In typography, a letter designed without serifs ? "without stroke". Also called blockletter. The oldest lettering in recorded history was sans serif. Though it is widely used in graphic design, it is so basically simple that it offers little variety for advertisers and publishers. And because it is generally found to be more difficult to read, it is avoided for longer texts in most publications. Examples of type fonts of this kind are Gothic and Helvetica.(pr. sanz SE-rif or sahnz seh'rif)Also see advertisement, advertising, and readability.