The transition toward more refined, custom typography gained momentum around when the font was updated and expanded. This coincided with a broader brand refresh led by agencies like VCCP and Holmes Wood , who aimed to modernize the airline's livery and advertising for its 20th anniversary.
As the new millennium progressed, EasyJet began refining its brand. The shift moved away from the retro, novelty feel of Cooper Black toward a cleaner, rounded sans-serif style. This is where the search for the usually begins for designers. EASYJET ROUNDED BOOK FONT
EasyJet’s branding adopted this philosophy. The logic was simple: The transition toward more refined, custom typography gained
The most significant shift in EasyJet
Why did EasyJet choose a 70-year-old serif font for a modern airline? The answer lies in psychology. Cooper Black is unpretentious. Its rounded serifs and thick strokes feel friendly and unthreatening. It told the consumer, "We are easy. We are approachable. We aren't a corporate monolith." The shift moved away from the retro, novelty