Frutiger Aero
フルティガー・エアロ / mid-2000s–early 2010s / Style / Digital Retro
Shows glossy digital technology as an approachable future by tying it to blue sky, water, grass and bubbles. The gloss is the same as Aqua's, but Aqua is the texture of a control and this is the world of the wallpaper and the advert.
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At a glance
Visual cues
- Blue sky and grass
- Transparent bubbles
- Glossy UI
- Humanist type
Best used for
- Launching consumer hardware or apps that need to feel warm rather than technical
- Advertising water or environmental services as a clean and bright future
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Dictionary entry
- Type
- Rounded humanist sans set bold with a faint gloss
- Composition
- Give the lower half to water and grass, float the product above
- Material
- Sky blue gradients, transparent bubbles, water drops, strong highlights
- Caution
- Adding bubbles and gloss without saying anything about the technology turns the image into nostalgic wallpaper and the product goes unexplained.
- Further study
- Windows Aero / Sofi Lee / 2000s eco-tech advertising
Related entries
- Web 2.0 Gloss (ウェブ2.0グロス)Same Digital Retro lineage.Compare Frutiger Aero and Web 2.0 Gloss
- Y2K (ワイツーケー)Same Digital Retro lineage.Compare Frutiger Aero and Y2K
Often confused with
More from Digital Retro
Continue through styles in the same Digital Retro family, prioritised by shared effects.
- Synthwave (シンセウェーブ)Shared effects: Futurity / Nostalgia.
- Vaporwave (ヴェイパーウェイヴ)Shared effects: Nostalgia / Futurity.
- Gen X Soft Club (ジェネレーションX ソフトクラブ)Shared effects: Futurity / Nostalgia.
Browse all Digital Retro entries
Cite this entry
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- Link
- https://indexstyle.org/styles/frutiger-aero
- Markdown
- [Frutiger Aero — IndexStyle](https://indexstyle.org/styles/frutiger-aero)
- HTML
- <a href="https://indexstyle.org/styles/frutiger-aero">Frutiger Aero — IndexStyle</a>