It’s been 13 years since the premiere of the first installment of ‘Avatar’ and james cameron has finally released a preview of the long-awaited sequel. The process has been very long and very intense on a technical level and promises to further improve the visual finish compared to the first film… starting with the logo.
The second most hated font in the world for a multi-million dollar production
The decision to use the source ‘Papyrus’ for the ‘Avatar’ logo it brought a lot of queue, already at its premiere and years and years later. That a million-dollar blockbuster and the highest-grossing movie in history used this typeface gave for years to memes, sketches in television programs and millions and millions of graphic designers pulling their hair all over the world.
It is seen that the director has learned his lesson and this time he has opted for an original typeface designed especially for ‘Avatar 2’. Because as revealed by the designer Josh RhoshellJames Cameron’s company commissioned him to design a new logo and even a whole new alphabet to be used in the creation of all logos and promotions.
In your blog, the graphic designer explains a bit of his creative process for the new typeface, which includes uppercase, lowercase and lowercase letters. Despite all the blows that came to Cameron for the use of Papyrus, the graphic designer defends the choice of the font for the original film, and that it is considered the second most hated font in the world after Comic Sans .
“Unlike so many other type geeks, I think Papyrus is a pretty cool font, and it didn’t look too bad for the original ‘Avatar’ logo… even though it was also used in Shakira merch and in private label teas,” explained Roshell.
‘Avatar: The sense of water’ will arrive (with new logo included) in theaters next December 16. Cameron is already working on the sequels to the saga, which will hit the big screen between 2024 and 2028.