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According to the typeface library Monotype, “industries experiencing breakthroughs leaned heavily on this new sleek look. When modernism became the dominant aesthetic during the mid-20th century, its sleeker-looking, sans serif fonts came to symbolize ideas of a contemporary cutting edge. Times New Roman, named for the British newspaper that commissioned its design, is a popular serif Helvetica, the modernist font that inspired a documentary, is the sans serif font of choice in subway systems across the U.S., including the New York City MTA. In typography, a serif is an extra line or embellishment at the end of the main strokes of a letter. The font somehow seems to encompass the ideas of “light” and “sparkling.” And when it comes to how brands will look in the near future, the font is the trend that’s here to stay.
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The letters’ hearty vertical strokes melted at the bottom into little flourishes that jutted out slightly, like sloping Roman columns where strokes met within the letter, they tapered into elegant tips. But what made the Minna can stand out was how much it looked like a Kirkus Prize-nominated novelette’s book cover - how “Lightly Brewed Sparkling Tea,” printed on its side, was rendered in a pleasing serif font. Minna, a “lightly brewed sparkling tea” that launched earlier this year, managed to compress several 2019 trends into one colorful can: bubbles a vague no-sweetener, no-sugar sheen of wellness Henri Matisse-like amorphous blobs and pastel colors and dark green leaf shapes that hint at millennials’ collective favorite new hobby.