Spotify’s latest update clearly changes the audio streaming service to improve the experience for your eyeballs, not your ears. Spotify Mix — the company’s new custom font — will begin rolling out today, replacing the rounded font variant Spotify currently uses across its apps and desktop experiences.
Rasmus Wängelin, global head of brand design at Spotify, said the confusing name is a nod to “the dynamic and evolving nature of audio culture over the years.” Spotify Mix was developed in partnership with Berlin-based foundry Dinamo Typefaces, and Wängelin says the new variable font design is “quite literally a remix,” incorporating elements from a variety of different font styles.
“The result is a sans serif typeface that blends characteristics of classic and modern styles to create a unique look,” Wängelin said in a Spotify press release. “We cleverly combined sonic shapes to evoke a sense of rhythm. The combination of sharp angles and smooth curves gives the typeface a unique personality, giving it a quintessential Spotify feel.
The company intends to use Spotify Mix for everything from playlists to marketing campaigns. Because this is a variable font—which basically means things like weight, width, slant, and other variables can be changed without the need for a separate file—Spotify customization should be very easy. This provides some creative flexibility, allowing content such as playlist covers, promotional videos, and other content to appear more diverse while still sharing a cohesive design.
The wordmark in the Spotify logo will also be updated with the new font, which can already be seen on the company’s news portal. Languages with Latin script and Vietnamese written content will be available on Spotify Mix first, with the service rolling out gradually “over the coming weeks.”
