TYPOGRAPHY | TERMINOLOGY

Serif typeface

A Serif is a small line attached at the end of letters or symbols in typography.

In my opinion something written in Serif seems dated and difficult to read if exaggerated.

It is mostly found in books pages and on the internet.

An example of Serif type is Times New Roman. Here is an image.

Times New Roman

Sans Serif typeface

Sans Serif (without Serif) is when the little lines at the end of letters are absent.
The typeface results more modern and clean and more appropriate for brand names in my opinion.
An example of Sans Serif type is Helvetica. Here is an image.

Poster for 'Helvetica' documentary. Helvetica typeface.

Tracking

The tracking is the spacing between letters.

Loose tracking is when that space is bigger. A  B  C

Tight tracking is when the space is smaller. ABC

Loose tracking and tight tracking.

Kerning

Not to confuse with the tracking, the kerning is a manual adjustment to the letter-spacing based on a design choice.