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Avatar and the Papyrus Typeface

posted by Jason Kottke   Jan 09, 2023

I know I’ve posted this before, but with the new Avatar movie out in theaters, it’s a good time to revisit the SNL sketch where Ryan Gosling is driven mad by the typeface choice for the movie’s logo.

I had forgotten about the title card at the end. Perfection.

Update: From Jake Kring-Schreifels at The Ringer last month: The Intertwining History of the ‘Avatar’ Papyrus Font and the ‘SNL’ Sketch That Spoofed It.

There actually is one single person responsible for Avatar’s Papyrus-esque logo: Peter Stougaard. The former senior vice president of creative advertising for 20th Century Fox willingly takes credit for selecting and tweaking the movie’s much-maligned font, but he doesn’t mince words. “I didn’t aimlessly pick Papyrus,” he insists. “I chose it very strategically.”

I can’t believe they got it off of the cover of Cameron’s copy of the script. (thx, matt)