Variable fonts — the future of typography and graphic design

n opportunity for companies to create something truly unique and customized, further defining and strengthening their brand identity.

In 2016, during the ATypI (Association Typographique Internationale) conference in Warsaw, Adobe, Apple, Google, and Microsoft — four of the world’s largest digital companies — announced the launch of variable fonts (VF) through the addition of Font Variations to the standard OpenType format. A decision destined to revolutionize the world of graphic design, especially on the web.

What are variable fonts?

A variable font is a single file that contains multiple styles, generated along different axes.

Three key features make this innovation so groundbreaking:

• File size: Variable fonts dramatically reduce storage requirements.
  Previously, each style of a typeface (e.g., bold, italic, etc.) required a separate file. Now, all variations are contained within a single file.
• Infinite variations: Variable fonts provide remarkable flexibility in terms of possible variations — spacing, slant, and all the classic font attributes — making the number of potential styles virtually infinite through the combination of axes.
• Adaptability: Variable fonts can automatically adjust depending on the device or screen on which they are displayed (in this case, referring to digital media).

This revolution is transforming the roles of both type designers and foundries.
The ability to design new typefaces will become increasingly valuable, as will the role of the graphic designer — who must now navigate a much broader spectrum of creative choices. The greater the customization potential, the greater the creative responsibility.

How will the world of printing change with variable fonts?

On websites, the revolution is already underway. For over a year now (since May 2020), all major browsers have supported variable fonts. As for printing, however, exporting to PDF still presents some challenges, since variable data is not yet fully embedded — which limits editing capabilities in Adobe Acrobat. We may see progress in the coming months, especially if market demand pushes Adobe to accelerate development.

Still, even for the world of print, the use of variable fonts represents a tremendous opportunity. The time is not far off when variable typography will become the new standard for everyone.

At that point, every brand seeking to define its identity even more distinctly will have the chance to create something truly unique, customized, and virtually inimitable — even from a typographic standpoint.

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An opportunity to seize

Variable fonts also present an exciting opportunity for the labeling industry — enabling the creation of ever-changing designs and labels that tell a brand’s story more vividly.

The use of variable fonts could integrate seamlessly with other forms of graphic customization already available. A notable example is the Balbiano winery, recently featured on our blog, which used the COLLAGE function of HP Indigo’s Digital SmartStream Designer software to produce variable labels.

Soon, therefore, any forward-thinking company eager to communicate in an innovative way — even through print — will have an additional creative tool at its disposal: variable fonts.