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Font examples:

Serif: Traditional, classical, reliable. For brands that convey the sense of respectability and age-long class.

Slab-Serif: Confident, bold, off-beat. For brands with a proven history of quality.

San-Serif: Minimal, clean, contemporary. For brands that evoke a sense of cleanliness and modern directness.

Script: Unique, elegant, distinctive. For brands that emphasize their special purpose.

Handwritten: Arty, informal, fun. For brands that present themselves as playful and approachable.

Decorative: Dramatic, stylized, diverse. For brands that aim to be instantly memorable.