Eric Serif, or Sans Serif. Will no one rid me of this turbulent question?

Bas It depends. I know that's probably not the kind of answer you need, but it really does depend. Mostly on brand values and specific use (paper/screen is only part of the answer). But in choosing a font all options should be left open as long as possible. There are slab serifs that almost feel as straight forward as a sans, and some sans serifs have a variable line width and may feel very classical and 'serif-like'. It's not a simple process, I'm afraid.