Tankard wanted to strip away the eccentricities of Gill Sans while retaining its warmth and authority. The result was a highly legible, friendly, and functional typeface.
The design of Bliss 2 is rooted in the tradition of Edward Johnston and Eric Gill, seeking to provide a contemporary alternative to classics like Johnston Sans and Gill Sans.
To understand Bliss 2, one must first acknowledge its predecessor: the original Bliss (released in 1996). The original Bliss was conceived as a reaction against the cold, geometric rigidity of neo-grotesque typefaces like Helvetica. While Helvetica prided itself on objectivity, Tankard found it austere. Bliss introduced a gentle humanist touch—subtle variations in stroke width, slightly open apertures, and a distinctive, almost cheeky curve to the lowercase ‘l’. Bliss 2 builds upon this foundation not by reinventing the wheel, but by optimizing every single spoke.
Used for signage at Cape Town Airport and in the branding of WestJet.
The expanded Bliss 2 Font Family offers distinct advantages for professional designers: Bliss 2 Font Family
Additional blocks include Currency Symbols, Letterlike Symbols, Enclosed Alphanumerics, and Geometric Shapes. The character set also supports Greek, Latin, and symbol characters.
Bliss 2 utilizes a double-story 'a' and a single-story 'g' with a fluid, sweeping tail. The terminal curves of letters like 'j', 't', and 'f' are drawn with a gentle stroke that gives the typeface an inviting, friendly cadence. 3. Subtle Stroke Contrast
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Bliss 2, part of the wider Bliss font family designed by Jeremy Tankard, is a prominent humanist sans-serif typeface known for its exceptional legibility and "Englishness." Released originally in 1996 and significantly expanded over the following decade, it has become a staple for corporate branding, signage, and complex typographic tasks. History and Development Tankard wanted to strip away the eccentricities of
Featured in the branding for WestJet , Scouts Canada , and the London G20 summit.
Bliss 2 just dropped. Think Frutiger’s clarity, but friendlier. 24 styles, variable, Cyrillic + Greek included. Typography nerds, this is your new system font.
Many corporate fonts (like Helvetica or Arial) can feel cold, industrial, or generic. Bliss 2 provides a professional, corporate neutrality while retaining a welcoming, human touch. It makes brands appear approachable, trustworthy, and modern. Global Localization Capabilities
Information compiled from multiple sources, including likefont.com and fontke.com . To understand Bliss 2, one must first acknowledge
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Powerful and structural. Designed to capture attention in packaging, billboards, UI buttons, and corporate logos without losing its characteristic warmth. Best Use Cases for Bliss 2
“Now we give you something in return,” the font whispered, in the collective breath of seven billion kerning pairs. “We give you silence. We will stop shaping your words when you stop shaping each other. Until then—we will be the only true thing you read.”
It retains the iconic, traditional two-lobed lowercase "g" that is heavily associated with classic British lettering. 🏢 Corporate Dominance and Use Cases