Typography has always been the backbone of great design. But in 2025, we're seeing type take center stage in ways that feel genuinely new. Here are the trends we're most excited about.
Variable Fonts Go Mainstream
Variable fonts have been around since 2016, but 2025 is the year they truly hit their stride. Designers are using the technology not just for performance benefits, but for creative expression—creating fluid typography that responds to user interaction and scrolling.
We're particularly excited about variable fonts that include multiple axes, allowing for real-time adjustment of weight, width, slant, and optical size.
Kinetic Typography
Static text is becoming the exception. From subtle micro-animations to full-screen typographic experiences, motion is being used to guide attention and create emotional impact.
- Scroll-triggered animations: Text that reveals, transforms, or reacts as users scroll.
- Responsive kinetics: Typography that responds to cursor movement or device orientation.
- Narrative type: Animated text that tells a story through motion.
Neo-Brutalist Type
The brutalist web design movement has evolved into something more refined. We're seeing bold, heavy typefaces used in ways that feel intentional rather than aggressive. Think Helvetica Now at 900 weight, set tight, in all caps.
Custom Typefaces
Brands are increasingly investing in custom typefaces as a way to stand out. A unique typeface is something competitors can't copy—it becomes a distinctive asset that compounds over time.
Accessibility-First Typography
The best designers are now considering accessibility from the start, not as an afterthought. This means generous line heights, appropriate contrast ratios, and typefaces designed for readability at all sizes.
Our Prediction
Typography in 2025 will be more dynamic, more expressive, and more personal than ever. The brands that invest in thoughtful type choices will have a significant advantage in capturing attention and building recognition.
