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Yet, it is the “Rounded” attribute that performs the true alchemy. Typographic terminals—the ends of strokes on letters like ‘c,’ ‘e,’ or ‘s’—are usually flat, squared-off cuts. In the EasyJet Rounded Book, these terminals are softened into semicircles. In semiotics, a circle implies safety, wholeness, and softness, whereas a square implies precision, danger, or structure. An airplane is full of sharp edges—tray tables, seatbelt buckles, overhead bins. By surrounding the passenger with rounded letters, EasyJet provides a visual anxiolytic. The rounded ‘a’ and the soft ‘g’ mimic the friendly, non-threatening curves of a child’s toy or a pillowy cloud. They are the typographic equivalent of de-icing the wings: they remove the sharp edges that cause friction and fear.
If you want a headline that feels welcoming rather than aggressive, this rounded style is ideal. 3. Typography Best Practices
Developed by Dalton Maag , a renowned London-based type design studio, to modernize the brand's visual language.
In recent years, easyJet has transitioned to using custom-developed typefaces for its digital interface and modern advertising campaigns to appear more contemporary while retaining its "friendly" brand voice. These include: Dave Robinson Design the easyGroup brand manual
: It is often described as a thin, modern, and fresh typeface, providing a sharp contrast to the heavy, retro Cooper Black used in the main logo.
Standard aviation typography historically aimed to convey safety, stability, and authority—think sharp serifs like Times New Roman or rigid grotesques like Helvetica. Rounded typefaces, by contrast, trigger the brain's reward centers. Studies in typography show that rounded letters are perceived as:
You can achieve 95% of the same look using legal alternatives.
Strictly speaking, "EasyJet Rounded Book" is not a publicly available commercial font like Helvetica or Arial. It is a (or a heavily modified version of an existing sans-serif) commissioned by the airline’s branding agency.
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Yet, it is the “Rounded” attribute that performs the true alchemy. Typographic terminals—the ends of strokes on letters like ‘c,’ ‘e,’ or ‘s’—are usually flat, squared-off cuts. In the EasyJet Rounded Book, these terminals are softened into semicircles. In semiotics, a circle implies safety, wholeness, and softness, whereas a square implies precision, danger, or structure. An airplane is full of sharp edges—tray tables, seatbelt buckles, overhead bins. By surrounding the passenger with rounded letters, EasyJet provides a visual anxiolytic. The rounded ‘a’ and the soft ‘g’ mimic the friendly, non-threatening curves of a child’s toy or a pillowy cloud. They are the typographic equivalent of de-icing the wings: they remove the sharp edges that cause friction and fear.
If you want a headline that feels welcoming rather than aggressive, this rounded style is ideal. 3. Typography Best Practices
Developed by Dalton Maag , a renowned London-based type design studio, to modernize the brand's visual language.
In recent years, easyJet has transitioned to using custom-developed typefaces for its digital interface and modern advertising campaigns to appear more contemporary while retaining its "friendly" brand voice. These include: Dave Robinson Design the easyGroup brand manual
: It is often described as a thin, modern, and fresh typeface, providing a sharp contrast to the heavy, retro Cooper Black used in the main logo.
Standard aviation typography historically aimed to convey safety, stability, and authority—think sharp serifs like Times New Roman or rigid grotesques like Helvetica. Rounded typefaces, by contrast, trigger the brain's reward centers. Studies in typography show that rounded letters are perceived as:
You can achieve 95% of the same look using legal alternatives.
Strictly speaking, "EasyJet Rounded Book" is not a publicly available commercial font like Helvetica or Arial. It is a (or a heavily modified version of an existing sans-serif) commissioned by the airline’s branding agency.
