The "Book" weight in typography is traditionally designed to be slightly thicker than a standard light or regular weight, making it highly legible for body copy, digital user interfaces, and printed marketing materials.
In the world of typography, fonts play a crucial role in shaping the visual identity of a brand. For airlines, in particular, a distinctive font can make all the difference in setting them apart from competitors and creating a lasting impression on customers. EasyJet, one of Europe's leading low-cost carriers, has recently unveiled its new brand font, aptly named EasyJet Rounded Book Font New. In this article, we'll take a closer look at this innovative typography and what it means for the airline's brand identity.
As EasyJet continues to roll out its new brand identity, we can expect to see the EasyJet Rounded Book Font appearing across a range of marketing materials, from advertising to in-flight magazines. Here are a few potential applications of the font:
Designed by the legendary Oswald Bruce Cooper in 1921 and released in 1922, Cooper Black is a bold serif typeface with thick, soft, and distinctly rounded strokes. This unconventional choice for a modern brand is a stroke of genius. Its friendly, playful, and heavy letterforms perfectly embody easyJet's brand promise of 'cheap and cheerful' air travel, giving the impression of being warm, approachable, and casual. Paired with the airline's signature bright orange (Pantone 021C), the Cooper Black logo becomes a powerful and unforgettable beacon of low-cost, no-frills travel. It's a classic case of a brand owning a look and feel so distinctly that it's impossible to mistake for any other airline. easyjet rounded book font new
remains strictly reserved for the business name/logo itself. Digital Integration
Understanding the complete picture of easyJet's fonts involves more than just one typeface. The airline employs a strategic two-font system, clearly separating the brand's identity from the information it needs to convey.
: The lowercase letters feature an elongated x-height. This design choice keeps data-heavy elements—such as flight numbers, gate listings, baggage pricing tables, and time stamps—exceptionally clear and easy to read quickly at a distance or on a mobile screen. Digital Performance: The App and Web Overhaul The "Book" weight in typography is traditionally designed
The keyword here is new . The "new" rounded book font isn't just static.
Designers and UX researchers have identified several custom fonts now utilized within the easyJet ecosystem , including:
EasyJet didn't choose this font arbitrarily. They commissioned a study of passenger stress points. Research in environmental psychology shows that sharp angles trigger the amygdala—the brain’s fear center. Rounded objects, by contrast, activate the anterior cingulate cortex, which is associated with reward and safety. EasyJet, one of Europe's leading low-cost carriers, has
In recent years, low-cost airline EasyJet has undergone a quiet but significant visual transformation. Central to this update is the introduction of a custom typeface, often referred to informally as “EasyJet Rounded Book.” This new font replaces the previously sharper, more utilitarian sans-serifs, marking a shift from purely functional communication to a warmer, more approachable brand personality.
: It is based on the original easyJet logo, which was originally designed by the agency Saatchi & Saatchi in 1995.
While Cooper Black anchors easyJet's visual identity, the airline has a secondary, exclusive typeface family built specifically for the digital age. This is where "easyJet Rounded" comes into play.
: Paired with the iconic "easyJet Orange" to create a high-contrast, instantly recognizable look. similar open-source alternatives for your own projects, or are you looking for technical specifications of the font file?