Without diving into the origins of Art Nouveau or its associated sister movements and detractors let’s just acknowledge it has returned with a vengeance. This movement dominated the creative output of a generation at the beginning of the previous century and bobbed back up for a victory lap in the 60’s as the poster child for the counterculture of psychedelia. Often this movement is defined by its signature organic, variable weight, flowing linear tendrils that swoop, stretch and whiplash back to rest with pure elegance.
Intoxicating letter forms, cartouches, and illustration best signaled the graphic aesthetics of this movement in round one. An homage to nature and life forms both flora and fauna remains a backbone of this style regardless of era. Acid colors and a cortex vibrating lilt was given to the movement in the 60’s but today that palette has desaturated dramatically and often lets a single visual component express the style. This generation speaks of a classical dignity that continues to champion nature but paired with reserved fonts that exhibit restraint. There is a comfortable, yet wanton escapism in this trend, whether promoting a luxury product or retreat, cannabis, or some other hedonistic desire.
DESIGN AGENCY: VOLAINE & JEREMY
DESIGN AGENCY: ZERO
DESIGN AGENCY: RAGGED EDGE
DESIGN AGENCY: MOTHER DESIGN
CLIENT: PARK LANE