The VAG Rounded™ design is a rounded terminal, sans serif geometric typeface designed by Gerry Barney and his team at Sedley Place with some supporting work by Swiss agency GGK. It was created in 1979 as a result of a commission from Volkswagen AG (VW) to create a new corporate typeface. It remained in use by VW and their dealers for over 10 years, and in 1989 was released into public domain by Adobe. The current trademark is owned by Linotype.
VAG Rounded HistoryOpen
The VAG Rounded design was originally conceived as the corporate identity typeface for Volkswagen AG, the global car giant. It has a slightly hazy history with several designers involved in the whole process; it was completed by the design company Sedley Place in London after a commission by the Swiss-based marketing agents for VW at the time. Sedley Place was a branding and marketing company created by members of the VW marketing group and still exists today as a powerful force in the world of high-end marketing.
The background to the creation of the VAG Rounded design involved another well-known car maker Audi, which VW acquired in 1964. In the early 1970’s, with the Audi/VW dealer networks already starting to merge, the corporate branding strategy had to be changed to accommodate the marketing needs of these major parts of the group whose dealers were now sharing the same outlets. The commission for a new typeface as part of their brand identity not only included Volkswagen and Audi, but also their V.A.G Bank and V.A.G Leasing companies.
There was no easy way to combine the existing Audi/VW font identities with Audi using a full serif Times and VW using the 1927-designed Futura font. The art and creative director decided that a totally new typeface was required, thus the concept of a rounded-end typeface as a basis for their typographic branding was born. Originally rendered by hand, the VAG Rounded design was later perfected using a PDP-8 computer.
The VAG Rounded typeface was subsequently used in all corporate and dealer publications of VW, Audi VAG Bank and VAG leasing until the late eighties, when VW began another round of re-branding. The VAG Rounded design remained in use by VW until as late as 1992.
The typeface had to be available worldwide so that dealers could continue the branding that included the VAG Rounded design, as it was being used throughout their literature, signage and advertising. To improve accessibility, VW released the VAG Rounded design into the public domain, also enabling the it to be bundled with much of the available desktop publishing software available at that time. This opened the door for millions of computer users to use VAG Rounded license free while simultaneously strengthening VW branding.
In more recent times, VAG Rounded has ecame a familiar sight. On a number of Web 2.0 publishing sites, it has been used within online logos, where the rounded ends make text appear more informal, imparting a friendly appearance.
VAG Rounded UsageOpen
VAG Rounded is what is often considered a “corporate” font. This rounded-end, sans serif font has been extensively used (especially online) to create very smooth and friendly looking logos. Skype and MySpace are two of the best known examples of companies using the VAG Rounded design in their online logos.
Apple used the VAG Rounded design on the keyboard keys of their iBooks and PowerBooks, further fuelling the desirability of this font family. General Electric saw fit to utilize it as the basis for their proprietary font named GE Inspira, used on their product labeling.
Licenses for desktop fonts
A typical desktop font EULA will allow you to install the font on your computer for use with authoring tools including word processors, design tools and other applications that permit font selection. Fonts can also be used for creation of print documents, static images (JPEG, TIFF, PNG) and logos. The cost of a desktop font license is determined by the number of workstations on which the font is to be used.View the desktop EULA for this family
Licenses for Fonts.com Web Fonts subscriptions
The Fonts.com Web Fonts license provides access to a selection of fonts for use on websites for use with CSS@font-face. Font delivery from our global network is available through all subscriptions – even our free plan. Some plans include the option to self-host, access to desktop fonts, and use of our FontExplorer X font manager and Typecast design application. The price of a plan is determined by its pageview allowance and other features included.View the Fonts.com Web Fonts subscription license agreement
Licenses for mobile apps
A mobile app license permits the embedding of a font into the iOS, Android or Windows Phone mobile platforms for a single title and a set number of app installations. You can view and modify the installation limit from the cart. App installations can be spread out across the platforms your app is available for. A new license is not required to cover updates to an app, however installations of newer versions of your app do count toward your installation limit.Learn more about licenses for mobile apps
Licenses for electronic publications (eBooks)
An electronic publication license can be used for the embedding of fonts into electronic documents including e-books, e-magazines and e-newspapers. A license covers only a single title but is valid for the full operating life of that title. Every issue of an e-magazine, e-newspaper or other form of e-periodical is considered a separate, new publication. Format variations do not count as separate publications. If a publication is updated and distributed to existing users, a new license is not required. However, updated versions issued to new customers are defined as new publications and require a separate license.Learn more about licenses for eBooks
Server licenses authorize the installation of a font on a server that is accessed by remote users or website visitors. These licenses are commonly used by Web-based businesses providing goods that are personalized by its users such as business cards, images with captions and personalized merchandise. Users are not allowed to download the font file and the font may not be used outside the server environment. The font may not be employed for a software as a service (SaaS) application in which the service is the actual product and not the means of providing the product. Server licenses cover a set number of CPU cores on production servers (development servers are not counted) on which the font is installed. The license is valid for 1 year.Learn more about server licenses