Exploring the impact of typography with Facundo Boggino, Creative Director at FutureBrand Madrid

“When something changes visually it is a response to a deeper shift. We often focus on the superficial aspects, but it's essential to recognise that this isn't merely a change in type; it's a type of change.”

Creative Director at FutureBrand Madrid, Facundo Boggino shares his thoughts on a recent The New York Times article, while underscoring a crucial aspect often overlooked in business strategy: the impact of typography. Typography isn't merely about aesthetics; it's a strategic tool that can profoundly influence brand perception, user experience, and ultimately, business outcomes.

As highlighted in the article, the recent shift in Microsoft's default font exemplifies this phenomenon. From Times New Roman to Arial and then to Calibri, each transition mirrored broader generational shifts in both business and relationships.

Facundo adds, “Now, with the introduction of Aptos, a neo-grotesque font, we witness a move from softness to character—a more human and universally resonant style. Aptos embodies sharpness, straight edges, and enhanced personality, signalling a departure from blandness and excessive corporate demeanour. Its versatility caters to the expressive and personalised needs of newer generations, who seek tools that amplify their individuality.

Default typography serves as the written voice of a generation. With Calibri becoming obsolete, Microsoft's adoption of Aptos signifies a profound shift in their desired perception. Their focus on creators, functionality, personality, and user empowerment reflects a strategic alignment with evolving user needs.”

Image credit: Microsoft and Steve Matteson, typeface creator