There is a prevailing sense that font trends are looking back in time to 2023. With a firm eye on the past, nostalgia dominates all of the top typographic trends identified by our creative community. But how this manifests varies greatly in different tendencies—from channeling reassurance and comfort, to pushing boundaries in response to more general social anxiety.
It is not only sentimentality that fuels this nostalgia. After the pandemic, people are spending more time online than ever before. The attention economy is booming, and as a result, the competition to gather – and keep – consumer focus is fierce. Our social media feeds are filled with videos designed for endless streams, and the idea of channeling past eras through font design creates a visual cue for people to seek shelter and pause in the noise.
Many of us, subconsciously or otherwise, are seeking refuge from the past year where the Russian-Ukrainian war and the rapidly approaching recession have dominated the headlines. While the immediate past may be a little stuffy, designers are inspired by moments of optimism further back in history: Art Deco and serifs that reflect the refined elegance of classic fashion magazines make an appearance, as opposed to stronger, younger cultural trends.
Ultimately, the typography trends of 2023 are full of nostalgia, but they all have subtle modern twists, telling us that while these typefaces may be looking back, they’re only doing so to ensure we keep moving forward (if you’re looking for more design options ; See our pick of the best free fonts).
01. Art Deco Revival
Whether or not the twenty-first century view of the Roaring Twenties can be compared to the twentieth century is still up for debate, but what is clear is the fact that creatives are looking back a hundred years on one of the most visually iconic decades of human history. We’ve seen a constant revival of design trends since the 1920s, with Art Deco leading the way.
These typefaces are traditionally tall and sans serif, imbued with a certain elegance. The aerodynamic curves and large loops lend a sense of sophistication to the letters, which at the time reflected the opulence, newfound optimism and pervasive sense of modernity one would expect to find at one of Gatsby’s parties.
But the typefaces of 2023 are not direct copies of their twentieth-century predecessors. they have distinct, modern elements. In some cases, broken letters and digital distortion bring Art Deco to the cutting edge of the twenty-first century, while elsewhere modern minimalism gives these typefaces a very modern sense of order and restraint.
02. Vintage Narrow Serif
2022 may have had more bubbly, rounded fonts, but in 2023 things look a little more complicated. We see this especially in styles that refer to the typefaces first printed in high fashion magazines of the eighties: serif, tall and elegant. The timelessness of this trend lends itself to digital-first publications, as they can recreate a sense of intimacy with audiences through different mediums.
Brands getting in on the action of this trend include; Burberry who, in a move that has sparked joy in the hearts of designers worldwide, has moved away from bland sans serif wordmarks and returned to its serif-loving roots. These typefaces are subtle and aesthetically pleasing, often with small edges – a swirling loop on the ‘g’ or a leg that reaches up to a capital ‘R’. Expect decorative ears and terminals, italics – and always, always a sense of order and calm.
03. Pictorial mashups
Combine a rebellious irreverence with a taste for the eclectic, and you’ve got the iconographic mashup trend we’re seeing so much of in 2023. By incorporating icons and illustrative details directly into the letterforms themselves, designers are creating some truly weird and wonderful typefaces that are also playful and attract attention.
There’s a clear link here to the rude, with obvious nods to adjacent visual trends like liquid chrome, and the whole distortion has a distinctly turn-of-the-millennium feel to it. The combination of different shapes gives these typefaces a DIY look, tapping into a youthful energy that feels exciting and boisterous without taking itself too seriously. There’s also a sense that the abstract, trivial non-conformity of this style represents today’s world of 2023 in a particularly unique way: diverse, unpredictable, and never the same twice.
04. Mall goth
Think Hot Topic, Limp Bizkit, Linkin Park: the era of Nu Metal at its peak. “Mall Goth” is a throwback to a post-goth subculture that first emerged in the late 90s and continued into the early 90s. Following a viral resurgence on TikTok, where users embraced the irony of a commercialized subculture, designers are drawing inspiration from this style when it comes to typography. Smoky shapes, sharp edges and often all-black compositions create typefaces that are expressive and youthful.
Closely connected with punk revival (opens in new tab) happening more widely throughout the design world, this style has a subtle edge, leaning into the slightly barbed wire, chains and skull motifs that represent this trend. But while this particularly familiar kind of Gen Z attitude is a lighter reflection of the anti-establishment sentiment rising to the surface of society, it certainly doesn’t let the establishment go for a second.
05. Intense red
Traditionally, fonts are either black or white, but in 2023 we see a growing trend towards red as the first color of choice. Often with a retro tone (but still looking modern), these bold red fonts are usually accompanied by minimalistic doodles or animations that recreate a classic look that doesn’t seem dated.
The light energy of this trend conveys vibrancy, youthfulness and a sense of playful optimism: it offers welcome relief for brands and consumers seeking comfort from the past while remaining firmly rooted in the present. Combine this with fun hand-painted mascots and you have a winning combination.
We can see a whole range of cultural moments and touchpoints reappearing in the typeface trends of 2023: a collection of different styles that reflect a rich visual history, from the decorative optimism of the 20s to the post-punk attitudes of the late 1990s.
All these trends share a common thread of nostalgia, updated for modern tastes and modern sensibilities. As such, it seems that 2023 is a year of reckoning with the past and creatives and brands are working to figure out how to use it to make the future brighter.
For more on font trends, check out 99designs by Vista’s full list Trends of 2023 (opens in new tab).
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