Cannes Lions

AAPIHM

SPOTIFY IN-HOUSE, New York / SPOTIFY / 2022

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Overview

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Overview

Execution

At Spotify, our brand font is Circular, a traditionally Western family of typefaces. To inject some authenticity into our AAPIHM communications, we created the custom typeface “Heritage Display” which drew references from different Asian and Pacific Islander scripts. Each letter of the alphabet was styled differently to represent different cultures, as the AAPI community is not a monolith. “Heritage Display” was self-initiated and made exclusively for Spotify’s AAPI communications both internally and externally. It launched with our 2022 AAPIHM campaign and is featured in our Stop Asian Hate pub on-platform.

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