In the 2010s, the design world experienced a shift towards simplicity and uniformity, with many brands opting for clean, sans-serif geometric typefaces. It was a trend that reflected the era’s minimalistic design ethos, aiming for broad appeal and neutrality. While this movement contributed to a polished and modern aesthetic, it also led to a degree of homogenisation. As brands began to adopt similar typefaces, it became increasingly difficult for individual identities to stand out. In response to this, the 2020s have marked a return to personalised, expressive typography that embraces both heritage and innovation.

Adam G, co-founder and creative director of LA-based design studio TRÜF, captures this sentiment well: “In terms of personalisation, I think perhaps this is a reaction to the homogenisation that happened in the 2010s where so many brands ditched their heritage and opted for some kind of sans-serif geometric typeface.” His reflection suggests that designers and brands have grown tired of the uniformity that once defined modernism and minimalism, and are now seeking new ways to communicate individuality and identity. This shift is, in part, a reaction to the past decade’s standardisation, but it also reflects the broader cultural trend towards personalisation in the digital age.

The Rise of Personalised Typography: A Response to Homogenisation

The 2010s saw many brands abandoning their unique visual identities in favor of a more neutral, corporate-friendly aesthetic. Brands that once had rich typographic legacies—such as Burberry and Balmain—shifted to a sleek, sans-serif approach that prioritised functionality over flair. This trend wasn’t limited to the fashion world; tech companies, automotive brands, and even governmental bodies adopted similar approaches, creating a world where geometric sans-serif fonts like Helvetica, Futura, and Gotham became ubiquitous.

This widespread adoption of sans-serif typefaces created a sense of cohesion, but it also led to the erosion of brand uniqueness. As companies sought to reach broader audiences in a globalised market, they often opted for a “safe” design language that lacked personality. The result was a landscape where brands felt visually interchangeable, and the power of typography to convey meaning, emotion, and identity was underutilised.

The 2020s have seen a strong pushback against this homogenisation. Designers and brands are now more interested in expressing uniqueness, authenticity, and heritage through their visual choices. Adam G’s comment on Brinca, a typeface that “feels like a bridge between flexible and personalised,” highlights a growing demand for fonts that can adapt to different contexts without losing their character. This represents a broader shift in the design world, where personalisation and flexibility are now seen as essential attributes of successful typographic choices.

Heritage Meets Experimentation: A Balancing Act

One of the defining characteristics of the 2020s is the blending of heritage with contemporary design. As much as the last decade saw a departure from tradition, the current decade has embraced the rich history of typography as a source of inspiration. The renewed interest in heritage isn’t just about nostalgia; it’s about creating designs that resonate on a deeper level by reconnecting with the past while pushing boundaries forward.

In a largely digital-first world, the emergence of highly variable typefaces allows designers to experiment with multiple personalities for different projects and settings. This dynamic approach contrasts with the rigidly consistent typefaces of the 2010s, which often prioritised clarity and neutrality over expressiveness. Variable fonts, with their ability to shift weight, width, and contrast seamlessly, embody the flexibility and adaptability that modern designers crave.

The typeface Brinca is an excellent example of how contemporary typography balances heritage with modern usability. Described by Adam G as “fun, funky, and usable,” it’s a typeface that takes cues from traditional fonts while incorporating the playful and experimental elements that define the digital age. Brinca’s design evokes a sense of nostalgia, but it does so without feeling dated or out of place in a contemporary context.

The Role of Technology: Democratising Typography

Another driving force behind the evolution of typography in the 2020s is the ongoing democratisation of creative tools. As Adam G notes, “the options are endless at this point,” and new technologies are enabling designers at every level to create their own bespoke fonts or modify existing ones with ease. Open-source platforms, type design software, and AI-driven tools have made typography more accessible than ever before, allowing individuals and small businesses to craft unique identities without relying on generic, off-the-shelf fonts.

This technological shift is reshaping how we think about typography. In the past, the creation of a typeface was a laborious, specialised process that required a deep understanding of letterforms, grids, and spacing. Today, tools like Glyphs, Fontself, and Prototypo have streamlined the process, enabling designers to experiment freely without needing to master the intricacies of traditional type design.

At the same time, the digital landscape is encouraging a sense of playfulness in typography. Designers are no longer constrained by the technical limitations of print; instead, they can create fonts that respond dynamically to user interaction, screen size, and context. Variable fonts, animated type, and responsive typography are just a few of the innovations that are transforming the way we experience text in the digital space.

A New Era of Visual Identity

As we move further into the 2020s, it’s clear that the world of typography is in a state of flux. Designers are exploring new ways to combine personalisation, heritage, and technology to create typefaces that feel authentic, flexible, and unique. In this new era, the rigidity and uniformity of the 2010s are giving way to a more expressive, dynamic approach to design.

The resurgence of personalised typography reflects a broader cultural shift towards individuality and authenticity. In a world where consumers are bombarded with information and brands are constantly competing for attention, the ability to stand out visually has never been more important. Typography, once considered a secondary element in design, is now seen as a key tool for communicating identity, emotion, and values.

Ultimately, the evolution of typography in the 2020s represents a reconnection with the art form’s roots while embracing the possibilities of the digital age. As designers continue to push the boundaries of what’s possible, we can expect to see even more experimentation and innovation in the years to come. Whether through handcrafted fonts or cutting-edge digital tools, typography is once again becoming a space for creativity, expression, and personalisation—one letterform at a time.

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