Unconventional Fonts That Made Brands Iconic
In the world of branding, a font does much more than simply display text; it conveys the personality and values of a brand. Some companies have leveraged unconventional fonts to carve out unique identities that resonate deeply with consumers. This article explores several iconic brands successfully using distinctive typography to stand out in a crowded marketplace.
1. Futura and Supreme
Few brands are as recognizable when it comes to streetwear as Supreme. Their bold logo uses the typeface Futura Heavy Oblique, which perfectly complements the brand’s edgy and minimalist aesthetic. This choice signifies strength and forwardness and echoes the brand’s roots in New York’s skate culture. The unconventional use of a slanted, heavy font captures attention and has become synonymous with the brand’s identity.
2. Helvetica and American Apparel
American Apparel revitalized the fashion industry with its simplistic yet bold designs, mirrored by its use of Helvetica. While Helvetica is widely used, American Apparel’s approach was unconventional at the time — bold, clean, and unadorned, which helped differentiate it from competitors. This font choice reflected the brand’s commitment to transparency and quality, making the text as straightforward and unpretentious as the clothing itself.
3. Cooper Black and EasyJet
EasyJet’s use of Cooper Black for its logo is another example of an unconventional choice that paid off. The rounded, friendly appearance of Cooper Black, paired with the company’s bright orange color scheme, gives a sense of accessibility and friendliness. This font choice communicates the airline’s aim to be approachable and budget-friendly, appealing directly to its target audience of cost-conscious travelers.
4. Gotham and Obama’s 2008 Campaign
Perhaps one of the most significant uses of typography in recent history was the Obama 2008 campaign’s choice of Gotham. The font’s clean, modern lines and open letterforms conveyed a sense of trustworthiness and stability, aligning perfectly with the campaign’s messages of hope and change. This unconventional political choice broke away from the more traditional serifs used in political campaigns, helping to establish a fresh, progressive identity for Obama.
5. Brush Script and Instagram
Instagram’s initial logo, which featured a custom modified version of the Brush Script typeface, exemplified the platform’s focus on creativity and individual expression. The font’s casual, handwritten style made the brand appear friendly and inviting, encouraging user interaction and content creation. While the logo has since evolved, the original font choice helped establish Instagram as a hub for artistic and personal sharing.
6. Spencerian Script and Coca-Cola
Coca-Cola uses the Spencerian script, which is instantly recognizable and has been associated with the brand since the late 1800s. Its flowing, cursive style conveys a sense of tradition and comfort, making it one of the most iconic fonts in branding history. The choice of this script font underscores Coca-Cola’s rich heritage and its enduring legacy as a beloved global brand.
7. Catull and Google
Google is known for its simple, colorful, and friendly Catull typeface, which reflects the brand’s approachable and innovative nature. When Google later updated its logo to a custom-designed sans-serif font, it maintained a playful yet refined look, emphasizing clarity and readability across digital platforms. This evolution illustrates Google’s commitment to staying current while retaining its core identity.
8. City and IBM
IBM utilizes a bold, slab-serif typeface called City, conveying strength and reliability. This font choice has been a staple of IBM’s branding, helping to establish its identity as a trustworthy leader in technology. The consistent use of this typeface across various marketing materials reinforces IBM’s reputation for innovation and dependability in the tech industry.
9. Waltograph and Disney
The Waltograph font, inspired by Walt Disney’s signature, is used in the Disney logo and evokes a magical, whimsical feel, perfectly capturing the essence of the brand’s focus on fantasy and imagination. This distinctive font choice has become synonymous with Disney’s enchanting world, appealing to both children and adults who cherish the brand’s storytelling magic.
10. Hidden Arrow and FedEx
FedEx employs a sans-serif font with a hidden arrow in the negative space between the ‘E’ and ‘x,’ symbolizing precision and forward direction. This clever design element mirrors the company’s logistics expertise, highlighting its commitment to speed and reliability. The hidden arrow has become an iconic aspect of the FedEx logo, showcasing the brand’s attention to detail.
11. Netflix Sans and Netflix
Netflix uses the modern, simplistic, customized Netflix Sans font, reflecting the brand’s straightforward, cutting-edge digital streaming service. This font was designed to be highly legible across various devices and screen sizes, ensuring a seamless user experience. The clean lines and simplicity of Netflix Sans align with the company’s innovative and user-friendly approach to entertainment.
12. Bold and Squared Jeep
Jeep’s typeface is bold and squared, suggestive of ruggedness and durability. This font choice aligns well with the brand’s image of adventure and outdoor exploration, appealing to consumers who value toughness and reliability in their vehicles. The distinctive typeface helps reinforce Jeep’s identity as a leader in the off-road and adventure vehicle market.
13. Elegant Script and Absolut Vodka
Absolut Vodka features an elegant and artistic script typeface that resonates with the brand’s premium quality and Swedish heritage. This font choice conveys sophistication and exclusivity, appealing to consumers who appreciate high-end spirits. The elegant script enhances Absolut’s brand image, making it stand out in the competitive market of premium vodkas.
14. Bold and Condensed Ray-Ban
Ray-Ban utilizes a bold and condensed typeface for its logo, reflecting a cool, classic style that aligns with the brand’s iconic sunglasses. This font choice underscores Ray-Ban’s reputation for timeless design and quality, appealing to fashion-conscious consumers who seek both style and functionality. The bold typeface has become a hallmark of Ray-Ban’s enduring brand identity.
15. Bubbly and Bold Lego
The bubbly, bold typeface used in Lego’s logo perfectly matches the brand’s playful and creative nature, appealing directly to its young audience. This font choice conveys fun and imagination, encouraging children and adults alike to engage in creative play. The distinctive typeface has helped Lego maintain its position as a beloved brand in the toy industry.
The power of an unconventional font choice in branding cannot be overstated. These examples show that when a font aligns perfectly with a brand’s identity and mission, it can enhance recognition, foster brand loyalty, and set a company apart from its competitors. For businesses looking to establish a memorable brand, considering an unconventional font might just be the key to success.
Case Studies of Failed Font Rebrands
Rebranding, particularly in terms of typography, is a critical step for any brand aiming to refresh its image. However, not all rebrands meet the intended expectations. Some face backlash, turning what was meant to be a transformative move into a marketing mishap. Here are notable examples of brands whose font rebrands didn’t go as planned and the lessons they offer.
1. Tropicana
In 2009, Tropicana attempted a major packaging redesign, which included a new typographic logo using a standard sans-serif font that replaced the previous script-like, familiar typeface. The new look was intended to modernize the brand, but it stripped away its presentation’s recognizable and beloved aspect. Consumers found the new packaging bland and unrecognizable, leading to a 20% drop in sales in just two months. Tropicana quickly reverted to its original design. This case underscores the importance of maintaining core visual elements that customers emotionally connect with.
2. Gap
In 2010, Gap introduced a new logo that replaced the classic blue box and serif font with a more modern sans-serif font and a smaller blue box. The change was meant to signify a transition to a more contemporary brand, but it was met with immediate disapproval from the public and design community. Critics felt the new logo lacked character and the distinctive identity that Gap had built over decades. The backlash was so severe that Gap reverted to its old logo within a week. This incident highlights the need for brands to engage with their audience and potentially involve them in significant brand decisions.
3. London 2012 Olympics
The London 2012 Olympic logo, featuring jagged shapes and a bold, somewhat disjointed typeface, was intended to appeal to a younger audience and reflect a dynamic, modern Britain. However, it received widespread criticism for its appearance, with some even claiming it was difficult to decipher. The typeface was a part of the branding problem, criticized for its lack of cohesion and clarity. This case demonstrates that while aiming for modernity and youth appeal, ensuring that the design communicates effectively and retains a broad appeal is crucial.
4. Kraft Foods
In 2009, Kraft Foods introduced a new logo with a burst of colors and a softer, rounded typeface to give a more accessible, friendly image. However, the rebrand was criticized for looking generic and lacking the distinctive quality of the previous logo. The response was lukewarm at best, and Kraft made several tweaks in the following years, eventually leading to a rebrand that leaned more on its heritage. This teaches us that while innovation is necessary, maintaining a connection to what made the brand successful is also vital.
5. Xerox
In 2008, Xerox attempted to redefine its brand by moving from its traditional serif logo to a lowercase sans-serif type paired with a red sphere. The intention was to transform Xerox’s image from a traditional photocopying business to a modern service-oriented company. However, the new logo didn’t resonate as expected with its audience, who felt it was too generic and lacked the authoritative presence of the original. The rebrand was seen as a disconnect from the brand’s robust legacy in innovation and reliability.
6. Animal Planet
Animal Planet updated its logo in 2008, replacing the elephant and globe emblem with a more abstract and stylized wordmark using a light, modern font. This change represented the network’s broader, more entertainment-focused direction. However, the new font and style were criticized for losing the distinctive, nature-focused identity that resonated with audiences. Viewers found the new branding too sleek and distant from the channel’s wildlife content, leading to a sense of lost authenticity.
7. Mastercard
In 2016, Mastercard introduced a new logo that simplified its classic interlocking circles and introduced a custom sans-serif typeface. The intention was to modernize the brand for digital usage. While not a failure in the traditional sense, the rebrand faced mixed reviews. Some critics argued that the new typeface lacked the distinctiveness of the previous logo, making it appear more corporate and less accessible. This rebrand sparked debates about balancing modernization and maintaining recognizable brand features.
8. Seattle’s Best Coffee
Owned by Starbucks, Seattle’s Best Coffee unveiled a new logo in 2010 that featured a simple, bold red font very different from its previous, more traditional cafe-style script. The new design aimed to stand out in the competitive coffee market but faced backlash for being overly simplistic and losing its warm, inviting café vibe. Customers felt the new logo was too stark and industrial, a significant shift from their cherished cozy, artisanal image.
9. Burberry
In 2018, Burberry introduced a new logo after almost 20 years, replacing the serif font with a stark, bold sans-serif type. The redesign, aimed at revitalizing the brand, was part of a broader strategy under a new creative director. However, the change sparked significant debate among fans and critics, with many feeling that the new typography lacked the luxury feel synonymous with Burberry and resembled many generic luxury brand trends.
10. Pepsi
Pepsi’s rebranding in 2008 included a new logo and typeface intended to be more dynamic and youthful. However, the rebrand was confused and ridiculed, particularly due to the high cost and the extensive philosophy explained behind the new design, which many found pretentious. The new typeface and logo adjustments were seen as unnecessary and failed to add significant value to the brand’s image.
Conclusion
These case studies reveal that a font rebrand isn’t just about changing a typeface but involves understanding and preserving the brand’s essence that customers have grown to trust. When considering a rebrand, companies should meticulously research and involve their audience to ensure the new design resonates well and enhances the brand’s identity instead of diminishing it.
