It seems like everywhere I look, corporations are rebranding, and inevitably, their logos include sans serif fonts. Sans serif looks undeniably modern, and I guess that's why they are rushing to switch. Sans serif is trendy - it's "in". A while back Belk made the dive with good results, in my opinion; the new logo matches well with their attempt to shed their reputation as a place for Southern grandmothers to shop for clothing. However, I'm just not sure that sans serif has a place for every logo out there, depending on a business's core services and identity.