Universal Sans Serif: One Size Fits All?
In the past few years, Typography has taken a distinctly strong swing towards simple and more readable sans serifs. Many wordmark logos have abandoned their traditional fonts and with it, much of their personalities to adapt to uncomplicated logos designed using sans serifs.
Big brands such as Google, Verizon and Lenovo swapped typeface that had unique components including serifs, gradients, italics - for simple, sans-serif fonts.
Guide on Wordmark Logos: http://www.designmantic.com/blog/dos-donts-of-wordmark-logos/