Slab Serif
Well, the Industrial Revolution really got going, and one of the results was a new field of business: advertising. Until then, of course, there were very few products to advertise. At first type designers tried to fatten up the thick strokes of the moderns, but the excessively strong combination of very fat strokes with very thin strokes made the text almost impossible to read. So they fattened up the entire letterform.
Slab serif typefaces also have serifs, and the serifs are horizontal, but they’re thick. Fat. Slabs. The strokes that create the letterforms may make a very slight transition from thick to thin, or there may be no transition at all in some faces. The stress, when there is any, is vertical. Slab serif typefaces have ...
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