2024 Typography wrapped
What type trends were most popular this year?
As 2024 draws to a close, we are taking a look back on which font styles and pairings were most popular and what type choices have had the biggest influences in design. Lets take a look at typography techniques used this year, ranging from the Olympics in Paris to the font in a Netflix series!
Neo retro revolution
Nobody Wants This - Netflix 2024
Neo-retro typography is a reinterpretation of past decades, particularly the mid-20th century, when distinctive fonts and lettering styles emerged in graphic design, advertising and pop culture. The result is a fusion of old-school flair with modern design techniques, often through hybrid forms or unexpected colour combinations. It reflects a sense of nostalgia, tapping into the collective memory of past decades while also exploring how those aesthetics can be adapted for today’s visual culture. This style has recently been used in Netflix's hit series “Nobody Wants This” which uses the font ‘Bookmania light’, that embodies the comforting yet flirty nature of the series.
2. Resurgence of elegant serifs
Burberry re-brand
The resurgence of elegant serifs in branding taps into nostalgia by evoking a sense of timelessness, heritage and trustworthiness. When brands use these fonts, they subtly position themselves as a legacy brand with a long-standing history of quality, tradition, and craftsmanship. For example, the rebrand of Burberry, who have gone back to an archive inspired logo mark instead of a sans-serif typeface. This embraces the history of the brand whilst introducing a bright blue create a balance between heritage and modern times. The typeface is an ode to Britishness and embraces its unique selling point.
3. Round and soft typography
Nationwide re-brand
Round and soft typography is characterised by smooth, curved shapes that give the text a friendly, approachable, and modern feel. The design is often marked by rounded edges and minimal sharp angles, which create a more organic and comforting appearance. This style of typography is often used to evoke a sense of warmth, inclusivity and ease, making it ideal to convey simplicity and humanity. Hand in hand with the rise of variable fonts, round type is highly versatile, working well in a variety of contexts and can be used in everything from logos and headlines, to body text and digital interfaces, thanks to their clean and legible forms. A great example of this is the Nationwide rebrand which now feels strikingly modern, simple but familiar due to its use of a customised version of
’Founders Grotesk’.
4. The rise of custom typography
Chateau D’Esclans custom font
The rise of custom typography in branding and graphic design has become a defining trend, driven by the increasing need for brands to stand out in an over-saturated market. Custom typefaces allow brands to create a unique visual identity whilst still establishing their personality to their audience. Whether it’s through unexpected curves, custom ligatures, or playful proportions, a custom typeface provides endless possibilities for expression. For instance, Chateau D’Esclans who produce the popular wine ‘Whispering Angel” commissioned a bespoke typeface that would contrast with the existing Whispering Angel script. The result: ‘Esclans Sans’ - is a contemporary and luxury font that aligns with their global reputation.
5. Experimental type
Nike Team USA custom font
While legibility and functionality remain key, experimenting with typography can be powerful enough to replace traditional brand imagery and illustration. However, it's important to maintain a balance between type as a means of communication and type as an artistic element. When done well, it can have a significant marketing impact by capturing attention and driving engagement. A perfect example of this is the custom type that Nike commissioned for the Paris 2024 Olympics. Inspired by the Olympics' power to unite people, they created a font which illustrates the idea of movement and mimics the fluid, precise movements of an athlete.
Overall, 2024 has been another year of looking back to the past whilst creating for the future - and typography has played a massive role in how we interpret and experience design in our everyday lives. What trends do you think we’ll see in 2025?