Serif fonts are experiencing a dramatic comeback in modern design, marking a significant shift from the clean, minimalist sans-serif typography that dominated the 2010s. From protein bar packaging to AI company branding, designers across industries are embracing nostalgic typographical aesthetics reminiscent of 1990s Apple advertising.
The trend first gained attention with products like the tinyPod, a device that transforms the Apple Watch into a handheld gadget. The product's website featured iPod-inspired visuals and serif typography that directly recalled the font used in Apple's colorful Mac advertisements and the original iPod packaging from the late 1990s and early 2000s.
One of the most prominent examples of this trend is David, a popular protein bar brand among Generation Z consumers. The brand features remarkably simple and retro branding, using a typeface identified by typography resource Fontsinuse as Instrument Serif. This font choice represents a stark departure from the blocky sans-serif fonts that were ubiquitous during the flat design movement of the previous decade.
The artificial intelligence industry has also embraced this nostalgic typography trend. Comet, a new web browser from AI company Perplexity, features advertisements using a similar serif font called Editorial New. This choice is particularly noteworthy given the tech industry's traditional preference for modern, clean typefaces. Design experts suggest that the nostalgic element of serif fonts may provide a sense of warmth and safety that counteracts the sometimes cold perception of AI technology.
The psychology behind font selection plays a crucial role in brand perception and consumer response. During the 2010s flat design era, crisp sans-serif fonts were considered the gold standard for digital interfaces and modern branding. Decorative serif fonts were often dismissed as outdated or overly ornate. However, the current shift suggests that consumers and designers are seeking more personality and warmth in typography.
Despite the growing popularity of serif fonts, a backlash has already begun among some design professionals. Critics argue that fonts like Instrument Serif have become so widespread that their use now appears lazy or unoriginal. The situation hasn't been helped by the font's adoption for controversial purposes, including promotional materials for the Trump Gold Card visa.
Social media discussions reflect the divided opinions within the design community. Some designers celebrate the return of serif fonts as bringing much-needed warmth and personality back to modern design. Others express frustration with the trend's ubiquity, calling for designers to move beyond fonts like Instrument Serif and explore more diverse typographical choices.
The current serif revival draws clear inspiration from some of the most memorable advertising campaigns in design history. Apple's 1990s print advertisements, which featured the serif typography now making a comeback, are widely regarded as among the best advertising designs ever created. This stands in contrast to more recent corporate advertising, which many design critics view as less inspired and memorable.
As the trend continues to evolve, the design community remains split on whether the serif revival represents a positive return to warmth and personality in typography or simply another passing fad that will eventually give way to the next major design movement. The widespread adoption across diverse industries suggests that serif fonts may have staying power beyond a simple nostalgic moment.
