Serif fonts, which contain small strokes at the end of characters, are often used in newspapers or books. Now, the font type is also gaining traction in the healthcare sector, reports Business Insider.
The publication noticed many healthcare companies use serif fonts in their branding and marketing materials. The oncology EHR vendor Flatiron Health and health insurance startup Oscar Health, both in New York City, use a serif font called Tiempos in their branding. San Francisco-based One Medical uses a similar font called GT Super.
Jaime Lopez, head of brand at Flatiron Health, said her choice to use this font type was purposeful.
"It's really that it feels sophisticated, there's a warmth, a little more humanity than a sans serif type face," she told Business Insider. "Especially in health tech, you need to appear really warm, trustworthy and mature."
Editor's note: This article was updated April 18 at 9:57 p.m.