Everything old is new again: a deeper look at nostalgia in design.
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Digital branding
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Nostalgia, thought to help people cope during times of crises, is having a moment in design of all kinds. We explore what's driving the trend and some of the complexities inherent in reviving historical design elements.
Over the past year or two, nostalgia has begun to creep in to many facets of daily life – fashion and furniture, brand identities and even the music we stream. During what has been the most uncertain, unsettling 2 years most of us have experienced, we’ve watched brands and designers seek out a sense of comfort by reinventing the familiar. Scientifically, it makes sense as psychologists have found that reminiscing can help people cope with crises.
Like picking for antiques, designers similarly love to dig for inspiration in heritage logotypes, books, posters, and books, and pay homage to those designs. How many typefaces were inspired by letterforms in an old book discovered at a used bookstore or a postcard sourced at a yard sale? It’s a way to celebrate icons or curate a unique style – whether in a logo, your closet or in your home.
Even our most recent Studio release, a contemporary serif titled Cotford, from Creative Type Director Tom Foley, carries a nostalgic touch. “Cotford reflects an experience many people had during the peak of last year’s lockdowns: A yearning for familiar comforts and a bit of warmth amidst the uncertainty.”