Music app Spotify rolled out a new custom typeface—Spotify Mix—mirroring similar typeface changes several tech companies, including Microsoft, Google and Twitter, have done in the past.
Designed by the German studio Dinamo Typefaces, which has clients like Burberry, Discord, Nike, Patreon and Tumblr, the new font establishes how important word designs are for brands.
Companies update their fonts to enhance brand identity, visibility and readability. Plus, by creating and owning its typeface, Spotify doesn’t have to pay the annual licensing fees it did when using the previous font Circular.
Spotify Mix is a “combination of sharp angles and smooth curves,” reflecting the evolving nature of audio culture, says the company’s global head of brand design.
Spotify is not the first to have its font. Google, Samsung, Android, Apple and many other companies have original typefaces.