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Contributed by Florian Hardwig on Oct 28th, 2015. Artwork published in
circa 1998
    instax web.png
    Source: License: All Rights Reserved.

    Instax is a brand of instant cameras and associated films and printers marketed by Fujifilm since the late 1990s. The logo as seen in advertising, packaging as well as on the devices themselves has used — a squooshed and slightly modified — Keedy Sans ever since, a typeface that, in the words of its designer Jeffery Keedy, “is self-consciously crude and anti-aesthetic in reaction to the slickness of Modernism”.

    Initially regarded as “too weird to be very useful” when released in 1991, Keedy Sans soon was “starting to be a popular typeface for music and youth-oriented audiences. Its popularity slowly but consistently grew; by 1995 it was starting to look pretty legible and tame compared to other new typefaces on the market. Eventually even the big boys in the corporate world were no longer put off by my typographic antics, and Keedy Sans made its way into the mainstream world of corporate commercialism by 1997.” Instax was introduced around 1998.

    Hat tip to Connor Davenport.

    Fujifilm Instax.png
    Source: License: All Rights Reserved.

    Instax Mini 10 manual (detail), November 1998

    Source: Simon D. License: CC BY-NC-ND.

    Raised logo on the Instax Mini 25 (2009). The dots in “mini” are integrated into the x-height to enable a more compact setting.

    Source: License: All Rights Reserved.

    The Instax Mini 8 is the current entry-level model and comes in various bright colors. In the newer models, “mini” and other suffixes are no longer rendered in Keedy Sans.

    Source: License: All Rights Reserved.

    The high-end Instax Mini 90 (2013) is the latest addition to the Mini range.

    Source: License: All Rights Reserved.

    The Instax Wide 300 was introduced in Spring 2015.

    Source: Photo by Connor Davenport. License: All Rights Reserved.


    • Keedy Sans



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    1 Comment on “Instax”

    1. Oct 28th, 2015  1:11 pm

      Thanks for the recognition!

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