store display

Christie’s is an international art business that provides services to auctioneers, dealers and private sellers. This serif font logo was originally designed by Bob Noorda in the late 1900s for Stedelijk Museum Amsterdam where it was used as their official logo until 1974. It became famous when the Christie’s auction house came across his serif font logo and decided to use it as their own. It is still used today as their official logo.


Tiffany & Co. Serif Font Logo

Tiffany & Co Jewelry Brand's serif font logo

Tiffany & Co. is an international jeweler and luxury goods retailer that was founded in 1837 by Charles Lewis Tiffany and John B. Young, the serif font logo has had many changes since it first appeared on their print advertisements back in 1886.


The serif font ‘Tiffanys New Roman Bold’ designed by Louis Comfort Tiffany, son of Charles Lewis Tiffany, was used as their official logo until 1999 when it was replaced with the current serif font logo. The serif font is based on the serif font ‘Emerald’ designed by Morris Fuller Benton in 1903 for American Type Founders. It is still being used by Tiffany & Co. today.


Read More: How much does logo design cost? Click here for the full pricing guide

Whole Foods Serif Font Log

Whoe Foods' serif font logo displayed big on wall

Whole Foods Market is an international supermarket chain that was founded in 1980. This serif font logo was created back in the early 1970s by Walter Landor, a well-known graphic designer with over 50 years of experience under his belt who specialized in brand identities and packaging design. The serif font ‘Walter’ used for this serif font logo was designed by Landor in the early 1950s for Font Bureau. It is still being used today as their official serif font logo.


McKinsey & Company Serif Font Logo

McKinsey & Company consulting business serif font logo

Mckinsey & Company is a global management consulting company that was founded back in 1926 by James O. McKinsey, Marvin Bower. The serif font logo has gone through many changes since it first appeared on their print advertisements back in 1953. It was originally designed by Chermayeff & Geismar, a New York based graphic design studio that specializes in corporate identity and brand development.


The serif font ‘Mckinsey’ used for this serif font logo is actually a serif font based on the serif font ‘Bodoni-Obelisk’ designed by Giambattista Bodoni, an Italian typographer and printer back in 1790. It is still used as their official logo today.


L’Occitane Serif Font Logo

French cosmetic brand L'Occitane serif font logo

Loccitane is a French cosmetics and skincare retailer that was founded back in 1976. This serif font logo was originally designed by Philippe Apeloig, a French graphic designer who has won many awards for his work over the years.


The serif font ‘Apeloig’ used for this serif font logo is based on the serif font ‘Garamond Premier Pro’ designed by Robert Slimbach, an American typeface designer who has worked for Adobe Systems since the late 1980s. It is still being used today as their official logo.


Vogue Magazine Serif Font Logo

vogue magazine white serif font logo on black background

Vogue is an international fashion magazine that was founded back in 1892. This serif font logo has gone through many changes since it first appeared on their print advertisements back in 1909, but the serif font ‘Bodoni Seventy Two’ used for this serif font logo was originally designed by Giambattista Bodoni, an Italian typographer and printer back in 1790. It is still being used today as their official serif font logo for the print version of Vogue Magazine.


The Wall Street Journal Serif Font Logo

Wall Street Journal magazine's serif font logo

The Wall Street Journal or “WSJ” was founded by Charles Dow, Edward Jones and Charles Bergstresser back in 1889. The serif font logo has had many changes since it first appeared on their print advertisements back in 1907.


It was originally designed by William Caslon IV, an American typeface designer who is best known for his revival of the serif font ‘William Caslon III’ designed by his ancestor William Caslon I, a British punchcutter and typefounder back in the early 18th century. The serif font ‘Caslon 540’ used for this serif font logo is still being used today as their official serif font logo.


Rolex Serif Font Logo

Luxury Rolex watch brand's serif font logo with crown logo mark

Rolex is a Swiss watch company that was founded back in 1905 by Hans Wilsdorf. Their serif font logo has gone through many changes since it first appeared on their print advertisements back in 1909. It was originally designed by Wilsdorf himself who had previous experience in the printing industry.


The serif font ‘Rolex Title’ used for this serif font logo is also based on a serif font called ‘Stempel Schneidler-Lubell Pro’, which was designed by Otto Eckmann, an Austrian-born typeface designer who emigrated to America in the mid-1920s. He was best known for his serif font designs and typeface revivals, especially serif fonts based on Venetian old style serif fonts from the 16th century such as ‘Garamond’. It is still being used today as their official logo.


Time Magazine Serif Font Logo

Time magazine's serif font logo in red color

Time Magazine was founded by Henry Luce back in 1923. Their serif font logo has gone through many changes since it first appeared on their print advertisements back in 1927, but the serif font ‘Times New Roman’ used for this serif font logo was originally designed by Stanley Morison, an English typographer who is best known for his work on the serif font ‘ATF Garamond’.


It was commissioned by The Monotype Corporation and first released in 1932. It is still being used today as their official serif font logo for the print version of Time Magazine.

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