In the world of cinema, a director's choice of font can become as recognizable as their visual style or storytelling techniques. Over time, certain typefaces have become synonymous with specific filmmakers, creating an instant connection between the audience and the creator. Wes Anderson’s preference for Futura, John Carpenter’s use of Albertus, and Woody Allen’s reliance on Windsor are just a few examples. Director Sean Baker, who recently won the 2025 Oscar for Best Picture and Best Director, has made Aguafina Script his signature. This unique font, characterized by its tall, narrow, and decorative appearance, has been a consistent element in Baker’s work for over a decade.

Aguafina Script: The Heart of Sean Baker’s Visual Identity

Created by Argentinean type designers Alejandro Paul and Angel Koziupa, Aguafina Script is described as "semi-formal and eye-catching," with characters that flow seamlessly into each other. This elegant yet distinctive typeface has found its place not only in product packaging and glossy magazines but also in the film industry. For Baker, it first appeared in the title sequence of his 2015 film Tangerine, where it contrasted beautifully with the gritty subject matter, adding an unexpected layer of sophistication. Baker explained to the streaming platform Mubi that he chose Aguafina Script because it brought an elegance to the presentation of the story, subverting the rawness of the content.

The success of this pairing led Baker to incorporate Aguafina Script into his 2017 film The Florida Project. He realized that by consistently using this font, he could create a visual identity that audiences would associate with his work, much like how viewers recognize the fonts used by directors such as Carpenter and Allen. By extending this consistency to movie posters and advertising materials, Baker has woven Aguafina Script into the fabric of his filmmaking, making it an integral part of his artistic expression.

From Tangerine to his recent Oscar-winning project, Aguafina Script has become a hallmark of Baker’s films. It challenges preconceived notions about what typography should convey in relation to a film’s content, proving that even the smallest design choices can leave a lasting impression on both critics and audiences alike.

As a journalist, it's fascinating to see how directors like Baker use typography to build a personal brand. In an era where visual storytelling is paramount, the choice of font can serve as a powerful tool to communicate tone, mood, and even deeper themes. Baker’s use of Aguafina Script reminds us that every detail matters in filmmaking, from the script to the screen—and even the letters that introduce them.