Star Wars is a generational franchise filled with amazing heroes and iconic villains. The sound of Darth Vader’s ominous death wheeze can send fans into a tizzy. The iconic cast of characters is pop culture royalty, including newer faces like Din Djarin or Turgle of Star Wars: Jedi Survivor fame.
But there’s one hero in the Star Wars Universe that silently moves the franchise forward at every turn. A guiding force that never steers a fan wrong and always has the best intentions. No, it’s not Yaddle. It’s ITC Serif Gothic.
ITC Serif Gothic: A Star Wars Hero
ITC Serif Gothic has been a source of excitement for fans for years, a testament to its enduring appeal. As the consistent title typography of the Star Wars universe, these iconic title lockups bring a trusted, consistent look and feel to the brand. The typeface also infuses the franchise with a slight retro-futuristic feel, perfectly aligning with the brand’s aesthetic.
ITC Serif Gothic, released in 1972 and designed by Herb Lubalin and Tony Di Spigna, has been a consistent brand element for decades. While only type and design enthusiasts like Dylan Lathrop and I may notice, fans instantly recognize the typeface and feel nostalgic and comfortable. This is the power of typography—it can evoke feelings as strong as your sense of smell.
A Continued Legacy of Typographic Dominance
Star Wars video games, including Star Wars: Jedi Survivor, continue the franchise’s consistent branding, with ITC Serif Gothic making its way into the game. A fantastic follow-up to the 2019 hit Star Wars: Jedi Fallen Order, Jedi Survivor follows Jedi Knight Cal Kestis on a new journey to rid the galaxy (far, far away) of the Empire.
Before you embark on your adventure as Cal, you’re greeted by an old, faithful friend. ITC Serif Gothic serves as your introduction to this new journey in the Star Wars universe. It continues to guide you through the game, appearing as menu text and title cards, providing a sense of direction and continuity.
This is a crash course in keeping your branding consistent and robust. Stay true to your style, work within the parameters of your brand guidelines, and you can make magical things last forever.
Wrapping it up
Did you enjoy this nerdy design expedition? Check out the Design Behind The Mask podcast for more. If you need a creative for your pop culture needs, check out my work and drop me a line!