Out with the old, in with the (new)… old!
The 70’s are back! And the 80’s, 90’s, Y2K too! Over the last few years we’ve witnessed a major comeback of vintage logos and retro typography, with reminiscent branding slowly starting to dominate the design world. From the loud & bold coloured fonts of the 80’s to Y2K urban prints, nostalgia is playing a huge role in current design and it’s easy to see why!
With the influence of nostalgia spilling over into music, fashion and even home decor, the revival of vintage graphics and iconography is one to be noted for brands and agencies wanting to refresh their look in 2025. Research suggests that ‘61% of people are more likely to engage with a brand if it makes them feel nostalgic’. (Source: The Influence of Nostalgia on Consumer Behavior, Journal of Consumer Research, 2012).
There is an undeniable comfort and resonance to be found within nostalgic design; how it neglects futurism and runs far away from the AI world, I believe plays a huge part in its return. It is said that ‘70% of global marketers agree that using nostalgia in their campaigns increases emotional engagement and consumer loyalty’. (Source: Nielsen, 2021). There is a clear longing for resonance and sentimental value that enables consumers to not only connect with a brand, but feel seen and reminisce on the ‘good old days’!
This style of marketing shows brand awareness of trending design and pop culture, whilst confidently embracing the old and placing value in a ‘for everyone’ approach to design.
The future is green!
As overconsumption and pollution reaches its highest heights, sustainability has become a hot topic of conversation over the last few years, one almost impossible to ignore! The demand for brands needing to be sustainable is high and it’s starting to influence how we communicate company values within graphic design.
A survey recorded by BusinessDasher, states that ‘92% of consumers trust brands that are socially responsible or environmentally friendly’(astutis.com). We can see how the need for eco-conscious values are not only influencing campaign designs within that specific niche, but having an effect on the wider design space.
Throughout intentional, minimalistic design choices, brands are able to communicate the sustainability message. The use of earthy tones, simple fonts and subtle layouts can mirror green-consciousness and colours that are symbolic of a more healthier, nature-friendly environment. Choosing to rebrand with this style, consumers are able to recognise purpose and align their values to the brand.
Although the use of eco-conscious web design is super effective, it isn’t just for the aesthetic! Studies found by Studio Illicit state that ‘compressing images and using modern formats can significantly reduce a website’s data size, resulting in quicker load times and a better user experience, all while being kinder to the environment’ (illicitwebdesign.co.uk). This means design agencies are also able to contribute positively with their own web design, enabling a rebrand for 2025 that not only entices a new clientele, but shows a positive status of company ethics and environmental care.
The relationship between the eco-conscious movement and the graphic design world is continuously evolving. We can expect to see 2025 flourish with nature-toned designs and minimalism; so get ready to go green!
AI AI AI
Over the recent years, the use of AI within design has been astronomical, and is changing the design world as we know it. It’s reported that ‘65% of companies reported regular use of generative AI in design, nearly double from 2023’. (bluehost.com) So what AI trends can we expect to see as design agencies in 2025?
Futurism is key when we think of AI design. Whether it be 3D motions, immersive visuals or chromatic fonts, thinking to the future and being innovative within web design is not only vital, but could be key to winning the forward-thinking, tech savvy clientele!
AI tools are enabling graphic designers to experiment and articulate new ideas rapidly, influencing the rise of immersive 3D / video within design. A statistic found by Adobe, states that ‘websites that incorporate 3D elements experience a 40% increase in user engagement compared to those with only 2D graphics’ (source: adobe.com). As the trend for 3D design increases, AI is able to assist its growth and churn out design pieces that are not only eye-catching, but feel like a new wave of brand expression: enticing the consumer throughout an immersive online experience as opposed to an expected, static page.
The power of AI however isn’t just subject to new invention, its ability to revise old fonts and blend them with a futuristic style is a design method I believe will continue to gain traction in 2025.
One font that has skyrocketed in popularity due to AI technology is the use of the 3D bubble font. Although this style of typography isn’t new, its rebrand gives it a different life, making it feel ultra-modern and alive: as it is said to be ‘more hyper-realistic than the original 1970s old-school graffiti type’ (elements.envato). Changing the font from the original 2D retro vibe to one that ‘leans heavily into a plastic, balloon-inspired aesthetic’ (elements.envato) is not only innovative, but it brings both the nostalgic and futuristic consumers together!
With AI arguably leading the way of the future in design, the sky is your limit when it comes to innovation and creative expression. As AI continues to grow and expand, current design trends will forever be attainable to those who use it.
Written by Saz Murray
