This History of VAG Rounded
Part One of Creating a Typographical Specimen Landing Page
The Task
Create a well structured and designed web desktop landing page that is optimized for conversion and showcases the typeface, VAG Rounded.
This is Part One of a two part case study of Creating A Typographical Specimen Landing Page. You can find the next part here.
Research
Prior to this project I had never heard of VAG Rounded. In fact, if you had shown me the name of this typeface, I would assume it was meant for feminine products. Who would name a typefaceVAG? So many questions. Little did I know that the Macbook Air I was typing on uses this typeface on its keyboard.
History
In the early 1970s, Volkswagen and Audi merged together to form Volkswagen Aktiengesellschaft (Volkswagen AG), an umbrella company that would sell more than just auto-related products. They needed a new strategy to make this company different and a new, distinct typeface would be an integral part of this.
At the time, Volkswagen had Futura as their typeface and Audi used Times. Just like how both companies were joined together, combining both fonts into a new one would be suitable. However there was a roadblock: how can a sans-serif font like Futura and a serif font like Times be combined? This is where the concept of a rounded typeface was conceived.
The designer of VAG Rounded is disputed with some people arguing that the UK firm, Sedley Place, designed it while others say GGK Düsseldorf was the genius behind the font. Ferdinand Ulrich says that the typefaces originally took shape in the minds of Wolf Rogosky and Gerd Hiepler.
The full name of the font is also argued upon, primarily because Volkswagen did not want legal issues, should the joined companies separate. Some speculate that VAG stands for Volkswagen Audi Group.
In 1980, the font was published for public use by Berthold, and in 1994, Volkswagen AG discontinued its use within their company due to rebranding.
Uses
Since its conception in 1979 for the Volkswagen AG, VAG Rounded has been used in several major marketing campaigns and notable products.
Volkswagen used VAG Rounded to market their family vans and other automobiles. Disco Inferno used it on their album cover. Jollibee, a filipino fast food chain, uses this typeface in their logo. Reddit also uses it as their logo font. Novo Mell, a honey company, uses it in their logo. Apple made VAG Round the typeface of their keyboards. Bank Western made use of it in their happy banking initiative.
Discovery
VAG Rounded has been used for a wide range of products and I had trouble pinpointing its one true purpose. After distancing myself and looking at the full picture, I realized that VAG is simply friendly. It’s welcoming and safe. There are no hard edges or fancy flourishes. It is simply a gentle and welcoming typeface. This is why it works so well for selling family vans, honey, restaurant services, and financial plans. You can trust VAG. It is so clean and readable that Apple made it the face of their keyboards since 2003.
This is Part One of a two part case study of Creating A Typographical Specimen Landing Page. You can find the next part here.
