Introduction
As we step into 2025, we take a moment to reflect on the top typography trends of 2024. Last year saw a fascinating blend of nostalgia and modernity, with new typefaces and trends emerging from leading foundries and designers. This post revisits the key typography trends of 2024 and examines how brands leveraged them to create engaging and memorable designs.
Key Typography Trends in 2024
- Heritage Serifs and Nostalgic Styles – We’re seeing a comeback of elegant, classic serif fonts and ’90s-inspired typefaces as people crave comfort and familiarity. Brands are embracing vintage vibes, using bold shadows, grunge textures, and layered designs to tap into that nostalgia.
- Maximalist and Experimental Typography – Designers are breaking the rules, mixing different fonts, stretching and distorting letters, and using bright, layered text to grab attention in today’s busy digital world.
- Humanized Lettering and Handcrafted Fonts – Playful, imperfect, hand-drawn fonts are gaining popularity because they add warmth and a personal touch. Brands in industries like food, wellness, and lifestyle love these fonts to make themselves feel more approachable and friendly.
- Dynamic and Variable Fonts – More brands are using variable fonts that can change weight, width, and even movement to fit both digital and print needs. These flexible fonts make content easier to read and more engaging.
- Custom Typefaces for Branding – Companies are investing in bespoke typography to create unique brand voices. Custom fonts help maintain brand consistency while distinguishing companies in competitive markets.
Case Study 1: Guggenheim Museum’s Multilingual Typeface
Challenge: The Guggenheim Museum wanted to create a consistent look across all its locations, while making sure it was easy to use in different languages.
Solution: Pentagram created a custom font called Guggenheim Sans, which is free for anyone to use. The font includes both Latin and Arabic characters, blending modern and traditional elements inspired by architect Frank Lloyd Wright. This new font helps strengthen the museum’s international image.
Case Study 2: Nike’s Olympic Typeface
Challenge: Nike needed a fresh typeface for the 2024 Paris Olympics that embodied speed, energy, and flexibility.
Solution: Working with Pizza Typefaces, Nike created a custom font that can change its appearance, switching between simple, easy-to-read letters and bold, energetic shapes that convey movement. This unique font boosts Nike’s brand identity and fits perfectly across their products, from athlete uniforms to advertising materials.
Case Study 3: HashiCorp’s Custom Sans-Serif
Challenge: Cloud infrastructure company HashiCorp required a unified typeface for its branding and digital assets.
Solution: Collaborating with XYZ Type, HashiCorp introduced HashiCorp Sans, a custom font that combines technical accuracy with a human touch. The letter shapes, inspired by clean, modern fonts and small design details that improve readability, give the brand a unique and approachable look.
Looking Backward to Look Ahead
2024 was an exciting year for typography, mixing classic styles with fresh, modern designs. From vintage serif fonts to bold, experimental layouts and custom fonts for brands, typography became a key part of telling brand stories. These examples show how companies used creative type to strengthen their identity, connect with audiences, and make their content easier to access. As we head into 2025, these trends will keep shaping design, opening the door for even more creative possibilities.
Typography plays a crucial role in shaping a brand’s identity, and the innovations of 2024 have set new standards for creativity and functionality. Whether you’re drawn to heritage serifs, dynamic variable fonts, or custom typefaces, these trends highlight the power of thoughtful design in making a lasting impression. If you’re looking to refine your brand’s visual identity with expert logo and brand development, visit our Services page to see how we can bring your vision to life.