Serifa is a

slab serif In typography, a slab serif (also called ''mechanistic'', ''square serif'', ''antique'' or ''Egyptian'') typeface is a type of serif typeface characterized by thick, block-like serifs. Serif terminals may be either blunt and angular ( Rockwell), ...

typeface family created by

Adrian Frutiger Adrian Johann Frutiger ( ; 24 May 1928 – 10 September 2015) was a Swiss typeface designer who influenced the direction of type design in the second half of the 20th century. His career spanned the hot metal, phototypesetting and digital t ...

in 1967. The typeface is based on the

Univers Univers () is a large sans-serif typeface family designed by Adrian Frutiger and released by his employer Deberny & Peignot in 1957. Classified as a Grotesque (typeface classification), neo-grotesque sans-serif, one based on the model of nineteen ...

family.

Usage

It was most prominently featured in the logo of

Montgomery Ward Montgomery Ward is the name of two successive U.S. retail corporations. The original Montgomery Ward & Co. was a world-pioneering mail-order business and later also a leading department store chain that operated between 1872 and 2001. The curren ...

from 1982 to 1992 and again in the revived online store. It was also used in the campaign ads for

Ross Perot Henry Ross Perot (; June 27, 1930 – July 9, 2019) was an American business magnate, billionaire, politician and philanthropist. He was the founder and chief executive officer of Electronic Data Systems and Perot Systems. He ran an inde ...

's 1992 Presidential campaign and from 1982 to late 1987 on the graphics of various

CBS News CBS News is the news division of the American television and radio service CBS. CBS News television programs include the ''CBS Evening News'', ''CBS Mornings'', news magazine programs '' CBS News Sunday Morning'', '' 60 Minutes'', and '' 48 H ...

programming, and for the local news programs at the CBS owned-and-operated television stations (as well as several affiliates). In 2014 Jake Tilson used it in the NT signage to complement the NT logo.{{cite web , url=http://www.jaketilson.com/design/national/index.html , title=Jake Tilson / Design Serifa is also used in nearly all of the College Board's communications and exams.

References

Typefaces and fonts introduced in 1964 Typefaces designed by Adrian Frutiger Serif typefaces Slab serif typefaces