We’re getting nostalgic for 2004

‘Frutiger Aero’ has been searched for 30,000,000 times on TikTok in 2024 alone.

Dominating graphic design trends from 2004 through to 2010, the aesthetic is defined by bright, skeuomorphic design (remember when Apple used that brushed steel effect on all their apps), and glossy textures beautifully mixed in with a hopeful, optimistic vision of the future.

Younger generations are tiring of predictable, minimalistic branding and becoming increasingly inspired by colourful, maximalist design.

Their infatuation with Frutiger Aero is likely linked to the rekindled love of subcultures - finding comfort and community in niche aesthetics. From dark academia to cottagecore, there is also another ingredient that’s resurrecting this style - nostalgia.

The aesthetic marks a simpler time, creating a modern, sleek, strangely comforting vision of the future soothed by natural imagery and fresh colours that set it apart from the incoming greyscale futurism.

What else sets it this design style apart? 3D effect. That’s right, a warm welcome back for the gradient. After years of flat, clean, minimalistic design, perhaps generations are now becoming inspired by something that feels different - and what could be more of a contrast to that than the return of the gradient?

Whether or not this TikTok trend marks a return to the mainstream for the Frutiger Aero aesthetic, it’s clear that younger generations are increasingly rejecting modernity in favour of bright colour and vivid creativity.

If brands want to continue to engage and resonate with younger audiences, it may be worth learning a few lessons from the past and bringing back an element of playfulness that’s been lost in recent times.