'Renewable' Graphic Design Trends

Rebranding evidence has shown that ‘renewing’ is a trend currently, taking the old and reinvigorating it into something new. Company giants such as Kodak, Co-Op and Natwest have all over the last month rebranded. Although rather than creating a new brand, they have reverted to their original designs all three of which are from the 1970’s. This is a current trend as companies are trying to revitalise their heritage; bringing them back to their values and providing an essence of what the company is really about in modern context. This is also a marketing technique in terms of re-jogging the memory of their target audience to an ‘earlier’ time in their life, in which these brands would have been present on the market - thus drawing in the demographic they desire. ‘Renewing’ a typeface is similar to renewing a brand, in this context, it is bringing back originality to a modern day context. This is something I would like to convey in my design, having strong links to both the heritage and modernity to my typeface developed.