Apple’s New Typeface in Maps: Avenir

by jfjudah

Apple uses Myriad Pro (with a few tweaks) for its company branding. They used Helvetica for most of iOS until they switched to Helvetica Neue, which they still use now. They have consistently added new typefaces to their reading applications, like iBooks. And they use context-specific typefaces where needed, such as with the LED numerals for sports scores.

With the announcement of iOS 6 and iPhone 5, their video showed a clear all-purpose sans used in Maps.

The lowercase a is not right for it to be Futura, Frutiger, or Proxima Nova. The lowercase y is not right for it to be Soleil, Gotham, or Lucida Sans.

It’s Adrian Frutiger’s Avenir, the latest addition to the good stockpile of typefaces on Apple systems. Avenir is yet another answer to the desire for a Futura that is not Futura. Frutiger wanted something with more personality and a less harsh presentation than Futura on the printed page. Avenir is still geometric and still understated, but slightly more readable. And let’s hope so because your ability to arrive fashionably late now depends on it.

Avenir Next Image from fonts.com

Avenir Next Sample from fonts.com

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