Custom Typeface System And Logotype Refinement For Snickers
Epic vs Everyday: two Display styles designed to sell candy differently.
Studio DRAMA developed a bespoke typeface system and refined the iconic Snickers logotype to modernize its visual identity. The project balanced heritage with contemporary appeal, ensuring consistency across global brand communications.
Insights
- The core move was translating the Snickers wordmark into a complete, scalable typographic language: DRAMA built “Snickers Sans” by extracting brand DNA (notably the distinctive S spine and rhythmic vertical strokes) and mapping it across a cohesive alphabet, then pairing it with a refined logotype.
- The type family is structured as a system with clear use-cases: expressive Display styles (Epic and Everyday) for headlines, packaging, and campaigns, plus a functional Text companion (Regular and Bold) for product information and digital interfaces—so the same voice works in both loud and quiet typography.
- Aesthetically, Snickers Sans draws from American Gothic display traditions, using strong verticals, confident proportions, and angled terminals to echo the brand’s direct, energetic personality—turning formal letter-shape decisions into brand behavior.
- Built for global consistency, the system supports 300+ languages, including Greek and Cyrillic, allowing Mars to deploy one typographic voice worldwide rather than relying on mismatched regional substitutes.
- The project was created in collaboration with JKR and Mars, positioning the typeface not as a one-off campaign asset but as infrastructure: an iconic logo extended into an everyday toolkit for packaging and digital touchpoints.
