Spotify has been switching things up this year, especially lately. And now, they are rolling out their own font, Spotify Mix, to create a unique kind of appeal to their users across their UI.
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Sounds may seem like all that matters with audio streaming services, yet visuals contribute to how users feel using them and how likely they are to enjoy their experience. So it makes sense for them to make a few changes every now and then and improve UI appearances.
Spotify Mix, the companyβs new font, starts rolling out today to replace the Circular font that Spotify uses for their UI across devices. A fresh new look that may seem minor but will make the audio streaming platform stand out with its unique visual identity.
Spotify Mix is a sans-serif typeface designed in partnership with Dinamo Typefaces, a Berlin-based type design studio that has worked with major companies, including Burberry, Discord, Nike, Patreon, and Tumblr, among others. Sans-serif fonts are simpler-looking than serif fonts and are popular among many brands, including tech giants Google and Microsoft. The font type is also known to be more accessible because itβs easier to read on smaller devices. TechCrunch
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"A combination of sharp angles and smooth curves" - Global Head of Brand Design at Spotify Rasmus WΓ€ngelin describes the font - "gives the typeface a distinctive character that feels quintessentially Spotify."
βTo design this typeface, we broke free from traditional typographic constraints and merger elements from a variety of font styles. This approach mirrors the dynamic and evolving nature of audio culture over the years,β Rasmus continued in Spotify's blog post.
Spotify plans to use Spotify Mix on everything, and that includes playlist covers and marketing posters and campaigns. This is to further promote their brand and cement their unique appeal. It is a variable font that would allow Spotify to change its weight, slant, width, and the like, meaning it would be easy for them to customise and implement where necessary.
This serves as an example for brands and startups, showing the relevance and effect of even subtle yet effective changes such as this visual brand identity update, which can provide a sense of uniqueness. Using generic fonts, or even worse, disliked fonts like Comic Sans, may not send the proper impression to users.
Spotify Mix is rolling out today and will begin with "content written in all languages with Latin-based scripts, as well as Vietnamese." The new font can now be seen across the company's portal, For The Record.
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