setting typography standards for a business

Is the rule still "serif for print and sans serif for screen"?

Forums: 

I need to select fonts to give a new business (mine - and I'm not a graphic artist) a specific vintage look and feel. Of course, I hope to create - as much as possible - a unified presentation for a variety of venues including letterhead, e-mail, e-commerce website (viewable on desktop, tablet and smartphone), print catalog, and collateral materials.

In addition to a unified look, the other interest was in selecting fonts to create a memorable impression for the business. I'd like the lettering to stand out enough that people might notice it is something a little different –and yet be able to read it with ease.