Mark my words! The serif trend is making something of a comeback, particularly in upmarket products and services. I think we’ll soon start to see businesses at the higher end of their industries begin to adopt a serif branding in order to differentiate and portray affluence, if they don’t already.
Not sure where this serif resurgence started, but we started exploring it a little less than a year ago for some clients, and it looks good when implemented with a modicum of quality and paired with other modern aesthetics.
Unfortunately Tesco’s typeface isn’t modern, so it can’t achieve the same effect.
For some examples that make serif work, whilst still looking modern, have a look at the higher end VPN service ExpressVPN.
I’m probably way off topic at this point, but if someone wants to start a thread to geek over calligraphy, I’ll join!
On the topic of card design though, Triodos do a nice serif logo on their cards. Would be awesome if they gave it a letterpress texture.