It's the time of the year, and we are all heading to the movies to see the big hitters on the big screen.  Have you Wicked movie? If you have, you might have noticed a subtle but powerful detail—the title card matches the style of the original 1939 Wizard of Oz title card. It’s a deliberate nod to the past, instantly connecting viewers to the rich legacy of the iconic film. That choice wasn’t random; it was calculated to stir nostalgia, evoke curiosity, and spark excitement. And let’s be real—it worked.

For fans of Wicked, this isn’t just a design choice; it’s an emotional one. Seeing that familiar font is like stepping into the Emerald City for the first time all over again. For those eagerly awaiting Ariana Grande’s Glinda or Cynthia Erivo’s Elphaba, it’s a reminder of the magic to come, blending the beloved Broadway show with the timeless allure of Oz. The design whispers, “You already love this world—get ready to fall in love again.”

This is the magic of font selection. As designers, we don’t just pick fonts because they’re visually appealing; we deliberate over them to create a specific feeling or tell a story before a single word is read. The font is often the first impression, shaping perception and influencing how the rest of the message is received.

In the case of Wicked, using a font that echoes the beloved Wizard of Oz draws on a collective cultural memory. It says, “This is familiar. This belongs in the same world you already love.” The result is a seamless bridge between the two films—one that celebrates the past while introducing something fresh and new.

But not every project calls for nostalgia. Fonts can communicate a wide range of emotions and messages:

• Confidence: A bold, clean typeface can establish trust and authority.
• Intelligence: A modern, minimal serif can exude sophistication and expertise.
• Support: A friendly sans-serif can feel approachable and warm, offering a sense of care.

When you choose the right font, you’re not just selecting a style; you’re shaping the way people feel. It’s an invisible force that can subtly guide emotions, reinforce brand values, and make your message unforgettable.

For those hiring designers, this is why font choice matters. It’s not just about aesthetics; it’s about intent. When we design at Brand Engine, we don’t just think about what looks good—we think about what feels right. Whether it’s evoking nostalgia, like Wicked, or creating a fresh sense of confidence, intelligence, or connection, every choice is a deliberate step toward telling your story in a way that resonates.

So next time you’re captivated by a poster, a product label, or even a movie title, take a closer look. The font might be doing more than you realize—connecting you to a story, a feeling, or a memory. As designers, that’s exactly the kind of connection we strive to create. Because when you design something that feels right, it resonates. And that’s when it matters.

For fans of Wicked, and for brands who want to stand out in their own way, the lesson is the same: the details matter. Fonts are the unsung heroes of design, quietly working their magic to make the whole world feel a little more spellbinding.