The choice of a "book" weight specifically, rather than a heavy or black weight, is a nod to content consumption. EasyJet’s in-flight magazine, Traveler, and their destination guides rely heavily on inspiring photography and storytelling.
A rounded book font allows for block text that is legible but retains the brand’s specific visual DNA. It prevents the text from looking like a legal disclaimer (which often uses rigid, thin serifs) or a warning label (which often uses heavy bolds). It invites the passenger to read, to dream, and ultimately, to book their next holiday.
EasyJet Rounded Book is not trying to be luxury (that’s what Emirates’ refined serifs are for). It is trying to be resilient.
It is a font designed for the chaos of the 2020s travel experience: the delayed connection, the liquid bag explosion at security, the screaming toddler in row 14. By rounding the edges, EasyJet has admitted that flying is stressful—but the least they can do is make the instructions for getting to the gate look like a hug.
The final takeaway: The next time you glance at your phone and see "ON TIME" in EasyJet Rounded Book, notice how your shoulders drop slightly. That isn't just relief. It’s typographic design, doing its job at 35,000 feet.
Do you prefer the new rounded aesthetic, or do you miss the sharp, scrappy look of old EasyJet? Let us know in the comments.
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 easyjet rounded book font new
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. The choice of a "book" weight specifically, rather
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.
Mohr Rounded: A professional-grade typeface known for organic, soft terminals. What Font Does EasyJet Use? - Subframe Do you prefer the new rounded aesthetic, or
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.
When easyJet moves to a rounded book font, Ryanair and Wizz Air watch closely.
By moving to rounded, easyJet has carved out a unique psychological niche: The friendly affordable airline. In a landscape where "budget" implies "poor service," rounded typography says, "We are cheap, but we care."
Flying low-cost can be stressful—tight turnarounds, baggage anxiety, unknown airports. Rounded fonts have been proven in UX studies to reduce cognitive load. When a font feels "soft," the reader perceives the instructions as easier to follow. If the safety card is in a friendly font, passengers are more likely to read it.
No design change is without controversy. In typography forums, a small subset of "brutalists" argue that rounded book fonts look "childish" or "cartoonish."
The critique is valid. A rounded font is inherently informal. If easyJet decided to launch a corporate law firm or a funeral home, this font would be a disaster. But for a leisure airline that flies families to Majorca and groups to Amsterdam, informality is an asset.
Furthermore, the "Book" weight saves the design. It is not a bold, chunky display font. The thinness of the strokes retains the efficiency of the old brand while the curves add the warmth.