__GE Inspira Serif, 2013. The Serif companion follows the structure of the Sans, yet takes inspiration from the Clarendons of the 19th century as well as nodding back to the symbol and the time when GE was founded. It features a moderate contrast, sturdy slabs, and prominent ball terminals. The slightly rounded corners also help tie back to the GE Inspira family, and simultaneously ensure a refined appearance. Designed with Paul van der Laan and Pieter van Rosmalen of Bold Monday.