In 2017, a minimalist web/tech aesthetic appeared known as Corporate Memphis, officially symbolising the death of Frutiger Aero. By 2013, Frutiger Aero had started to be overshadowed by Flat Design, the release of iOS 7 being the most major example of this. In some cases, companies switched first to Frutiger Metro, then to Flat Design. However, the Wii U was a commercial failure, only selling 13.56 million units, further contributing to Frutiger Aero's demise. Nintendo's Wii U (2012) was the last videogame console that used Frutiger Aero in full.
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Windows 7) started to fade in favor of the Flat Design look (i.e. In 2012, the skeuomorphic look of Frutiger Aero (i.e. During this time, various sub-aesthetics began to arise due to the Frutiger Umbrella becoming increasingly broad in nature. It was also concurrent with the McBling, Surf Crush, and ElectroPop 08 aesthetics, and overlaps with them with varying degrees. Frutiger Aero also shares similarities with the Y2K aesthetic and is considered its successor, as it shares a similar bright and glossy futuristic look, albeit in a more refined, corporate form. Prime (2007-2012) ĭuring Frutiger Aero's prime, most advertising, media, stock imagery and technology released during this time embodied the aesthetic or was heavily influenced by it.
As the zeitgeist of the 1990s was fading with events such as the Dot-com Bubble Burst, the September 11th Attacks, and the War on Terror, Frutiger Aero began to emerge and eventually overtake Y2K as the dominant aesthetic of its time due to the prominent cultural shift that was occurring during the Early- 2000s.Īpple's iPod "Silhouette" advertising campaign (2004). Over time, the "Plex" theme was updated, the earliest " Windows Aero" glass borders (though they were technically not true Windows Aero) were introduced, the glossier "Slate" theme replaced the Plex theme, and complete Aero effects were introduced in Windows Explorer and Internet Explorer via the Desktop Window Manager (though a registry modification was needed to make the OS's entire UI Aero).
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History Primitive Stages (2001-2004) įrutiger Aero has roots in 2001 to 2004 builds of Microsoft's Windows Longhorn (later renamed Windows Vista) and the skeuomorphic design of Mac OS X, which itself was derived from early versions of iMovie.
This aesthetic was originally unnamed at the time, being more associated with specific styles (e.g., Windows Aero, iOS's skeuomorphic icons, and the visuals of Mirror's Edge and Spore) rather than a broader aesthetic. It is characterized by its vast use of Skeuomorphism, glossy textures, cloudy skies, tropical fish, water, bubbles, glass, lens flare, sprawling patterns, "humanism", aero glass, bokeh, Frutiger fonts, Abstract Tech, auroras and bright, vibrant colors (usually greens and blues).
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This article is part of a series on the Frutiger Familyįrutiger Aero (also known as Web 2.0 Gloss) is a broad design style and aesthetic that was prevalent in advertising, media, stock imagery and technology from roughly 2004 to 2013, following the end of the Y2K era and overlapping with the McBling, Surf Crush, and ElectroPop 08 aesthetics.
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