ABOut THIS TREND

This style emerged in the 1960s and reached its peak between 1968 and the mid-1970s. It developed as a counter-movement to Functionalism and Brutalism and was closely linked to the anti-war and anti-nuclear movements, particularly in student circles.

It is characterized by floral ornaments, natural motifs and a strong psychedelic influence, which was reinforced by the advent of LSD. The style clearly borrows from Art Nouveau.The color palette is reminiscent of Pop Art, but in desaturated tones. The design and typography focus on organic, bulbous shapes (“buba-heavy”) and strong, rounded fonts such as Cooper Std. or VAG Rounded.