emerging
Type Against Homogeny
In response to visual homogeneity, brands are embracing playful, subversive, and expressive typography that breaks conventions and reflects brand identity.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
Pencil-winning work showcased joyful and nonconforming typefaces, moving away from the recent trend of technical, typical fonts. This shift towards expressive typography allows brands to differentiate themselves in a saturated visual landscape. Pentagram's Liberty Letters, for example, created a custom font inspired by the brand's heritage, resulting in bold typographic patterns that won Yellow and Graphite Pencils in Graphic Design. This trend demonstrates the power of typography to convey brand personality and capture attention.
Context Signals
Social media algorithms are contributing to aesthetic homogeneity (Kyle Chayka's 'Filterworld').
83% of people actively seek out experiences that bring joy and happiness (Accenture Life Trends 2024 Report).
Monotype's 'De-form' trend highlights the growing embrace of typographic distortion.
Edge
Variable fonts will enable even greater typographic experimentation and personalization.
AI-powered tools will assist designers in creating unique and expressive typefaces.
Expect a rise in kinetic typography and interactive type experiences.
