The '90s Are Back: How Nostalgia is Shaping Modern Branding
I have to say in my twenties when the nostalgic things came around, I never noticed it. It would be something funny for a few weeks, and then it was gone. However now, maybe with the influence of social media and having children of my own, I must admit I love seeing things from my childhood come back around. Not long ago, my son brought home a snap bracelet that his teacher gave.
I saw it and immediately smiled, “Oh man, I had one of those!”
And, if you’ve scrolled through social media, wandered into a trendy coffee shop, or even just paid attention to the latest fashion collaborations, you’ve probably noticed something—the '90s are back. But this isn’t just about scrunchies, bucket hats, and butterfly clips (although, let’s be honest, those are making a strong comeback, too). The world of branding and design has been hit with a wave of '90s nostalgia, and I’ll be honest, I hope it stays for a while.
So, why are we seeing a revival of '90s aesthetics? And more importantly, how can contemporary brands integrate this nostalgic style without making their designs feel like a cheap throwback? Let’s dive in, break down the appeal, and explore how to use '90s design elements in a fresh, modern way.
Photo by Kevin Malik: https://www.pexels.com/photo/orange-nintendo-game-boy-8762881/
Why Are '90s Aesthetics Making a Comeback?
Before we get into the how, let’s talk about the why. Trends are cyclical, and nostalgia is a powerful tool in branding. The '90s represent a unique sweet spot for millennials (who now hold major buying power) and Gen Z (who romanticize the era as a time of unfiltered creativity, vibrant pop culture, and analog charm). The digital overload of today has left many craving a time when things felt more playful, experimental, and full of personality.
The Role of Nostalgia in Branding
Nostalgia marketing is more than just a gimmick—it’s an emotional connection that builds trust and familiarity. Consumers respond positively to things that remind them of their childhood or past experiences. By leveraging '90s branding trends, businesses can tap into those emotions and create a strong, memorable brand presence.
Key '90s Design Elements Making a Comeback
Alright, let’s break down some of the most iconic '90s design elements that are resurfacing in modern branding:
1. Bold, Vibrant Colors & Gradients
The '90s were all about eye-catching color palettes—think neon pinks, electric blues, and slime greens. Gradients, once a staple of early computer graphics, have returned with a refined, sophisticated twist. Today’s take on '90s color schemes often includes softer, neon-infused pastels or futuristic cyberpunk hues.
How to Use It: If you’re incorporating '90s-inspired colors, balance them with neutral tones or use them in specific accents (like a call-to-action button or packaging detail) to avoid overwhelming your design.
2. Memphis Design & Abstract Shapes
Wavy lines, squiggles, geometric patterns—Memphis design was a style started in the 1980’s and then continued into the early 1990’s, from Taco Bell interiors to Nickelodeon bumpers. This playful, maximalist approach has returned, especially in digital design and branding.
How to Use It: Add small, asymmetrical elements to your branding—maybe as a background pattern on your website or subtle accents on social media graphics. Play with this and make it your own.
3. Pixel Art & Low-Resolution Graphics
Thanks to the rise of retro gaming culture, pixel art and low-fi graphics have made their way back into branding. They evoke a sense of simplicity, reminding us of early video games and the dawn of the internet.
How to Use It: Pixel art can add a nostalgic yet modern touch to logos, icons, and even animations. Brands like Duolingo have played with this aesthetic in fun ways.
4. Bold, Chunky Typography
Ok, outside of the classic MTV logo, I can do without big blocky type. However, the '90s had a love affair with big, blocky typefaces, often with drop shadows and exaggerated proportions. This style is making a resurgence, especially in logos and ad campaigns.
How to Use It: Even though it may not be my cup of tea, if need to make a statement I may find myself going here as a designer, but pair it with sleek, modern typography to maintain balance.
5. Hand-Drawn Doodles & Sticker-Inspired Graphics
Skater culture, zines, and notebook doodles ruled the '90s, and we’re seeing a revival in branding. Brands are using sketchy, imperfect line art to add personality and authenticity.
How to Use It: Incorporate hand-drawn elements into social media posts, website designs, or even packaging to give a playful, DIY feel.
6. VHS Glitch Effects & Retro Filters
The grainy, distorted aesthetic of VHS tapes has been making a comeback, especially in digital branding and video marketing. Glitch effects, static lines, and old-school CRT screen vibes bring a raw, nostalgic touch to modern visuals.
How to Use It: Use subtle glitch effects in motion graphics, video ads, or website animations to create a cool, retro-futuristic aesthetic.
How to Make '90s-Inspired Branding Feel Fresh (Not Dated)
Now, here’s the tricky part. While it’s tempting to go all-in on the nostalgia factor, there’s a fine line between a cool retro nod and a design that looks like it’s stuck in the past. Here’s how to strike the right balance:
1. Blend '90s Aesthetics with Modern Minimalism
Instead of overwhelming your branding with every '90s element, pick one or two and balance them with contemporary design principles. Clean layouts, ample white space, and modern typography can keep things fresh while allowing the retro elements to shine.
2. Update the Color Palette
Instead of using full-on neon overload, consider muting some of the colors or mixing them with earth tones. This keeps the '90s influence while making the design feel more sophisticated and current.
3. Use Nostalgia with Purpose
Don’t just throw in a '90s aesthetic because it’s trendy. Make sure it aligns with your brand’s story and audience. If your brand is fun, quirky, and energetic, '90s elements can reinforce that. If you’re a luxury brand, maybe only a subtle nod to '90s typography or a refined take on bold color blocking is needed.
4. Keep It Digital-First
One of the biggest differences between the '90s and today is how design lives in the digital space. Make sure your retro-inspired branding translates well across mobile, web, and social platforms.
5. Be Playful, but Don’t Sacrifice Readability
The '90s were known for experimental, sometimes chaotic design, but in today’s world, clarity is key. Avoid overly distorted text or excessive layering that makes information hard to digest.
Final Thoughts: Nostalgia is a Tool, Not a Crutch
The resurgence of '90s aesthetics in branding is more than just a passing fad—it’s a response to our collective craving for fun, authenticity, and a bit of analog charm in a hyper-digital world. By thoughtfully blending retro elements with contemporary design, brands can tap into nostalgia in a way that feels fresh, engaging, and most importantly timeless.
So go ahead, embrace those bold colors, funky shapes, and chunky fonts. Just make sure to do it with intention, a modern twist, and a little bit of that '90s cool factor.
Photo by Kevin Malik: https://www.pexels.com/photo/orange-nintendo-game-boy-8762881/