10/22/2026
Weighty Words
Fonts can be very personal, and when utilized strategically, visually embody the unique attributes of a brand or product. They can become a storytelling device, and savvy designers often deploy them as such—we certainly do here at Axio. And nothing lights up our eyes quite like a truly custom font, bespoke and purpose-built. We came across a cool recent example utilized by the London-based football club Arsenal, whose rich 140-year history offers fertile ground for meaningful creative exploration. This season, the club’s marketing has featured a custom typeface honoring (and named for) a beloved former player—this creates a direct connection to the fanbase and the style, distinctly English, evokes chivalry and grace, attributes longtime supporters of the club will associate with the star midfielder. Legibility matters, of course, and so the club wisely uses the font only as a splashy accent, adorning social media and stadium graphics as well as match-day memorabilia like programs and apparel. All part of a winning strategy.