Last year, I wrote in the print edition of Desktop about the trend to ﬁll in the counters of letters. And to show that this has now reached the mainstream after it began looking experimental around 2006, UK TV’s Identity has employed a ﬁlled-in version of Helvetica.
Of course, it’s not a new trend at all—go back to old Letraset catalogues and typefaces such as Sinaloa are present. In a decade with wide lapels and platform shoes, type went fat as well, to the point where the counters closed up.
We’re not seeing exactly the same trend resurface: product design hasn’t become overly voluminous (quite the opposite), so this time, the counterless seems to be borne of experimentation and, possibly, revivalism.
Or could it be a 2010s’ version of grunge, rearing its ugly head and giving type traditionalists (and snobs) like me some worry this decade?