The solution was to take inspiration from music, and more specifically from mashup culture. The result is Spotify Mix, a medley of typographic styles that's rolling out in text and in the Spotify logo.
Spotify Mix has already begun rolling out, replacing Circular, a non-bespoke typeface as the main Spotify font, blending classic and contemporary styles and incorporating shapes of sound waves for a rhythmic feel.
Rasmus Wängelin, Global Head of Brand Design at Spotify, said the brand 'broke free from traditional typographic constraints and merged elements from a variety of font styles' to mirror the dynamic nature of audio culture.
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