Frutiger Aero
The Corporate Aesthetic of Y2K
Our obsession with Y2K stems from early web nostalgia that has manifested into a subculture dominating our current digital sphere. But what comes after Y2K?
Introducing: frutiger aero. Encapsulating the consumerism aesthetic of 2004-2013, this genre is chock-full of cool-coloured, nature motifs. At a time where technology is becoming increasingly advanced yet accessible, this aesthetic gives a friendly sheen.
• Skeumorphism in UI/UX design
• Glossy design
• Frutiger/humanist sans-serif typefaces
• Tertiary color palettes
• Glassy/transparent materials
• Photographs of aurora borealis
• Bokeh photography
• Macro photographs of grass
The resurgence of this tech corporation aesthetic indicates a rebuttal against the prevalent plainness of minimalism. Our search for a slower life experience is answered when we “view nature and technology as intrinsically linked, rather than at odds.” Cortes, 2023.
What Frutiger Aero teaches us is that we can reimagine technology in various visual arenas to help us cope with the daunting speed at which it develops.
Q. Where do you see Frutiger Aero today?
