Spotify announced the launch of its proprietary font, “Spotify Mix,” on Wednesday, aiming to carve out a distinct visual identity for the music streaming giant. This newly introduced sans-serif typeface, developed in collaboration with Berlin-based Dinamo Typefaces, is designed to set Spotify apart visually. Dinamo Typefaces has a notable portfolio, having partnered with industry leaders like Burberry, Discord, Nike, Patreon, and Tumblr. Sans-serif fonts, characterized by their clean, uncluttered appearance, are favored by many brands—including tech titans like Google and Microsoft—due to their superior readability on smaller screens.
According to Rasmus Wängelin, Spotify’s Global Head of Brand Design, Spotify Mix features a blend of “sharp angles and smooth curves,” resulting in a font with a “distinctive character.” Wängelin elaborated in a blog post, stating, “In creating this typeface, we broke away from conventional typographic boundaries, integrating elements from various font styles. This method reflects the dynamic and ever-evolving landscape of audio culture.”
Spotify Mix will replace Circular, the previous font designed by Swiss creator Laurenz Brunner. This transition underscores the importance of unique font styles in establishing a brand’s identity. While a font change may seem trivial to some, it can significantly influence public perception. For example, a font like Comic Sans, often criticized for its childlike and unrefined look, can provoke a strong negative reaction from users.
Numerous major companies have refreshed their fonts to better express their brand identity. In 2021, Twitter/X introduced its custom font, Chirp, to enhance personality and content legibility. Similarly, Instagram’s visual overhaul included the introduction of a new proprietary typeface. Microsoft’s transition from Calibri as the default Office font created considerable buzz, while Google’s launch of Material Design brought an updated version of its system font, Roboto.
The rollout of Spotify Mix begins today and will continue over the coming weeks. The new font is currently available for content in “all languages with Latin-based scripts, as well as Vietnamese,” as stated by the company.
