Georgia and Times are two examples of serif fonts. On the other hand, sans serif fonts lack the extra lines – “sans” meaning “without” in French. Examples are Helvetica and Arial.

We wanted our business to be fun, relatable, and feminine without being girly ... and weaknesses and each has hundreds of varieties. Serif fonts are classic-- think academia, Times New Roman ...

The main flavor of Aptos is a sans-serif font—described by Matteson as "Helvetica" but with "a bit of a human touch" that makes it "more approachable and less institutional." But like Apple's ...