The Rise Of Frutiger Aero

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The Frutiger Aero is like an aesthetic equivalent to drinking a glass of iced water after eating a mint candy.

I feel so special to be apart of the “I saw the first version” club

I once heard Frutiger Aero described as "the future we were promised", and that really stuck with me.

probably the best aesthetic name possible. frutiger aero not only sounds like exactly what it is but it's also just such a satisfying combination of sounds...............

these colors really gives off the energy of like "the last days of school before summer"

shoutout to everyone who saw the other vid

something i notice about a lot of frutiger aero stuff that might contribute to an unsettling feeling is they often depict a very advanced reality that looks almost alien, but with little to no people pictured in the scene. so it's perfect, but otherworldly and deserted, which probably makes it feel more like it belongs in the backrooms than it fits a hopeful image of the future

I think there is something strangely sinister about it because of the juxtaposition of this light bubbly style and the large all consuming corporations that utilised it. Its like looking at a picture of lush green grass and trees while knowing just out of frame is a massive coal based power plant belching out waste.

On a more serious note, I love your take on why this aesthetic is popular again. It’s comforting to know so many of us have a shared fondness for the 2000s and the aesthetics associated with it. Growing up in the early 2000s things really did feel more hopeful and optimistic. We felt like we were gonna solve world problems. I personally wanted to be a part of the solution to the energy crisis. The bright green futuristic utopia inspired that too in the background. But as you said, things do feel bleak. There’s something oddly “liminal” about frutiger aero. It evokes that feeling of nostalgia with a bittersweet after taste because we know how things ended up 20 years later. BUT!! We can’t lose hope

Hi there! 💚 I'm a longtime admin for CARI, and Frutiger Aero specifically was an aesthetic I helped curate quite a bit of content for, so I was quite surprised to see you make a video on this after following you for quite some time now! I feel a pretty personal connection to this aesthetic so I was happy to see how much research you put into the subject. I do feel a need to mention, however, that Frutiger Aero was not quite as pure and devoid of cynicism as it may seem - a lot of major corporations hid behind the aesthetic in an attempt to greenwash themselves while continuing to do harm to the environment. I believe that BP is the most notorious example of this (they leaned very deeply into FA and tried to present a "clean" image even while devastating oil spills were destroying the ocean), though there are plenty of other examples as well. I think this aspect of FA needs to be spoken about more often - not that I mean to say that your video is incorrect or that people are wrong for enjoying the aesthetic, not at all! I love FA a lot, but it's important for us to realize these things and hold corporations accountable for their actions.

Fruitiger makes me feel so refreshed and nostalgic, it's like a future robbed from us. I want frutiger aero to grow :(

I feel so old, having been there for Frutiger Aero’s rise, fall, and rise again.

I used to be heavily creeped out by the aqua elements in frutiger aero when I was younger and I have no idea why. Maybe it’s because of the uncanny-ness, the kind of “empty” feeling you get from looking at some of these pictures. Maybe the lack of human traces, the feeling that it’s almost a little bit too perfect. And in some cases the ocean is just scary overall, you never know what you’ll find in there

That Windows XP "on" sound produced an absolutely Pavlovian response and suddenly I was back at my first ever laptop that my grandparents bought me as a high school graduation present in 2004.

"frutiger aero represents hope" is so real tho. Everytime I think about frutiger aero and it's subcategories/similar aesthetics I think of a world I all but wish I could live in, where humanity works together for a future with technology and nature co-exsisting peacefully. Its thoughts like that which genuinely keep me alive, the glimmer of hope that things might work out.

Frutiger Aero is the reason why I bought the “Fish” Softsoap. This Aesthetic truly is my fav.

Thankfully there's no more Frutiger errors now

"Yesterday I had just started a new painting of my dog that passed recently, deciding to make it in a frutiger aero style without even realizing what it was because I wanted to envoke the feeling of calm and serenity. What a funny coincidence :)" was my comment on the original video, but now that I've rewatched it I realize how deeply the style connects to what I want to convey. I want to remember my boy in almost a utopia, running through a lush field under a bright blue sky, where nothing could hurt him. I initially thought the similarities were just funny coincidences, but now I feel like I started painting and this video came out so close together for a reason. It's comforting knowing others have similar feelings, even if in different forms

38 Year old Graphic designer here. I absolutely loved using some of this man's fonts for projects a few years ago. I'm a fashion illustration kid so yeah. A time. A vibe.