Snickers (or “be not something, be yourself”) has become an integral part of the shiny chocolate-laden supermarket shelves. Introduced in 1930, it boasts almost a century of confectionery history, making its latest project seem long overdue. We finally have a custom Snickers font.
Snickers Sans, a refined take on the classic American Gothic font family, is an instantly recognizable font that captures the bold energy of the legendary chocolate treat. As one of the best logos in the confectionery industry, the Snickers logo proves how effective a simple yet striking design can be in creating an identity that lasts for generations.
Created by type designers Studio Drama in collaboration with global branding agency JKR, the new typeface takes cues from the visual DNA of the Snickers word brand. Inspired by the “distinctive ‘S’ spine, the rhythm of vertical strokes and angled terminals,” the brand’s playful character is woven throughout the alphabet of letterforms.
Snickers Sans Display offers both epic and everyday styles, so it can be casual, bold and eye-catching, transforming headlines, packaging and campaigns. Snickers Sans Text works well with Display fonts, with regular and bold text weights to ensure legibility and accessibility across all brand text.
The project also saw the iconic Snickers logo revamped, improving the spacing and structural relationships between the letters while tightening up subtle details to achieve an elevated yet subtle change. With a clean take on the iconic identity, Studio Drama’s refresh moves the brand into a new era of confidence while preserving the essential Snickers attitude.
Credits:
All images courtesy of Snickers/Studio Drama.
