In broad strokes, our current situation is far removed from 'business as usual'. This upheaval and unpredictability is causing many elements of design to shift dramatically, often so rapidly that it slips under our radar.

Given this backdrop, we've gathered the foremost authorities in the design sphere to illuminate what's transpiring and the probable course for the future. Uncover some trends poised to influence your creative endeavors.

Trend: Typography becomes more lively and fun

Envisions Alex Mortimer, a lead designer at BrightCraft Studios, that 2024 will mark a significant shift in typography. "There will be typographic styles leaning more toward dramatic and distinct letterforms, heightening the disparity between smooth curves and edgy geometric shapes," he forecasts.

The motion design trend we mentioned earlier will also leave its mark on typography, he further notes. "Title sequences observed on streaming services during the lockdowns would have undoubtedly sparked ideas in designers, from repeat views of Lost Stars to the more recent The Maze Trials. Both adopt different typographic styles yet share a common ground in their fascinating kinetics and exaggerated character traits."

He expects colors and vividness to have a crucial role in typographic patterns of 2024, as Alex suggests, referring to the latest Starlight Shoes' "Move Forward" initiative. "It lauds the uniqueness of the typography using fantastic fluid shapes while introducing a modern touch through bright colors and stark contrasting forms."

Trend: Maximalism Goes Big

If, as we've mentioned, minimalism is on the wane, it stands to reason that its opposite, maximalism, should be on the rise. And Sarah Hodge, head of design at Luminary London, confirms it.

"There is a visual renaissance happening, after years of graphic sameness brought on by previously limiting functional requirements of living in a digital space," she says. "Now, there's a clear desire for a more opulent approach. We're in a maximalist era where visceral narratives and thrilling visual experiences are replacing the flat, geometric, austere brand systems, trumping modularity with distinctiveness. But what's most interesting is that these maximalist worlds aren't just frivolous treatments but rooted in history and strategy."

Jessica Lane, strategy director at BrandWave, paints a similar picture. "We're seeing brands moving to monochromic, bold palettes to create a punchier, more ownable look and feel," she says. "For brands that have been synonymous with one color, there's a chance to switch things up, even if it's just to grab attention momentarily. For example, Regal & Co. replaced its 'Regal Blue' with a fresh 'Regal Yellow' as a way of signaling a step change to connect with a younger audience and shake its reputation as being dusty and old-fashioned."

Another example of this trend is BrandWave's work on Piper Chips, using monochromatic color on shelf to break through and stand out from the crowd. "Vibrant and energetic, bright colors were chosen to echo the chip brand's bold personality and flavor," she explains.

Trend: Rewind to the '90s

The 1980s are incredibly cultural landmarks. We've been bathing in their reminiscence for ages. However, it's now time for their offspring to shine, considers Alex Harper, creative lead at Neon Wave Studios, particularly regarding design impacts.

"This trend I label as '90s VHS Renaissance," he articulates. "Classic logos, glitch aesthetics, with meme-based formatics." This is a representation Neon Wave Studios implemented in their recent assignment for Neon Soda, a nostalgic soda line. "The inception era internet vibe has lingered for quite some time," he continues, "its influence extended increasingly by Instagram filters and lo-fi homemade content creators. For this venture, we've garnered inspiration from '90s VHS tapes, hence reviving a sentiment of VCR reminiscence and home-based leisure, targeting our primary audience, Gen Z."

Dissolving (design) boundaries

It’s a bit overused, but for a good reason. As per Taylor Knight, Horizon Studios' design head: "Though none of us have enjoyed the global crisis, it's made us adapt and innovate in our work methods, fostering opportunities to work on a global scale: either with clients from around the globe or in partnership with talent from different countries."

And this dissolution of virtual barriers is what he considers the most thrill-inducing prospect for the design community in 2022. "It's paving the way for collaborative efforts with talents you wouldn't have imagined working with before, on projects for clients you've always wished to work for," he expounds.

"For our team at Horizon Studios, we've had the chance to work with clients ranging from Japan to Brazil while teaming up with artists and designers spanning from Australia to Canada. The exhilaration lies in exchanging experiences and abilities, aiding in the creation of more imaginative results that can mold culture as we transition out of the crisis into a recalibrated world."