Spotify remixes different fonts to create new bespoke typeface

Spotify has introduced a new bespoke typeface called ‘Spotify Mix’ that aims to better reflect the vibrancy and creativity of its community while providing the brand with more versatility.

Done in collaboration with Berlin-based foundry Dinamo Typefaces the new font is a sans-serif typeface that blends features from both classic and contemporary styles including narrow and wide elements to allow for more diverse application.

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“To design this typeface, we broke free from traditional typographic constraints and merged elements from a variety of font styles. This approach mirrors the dynamic and evolving nature of audio culture over the years,” said Rasmus Wängelin, global head of brand design at Spotify.

“We subtly incorporated the shapes of sound waves to evoke a rhythmic feel. The combination of sharp angles and smooth curves gives the typeface a distinctive character that feels quintessentially Spotify,” explained Wängelin.

Akin to a remix, the video Spotify released in tandem with its new font showcases the font’s ability to dynamically pulse and stretch like an audio wave. This marks a striking visual change in its playlist covers that are typography-focused and gives the brand room for variation while staying true to its brand guide.

Spotify Mix replaces the current Spotify Circular font in its in-app and desktop experiences which is a modified and rounded version of Gotham, according to media reports. It will also be utilised in marketing campaigns.

As Spotify continuously creates new experiences for its listeners, it recently launched a new interactive experience to celebrate K-Pop fans and their passion for the genre. It comes after Spotify observed a significant surge in K-Pop streams, with an increase of more than 180% in the United States, over 420% in Southeast Asia, and over 360% globally.

When participants enter the experience, they will be asked five questions about the way they stand to help determine what their role might be in a K-Pop group. Inspired by the roles usually assigned to group members, participants could be a main visual, a main vocal, a main rapper, a main dancer, or a trainee.

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