Once in a while, companies rebrand their well-known logo to accommodate market trend in effort to stay relevant. Some brands like Nike(Blue Ribbon Sports) went as far as changing its original name. Rebranding is a common practice and it usually indicates a new direction of a company.
Serif 歷史悠久的襯線字：特色是筆畫明顯粗細不一，且筆畫的開端與結尾會有突出的小尾巴 （新細明體）
Serif is the extending feature or tail at the end of strokes. Another key takeaway from serif fonts is the contrast between thick and thin strokes.
Sans-serif 近代崛起的非襯線字：筆畫粗細一致，筆畫也沒有突出的尾巴 (黑體)
There is no thick/thin transition in the body of sans-serif fonts. The letters are formed equally and there is no tail at the end of the strokes.
Serifs originated from the first official Greek writings on stone and in Latin alphabet with inscriptional lettering—words carved into stone in Roman antiquity.
給人的感覺就在於serif 是以前流行的字體，看起來更古典/ 正式/ 經典/ 皇室，而sans-serif 則給人現代/簡約的感覺。
這一波黑體風潮中，英倫奢侈品牌 Burberry 也名列其中。將自己的字體改成粗黑體，並拋棄了使用幾十年的戰馬圖騰。
為什麼擁有百年歷史，甚至已經被跟貴族劃上等號的 Burberry 也想要拋棄自己原有的視覺風格，與他牌靠攏呢？
專門評析時尚創意產業的媒體TFR提出了有趣的論點: 品牌選用的字體，應跟品牌所推出的產品風格一致，而相較於富人過去非常講究的穿著習慣，澎澎裙/假髮/馬甲/手套/西裝等等，現代人穿得越來越休閒，尤其近幾年”Loungewear”正夯，一整套休閒運動裝或瑜伽裝儼然變成時尚的代名詞。
The typeface should also be in line with the art direction of collection and accessories. It’s worth noting that the dominance of sans-serif is due in part to the surge of casual wear. A lot of rebranding efforts from luxury brands are followed by the launch of casual wear. Burberry launched t-shirts with the ‘TB’ monogram pattern shortly after unveiling its new monogram.