Snickers Gets a Custom Typeface — What It Means for Brand Identity

Snickers has rolled out a full custom typeface called SNICKERS Sans, created by type foundry Studio Drama in collaboration with global branding agency JKR. It's one of the most ambitious typographic overhauls in the confectionery world — and a masterclass in how major brands use visual identity to protect and extend their trademarks. What Changed The new type system includes two families: SNICKERS Sans Display (with Epic and Everyday styles for headlines and packaging) and SNICKERS Sans Text (Regular and Bold weights for body copy). The design draws directly from the Snickers wordmark — the distinctive spine of the S, the rhythm of the vertical strokes, and the angled terminals are woven into every letterform. Studio Drama also refined the iconic logotype itself, adjusting spacing and structural relationships between letters while tightening subtle details. The result is an evolution, not a revolution — the bar still looks like a Snickers bar, but everything feels more intentional. Why Custom Type Matters for Trademarks A custom typeface isn't just a design flex. For a brand like Snickers (owned by Mars, Incorporated), it's a strategic IP move. When every piece of brand communication uses a proprietary font that can't be licensed by competitors, the brand's visual footprint becomes inherently distinctive — and easier to defend in trademark disputes. We've seen this playbook before. Apple, Netflix, Samsung, and Airbnb have all invested in bespoke typefaces. The pattern is clear: as brands expand across more touchpoints (packaging, digital, out-of-home, social), a custom typeface is the connective tissue that keeps everything recognizably "them" without relying solely on a logo. Mars' Trademark Portfolio Mars, Incorporated is one of the most active trademark filers in the food and confectionery space. Their portfolio spans well beyond chocolate — covering pet care (Pedigree, Royal Canin), gum (Orbit, Extra), and food brands across dozens of NICE classes. You can explore Mars' full trademark portfolio on WikiTrademarks. The SNICKERS mark itself is registered across multiple classes including Class 30 (Staple Foods) for confectionery and Class 25 (Clothing) for branded merchandise — a sign of just how far the brand extends beyond the candy aisle. The Bigger Picture Typography rebrands like this one signal that a brand is thinking long-term about distinctiveness. In trademark law, the more unique and recognizable your brand elements are, the stronger your position. A custom typeface that's used consistently across 80+ markets and 300+ languages (as SNICKERS Sans supports) creates a visual moat that's hard to replicate. For anyone tracking brand strategy through trademark filings, this is worth watching. When a company invests this heavily in visual identity infrastructure, it usually means expanded product lines, new market entries, or both are on the horizon. Want to keep tabs on Mars and other major brand owners? Search any brand on WikiTrademarks to see their full filing history, NICE class distribution, and expansion score.