The keyword here is new. The "new" rounded book font isn't just static.
easyJet is currently testing Variable Font technology. Because the font is "Rounded Book," it has a variable axis. This means:
This kinetic typography is the bleeding edge of UX design. easyjet rounded book font new
Inside the cabin, above the windows (e.g., "Fasten Seat Belt"), the font is now rounded. This is brilliant ergonomic design. When a passenger is tilted at a 30-degree angle trying to sleep, a rounded 'S' is much easier to recognize peripherally than a sharp one.
You will see this font in three major touchpoints right now: The keyword here is new
No design change is without controversy. In typography forums, a small subset of "brutalists" argue that rounded book fonts look "childish" or "cartoonish."
The critique is valid. A rounded font is inherently informal. If easyJet decided to launch a corporate law firm or a funeral home, this font would be a disaster. But for a leisure airline that flies families to Majorca and groups to Amsterdam, informality is an asset. This kinetic typography is the bleeding edge of UX design
Furthermore, the "Book" weight saves the design. It is not a bold, chunky display font. The thinness of the strokes retains the efficiency of the old brand while the curves add the warmth.
Look at the gate number and seat assignment. The old version used all-caps aggressive text. The new version uses Title Case in Rounded Book. The 'g' and 'j' now have elegant, curved tails. This reduces the "militaristic" feel of airport security queues.
Perhaps the most commercial application. "easyJet Rounded Book" makes the panini sound more appetizing. The description of the sandwich is no longer cramped; it uses generous leading (line spacing) and soft curves that mimic the shape of a plate.