Everything old is new again; every trend has its revival. This is how it often seems − and usually is the case, in fact. These days, if you take a look at a lot of company logos, you’ll notice one particular trend. Well-known companies like Rewe, Otto or tegut all have it: rounded fonts.
The last noticeable peak in this rounded trend was in the 70s and 80s. Since that time, a number of rounded Grotesque variations have come about, such as ITC Souvenir, ITC Bauhaus, Pump, Blippo and ITC Benguiat Gothic. The trend of rounded shapes is also fully evident in the Serifs, however, as in the Windsor, Cooper Black or the classic König Antiqua fonts. And Balloon, Dom Casual, Wiesbaden Swing or the disputed Comic Sans prove that even the calligraphic fonts have not escaped this trend.
Well-known companies that have depended on rounded fonts for years for their branding include, for example, ZDF, with its design by Otl Aicher from 1973, car manufacturer VW, which has used a rounded font since the end of the 1970s, and the oil company Aral.
In the current age of social media, rounded fonts are popular once again. They reflect a sense of the technical, but are also soft and trustworthy, which makes them well suited to the era of the Internet. The logos of Skype and Twitter are good examples.
The rounded trend also made its mark on Monotype. Additional styles with rounded corners were added to fonts like Avenir Next, Museo Sans or DIN Next in order to adapt and expand the font options to the demand for rounded fonts.