Typography in 2025: How Rebrands Are Using Type to Tell Their Story
🔤 Typography is more than just letters, it's a visual voice that conveys a brand's personality. In 2025, several brands undertook rebrands, each using distinctive typographic choices to express who they are and where they’re heading. Here’s a look at what they did with their typefaces and what we, as designers, can learn from them.
Monzo: Bold and Youthful
Monzo, the UK-based digital bank, refreshed its identity to better connect with its energetic, mobile-first audience. The updated typeface embraces soft, rounded forms that feel friendly and human, supported by clean layouts and pastel gradients. Combined with playful motion graphics, the typography helps position Monzo as a modern approachable brand - the opposite of the traditional high street bank aesthetic. The result is a look that feels tech-driven but personal, reflecting the confidence of a digital-first generation.
RIBA: Balancing Tradition and Modernity
The Royal Institute of British Architects (RIBA) rebrand walks a careful line between heritage and progress. Its new sans-serif logotype replaces a more formal serif with something cleaner and more assertive, complemented by a brighter red palette. The typography carries authority without feeling outdated, ensuring the institution remains relevant to contemporary architects and students alike. Retaining the classic RIBA crest adds a sense of legacy, while the new letterforms speak to modern creativity and innovation in design.
GOV.UK: Simplifying for Clarity
The UK government’s digital arm rolled out a refined identity aimed squarely at usability. Typography plays a central role here - bolder weights, clearer spacing, and simplified hierarchies improve legibility across devices and accessibility for all users. The GOV.UK design system has always been admired for its functionality; this rebrand reinforces that, proving that good typography isn’t just aesthetic - it’s practical design for everyone.
Prezzo: A Fresh Italian Identity
Prezzo’s 2025 rebrand - now “Prezzo Italian” - brought a brighter, more inviting tone to the restaurant chain. The new type treatment feels confident yet relaxed mirroring the brand’s shift toward contemporary Italian dining. Clean letterforms, generous spacing and warm colour accents replace the heavier, darker identity of previous years. The typography now aligns more closely with the experience of the restaurant itself: modern, fresh and distinctly Mediterranean.
Amazon: Global Consistency
Amazon’s global rebrand introduced Amazon Logo Sans, a bespoke typeface designed to unify over 50 sub-brands. Every curve and counter is optimised for legibility across packaging, digital interfaces and advertising. The move reflects a growing trend among major brands - using custom typography to maintain visual consistency on a massive scale. For Amazon, this isn’t just design; it’s infrastructure. The typeface helps the world’s biggest retailer feel cohesive.
🎨 Design Takeaways
Custom fonts are on the rise: Brands are investing in unique typefaces to express personality and ensure distinctiveness.
Digital readability is crucial: Clear, accessible typography supports better user experiences and brand trust.
Consistency across platforms: Cohesive type systems create recognisable, reliable brand visuals.
By understanding these rebranding efforts and their typographic choices, designers can draw inspiration and apply similar strategies to their projects. Whether you're working on a client rebrand or a personal project, selecting the right font is a powerful tool in conveying your brand's message. If you need help determining which font to choose or crafting something bespoke, get in touch.
