2025 Typography Trends
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 amost 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 2025. Read on good traveller, read on.
Y2K (Yes, Still Going Strong)
They That Do’s rebrand for Protein Studios
Nostalgia remains a driving force in design, and the Y2K aesthetic is no exception. Bold, playful, and futuristic elements from early 2000’s digital culture continue to influence typography, with bright colours and chunky typefaces leading the way in contemporary trends.
A prime example? The recent rebrand of co-working and event space Protein Studios by They That Do. The design blends sleek sans-serif fonts with pixelated lettering, striking a balance between Web1 nostalgia and a fresh, modern feel.
“As we progress through the 2020’s, the visual impact of past decades—especially the ’90s and early 2000’s—is only growing,” says Vincent Howcutt, Creative Director and designer at They That Do. “These eras are weaving their way into visual culture, influencing everything from social media aesthetics to the fonts we encounter in today’s design landscape.”
Nouveau Futurism
Marbles by Superfried
While Y2K’s aesthetic leans into pixelated, retro-futuristic vibes, Nouveau Futurism takes a different route. This trend embraces fluid, unconventional letterforms that fuse nature-inspired shapes with futuristic elements – almost like a modern take on Art Nouveau. Think of typefaces like Superfried’s Marbles or the brand identities for Nutriment by Robot Food and Guild by Collins, which blend elegance with a cutting-edge feel.
Hints of psychedelic lettering also creep into this style, but as Vincent Howcutt points out, “designers and type foundries are shifting towards display fonts that feel more organic and free-flowing while maintaining a futuristic edge. What was once considered niche is quickly making its way into the mainstream.”
Typography Drawn from Ephemera
Seed Folk campaign, inspired by vintage seed packets
Ephemera-inspired typography is poised to make a bigger impact in 2025, with more designers looking to vintage artifacts—think postcards, tickets, and old packaging—for creative inspiration. As brands continue to seek authenticity and nostalgia, expect to see more hand-crafted fonts and aged design elements making their way into campaigns, giving them a timeless, emotionally resonant quality.
One way to tap into this, as Vincent Howcutt explains, is by using original materials. For instance, in a recent project for Seed Folk, he sourced 1930s seed packets from eBay, pulling typographic inspiration directly from these vintage designs.
“I’ve always been inspired by collected ephemera—whether it’s old magazines or forgotten editorial pieces from the past,” Howcutt shares. “Lately, there’s been a surge of designers embracing these vintage touches, perhaps as a response to the increasing reliance on AI-driven content. I believe that the revival of handwritten fonts and analogue aesthetics will continue to grow well into 2025.”
Retro Revival: Nostalgia with a Modern Twist
Brooklyn-based agency Tavern
Tavern again…
Err…and again!
The retro revival trend takes a different approach to nostalgia than Y2K-inspired design. While Y2K embraces the flashy, tech-driven aesthetics of the late ‘90’s and early 2000’s, retro revival is all about refining a brand’s own visual history. Instead of pulling from a broader cultural movement, it focuses on reinterpreting past design elements unique to each brand, giving them a fresh, updated look.
This shift is closely tied to the Heritage Revivalism trend, which has seen brands revisiting their archives to bring a sense of authenticity and trust to their visual identity. By modernising classic logos and typefaces, companies are able to tap into nostalgia while ensuring their branding remains relevant.
But this isn’t just about copying the past – designers are carefully balancing vintage charm with contemporary appeal. The result? Streamlined shapes, cleaner lines, and refreshed colour palettes that maintain a brand’s legacy while making it feel current.
Brooklyn-based agency Tavern has perfected this approach, with recent projects like the Sizzler rebrand and Burt’s Bees’ 40th-anniversary *Camp Burt’s ‘84* collection. Expect to see more brands embracing this strategy in 2025, using nostalgia as a tool to stay connected to their roots while evolving for the future.
Custom Typefaces with Personality
Jubel, designed to express joy and celebration
As AI continues to streamline design processes, brands are looking for new ways to differentiate themselves. Jessica Walsh, founder of &Walsh, predicts that in 2025, more companies will turn to custom typography as a way to create distinctive, ownable branding.
Walsh recently launched her own type foundry, *Type of Feeling*, with the mission of designing typefaces that go beyond functionality to evoke genuine emotion. Each typeface in the collection is inspired by a specific mood or feeling.
Take *Jubel*, for example – a typeface designed to capture joy and celebration. “The thick strokes and lively curves radiate energy,” Walsh explains. “Even the ‘e’ almost smiles at you, reinforcing the exuberant, celebratory essence of the word.”
Bold and Playful Typography
Walsh & Co’s work for Plenty
Typography is taking a lively turn, with designers moving away from strict minimalism in favour of bold, expressive letterforms. This shift toward rounded, chunky shapes and hand-drawn details adds a sense of energy and personality, making type feel more engaging and approachable – a trend expected to continue into 2025.
A great example of this is *Walsh & Co.*’s work for Plenty, an indoor vertical farming company. To capture the brand’s fresh and vibrant essence, the team designed a custom humanist sans serif inspired by the natural appeal of crave-worthy produce. “Wherever possible, the font avoids straight lines, favouring curved and tapered strokes,” Walsh explains. “The sharp stroke endings resemble leaves, and the curves are as plump and round as a ripe tomato.”
The Rise of Variable Fonts
Pangram Pangram’s Fragment
Variable fonts are set to become even more influential in 2025 – though most consumers won’t consciously notice the shift. What makes them so powerful is their adaptability, giving designers the ability to seamlessly adjust weight, width, and style within a single font file. Typefaces like Grilli Type’s *GT Ultra* and Pangram Pangram’s *Fragment* showcase this versatility, making them an increasingly popular choice for brands prioritizing responsive design and a cohesive user experience across digital platforms.
“The way we approach typography today has evolved dramatically compared to just a few years ago,” says Erik Herrström of Studio Herrström. “There’s been major innovation, especially with variable and modular typefaces, which offer designers greater flexibility and creative range. I expect variable font treatments to remain a dominant force in 2025.”
The Rise of Anti-Design
Pentagram’s brash and colorful rebrand for Young V&A,
Charli XCX 😉
Red Antler’s handwritten logo for Popup Bagels.
The anti-design movement is set to make waves in 2025, championing a raw, unpolished aesthetic that challenges conventional design norms. According to Erik Herrström, this intentionally lo-fi approach is gaining traction across creative industries.
“Charli XCX’s *Brat* cover put anti-design in the spotlight, and we’re likely to see more designers pitching these stripped-down, unfinished treatments for brands in music, culture, and beyond,” Herrström explains.
Examples of this bold, experimental style can already be seen in Pentagram’s loud and colourful rebrand for Young V&A, as well as Red Antler’s hand-drawn logo for Popup Bagels – both of which embrace imperfection as a defining feature.
Kinetic Typography
Touli’s Shifting Symphonies
Kinetic typography, or animated text, continues to gain popularity as a compelling storytelling tool in 2025. By using motion to bring letters and words to life, this trend adds a dynamic dimension to digital content. Whether featured in video intros, social media, or interactive websites, kinetic typography captivates audiences in ways that static text simply cannot, enriching the overall narrative. Notable examples of this trend include Tina Touli’s Shifting Symphonies and Monica Losada’s visual work for WIRED, both demonstrating the creative potential of animated type.
“The way we interact with brands now happens primarily in digital spaces,” explains James Kape, founder and Creative Director at OSME. “This unlocks exciting possibilities to animate or make typography interactive.”
Illustrative and Unconventional Typography
OMSE’s expressive typeface for Black Bee Honey
Bold, illustrative, and unconventional typefaces are becoming increasingly popular for their ability to grab attention in visually saturated environments. “We’re seeing more expressive, illustrative typographic treatments,” explains **Pedro Messias, partner and Creative Director at OSME**. Instead of relying on clean lines and minimalist fonts, designers are embracing more distinctive, eye-catching styles that stand out – especially on fast-moving platforms like social media.
A great example of this approach is **Black Bee Honey’s** branding, where **OSME** developed a custom typeface inspired by the movement of bees and the flow of dripping honey. Similarly, **Red Antler** crafted a lively and illustrative identity for **Bezi**, a New York-based brand reimagining labneh dip. Another striking execution of this trend can be seen in **Studio Nari’s** Nike Kids campaign, where playful and expressive typography brings the brand’s youthful energy to life.
Props to the team at Wix Studio .
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