[{"slug":"acid-graphics","name":"Acid Graphics","line":"Toxic green and magenta, warped 3D type, noise overlay, tight tracking","aliases":"acid, rave flyer, chemical, corrosive","haystack":"acid graphics · acid · rave flyer · chemical · corrosive · toxic green and magenta, warped 3d type, noise overlay, tight tracking · rave-flyer lineage; chrome and chemical colour · warped 3d display · neon · flyer · rebellious · strange"},{"slug":"anti-design","name":"Anti-Design","line":"No shared edge, crowded type that won't align, harsh colour, pages that disorient on purpose","aliases":"ugly design, deliberate friction, Dada web","haystack":"anti-design · ugly design · deliberate friction · dada web · no shared edge, crowded type that won't align, harsh colour, pages that disorient on purpose · friction is intentional; conversion is knowingly sacrificed · broken grid · unexpected interaction · friction · rebellious · strange"},{"slug":"apothecary","name":"Apothecary","line":"Amber and cobalt glass, engraved labels, ruled dosage detail, botanical line art","aliases":"pharmacy, herbalist, dispensary, amber glass","haystack":"apothecary · pharmacy · herbalist · dispensary · amber glass · amber and cobalt glass, engraved labels, ruled dosage detail, botanical line art · pharmaceutical grammar; implies regulatory standing · skincare, supplements, herbalists · skincare · supplements · herbalists · engraving · condensed serif caps · measure · serious · calm"},{"slug":"arcade","name":"Arcade","line":"Pixel typography, CRT scan lines, score and lives counters, sprite illustration","aliases":"pixel art, 8-bit, 16-bit, retro game","haystack":"arcade · pixel art · 8-bit · 16-bit · retro game · pixel typography, crt scan lines, score and lives counters, sprite illustration · bitmap · sprite illustration · attract · playful · nostalgic"},{"slug":"archival","name":"Archival","line":"Index-card layout, call numbers, alphabetical navigation, aged paper ground","aliases":"library, catalogue, index card, accession","haystack":"archival · library · catalogue · index card · accession · index-card layout, call numbers, alphabetical navigation, aged paper ground · knowledge presented as an ordered collection; needs volume to justify itself · archives, museums, publishers · archives · museums · publishers · catalogue systems · typewriter mono · drawer · serious · nostalgic"},{"slug":"art-deco","name":"Art Deco","line":"Stepped forms, sunburst motifs, gold linework, strict symmetry, vertical emphasis","aliases":"Deco, 1920s, Jazz Age, stepped geometry","haystack":"art deco · deco · 1920s · jazz age · stepped geometry · stepped forms, sunburst motifs, gold linework, strict symmetry, vertical emphasis · machine-age luxury; geometric but ornamental, unlike bauhaus · hotels, bars, theatres, weddings · hotels · bars · theatres · weddings · geometric display caps · jewel plus metallic · symmetry · sophisticated · dramatic"},{"slug":"art-nouveau","name":"Art Nouveau","line":"Whiplash curves, stylised botanicals, custom curvilinear lettering, muted jewel tones","aliases":"Jugendstil, Mucha, Secession style, whiplash curve","haystack":"art nouveau · jugendstil · mucha · secession style · whiplash curve · whiplash curves, stylised botanicals, custom curvilinear lettering, muted jewel tones · organic line integrated with lettering; nature stylised, not depicted · perfume, theatres, florists · perfume · theatres · florists · botanical illustration · curvilinear display · line · romantic · sophisticated"},{"slug":"bauhaus","name":"Bauhaus","line":"A fourteen-year experiment in how art, craft, technology and everyday life might be redesigned together.","aliases":"Weimar, Dessau","haystack":"bauhaus · weimar · dessau · a fourteen-year experiment in how art, craft, technology and everyday life might be redesigned together. · historical movement / school / design lineage · weimar → dessau → berlin · serious · playful"},{"slug":"blueprint","name":"Blueprint","line":"Cyanotype blue ground, white line drawings, dimension callouts, title block panel","aliases":"schematic, cyanotype, technical drawing, wireframe","haystack":"blueprint · schematic · cyanotype · technical drawing · wireframe · cyanotype blue ground, white line drawings, dimension callouts, title block panel · drafting conventions used as layout structure, not decoration · architecture, engineering, construction · architecture · engineering · construction · technical linework · title-block panels · callout · technical · serious"},{"slug":"broadsheet","name":"Broadsheet","line":"Narrow justified columns, hairline rules, masthead, black ink on newsprint","aliases":"newsprint, newspaper, editorial print","haystack":"broadsheet · newsprint · newspaper · editorial print · narrow justified columns, hairline rules, masthead, black ink on newsprint · denser and more ruled than the parent; newspaper rather than magazine · narrow justified columns · fold · serious"},{"slug":"cartographic","name":"Cartographic","line":"Contour lines, legend panel, grid coordinates, route markers","aliases":"map, contour, legend, topographic","haystack":"cartographic · map · contour · legend · topographic · contour lines, legend panel, grid coordinates, route markers · map grammar as layout; only works when location is genuinely relevant · travel, logistics, outdoors, property · travel · logistics · outdoors · property · map illustration · legend · technical · calm"},{"slug":"cassette-futurism","name":"Cassette Futurism","line":"Beige and amber CRT, chunky physical switches, low-resolution readouts, ruled panels","aliases":"formica futurism, retro sci-fi, CRT","haystack":"cassette futurism · formica futurism · retro sci-fi · crt · beige and amber crt, chunky physical switches, low-resolution readouts, ruled panels · a future imagined in 1979; beige plastic, not chrome · dot-matrix · amber on beige · fascia · nostalgic · technical"},{"slug":"circus","name":"Circus","line":"Big-top stripes, bulb lighting, ribbon banners, ornate wood-type borders","aliases":"carnival, big top, fairground, sideshow","haystack":"circus · carnival · big top · fairground · sideshow · big-top stripes, bulb lighting, ribbon banners, ornate wood-type borders · showmanship; bulbs and banners are the tell · events, festivals, entertainment · events · festivals · entertainment · ornate wood type · bill · playful · dramatic"},{"slug":"coquette","name":"Coquette","line":"Bow and ribbon motifs, blush and cream, tulle and lace texture, soft film grain","aliases":"balletcore, soft girl, romantic feminine, bow-core","haystack":"coquette · balletcore · soft girl · romantic feminine · bow-core · bow and ribbon motifs, blush and cream, tulle and lace texture, soft film grain · deliberately girlish and fussy; strongly gender-coded · soft-focus still life · blush pastel · package · romantic"},{"slug":"cottagecore","name":"Cottagecore","line":"Gingham and floral pattern, wildflower motifs, soft daylight, hand-lettered accents","aliases":"pastoral, countryside, rural romantic","haystack":"cottagecore · pastoral · countryside · rural romantic · gingham and floral pattern, wildflower motifs, soft daylight, hand-lettered accents · romanticised rural life; decorative where rustic is sturdy · soft daylight lifestyle · muted pastel · clearing · romantic · warm"},{"slug":"cyberpunk","name":"Cyberpunk","line":"Neon on wet black, bilingual signage, glitch artefacts, dense overlay UI","aliases":"high-tech low-life, neon dystopia, Blade Runner","haystack":"cyberpunk · high-tech low-life · neon dystopia · blade runner · neon on wet black, bilingual signage, glitch artefacts, dense overlay ui · dystopian at its core; the city is always at night and always raining · neon on dark · urban night photography · flicker · dramatic · futuristic"},{"slug":"dark-academia","name":"Dark Academia","line":"Low-light library imagery, Latin phrases, deep brown and oxblood, engraved ornament","aliases":"collegiate gothic, scholarly, goth academic","haystack":"dark academia · collegiate gothic · scholarly · goth academic · low-light library imagery, latin phrases, deep brown and oxblood, engraved ornament · scholarship as romantic gloom; assumes a specific canon · low-light interiors · old-style serif with small caps · lit pool · sophisticated · dramatic"},{"slug":"desert","name":"Desert","line":"Canyon stripe gradients, arch and mesa shapes, dusty rose and ochre, cacti motifs","aliases":"arid, canyon, adobe, southwestern","haystack":"desert · arid · canyon · adobe · southwestern · canyon stripe gradients, arch and mesa shapes, dusty rose and ochre, cacti motifs · stratified colour bands and heat haze rather than clay and arch · earthy gradient · strata · warm · calm"},{"slug":"developer-dark","name":"Developer Dark","line":"Low-luminance surfaces, technical typography, restrained chrome and information designed to be scanned, operated and understood","aliases":"","haystack":"developer dark · low-luminance surfaces, technical typography, restrained chrome and information designed to be scanned, operated and understood · contemporary visual register · developer tools · ides · terminals · technical software · developer documentation · developer-facing product marketing · technical"},{"slug":"disco","name":"Disco","line":"Mirror-ball refractions, satin sheen, gold on chocolate brown, starburst flare","aliases":"Studio 54, seventies glam, boogie, nightclub","haystack":"disco · studio 54 · seventies glam · boogie · nightclub · mirror-ball refractions, satin sheen, gold on chocolate brown, starburst flare · nightlife rather than domestic; gold and sheen where seventies revival has earth and grain · glossy · jewel · rotation · dramatic · playful"},{"slug":"dystopian-bureaucratic","name":"Dystopian Bureaucratic","line":"Redaction bars, form-like layouts, stamped approvals, cold grey palette","aliases":"dystopian utility, redaction, form-state, surveillance","haystack":"dystopian bureaucratic · dystopian utility · redaction · form-state · surveillance · redaction bars, form-like layouts, stamped approvals, cold grey palette · bureaucratic coldness as a statement; no comfort offered · form structures · typewriter mono · stamp · serious · strange"},{"slug":"editorial-modernism","name":"Editorial Modernism","line":"Spread composed as one image, bled photography, one restricted typeface, generous white space","aliases":"Monochrome Editorial, Grid-Led Editorial, magazine layout, print-inspired","haystack":"editorial modernism · monochrome editorial · grid-led editorial · magazine layout · print-inspired · spread composed as one image, bled photography, one restricted typeface, generous white space · organised by the spread as one image, where swiss style is organised by the grid · publishing, cultural institutions, long-form journalism · publishing · cultural institutions · long-form journalism · multi-column print grids · text serif plus condensed furniture · column · sophisticated · serious"},{"slug":"engineering-drawing","name":"Engineering Drawing","line":"Multiple projected views, part numbering, coded line weights, title block","aliases":"CAD, exploded view, parts diagram, tolerance","haystack":"engineering drawing · cad · exploded view · parts diagram · tolerance · multiple projected views, part numbering, coded line weights, title block · the drawing itself, where blueprint is one cyanotype reproduction of it · hardware, manufacturing, automotive · hardware · manufacturing · automotive · isometric technical illustration · tolerance · technical"},{"slug":"fashion-editorial","name":"Fashion Editorial","line":"Fashion presented as story, atmosphere and attitude — where photography, styling, typography and composition become a single art-directed experience.","aliases":"","haystack":"fashion editorial · fashion presented as story, atmosphere and attitude — where photography, styling, typography and composition become a single art-directed experience. · contemporary visual register with historical editorial lineage · fashion magazines, editorial photography, art direction, image sequencing, fashion publishing · fashion websites, portfolios, campaigns, lookbooks, cultural/editorial experiences · dramatic · sophisticated"},{"slug":"flat-design","name":"Flat Design","line":"Zero depth, solid fills, simple icon set, bright but limited palette","aliases":"flat UI, 2013 flat","haystack":"flat design · flat ui · 2013 flat · zero depth, solid fills, simple icon set, bright but limited palette · no shadow or gradient at all, which separates it from every later ui style · no-elevation systems · flat vector icon sets · weight · playful · serious"},{"slug":"gilded","name":"Gilded","line":"Metallic gold detail, deep black ground, monogram device, symmetry","aliases":"black and gold, opulent","haystack":"gilded · black and gold · opulent · metallic gold detail, deep black ground, monogram device, symmetry · gold as the whole proposition; risks reading as casino if handled loosely · metallic on dark · monogram · dramatic · sophisticated"},{"slug":"golden-era-hip-hop","name":"Golden Era Hip-Hop","line":"Gold on black, chrome and graffiti lettering, grainy street photography, sleeve proportions","aliases":"boom bap, gold era, rap aesthetic","haystack":"golden era hip-hop · boom bap · gold era · rap aesthetic · gold on black, chrome and graffiti lettering, grainy street photography, sleeve proportions · record-sleeve proportions and gold; a specific 1986-1996 window · chrome display · grainy portraiture · object · dramatic · warm"},{"slug":"googie","name":"Googie","line":"Starburst motifs, boomerang shapes, upswept roofs, neon signs","aliases":"Atomic Age, Space Age, Raygun Gothic, populuxe","haystack":"googie · atomic age · space age · raygun gothic · populuxe · starburst motifs, boomerang shapes, upswept roofs, neon signs · roadside american optimism; architectural signage translated to screen · angled script signage · sign · playful · futuristic"},{"slug":"heavy-metal","name":"Heavy Metal","line":"Sub-genre logo lettering, engraved horror imagery, near-black palette, symmetrical sigils","aliases":"black metal, death metal logo, band art, doom","haystack":"heavy metal · black metal · death metal logo · band art · doom · sub-genre logo lettering, engraved horror imagery, near-black palette, symmetrical sigils · logo lettering is its own discipline, drawn to a sub-genre; illegibility belongs to brutal death metal, not to the whole family · custom logo lettering · engraving · spike · dramatic · strange"},{"slug":"heritage","name":"Heritage","line":"Armorial device or seal, founding date, engraved illustration, deep navy or burgundy","aliases":"crest, established, old-guard, founding date","haystack":"heritage · crest · established · old-guard · founding date · armorial device or seal, founding date, engraved illustration, deep navy or burgundy · claims longevity; backfires precisely when the business is new · law, banking, distilleries, schools · law · banking · distilleries · schools · engraving · traditional serif caps · strike · serious · sophisticated"},{"slug":"industrial","name":"Industrial","line":"Hazard stripes, stencil lettering, metal textures, heavy rules","aliases":"mechanical, factory, stencil, hazard","haystack":"industrial · mechanical · factory · stencil · hazard · hazard stripes, stencil lettering, metal textures, heavy rules · steel and warning grammar; inherently heavy · manufacturing, gyms, logistics · manufacturing · gyms · logistics · stencil and heavy condensed · site · technical · dramatic"},{"slug":"internetcore","name":"Internetcore","line":"A contemporary aesthetic that deliberately reconstructs and remixes the visual language of early personal computing and the web.","aliases":"Webcore","haystack":"internetcore · webcore · a contemporary aesthetic that deliberately reconstructs and remixes the visual language of early personal computing and the web. · contemporary retrospective aesthetic quoting obsolete computing and early-web visual languages · the screen: early websites, desktop operating systems, browser interfaces and the vernacular graphics of the consumer internet · personal sites, portfolios, small shops, archives and campaigns that quote an old interface on purpose"},{"slug":"japanese-minimalism","name":"Japanese Minimalism","line":"Emptiness around a single subject, a withheld message, space left for the viewer to fill","aliases":"negative space, Japanese minimal","haystack":"japanese minimalism · negative space · japanese minimal · emptiness around a single subject, a withheld message, space left for the viewer to fill · emptiness is an active compositional element, not leftover space · asymmetric sparse · single-object still life · interval · calm · sophisticated"},{"slug":"kawaii","name":"Kawaii","line":"Mascot characters, sparkle and heart motifs, pastel with one bright, everything rounded","aliases":"Harajuku, decora, cute culture, Sanrio","haystack":"kawaii · harajuku · decora · cute culture · sanrio · mascot characters, sparkle and heart motifs, pastel with one bright, everything rounded · high production standard; cute as a discipline, not a shortcut · character illustration · pastel · construction · playful · warm"},{"slug":"manga","name":"Manga","line":"Japanese serial comics grammar: right-to-left panels sized for pacing, monochrome line art, and tone sheets standing in for colour.","aliases":"anime, shonen, screentone, comic panel","haystack":"manga · anime · shonen · screentone · comic panel · japanese serial comics grammar: right-to-left panels sized for pacing, monochrome line art, and tone sheets standing in for colour. · screentone shading, speed lines, panel-based sectioning, expressive character art · panels and reading order determine page structure · panel systems · character illustration · sequence · dramatic · playful"},{"slug":"maximalism","name":"Maximalism","line":"Clashing pattern on pattern, layered elements, full-bleed colour, no empty space","aliases":"horror vacui, more is more, eclectic, Maximal Grid Chaos","haystack":"maximalism · horror vacui · more is more · eclectic · maximal grid chaos · clashing pattern on pattern, layered elements, full-bleed colour, no empty space · density is the message; requires real content or it reads as noise · layered composition · saturated · saturation · dramatic · playful"},{"slug":"mediterranean","name":"Mediterranean","line":"Whitewash and cobalt, hard sun shadows, tile and terracotta, lemon and olive motifs","aliases":"Riviera, Aegean, southern European","haystack":"mediterranean · riviera · aegean · southern european · whitewash and cobalt, hard sun shadows, tile and terracotta, lemon and olive motifs · hard noon light and saturated cobalt; the light temperature is the difference · high-contrast warm · hard-shadow photography · noon · warm"},{"slug":"memphis","name":"Memphis","line":"Squiggles, speckle and animal-skin laminates, unrelated shapes, loud colour paired against expectation","aliases":"Memphis Group, Sottsass, 1980s postmodern","haystack":"memphis · memphis group · sottsass · 1980s postmodern · squiggles, speckle and animal-skin laminates, unrelated shapes, loud colour paired against expectation · arbitrary geometry as a revolt against good taste · terrazzo and pattern · pastel plus primary · collision · playful · strange"},{"slug":"mexican-graphic-vernacular","name":"Mexican Graphic Vernacular","line":"Framed compartments in relief line, frame weight as rank, saturated flat colour","aliases":"Posada, loteria, calavera, mercado lettering","haystack":"mexican graphic vernacular · posada · loteria · calavera · mercado lettering · framed compartments in relief line, frame weight as rank, saturated flat colour · a graphic tradition with type and layout, distinct from the craft patterns · relief engraving · hand-painted signage · compartment · playful · dramatic"},{"slug":"mid-century-modern","name":"Mid-Century Modern","line":"Textured illustration, bright flat colour, organic shapes, confident negative space","aliases":"MCM, fifties modern, Eames, atomic","haystack":"mid-century modern · mcm · fifties modern · eames · atomic · textured illustration, bright flat colour, organic shapes, confident negative space · illustrated and warm where swiss is photographic and cool · furniture, coffee, restaurants · furniture · coffee · restaurants · textured illustration · void · warm · playful"},{"slug":"mod","name":"Mod","line":"Concentric targets, bold stripes, flat colour fields, rounded bubble type","aliases":"Swinging Sixties, Carnaby, op-art fashion","haystack":"mod · swinging sixties · carnaby · op-art fashion · concentric targets, bold stripes, flat colour fields, rounded bubble type · short, crisp and british; poster language, not layout language · primary · bubble display · roundel · playful"},{"slug":"modern-saas","name":"Modern SaaS","line":"The commercial default of contemporary B2B software marketing. Measurement finds no characteristic hue, radius or ground — what recurs is one restrained accent and a page that shows the product.","aliases":"startup default, B2B SaaS, tech corporate","haystack":"modern saas · startup default · b2b saas · tech corporate · the commercial default of contemporary b2b software marketing. measurement finds no characteristic hue, radius or ground — what recurs is one restrained accent and a page that shows the product. · neutral ground, one saturated accent reserved for the primary action, rounded cards under soft elevation, product screenshot hero, customer logo bar · the commercial default of the last decade; recognisable precisely because it is unremarkable · bento grid · soft elevation · aurora gradient · convention · serious"},{"slug":"neo-baroque","name":"Neo-Baroque","line":"Ornamental frames, chiaroscuro imagery, gold detailing, centred symmetry","aliases":"digital baroque, ornate, gilt","haystack":"neo-baroque · digital baroque · ornate · gilt · ornamental frames, chiaroscuro imagery, gold detailing, centred symmetry · ornament plus deep shadow plus symmetry; theatrical rather than dense · chiaroscuro · jewel · chiaroscuro · dramatic · sophisticated"},{"slug":"neo-brutalism","name":"Neo-Brutalism","line":"Thick black outlines, hard unblurred shadows, clashing candy colour, chunky buttons","aliases":"neubrutalism, neo brutalist, Gumroad style","haystack":"neo-brutalism · neubrutalism · neo brutalist · gumroad style · thick black outlines, hard unblurred shadows, clashing candy colour, chunky buttons · heavily styled, where web brutalism is unstyled · hard-shadow systems · saturated on cream · offset · playful · rebellious"},{"slug":"new-wave-typography","name":"New Wave Typography","line":"Stepped shapes, layered film collage, letterspaced and angled type, deliberate grid breaks","aliases":"Swiss Punk, postmodern typography","haystack":"new wave typography · swiss punk · postmodern typography · stepped shapes, layered film collage, letterspaced and angled type, deliberate grid breaks · the swiss grid attacked from inside by people who knew it; not random disorder · broken grid · experimental setting · violated grid · rebellious · strange"},{"slug":"occult","name":"Occult","line":"Celestial linework, moon-phase motifs, gold on deep purple","aliases":"mystical, witchy, tarot, esoteric","haystack":"occult · mystical · witchy · tarot · esoteric · celestial linework, moon-phase motifs, gold on deep purple · gold and celestial; mysticism rather than dread · celestial linework · chart · strange · romantic"},{"slug":"pop-art","name":"Pop Art","line":"Ben-Day dots, thick black outlines, primary colours, speech-bubble devices","aliases":"Ben-Day","haystack":"pop art · ben-day · ben-day dots, thick black outlines, primary colours, speech-bubble devices · mass-culture imagery flattened; commercial by intent · halftone dots · primary · halftone · playful · dramatic"},{"slug":"psychedelic","name":"Psychedelic","line":"Liquid warped lettering, vibrating complementary colour, radial symmetry, hand-drawn borders","aliases":"Fillmore, 1960s poster, liquid lettering","haystack":"psychedelic · fillmore · 1960s poster · liquid lettering · liquid warped lettering, vibrating complementary colour, radial symmetry, hand-drawn borders · legibility is deliberately sacrificed to optical effect · custom warped lettering · vibration · strange · dramatic"},{"slug":"pulp","name":"Pulp","line":"Painted cover scenes, full-colour covers, angled banners, breathless display type","aliases":"mid-century paperback, dime novel, lurid","haystack":"pulp · mid-century paperback · dime novel · lurid · painted cover scenes, full-colour covers, angled banners, breathless display type · a painted full-colour cover over black-ink pages on cheap paper: the budget spent where it sells · halftone · limited spot · off-register · dramatic · nostalgic"},{"slug":"quiet-luxury","name":"Quiet Luxury","line":"An aesthetic of understated quality: value communicated through material, proportion, craftsmanship, fit, detail and restraint rather than conspicuous branding or decorative display.","aliases":"","haystack":"quiet luxury · an aesthetic of understated quality: value communicated through material, proportion, craftsmanship, fit, detail and restraint rather than conspicuous branding or decorative display. · contemporary aesthetic · fashion · sophisticated · calm"},{"slug":"retrofuturism","name":"Retrofuturism","line":"The future imagined through the technological and cultural assumptions of the past.","aliases":"","haystack":"retrofuturism · the future imagined through the technological and cultural assumptions of the past. · visual language: a relationship between times ·   ·  "},{"slug":"rustic","name":"Rustic","line":"Unfinished wood and bark, twig and log work, rough cloth, deep rich colours","aliases":"farmhouse, country, barn","haystack":"rustic · farmhouse · country · barn · unfinished wood and bark, twig and log work, rough cloth, deep rich colours · wooden and sturdy where the parent is floral and delicate · wood and paper texture · grain · warm"},{"slug":"scandinavian-minimalism","name":"Scandinavian Minimalism","line":"Pale neutrals, daylight photography, rounded corners, functional clarity","aliases":"Nordic minimal, hygge modern","haystack":"scandinavian minimalism · nordic minimal · hygge modern · pale neutrals, daylight photography, rounded corners, functional clarity · warmer and more balanced than swiss; less empty and less asymmetric than japanese · daylight interiors · pale neutral · warming · calm · warm"},{"slug":"scientific","name":"Scientific","line":"Figure numbering, inline data plots, numbered references","aliases":"lab, clinical research, figure-led, evidence","haystack":"scientific · lab · clinical research · figure-led · evidence · figure numbering, inline data plots, numbered references · evidence-first presentation; invites the reader to check · biotech, research, medtech, academia · biotech · research · medtech · academia · figure and plot conventions · figure · technical · serious"},{"slug":"scrapbook","name":"Scrapbook","line":"Sticker layers, washi tape, handwriting, rotated elements","aliases":"clutter-core, junk journal, collage diary","haystack":"scrapbook · clutter-core · junk journal · collage diary · sticker layers, washi tape, handwriting, rotated elements · personal and accumulated; digital collage is composed, this is piled · scanned ephemera · tape · playful · warm"},{"slug":"seventies-revival","name":"Seventies Revival","line":"Burnt orange and avocado, bulbous rounded type, film grain, sun-arch motifs","aliases":"earth tone, groovy, avocado, harvest gold","haystack":"seventies revival · earth tone · groovy · avocado · harvest gold · burnt orange and avocado, bulbous rounded type, film grain, sun-arch motifs · earth palette with no bright accent; warmth without brightness · bulbous rounded display · earthy · sun-arch · warm · nostalgic"},{"slug":"solarpunk","name":"Solarpunk","line":"Green and gold, plant-covered structures, stained-glass motifs, warm daylight","aliases":"green future, eco-optimist, hopeful futurism","haystack":"solarpunk · green future · eco-optimist · hopeful futurism · green and gold, plant-covered structures, stained-glass motifs, warm daylight · the hopeful inverse of cyberpunk; art-nouveau-tinged technology · planted architecture illustration · growth · calm · warm"},{"slug":"southern-gothic","name":"Southern Gothic","line":"Heat haze, peeling paint, kudzu, sun-bleached palette, humid low contrast","aliases":"Delta gothic, humid decay","haystack":"southern gothic · delta gothic · humid decay · heat haze, peeling paint, kudzu, sun-bleached palette, humid low contrast · heat and decay rather than fog and stone · humid location photography · haze · dramatic · strange"},{"slug":"storybook","name":"Storybook","line":"Painted illustration, decorative initials, scroll as page turn, warm soft palette","aliases":"fairytale, picture book, children's illustration","haystack":"storybook · fairytale · picture book · children's illustration · painted illustration, decorative initials, scroll as page turn, warm soft palette · narrative unfolds through sequence; illustration-led · painted illustration · scroll-driven narrative · opening · romantic · playful"},{"slug":"streamline-moderne","name":"Streamline Moderne","line":"Horizontal speed lines, rounded corners, curved forms, white stucco and metal trim","aliases":"Moderne, aerodynamic deco, 1930s streamline","haystack":"streamline moderne · moderne · aerodynamic deco · 1930s streamline · horizontal speed lines, rounded corners, curved forms, white stucco and metal trim · curves where the parent has steps; aerodynamic rather than ziggurat · rendered chrome · speed · sophisticated"},{"slug":"streetwear","name":"Streetwear","line":"Box logo lockups, deck graphic proportions, heavy grotesk, candid street photography","aliases":"skate, box logo, drop culture, skatewear","haystack":"streetwear · skate · box logo · drop culture · skatewear · box logo lockups, deck graphic proportions, heavy grotesk, candid street photography · one very heavy grotesk doing everything; scarcity grammar · heavy grotesk · candid street photography · mark · rebellious"},{"slug":"swiss-style","name":"Swiss Style","line":"The postwar Swiss programme for objective typographic communication: a modular grid, one neutral grotesk, and hierarchy carried by position and weight alone.","aliases":"International Typographic Style, International Style, grid system, Basel, Zurich, Swiss Data","haystack":"swiss style · international typographic style · international style · grid system · basel · zurich · swiss data · the postwar swiss programme for objective typographic communication: a modular grid, one neutral grotesk, and hierarchy carried by position and weight alone. · modular grid, flush-left ragged-right, one neutral grotesk, asymmetric balance, no ornament · the grid is the organising subject, not just a tool; hierarchy comes from position and weight alone · neo-grotesk systems · modular grid · swiss charting rules · programme · serious · sophisticated"},{"slug":"synthwave","name":"Synthwave","line":"Perspective grid, neon glow, chrome gradients, purple-to-orange sky","aliases":"Outrun, retrowave, 80s neon","haystack":"synthwave · outrun · retrowave · 80s neon · perspective grid, neon glow, chrome gradients, purple-to-orange sky · the 1980s cover-art set of a music genre: horizon grid, neon and chrome · neon gradient · 3d grid landscape · horizon · dramatic · nostalgic"},{"slug":"teletext","name":"Teletext","line":"Blocky broadcast characters, coarse colour grid, fixed rows, saturated primaries","aliases":"Ceefax, broadcast text, blocky","haystack":"teletext · ceefax · broadcast text · blocky · blocky broadcast characters, coarse colour grid, fixed rows, saturated primaries · broadcast grid rather than console; colour blocks, not phosphor lines · bitmap · fixed character grid · broadcast · nostalgic · technical"},{"slug":"terminal","name":"Terminal","line":"Monospace throughout, blinking cursor, one phosphor hue on dark, command prompts","aliases":"CLI, command line, hacker, cyberdeck","haystack":"terminal · cli · command line · hacker · cyberdeck · monospace throughout, blinking cursor, one phosphor hue on dark, command prompts · a console as a website; interaction metaphor, not just a type choice · monospace · phosphor on black · stream · technical · rebellious"},{"slug":"travel-poster","name":"Travel Poster","line":"Flattened landscape illustration, destination wordmark, limited flat palette, poster proportions","aliases":"vintage travel, tourism lithograph, destination poster","haystack":"travel poster · vintage travel · tourism lithograph · destination poster · flattened landscape illustration, destination wordmark, limited flat palette, poster proportions · sells a place, not a service; lithographic flatness · tourism boards, hotels, travel · tourism boards · hotels · travel · flat landscape illustration · ink-pass · warm · nostalgic"},{"slug":"utilitarian","name":"Utilitarian","line":"Browser default font, default link colours, no imagery, very fast","aliases":"normcore, no-style, default, plain","haystack":"utilitarian · normcore · no-style · default · plain · browser default font, default link colours, no imagery, very fast · plain by default rather than plain as a statement — the distinction from web brutalism · system stacks · arrival · serious"},{"slug":"vaporwave","name":"Vaporwave","line":"Pastel gradients, classical statuary, retro OS chrome, glitch and VHS artefacts","aliases":"Seapunk, mallsoft, A E S T H E T I C","haystack":"vaporwave · seapunk · mallsoft · a e s t h e t i c · pastel gradients, classical statuary, retro os chrome, glitch and vhs artefacts · ironic and flat; the classical references are the tell · statuary and os chrome · pastel · collage · strange · nostalgic"},{"slug":"victorian","name":"Victorian","line":"Multiple type styles per line, engraved illustration, fleurons and rules, black ink on white stock","aliases":"ornamental, wood type, high Victorian, letterpress Victorian","haystack":"victorian · ornamental · wood type · high victorian · letterpress victorian · multiple type styles per line, engraved illustration, fleurons and rules, black ink on white stock · typographic density from hot-metal economics; many faces, one page · engraving · wood type · playbill · dramatic · nostalgic"},{"slug":"web-1-0","name":"Web 1.0","line":"Tiled backgrounds, animated GIFs, centred tables, font tags","aliases":"GeoCities, early internet, old web, tiled background","haystack":"web 1.0 · geocities · early internet · old web · tiled background · tiled backgrounds, animated gifs, centred tables, font tags · incompetence preserved deliberately; the opposite of utilitarian's competent plainness · animated gif · centred tables · dial-up · playful · nostalgic"},{"slug":"web-brutalism","name":"Web Brutalism","line":"No border radius, default system fonts, default blue links, visible structure","aliases":"brutalist web, raw HTML, unstyled","haystack":"web brutalism · brutalist web · raw html · unstyled · no border radius, default system fonts, default blue links, visible structure · plainness as a statement; utilitarian's plainness is unexamined · system stacks · document flow · removal · rebellious · serious"},{"slug":"western","name":"Western","line":"Slab and wood type, ornamental banners, leather and denim texture, dusty warm palette","aliases":"Americana, frontier","haystack":"western · americana · frontier · slab and wood type, ornamental banners, leather and denim texture, dusty warm palette · 19th-century frontier printing; carries current political associations · bbq, whiskey, boots, country music · bbq · whiskey · boots · country music · heavy slab with inline · impression · warm · dramatic"},{"slug":"y2k","name":"Y2K","line":"Translucent coloured plastic, blob forms, chrome and gloss, chunky rounded type","aliases":"Cyber Y2K, millennium, 2000s","haystack":"y2k · cyber y2k · millennium · 2000s · translucent coloured plastic, blob forms, chrome and gloss, chunky rounded type · optimism about the future, dated precisely to 1999 · glossy chrome · pastel metallic · gloss · playful · futuristic"}]