The 2009 AVATAR logo has been fun for years, primarily thanks to the famous SNL sketches that parody the use of the original typeface Papyrus design. Many fanfares have revealed the sequel logo and title this week – and while the infamous fonts are gone, designers are still finding their flaws.
Avatar: The Way of Water logo has abolished papyrus and has a distinctly similar but slightly decorative typeface. However, designers seemed to spend so much time deciding on fonts that wouldn’t confuse the entire graphic design community, forgetting kerning, another very important typographic touch. (Looking for inspiration? Check out the best free fonts.)
Many are pleased (or mourned) for the loss of papyrus, famous for torturing Ryan Gosling in the 2017 comedy sketch (below). “How many conflicts were there between Cameron and Disney marketers who claimed they couldn’t distribute the papyrus movie logo in 2022?” One user tweeted and another “papyrus. Please tell me your logo, you’re a coward. “
But there seems to be another more subtle issue. The designer pointed out that something about kerning seems to be a little off. The distance between the last two letters gives the impression that the title of the movie is “AVATAR”. It’s as hard to read as the new Ninja logo, but once you see it, it’s indistinguishable.
Well, they didn’t use papyrus, but they still forgot about kerning. Come on, all-these are $ 1 billion movies! https://t.co/MaemvHc8yeApril 28, 2022
@RyanGosling needs to replay his stunning, type-obsessed SNL role. This time … about kerning. #avata #r https://t.co/QIaiWZhMdYApril 28, 2022
Some speculate that this is a way to recognize the space between the diagonal “A” and the straight “R”, but what is the amount of “AVATAR” tweets two days after the logo was released? Suggests that is incorrect. ..
So we have it – the Avatar franchise is destined to continue to infuriate designers and typography geeks as well with its imperfect branding. What if someone at 20th Century Fox was looking at a guide on how to design a logo at some point in the last decade.