Alongside icons and pictograms, letters are the most fundamental form of visual content. For brands, typography serves as a powerful tool for differentiation, with type design being a specialized craft that shapes the character of every arc, stroke and angle. Explore how the airline industry approaches typography.
Custom fonts are industry standard, with over 80% of the text on leading airline websites using them to enhance brand uniqueness.
Custom font
82%
Standard font
18%
No frills: 88% of the text on leading airline websites uses sans serif fonts for headlines and body copy.
A rather uniform world: Type sizes on the global websites of the world’s biggest airline brands are rather similar.
Headline 1
36px
Headline 2
28px
Headline 3
20px
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16px
16px
0px
20px
40px
60px
80px
100px
H1
H2
H3
Copy
Button