Typography. You just click the drop-down and choose something you like the look of. Simple. Serif if it’s formal, sans-serif if it isn’t. Job. Done. Well no. Typography is almost certainly the most under-appreciated element of visual design. Done well it’s almost invisible. Change the typeface on Apple, on Easyjet, on Nike or on Converse, and the entire brand is lost. It’s the tone of voice, it’s the personality, it’s the rhythm and meter of the message and it’s been that way since the earliest letterforms began organising communication, writing histories and spreading news around our world. So what should be looking out for in 2024. Read on good traveller, read on.

001 // Everythingallofthetime.

Type Trends for 2024

Type Trends for 2024

If type is telling us something about our lives today, then this first trend reflects every possible facet of life, everywhere, all at once. With a title inspired by American comedian, musician, actor, and filmmaker Bo Burnham’s cheeky tune, “Welcome to the Internet,” this trend screams “more is more.” It’s an open door to exaltation and joy. The song takes a comedic look at the modern “infoglut” and the distracting yet inspiring black hole the internet has become. “Could I interest you in everything?” Burnham asks. “All of the time? A bit of everything, all of the time?”

Type Trends for 2024

 

002 // Whatever

Type Trends for 2024

Type Trends for 2024

Type Trends for 2024

Our next trend is born of ‘90s nostalgia, and like Everything allofthetime, Whatever encompasses a spectrum of styles from nihilistic grunge to colorful pixel play. Picture digital gradients, big, bold type, and drop shadows. Perhaps influenced by Gen Z and Millennials coming of age in the twenty-twenties, it’s impossible to ignore the resurgence of ‘90s aesthetics when examining today’s fashion, music, and design. Just look at the live-action tale of Barbie in July 2023, which coloured the year in hot pink and neon ‘90s-inspired fashion takes. Countless Barbie collabs sprang up, looking to capitalize on what would become the highest- grossing film of the year. At the forefront of retro-tech revival, Retrospekt introduced a specially designed Polaroid 600 instant camera, in a toy-like color scheme and whimsical packaging. Drawing inspiration from the iconic ‘80s and ‘90s Barbie Polaroid cameras, the 2023 edition rides the wave of millennial nostalgia while bringing back the fun and gratification of instant cameras. The packaging gives a fresh spin to the classic Barbie camera, presented in a pink casing adorned with lively flower graphics.

Type Trends for 2024

003 // Systm

Type Trends for 2024

Type Trends for 2024

Type Trends for 2024

If Everythingallofthetime mirrors the complex intricacies and excess present in our modern lives, Systm is a brief respite —a return to structure, control, and precision. Martijn van der Does, Executive Creative Director of Amsterdam studio, WONDERLAND, calls this concept Slow Design. “As our fast-paced, technology-driven world places a premium on speed and efficiency, Slow Design represents a counter-movement that advocates a more deliberate and mindful approach,” van der Does says. “It encourages us to challenge the prevailing culture of rapid consumption by fostering a deeper connection with the products we use and the environments we inhabit.” The Systm trend embodies principles of slow design: a reconsideration and even a return to traditional principles. Over the past few years, modular, mechanical, and industrial typefaces have become warmer and more nuanced. This trend continues that trajectory but with more emphasis on the idea of “hands-on”, breaking the Systm, and celebrating the Systm. Despite having an engineered feel or approach to designing letters, Systm projects feel analog and human-made. Softer forms and thoughtful grid-breaking construction of letterforms enhance the human factor.

Type Trends for 2024

004 // De-form

Type Trends for 2024

Type Trends for 2024

Is that a world-beating variable typeface, or is it just kinda De-form(ed)? And why are you not filling every possible pixel on the canvas? De-form breaks typefaces beyond their skeletons. It pushes them up to the final sub-pixel and wants still more canvas grab. This type wiggles and morphs across varied states. It covers ground. It provokes and packs a punch—it’s boxy and squishy and rarely anywhere in between. This trend invites designers to use methods of typographic distortion that have been discouraged for decades! With De-form designs, weight balance, width consistency, and letter proportions are all mistreated for our pleasure. Is this trend a bold counterargument to play-it-safe “blanding” and clean, tech-centric design aesthetics? Or perhaps the unsettling undercurrent of global cultural and societal issues (wars, extremism in politics, inflation, strikes, cost of living issues) is sparking aesthetic disobedience. Have designers subconsciously absorbed this anger and emotion which is now reflected in their work? Maybe we need to break age-old rules to express a deep state of uprising after what we have collectively seen and experienced this year. The rebellion will be typeset!

Type Trends for 2024

Type Trends for 2024

005 // Flux

Type Trends for 2024

Type Trends for 2024

Potentially a sub-category of De-form, Flux is a stable trend that has evolved over the past few years. Whether truly animated or inspired by motion, Flux looks fast and dynamic. You’ll also find type that employs AI to create dynamic or interactive movements. Nearly all the projects here are rebrands, with two sports brands for good measure, emphasizing both transformation and speed. First up is another Pentagram case study in excellence. Their rebrand in partnership with Nomad and Heavenly for the UK’s Natural History Museum has a sharp, dynamic feeling. At the heart of the identity are mandala-like word rings that represent the museum as an active catalyst in creating advocates for the planet. The rings also make an appearance in the brand’s new custom typeface, NHM Wallop, a reimagined version of Displaay Type’s sans serif, Wallop. The team built a generator tool that can be used to create both static and motion outputs through coding, making it easy for anyone working with the brand to balance consistency and flexibility. “Capable of movement, growth, expansion, and shapeshifting, [both elements] communicate dynamically, establishing an instantly recognizable element that injects vibrancy and energy.”

Type Trends for 2024

006 // Quirk

Type Trends for 2024

Type Trends for 2024

Type Trends for 2024

Quirk, as the name suggests, is defined by type that surprises the viewer with a bold detail. Branding by nature demands a little bravery, after all. A willingness to try something unexpected, to stand out, to speak differently. And yet there is always tension between this desire to be different and the customer’s comfort. This tension is giving rise to typographical treatments that have a quirk here or there— just a little something to catch the eye and hold the viewer’s attention something that speaks to the visual system and yet feels looser than the broader typeface. This trend is all about finding a balance between comfort and a little bit of chaotic energy, where subtle quirks wink at you from behind the familiar forms of solid, stable sans serifs.

Type Trends for 2024

007 // Counter Attack

Type Trends for 2024

Type Trends for 2024

Type Trends for 2024

While Quirk is all about inserting charm into letterforms by adding a special something, Counter Attack takes the opposite approach to the same end goal, wowing us with what isn’t there. Here, negative space steps out onto center stage, begging to be seen and celebrated. The type in this trend is full of charisma and dynamic energy all formed around the hollow shapes at the heart of each letter. This approach to letters creates an inner glow and a curvaceous joy, while being equally adept at building a more complex and technical-looking narrative. In 1930, German calligrapher, typographer, and book designer Jan Tschichold wrote that “white space is to be regarded as an active element, not a passive background.” Counter Attack takes that advice seriously—arguably making white space the primary element of focus. Often inspired by architectural forms, Counter Attack showcases designers discovering spaces within letterforms. Interior designers, take notice. This is the type designer’s way.

Type Trends for 2024

Type Trends for 2024

008 // Profeshinal

Type Trends for 2024

Type Trends for 2024

Type Trends for 2024

This trend seeks to replicate naiveté within bounds. It’s quirky but respectful, professional but with a twist. The deceptively simple designs presented here display a frank and stripped-back approach and, in turn, bring a sober perspective to an often complex and sophisticated visual landscape. If the world of graphic design strives to produce perfect creations, this trend offers a counterbalance by celebrating perfectly imperfect designs that are unapologetically authentic. The skill of the designers exploring this trend lies in the semblance of simplicity their work conveys. It’s often said that there is none more honest than a child, and that, perhaps to its core, is what this trend evokes. A keen appreciation for the simplicity of what is—and not a desire for what could be. A careful blend of humour and honesty that gives way to curious but brilliant creations. As Picasso famously observed, “It took me four years to paint like Raphael, but a lifetime to paint like a child.”

Type Trends for 2024

Type Trends for 2024

009 // 100% Natural

Type Trends for 2024

Type Trends for 2024

100% Natural is a trend with multiple meanings—one of sustainable brands seeking to imbue their look with an element of nature, a call-back to their surroundings, or a promise of goodness. But it’s also one of crafting, of making by hand, of creating new and wondrous designs. What stitches these projects together is an organic, almost hand-made quality. David Attenborough put it perfectly, as he so often does, when he observed, “It seems to me that the natural world is the greatest source of excitement; the greatest source of visual beauty; the greatest source of intellectual interest. It is the greatest source of so much in life that makes life worth living.” This trend sheds light on how our environment inspires us to create and how textures and techniques can convey raw, honest, and playful emotion.

Type Trends for 2024

010 // Return of the Serif

Type Trends for 2024

Type Trends for 2024

Type Trends for 2024

For decades the design world has been opting for a more minimalistic approach, a world of sans serifs where Helvetica and the like reigned unrivalled. At a time of great unease, with the world struggling against conflict and hardship, it is perhaps not surprising that more classical approaches are en vogue. There is something comforting about tradition, after all. It allows us to stay grounded in ever more complex surroundings. A comfort that encapsulates an interesting duality, the ability to convey a demure and serious tone but equally a lighthearted and familiar embrace. This trend showcases brands paying homage to their legacy while looking to the future, alongside others seeking to stand out in a field of minimalistic sans. Let’s begin with a walk through an English garden. Borde Hill, a 400-year-old English country garden, needed to refresh its visual identity to fit with its new educational offering and be able to speak to a much wider audience. Design agency Here worked on the rebrand and designed a look that takes its cues from nature. The dot of the “i,” for instance, is unmistakably a seed, and the characters’ contrasting widths suggest different plants growing side by side. The wideopen counters add lightness, while the short serifs carry a grounded but contemporary feel. The work is steeped in tradition, timeless and decidedly modern.

Type Trends for 2024

Everythingallofthetime.

Bens Best Binz.
Agency/designer: Pentagram. Supporting typefaces Martin,
Bayard, Eva, Eva Maria, Eva Peron by Vocal Type. Halyard by
Joshua Darden.
You Are Not Alone.
Agency/designer: Lynne Yun, Space Type. Beatriz Lozano.
Prestashop.
Agency/designer: Lonsdale. Supporting typeface: Prestafont
by Lonsdale, IBM Plex Sans by Mike Abbink, Bold Monday.
Materia Gallery.
Agency/designer: Golgotha.
Mix Brussels.
Agency/designer: Base Design. Supporting typefaces: Moderat by TIGHTYPE™, Tobias by Displaay Type.
Coca-Cola Limited Edition.
Agency/designer: Coca-Cola.
Liquid Death.
Agency/designer: Liquid Death. Supporting typeface: Acumin
Pro Condensed by Robert Slimbach.

Whatever.

Barbie Polaroid Camera.
Retrospekt.
Nickelodeon.
Agency/designer: Roger. Supporting typefaces: ROC Grotesk
by Kostic Type Foundry, Neue Plak by Paul Renner, Linda Hintz
and Toshi Omagari.
Jello.
Agency/designer: BrandOpus. Supporting typeface: FF Nort
by FontFont, customized.
Müller Corner Yogurt Mississippi Mud Pie.
Agency/designer: VCCP London.
Slurpee.
Agency/designer: Safari Sundays. Supporting typeface:
SWERVE, custom with Grilli Type.

Systm.

Nown.
Agency/designer: Brand Brothers. Supporting typeface: Custom logotype; Replica by Lineto.
South Asia Gallery.
Agency/designer: Sthuthi Ramesh and Universal Thirst. Supporting typeface: SAG Stencil.
Coors Chillboards.
Agency/designer: DDB Chicago, Andaluz.
Nike CURV Studios.
Agency/designer: AKQA.
BONELESS.
Agency/designer: Workbyworks. Typeface: Helvetica Neue
Condensed by Max Miedinger and Linotype.

De-form.

Royal Television Society’s Cambridge Convention.
Agency/designer: Studio Kiln. Supporting typeface: Lay
Grotesk by Due Studio.
AArt Gallery.
Agency/designer: LG2 Architecture.
Detroit Agency.
Agency/designer: Clément Payen. Supporting typeface: Logo
based on the typeface Acumin Extra Condensed by Robert
Slimbach.
Dalarna.
Agency/designer: Söderhavet, Placebrander. Supporting
typefaces: Custom type by Söderhavet, Gräbenbach by
Camelot Typefaces.
Tokyo Dome City.
Agency/designer: &Form, Toshi Omagari.
Liberty Letters.
Agency/designer: Pentagram. Supporting typeface: Lasenby
Sans in collaboration with Colophon Foundry.

Flux.

UK Natural History Museum.
Agency/designer: Pentagram, Nomad, Heavenly. Supporting
typeface: NHM Wallop in collaboration with Displaay Type.
Orchestra Sinfonica Di Milano.
Agency/designer: Landor. Supporting typeface: TUMB TUMB
by Landor Milano.
EA Sports FC.
Agency/designer: Uncommon Creative Studio, F37 Foundry.
Supporting typefaces: Two custom typefaces in partnership
with F37 Foundry.
Borussia Dortmund (BVB).
Agency/designer: DesignStudio. Typeface: Custom in collaboration with Blaze Type.
Bankers.
Agency/designer: unknown.

Quirk.

Going.
Agency/designer: DesignStudio. Supporting Typeface: Mori
by PangramPangram.
Songlit.
Agency/designer: STUDIO WORK. Supporting typefaces:
Maxi Plus Variable & Repro by Dinamo Type Foundry.
Wisl.
Agency/designer: andstudio.
Floof.
Agency/designer: SMAKK Studios. Supporting typefaces:
TAN MERINGUE by Tantype, Chalet LondonNineteenEighty by
House Industries.
Mairie du Vingt.
Agency/designer: Graphéine. Typeface: Custom by
Graphéine.
Paris 2024.
Agency/designer: W&Cie. Supporting typefaces: Custom
typeface by Julie Soudanne and Elliot Amblard.
Wolff Olins.
Agency/designer: In-house. Supporting typeface: Monument
Grotesk by Dinamo, Untitled Serif by Klim Type Foundry

Counter Attack.

Building Diversity.
Agency/designer: Bounty Hunters & Public Service Agency.
Supporting typefaces: Baste B by Lift Type, Kalice by Margot
Lévêque.
Museum of London Docklands.
Agency/designer: Studio Bergini. Supporting typeface: Megazoid by David Jonathan Ross.
Bát Tràng Museum.
Agency/designer: M — N Associates. Supporting typeface:
Custom typeface MN Vũ Thắng in partnership with Tra Giang.
Ratio.
Agency/designer: Landscape, Jenny Sharaf. Supporting
typeface: Monument Ratio, customized in partnership with
Dinamo Type Foundry.
Eames Institute.
Agency/designer: Manual. Supporting typefaces: Topol by
Heavyweight Type, Century Schoolbook WGL by Bitstream,
Graphik by Commercial Type.
Blum Skincare.
Designers: Lina Aragon and María Alejandra Maya-Fresa.
Frekl.
Agency/designer: Electric Brands. Supporting typefaces:
Gopher by Adam Ladd, Champ by Typeverything.
LOOT Coffee.
Agency/designer: Seachange. Supporting typeface: Founders
Grotesk by Klim Type Foundry.

Profeshinal.

NRadford Beauty.
Agency/designer: Day Job. Supporting typefaces: Franklin
Gothic by URW, Franklin Gothic by ITC.
Jolene.
Agency/designer: Frith Kerr. Supporting typeface: Karla by
Jonny Pinhorn.
Momofuku Liquids and Noodles.
Agency/designer: Andy Baron, in-house design team.
MadeforMed.
Agency/designer: Graphéine. Supporting typefaces: Custom
type by Graphéine, Steradian by Emtype Foundry.
Pardon typeface.
Agency/designer: PFA Studios. Typeface: Pardon.
Happy Fuel.
Agency/designer: Wonderland.
Mojo Ramadan report.
Agency/designer: Mojo Supermarket, House of Gül. Supporting typefaces: Gikit by bb-bureau, Sohne by Klim Type Foundry.
Fluffle.
Agency/designer: Oddity Studio. Supporting typeface: ES
Peak Rounded by Extraset.

100% Natural.

HiRaw!
Agency/designer: M — N Associates. Supporting typefaces:
MN Raw, by M — N Associates, Holo Narrow and Holo Condensed by NaN.
Vero.
Agency/designer: Crown Creative. Supporting typefaces:
custom wordmark, Jaune by NaN, Gooper Light by Very Cool
Studio.
Big County Organic Brewing.
Agency/designer: Land studio.
Mayawell Probiotic sodas.
Agency/designer: Heavy.
Girls Guide to Hunting.
Agency/designer: Annie Atkins, art direction by Saffron Stocker.

Return of the Serif.

Borde Hill.
Agency/designer: Here. Supporting typefaces: Cotford by
Tom Foley, Classic Grotesque Pro Regular by Rod McDonald
and the Monotype Studio.
Musee D’Orsay.
Agency/designer: Zoo. Supporting typeface: Orsay Elzevir by
Zoo.
National Portrait Gallery.
Agency/designer: Edit Brand Studio, Boardroom Consulting,
Monotype. Supporting Typeface: NPG Serif by Monotype.
Landor.
Agency/designer: Landor in-house team. Supporting typeface: Landor sans.
MullenLowe.
Agency/designer: MullenLowe in-house team. Supporting
Typefaces: Octo Alphabet, Octo Regular in collaboration with
Sergio Paulo.
MinuteMaid.
Agency/designer: JKR, Grey, VMLY&R, Landor.
Pinklab Co.
Agency/designer: Widarto Impact. Supporting typefaces:
Recoleta Bold by Latinotype, TT Commons by TypeType, Inter
by Rasmus Andersson.