Fonts In Use: Spartan Goes All Out for the AEW

When I first released Spartan in 2018, my goal was simple: build a font that embodied toughness and strength. Like most of my typefaces, it didn’t gain traction overnight. Fonts usually take time to “warm up,” find their audience, and eventually start selling. Spartan was no exception.

But as the months rolled by, sales picked up—and before long, Spartan started proving itself as one of my top-performing fonts. That kind of validation is always rewarding for a designer.

One of my favorite parts of being a type designer is seeing where my fonts end up. I always encourage people to tag me in their projects, but I’ll admit—I do a little searching on my own too.

Somewhere between 2020-22, while working at my full-time job, I was browsing Behance for inspiration for a campaign called All In. That’s when I stumbled across something that made me do a double take: a project for AEW’s “All Out” pay-per-view event.

And there it was, Spartan, but with a bold twist. The designers had layered on effects and treatments that gave it an entirely new energy. I absolutely loved it.

What started as a quick inspiration hunt quickly turned into me going down a rabbit hole. I googled AEW All Out and started saving images of all the posters, promos, and graphics I could find. Seeing Spartan used on such a massive stage; merch, promotional campaigns, social media, and even national TV and PPV...was surreal.

As a designer, that moment was one of those “wow” reminders of how far your work can travel once it’s released into the world. You really never know. 

Spartan began as just another font in my collection, but it found its way into an arena I never could have imagined. That’s the beauty of design: once your work is out there, it takes on a life of its own.

So keep creating, keep sharing, and trust that your work might just show up in unexpected—and unforgettable—places.

- Andres