“One of those rules of thumb we love to repeat to ourselves, especially in the United States, is that sans serif typefaces are inherently less readable in extended text than typefaces that have serifs. Sans serifs, the logic goes, are mechanical and lifeless; they’ve sacrificed the subtle warmth of an old-style serif typeface to the cold, cruel logic of the machine age. Yet this assumption has been challenged over recent decades by a significant number of type designers, most of them in Europe, who seem intent on creating a sort of warm modernism.”