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To understand the significance of the new rounded font, one must first appreciate the weight of its predecessor. For decades, EasyJet utilized Cooper Black, a heavy, rounded serif typeface originally designed in 1921.
Cooper Black was a masterstroke of early branding for the airline. It was distinctive, readable from a distance, and possessed a chunky, unpretentious confidence. It screamed "no-frills" in the best possible way. However, as the low-cost market saturated and competitors like Ryanair and Wizz Air fought for dominance on price alone, EasyJet sought to differentiate itself on service and "ease." The Cooper Black, while iconic, began to feel slightly retrograde and heavy. It represented the airline’s past: bold, loud, and unrefined.
Introduction 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.
What is “EasyJet Rounded Book”? “Rounded Book” describes a specific weight and style within a geometric sans-serif family where terminal strokes (the ends of letters like ‘c,’ ‘e,’ or ‘s’) are softened with curves rather than sharp corners. While EasyJet has not publicly named a single proprietary font, the appearance closely mirrors commercial typefaces such as FF Mark Round or VAG Rounded (the latter famously used by Volkswagen). Key characteristics include:
Strategic Rationale EasyJet’s choice of a rounded, book-weight font serves three business goals:
Comparison to Previous Branding | Feature | Old Font (c. 2015–2021) | New Rounded Book | |---------|--------------------------|------------------| | Corners | Sharp, squared | Fully rounded | | Weight | Regular to Bold | Book (medium) | | Spacing | Tighter | Generous (increased tracking) | | Tone | Authoritative, efficient | Welcoming, clear |
Implementation The new font appears across:
Conclusion EasyJet’s adoption of a rounded book-style font is more than a cosmetic refresh. It reflects a deliberate UX-driven strategy: making every piece of brand communication feel softer, more legible, and less stressful. In an industry where emotional comfort is a premium feature, EasyJet has found a way to deliver it through typography—without raising the ticket price.
Note: Because EasyJet does not publicly license “EasyJet Rounded Book” as a commercial typeface, designers often approximate the look using VAG Rounded Next or Montserrat Alternates with manual rounding effects.
It was 3:47 AM in the fluorescent purgatory of Gatwick’s North Terminal. Leo stared at the departure board, which flickered through its mechanical carousel of delayed flights. His own flight to Edinburgh had been bumped three times. His phone was dead. His coffee was cold.
And his book was wrong.
It wasn’t the story that was wrong—it was the font.
Leo was a typography consultant, a niche profession that had, until tonight, brought him a quiet sense of superiority. He could spot a fake Helvetica from fifty paces. He knew the subtle tragedy of using Arial for a wedding invitation. But this… this was new.
He had picked up a cheap thriller from the airport WHSmith to kill the endless hours. The cover was generic: a silhouette running down a wet alley. But when he opened it, the body text was… unsettling.
It was a rounded sans-serif. Soft. Friendly. Almost bouncy. Like the lettering on a child’s toy or a budget airline safety card.
EasyJet.
Leo’s blood ran cold. He turned the book over, squinting at the copyright page. Printed in tiny, honest type: Body text set in “EasyJet Rounded Book” – custom typeface. New. easyjet rounded book font new
No such typeface existed. He knew every commercial font library. He had memorized the licensing catalogs. EasyJet Rounded was not a thing.
He looked around the gate area. A woman in a beige coat was reading the same book. A man in a suit was holding a copy, his lips moving silently. Leo walked over to a teenager glued to a tablet.
“Excuse me,” Leo whispered. “What font is your e-reader using?”
The kid didn’t look up. “Dunno. It’s called ‘EasyJet New.’ Just showed up in an update yesterday.”
Leo’s throat tightened. He rushed to the airport bookstore. The clerk, a bored young woman with purple hair, shrugged when he demanded to see the font file.
“All our new stock came in like that last week,” she said. “Printer said it was a ‘corporate refresh.’ Cheaper licensing or something.”
“But it’s EasyJet,” Leo insisted. “An airline. Why would Penguin Random House use an airline’s proprietary font?”
The clerk leaned closer. “You ever read the words, though? Actually read them?”
He hadn’t. Not really. He’d only looked at the shapes of the letters. Now he opened his book to a random page—chapter fourteen, the detective closing in on the killer. But as his eyes traced the soft, rounded curves of the text, the words began to shift.
He ran down the corridor became He rolled gently down the welcoming corridor.
The gunshot was loud became There was a brief, manageable pop.
She died alone became She experienced a brief period of unaccompanied rest.
Leo looked up. The gate area had gone quiet. No babies crying. No announcements. Just the soft hum of air conditioning and the rustle of identical rounded-font pages turning in unison.
The purple-haired clerk smiled. Her teeth looked a little too even. “You’ll get used to it,” she said. “It’s friendlier this way. No sharp edges. No surprises.”
Then the PA system crackled to life—but instead of the usual harsh digital squawk, the voice was warm, almost maternal.
“Attention, passengers. Your delayed flight to Edinburgh will now begin boarding at Gate 14. Please proceed in a calm, rounded fashion. There is no turbulence. There never was.” To understand the significance of the new rounded
Leo looked at his ticket. It had changed. Where it once said Standard Economy, it now read EasyJet Rounded Book – New Edition.
And below that, in a font so soft it felt like a whisper: You don’t need to leave. You just need to settle in.
He sat back down. Opened the book to page one. And for the first time in his life, Leo stopped looking at the letters and started believing what they said.
Outside the window, the plane had no edges anymore. Just a smooth, egg-white oval, waiting to take him somewhere he already agreed to go.
The easyJet Rounded Book font is a custom, exclusive typeface designed for easyJet Airline Company Limited. Developed to replace older standard fonts like Futura Book in the airline's body copy, it provides a modern, soft aesthetic that complements the iconic Cooper Black used in the main easyJet logo. The Evolution of easyJet's Typography
For decades, easyJet's brand identity was defined by two primary typefaces:
Cooper Black: A bold, 1920s-era serif font used for the logo and business names. It is celebrated for its "chubby," friendly appearance that helped establish the "easy" brand.
Futura Family: Historically, easyJet used Futura Bold for headlines and Futura Book or Futura Light for body copy.
In an effort to modernize and create a more cohesive visual identity, the airline transitioned toward custom fonts, leading to the creation of the easyJet Rounded family. Features of easyJet Rounded Book
The "Book" weight of this custom typeface is specifically engineered for legibility in print and digital communication materials. Key characteristics include:
Geometric Precision: Like the Futura it replaced, it maintains clean geometric shapes but adds softened, rounded terminals.
Humanist Vibe: The rounding makes the font feel more "organic, warm, and friendly," aligning with the airline's "low-cost but approachable" brand values.
Versatility: The family includes multiple weights such as Light, Book, Medium, and Bold, allowing for consistent branding across flight itineraries, website interfaces, and onboard signage. Design and Licensing
The easyJet Rounded font family was designed by Dalton Maag, a renowned London-based type design studio. Because it is a bespoke typeface, easyJet Rounded Book is not available for public purchase or commercial use; it remains a trademarked asset of easyJet Airline Company Limited.
For designers seeking a similar "new" aesthetic, alternatives often cited by font enthusiasts on platforms like Abstract Fonts and Onlinewebfonts include: VAG Rounded: A classic geometric sans-serif.
Maax Rounded: A contemporary alternative with a humanist feel. Comparison to Previous Branding | Feature | Old Font (c
Mohr Rounded: A professional-grade typeface known for organic, soft terminals. What Font Does EasyJet Use? - Subframe
Perhaps the most controversial change. The magazine, The Traveller, switched from a multi-column serif body text to EasyJet Rounded Book for all headlines and captions. The result is a tactile, almost retro-future feel. It looks like the typography from The Jetsons—optimistic and light.
The genius of EasyJet Rounded Book is that it isn't just a logo change. It is a system.
The keyword here is new. The "new" rounded book font isn't just static.
easyJet is currently testing Variable Font technology. Because the font is "Rounded Book," it has a variable axis. This means:
This kinetic typography is the bleeding edge of UX design.
Not everyone is a fan. Typography purists on Reddit have dubbed it "Comic Sans for the clouds." They argue that rounded fonts lack sophistication and cheapen the brand further.
But EasyJet’s data suggests otherwise. In A/B tests at London Luton Airport, passenger wayfinding errors dropped by 12% after the font implementation. More importantly, the font includes disability-driven features: The lowercase 'a' and 'e' are designed with distinct, non-symmetrical bowls to help dyslexic readers distinguish between them—a rarity in low-cost airline branding.
The new typographic direction, spearheaded by the agency Northbrand and often displayed through their custom typeface Easy (or similar rounded sans-serifs in their print marketing), represents a distinct departure.
While the tail fins still retain the classic logo for heritage, the marketing collateral, app interfaces, and in-flight magazines have embraced a modern, rounded book font.
A "book" weight refers to a font weight that is lighter than a "bold" but slightly heavier than a "regular," designed specifically for optimal readability in sustained text. By adopting a rounded sans-serif in this weight, EasyJet achieves two things:
To understand the "new," we must look at the "old."
For nearly two decades, easyJet relied on a standard, aggressive sans-serif font—usually a modified version of Frutiger or Arial. Why? Because low-cost carriers historically used typography that screamed efficiency. Sharp lines suggest speed, precision, and no-nonsense budgeting.
The Old Look (2010–2022):
The New Look (2023–Present):