In today’s advertising world, using script fonts is far less common than using more sleek and mainstream fonts, such as sans-serif typefaces. Script typefaces are made to look like they are handwritten calligraphy. There are typically two categories to script typefaces: formal script and casual script. Although brands are starting to gravitate to other typefaces, script is still enjoying an “unprecedented popularity, bringing a vital element of humanity to the digital age”, as stated by Paul Shaw and Abby Goldstein. This humanity comes from the fact that script typefaces look a lot less computer generated than serif and sans-serif typefaces.
Surf’s Up
An example of a current script-style typeface in use is Billabong. Billabong is a causal script font with cursive lettering but when you hear the word “billabong” your mind probably goes straight to the Australian surf and skate brand of the same name. Russell Bean, the designer of the typeface, is from the Type Associate publishing company and was trying to reminisce that same vintage surf culture feel that the brand Billabong, created in the 1970’s, emulates. Bean, a native Australian himself, stated that he found a lot of his inspiration for his typefaces from the culture that he grew up in. Some other script typefaces that are also very similar to billabong also have their roots in this surf culture like Brophy Script and Montauk, which shares the name of the surf city in the Hamptons. Billabong, and other script fonts, often feel very relatable because they reminisce a certain time period or frame of mind consumers can connect with.
an example of Billabong font in writing 
An example of Montauk font that has a similar feel to Billabong
Billabong in Use
One company that really takes advantage of the humanistic feeling that script fonts evokes is Instagram. According to an eMarketer report, Instagram has around 400 million users on their social media platform with about 50 million being american millennials. Due to these figures, Instagram can really capitalize off of that population which is so drawn to their social media site. They were able to draw even more users in with their logo. When Kevin Systrom and Mike Krieger first launched the app in 2010 people really gravitated towards it for its nostalgic feel created by the Polaroid camera as the iconographic logo. Phuong Thao Nguyen from Stockholm University stated that retro art and technology have been on the rise, the phenomenon is fueled by “the nostalgia of a sense of authenticity” that the offline world can no longer satisfy. It often comes with romanticization of the past, as well as a sense of security and realness lost amid the constant exchange of data in the present time. Instagram was really able to hone in on Nguyen’s statements due to the sentimental associations of the billabong font.
The creators stated that the photos on the app were confined to being in the square shape because that is what you would get when using a real Polaroid or Kodak Instamatic camera from the 60’s and 70’s. Instagram used Billabong as the font for their logo to parallel the vintage feel of the app because of the typeface’s 70’s inspiration. Although the logo was recently redesigned for a slightly cleaner look, it still has roots in its original font choice. Using the nostalgic aspects of billabong really allowed Instagram to successfully market the app as a unique and retro photo sharing site when it first launched.
It's a Type Thing 
It is so interesting that typefaces can be created based on certain passions in people’s lives. Billabong’s roots being created from Russell Bean’s interest in surfing show that there really is no boundary to creativity. It also shows that there is a font for everything and for every mood you are currently feeling. I believe fonts and typefaces can make or break any piece of writing. If it is unappealing or too hard to read, it can turn consumers away. Instagram’s use of Billabong, intrigues consumers by creating a nostalgic feel (Foley, 2016). Instagram using the Billabong font, shows that script most definitely will not go out of style any time soon.
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