Amazon Prime Video

During the summer of 2022, Sharp Type worked with Pentagram’s Emily Oberman to develop a customized version of Sharp Grotesk for Amazon Prime Video’s brand redesign. Lucas Sharp and My-Lan Thuong designed a type system that serves as the foundation of a revamped user experience in the world of Prime Video.

Pentagram wanted to use Sharp Grotesk – one of Sharp Type’s most popular releases – for its extensive scale of weight and width. Its technical scalability and generous palette allowed us to customize the character set to meet Prime Video’s needs.

The text needed to be fresh, familiar, and have flair. The type system had to act as both a unique brand signifier but also work as a practical mass communication tool.

Called Prime Video Sharp, the final customization has multiple weights that support the bold and bright energy of the brand and its new direction. All the characters were subtly rounded, including the punctuation, and certain characteristic letterforms like the C, G, K, M, and R were opened up a bit. Further adjustments were designed to work hand-in-hand with dozens of playful symbols spanning genres of media.

The finished custom font is adaptable and applicable across Prime Video’s wide reach of programming and massive audience. It was made to be applied in digital contexts, such as social media, motion graphics, TV, and the Prime Video player, as well as in the real world – on billboards, in subway stations, and for branded swag.

See more on the websites of Sharp Type and Pentagram.