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Six top manga artists reveal the secrets behind their success

Which creative studio do you most admire right now, and why? This is a question we asked our community via an ongoing survey. With more than 700 responses so far, these are the top winners. What's striking about this year's results is the popularity of studios that aren't just producing beautiful work but are also actively shaping discussions and tackling the big challenges facing our industry and society. From the vibrant energy of Brazilian culture to the thoughtful minimalism of North European aesthetics, this list reflects a global creative landscape that's more connected, more conscious, and more collaborative than ever before. In short, these studios aren't just following trends; they're setting them. Read on to discover the 25 studios our community is most excited about right now. 1. Porto Rocha Porto Rocha is a New York-based agency that unites strategy and design to create work that evolves with the world we live in. It continues to dominate conversations in 2025, and it's easy to see why. Founders Felipe Rocha and Leo Porto have built something truly special—a studio that not only creates visually stunning work but also actively celebrates and amplifies diverse voices in design. For instance, their recent bold new identity for the São Paulo art museum MASP nods to Brazilian modernist design traditions while reimagining them for a contemporary audience. The rebrand draws heavily on the museum's iconic modernist architecture by Lina Bo Bardi, using a red-and-black colour palette and strong typography to reflect the building's striking visual presence. As we write this article, Porto Rocha just shared a new partnership with Google to reimagine the visual and verbal identity of its revolutionary Gemini AI model. We can't wait to see what they come up with! 2. DixonBaxi Simon Dixon and Aporva Baxi's London powerhouse specialises in creating brand strategies and design systems for "brave businesses" that want to challenge convention, including Hulu, Audible, and the Premier League. The studio had an exceptional start to 2025 by collaborating with Roblox on a brand new design system. At the heart of this major project is the Tilt: a 15-degree shift embedded in the logo that signals momentum, creativity, and anticipation. They've also continued to build their reputation as design thought leaders. At the OFFF Festival 2025, for instance, Simon and Aporva delivered a masterclass on running a successful brand design agency. Their core message centred on the importance of people and designing with intention, even in the face of global challenges. They also highlighted "Super Futures," their program that encourages employees to think freely and positively about brand challenges and audience desires, aiming to reclaim creative liberation. And if that wasn't enough, DixonBaxi has just launched its brand new website, one that's designed to be open in nature. As Simon explains: "It's not a shop window. It's a space to share the thinking and ethos that drive us. You'll find our work, but more importantly, what shapes it. No guff. Just us." 3. Mother Mother is a renowned independent creative agency founded in London and now boasts offices in New York and Los Angeles as well. They've spent 2025 continuing to push the boundaries of what advertising can achieve. And they've made an especially big splash with their latest instalment of KFC's 'Believe' campaign, featuring a surreal and humorous take on KFC's gravy. As we wrote at the time: "Its balance between theatrical grandeur and self-awareness makes the campaign uniquely engaging." 4. Studio Dumbar/DEPT® Based in Rotterdam, Studio Dumbar/DEPT® is widely recognised for its influential work in visual branding and identity, often incorporating creative coding and sound, for clients such as the Dutch Railways, Instagram, and the Van Gogh Museum. In 2025, we've especially admired their work for the Dutch football club Feyenoord, which brings the team under a single, cohesive vision that reflects its energy and prowess. This groundbreaking rebrand, unveiled at the start of May, moves away from nostalgia, instead emphasising the club's "measured ferocity, confidence, and ambition". 5. HONDO Based between Palma de Mallorca, Spain and London, HONDO specialises in branding, editorial, typography and product design. We're particular fans of their rebranding of metal furniture makers Castil, based around clean and versatile designs that highlight Castil's vibrant and customisable products. This new system features a bespoke monospaced typeface and logo design that evokes Castil's adaptability and the precision of its craftsmanship. 6. Smith & Diction Smith & Diction is a small but mighty design and copy studio founded by Mike and Chara Smith in Philadelphia. Born from dreams, late-night chats, and plenty of mistakes, the studio has grown into a creative force known for thoughtful, boundary-pushing branding. Starting out with Mike designing in a tiny apartment while Chara held down a day job, the pair learned the ropes the hard way—and now they're thriving. Recent highlights include their work with Gamma, an AI platform that lets you quickly get ideas out of your head and into a presentation deck or onto a website. Gamma wanted their brand update to feel "VERY fun and a little bit out there" with an AI-first approach. So Smith & Diction worked hard to "put weird to the test" while still developing responsible systems for logo, type and colour. The results, as ever, were exceptional. 7. DNCO DNCO is a London and New York-based creative studio specialising in place branding. They are best known for shaping identities, digital tools, and wayfinding for museums, cultural institutions, and entire neighbourhoods, with clients including the Design Museum, V&A and Transport for London. Recently, DNCO has been making headlines again with its ambitious brand refresh for Dumbo, a New York neighbourhood struggling with misperceptions due to mass tourism. The goal was to highlight Dumbo's unconventional spirit and demonstrate it as "a different side of New York." DNCO preserved the original diagonal logo and introduced a flexible "tape graphic" system, inspired by the neighbourhood's history of inventing the cardboard box, to reflect its ingenuity and reveal new perspectives. The colour palette and typography were chosen to embody Dumbo's industrial and gritty character. 8. Hey Studio Founded by Verònica Fuerte in Barcelona, Spain, Hey Studio is a small, all-female design agency celebrated for its striking use of geometry, bold colour, and playful yet refined visual language. With a focus on branding, illustration, editorial design, and typography, they combine joy with craft to explore issues with heart and purpose. A great example of their impact is their recent branding for Rainbow Wool. This German initiative is transforming wool from gay rams into fashion products to support the LGBT community. As is typical for Hey Studio, the project's identity is vibrant and joyful, utilising bright, curved shapes that will put a smile on everyone's face. 9. Koto Koto is a London-based global branding and digital studio known for co-creation, strategic thinking, expressive design systems, and enduring partnerships. They're well-known in the industry for bringing warmth, optimism and clarity to complex brand challenges. Over the past 18 months, they've undertaken a significant project to refresh Amazon's global brand identity. This extensive undertaking has involved redesigning Amazon's master brand and over 50 of its sub-brands across 15 global markets. Koto's approach, described as "radical coherence", aims to refine and modernize Amazon's most recognizable elements rather than drastically changing them. You can read more about the project here. 10. Robot Food Robot Food is a Leeds-based, brand-first creative studio recognised for its strategic and holistic approach. They're past masters at melding creative ideas with commercial rigour across packaging, brand strategy and campaign design. Recent Robot Food projects have included a bold rebrand for Hip Pop, a soft drinks company specializing in kombucha and alternative sodas. Their goal was to elevate Hip Pop from an indie challenger to a mainstream category leader, moving away from typical health drink aesthetics. The results are visually striking, with black backgrounds prominently featured (a rarity in the health drink aisle), punctuated by vibrant fruit illustrations and flavour-coded colours. Read more about the project here. 11. Saffron Brand Consultants Saffron is an independent global consultancy with offices in London, Madrid, Vienna and Istanbul. With deep expertise in naming, strategy, identity, and design systems, they work with leading public and private-sector clients to develop confident, culturally intelligent brands. One 2025 highlight so far has been their work for Saudi National Bank (SNB) to create NEO, a groundbreaking digital lifestyle bank in Saudi Arabia. Saffron integrated cultural and design trends, including Saudi neo-futurism, for its sonic identity to create a product that supports both individual and community connections. The design system strikes a balance between modern Saudi aesthetics and the practical demands of a fast-paced digital product, ensuring a consistent brand reflection across all interactions. 12. Alright Studio Alright Studio is a full-service strategy, creative, production and technology agency based in Brooklyn, New York. It prides itself on a "no house style" approach for clients, including A24, Meta Platforms, and Post Malone. One of the most exciting of their recent projects has been Offball, a digital-first sports news platform that aims to provide more nuanced, positive sports storytelling. Alright Studio designed a clean, intuitive, editorial-style platform featuring a masthead-like logotype and universal sports iconography, creating a calmer user experience aligned with OffBall's positive content. 13. Wolff Olins Wolff Olins is a global brand consultancy with four main offices: London, New York, San Francisco, and Los Angeles. Known for their courageous, culturally relevant branding and forward-thinking strategy, they collaborate with large corporations and trailblazing organisations to create bold, authentic brand identities that resonate emotionally. A particular highlight of 2025 so far has been their collaboration with Leo Burnett to refresh Sandals Resorts' global brand with the "Made of Caribbean" campaign. This strategic move positions Sandals not merely as a luxury resort but as a cultural ambassador for the Caribbean. Wolff Olins developed a new visual identity called "Natural Vibrancy," integrating local influences with modern design to reflect a genuine connection to the islands' culture. This rebrand speaks to a growing traveller demand for authenticity and meaningful experiences, allowing Sandals to define itself as an extension of the Caribbean itself. 14. COLLINS Founded by Brian Collins, COLLINS is an independent branding and design consultancy based in the US, celebrated for its playful visual language, expressive storytelling and culturally rich identity systems. In the last few months, we've loved the new branding they designed for Barcelona's 25th Offf Festival, which departs from its usual consistent wordmark. The updated identity is inspired by the festival's role within the international creative community, and is rooted in the concept of 'Centre Offf Gravity'. This concept is visually expressed through the festival's name, which appears to exert a gravitational pull on the text boxes, causing them to "stick" to it. Additionally, the 'f's in the wordmark are merged into a continuous line reminiscent of a magnet, with the motion graphics further emphasising the gravitational pull as the name floats and other elements follow. 15. Studio Spass Studio Spass is a creative studio based in Rotterdam, the Netherlands, focused on vibrant and dynamic identity systems that reflect the diverse and multifaceted nature of cultural institutions. One of their recent landmark projects was Bigger, a large-scale typographic installation created for the Shenzhen Art Book Fair. Inspired by tear-off calendars and the physical act of reading, Studio Spass used 264 A4 books, with each page displaying abstract details, to create an evolving grid of colour and type. Visitors were invited to interact with the installation by flipping pages, constantly revealing new layers of design and a hidden message: "Enjoy books!" 16. Applied Design Works Applied Design Works is a New York studio that specialises in reshaping businesses through branding and design. They provide expertise in design, strategy, and implementation, with a focus on building long-term, collaborative relationships with their clients. We were thrilled by their recent work for Grand Central Madison (the station that connects Long Island to Grand Central Terminal), where they were instrumental in ushering in a new era for the transportation hub. Applied Design sought to create a commuter experience that imbued the spirit of New York, showcasing its diversity of thought, voice, and scale that befits one of the greatest cities in the world and one of the greatest structures in it. 17. The Chase The Chase Creative Consultants is a Manchester-based independent creative consultancy with over 35 years of experience, known for blending humour, purpose, and strong branding to rejuvenate popular consumer campaigns. "We're not designers, writers, advertisers or brand strategists," they say, "but all of these and more. An ideas-based creative studio." Recently, they were tasked with shaping the identity of York Central, a major urban regeneration project set to become a new city quarter for York. The Chase developed the identity based on extensive public engagement, listening to residents of all ages about their perceptions of the city and their hopes for the new area. The resulting brand identity uses linear forms that subtly reference York's famous railway hub, symbolising the long-standing connections the city has fostered. 18. A Practice for Everyday Life Based in London and founded by Kirsty Carter and Emma Thomas, A Practice for Everyday Life built a reputation as a sought-after collaborator with like-minded companies, galleries, institutions and individuals. Not to mention a conceptual rigour that ensures each design is meaningful and original. Recently, they've been working on the visual identity for Muzej Lah, a new international museum for contemporary art in Bled, Slovenia opening in 2026. This centres around a custom typeface inspired by the slanted geometry and square detailing of its concrete roof tiles. It also draws from European modernist typography and the experimental lettering of Jože Plečnik, one of Slovenia's most influential architects.⁠ A Practice for Everyday Life. Photo: Carol Sachs Alexey Brodovitch: Astonish Me publication design by A Practice for Everyday Life, 2024. Photo: Ed Park La Biennale di Venezia identity by A Practice for Everyday Life, 2022. Photo: Thomas Adank CAM – Centro de Arte Moderna Gulbenkian identity by A Practice for Everyday Life, 2024. Photo: Sanda Vučković 19. Studio Nari Studio Nari is a London-based creative and branding agency partnering with clients around the world to build "brands that truly connect with people". NARI stands, by the way, for Not Always Right Ideas. As they put it, "It's a name that might sound odd for a branding agency, but it reflects everything we believe." One landmark project this year has been a comprehensive rebrand for the electronic music festival Field Day. Studio Nari created a dynamic and evolving identity that reflects the festival's growth and its connection to the electronic music scene and community. The core idea behind the rebrand is a "reactive future", allowing the brand to adapt and grow with the festival and current trends while maintaining a strong foundation. A new, steadfast wordmark is at its centre, while a new marque has been introduced for the first time. 20. Beetroot Design Group Beetroot is a 25‑strong creative studio celebrated for its bold identities and storytelling-led approach. Based in Thessaloniki, Greece, their work spans visual identity, print, digital and motion, and has earned international recognition, including Red Dot Awards. Recently, they also won a Wood Pencil at the D&AD Awards 2025 for a series of posters created to promote live jazz music events. The creative idea behind all three designs stems from improvisation as a key feature of jazz. Each poster communicates the artist's name and other relevant information through a typographical "improvisation". 21. Kind Studio Kind Studio is an independent creative agency based in London that specialises in branding and digital design, as well as offering services in animation, creative and art direction, and print design. Their goal is to collaborate closely with clients to create impactful and visually appealing designs. One recent project that piqued our interest was a bilingual, editorially-driven digital platform for FC Como Women, a professional Italian football club. To reflect the club's ambition of promoting gender equality and driving positive social change within football, the new website employs bold typography, strong imagery, and an empowering tone of voice to inspire and disseminate its message. 22. Slug Global Slug Global is a creative agency and art collective founded by artist and musician Bosco (Brittany Bosco). Focused on creating immersive experiences "for both IRL and URL", their goal is to work with artists and brands to establish a sustainable media platform that embodies the values of young millennials, Gen Z and Gen Alpha. One of Slug Global's recent projects involved a collaboration with SheaMoisture and xoNecole for a three-part series called The Root of It. This series celebrates black beauty and hair, highlighting its significance as a connection to ancestry, tradition, blueprint and culture for black women. 23. Little Troop New York studio Little Troop crafts expressive and intimate branding for lifestyle, fashion, and cultural clients. Led by creative directors Noemie Le Coz and Jeremy Elliot, they're known for their playful and often "kid-like" approach to design, drawing inspiration from their own experiences as 90s kids. One of their recent and highly acclaimed projects is the visual identity for MoMA's first-ever family festival, Another World. Little Troop was tasked with developing a comprehensive visual identity that would extend from small items, such as café placemats, to large billboards. Their designs were deliberately a little "dream-like" and relied purely on illustration to sell the festival without needing photography. Little Troop also carefully selected seven colours from MoMA's existing brand guidelines to strike a balance between timelessness, gender neutrality, and fun. 24. Morcos Key Morcos Key is a Brooklyn-based design studio co-founded by Jon Key and Wael Morcos. Collaborating with a diverse range of clients, including arts and cultural institutions, non-profits and commercial enterprises, they're known for translating clients' stories into impactful visual systems through thoughtful conversation and formal expression. One notable project is their visual identity work for Hammer & Hope, a magazine that focuses on politics and culture within the black radical tradition. For this project, Morcos Key developed not only the visual identity but also a custom all-caps typeface to reflect the publication's mission and content. 25. Thirst Thirst, also known as Thirst Craft, is an award-winning strategic drinks packaging design agency based in Glasgow, Scotland, with additional hubs in London and New York. Founded in 2015 by Matthew Stephen Burns and Christopher John Black, the company specializes in building creatively distinctive and commercially effective brands for the beverage industry. To see what they're capable of, check out their work for SKYY Vodka. The new global visual identity system, called Audacious Glamour', aims to unify SKYY under a singular, powerful idea. The visual identity benefits from bolder framing, patterns, and a flavour-forward colour palette to highlight each product's "juicy attitude", while the photography style employs macro shots and liquid highlights to convey a premium feel.

In this article:See more ▼Post may contain affiliate links which give us commissions at no cost to you.Preppy fonts capture that quintessential East Coast elite vibe – think Nantucket summers, yacht clubs, and monogrammed everything. These typefaces embody the perfect balance of tradition and refinement that makes preppy design so timeless and aspirational. But here’s the thing: not all fonts can pull off that coveted preppy aesthetic. The best preppy fonts have a certain je ne sais quoi – they’re classic without being stuffy, elegant without being pretentious, and refined without being inaccessible. In this comprehensive guide, we’ll explore the most gorgeous preppy fonts that’ll have your designs looking like they belong in the pages of Town & Country magazine. So grab your pearls and let’s dive into this typographic treasure trove! 👋 Psst... Did you know you can get unlimited downloads of 59,000+ fonts and millions of other creative assets for just $16.95/mo? Learn more »The Preppiest Fonts That Define 2025 Let’s start with the crème de la crème – the fonts that truly embody that preppy spirit. I’ve curated this list based on their ability to channel that classic New England charm while remaining versatile enough for modern design needs. Gatsby Prelude Gatsby Prelude is an elegant and modern Art Deco font duo. It combines sans-serif characters with decorative elements, perfect for creating sophisticated designs with a touch of vintage glamour.Burtuqol Burtuqol is a vintage slab serif font that exudes a retro charm. Its bold, chunky serifs and aged appearance make it ideal for projects requiring a nostalgic or timeworn aesthetic.Gafler Gafler is a classy vintage serif font with decorative elements. It combines elegance with a touch of old-world charm, making it perfect for high-end branding and classic design projects.Get 300+ Fonts for FREEEnter your email to download our 100% free "Font Lover's Bundle". For commercial & personal use. No royalties. No fees. No attribution. 100% free to use anywhere. Kagnue Kagnue is a modern and classy serif font. It offers a fresh take on traditional serif typefaces, blending contemporary design with timeless elegance for versatile use in various design contexts.The Blendinroom The Blendinroom is a retro serif typeface featuring luxurious ligatures. Its vintage-inspired design and intricate details make it ideal for creating sophisticated, old-world aesthetics in design projects.MODER BULES MODER BULES is a playful sans-serif font with a fun, childlike appeal. Its quirky design makes it perfect for kids-oriented projects or Halloween-themed designs, adding a touch of whimsy to typography.Nickey Vintage Nickey Vintage is a decorative display font with a strong vintage flair. Its bold, eye-catching characters make it ideal for headlines, logos, and designs that require a striking retro aesthetic.Ladger Ladger is a casual script font that exudes luxury and elegance. Its flowing lines and graceful curves make it perfect for logo designs, high-end branding, and projects requiring a touch of sophistication.Hadnich Hadnich is a modern script font with a brush-like quality. Its versatile design makes it suitable for various applications, from signage to branding, offering a contemporary take on handwritten typography.Belly and Park Belly and Park is a condensed beauty classic font family featuring both serif and sans-serif styles. Its vintage-inspired design and narrow characters make it ideal for creating elegant, space-efficient layouts.Loubag Loubag is a modern retro font family encompassing sans-serif, serif, and decorative styles. Its bold, fashion-forward design makes it perfect for creating eye-catching headlines and trendy branding materials.Petter And Sons Petter And Sons is a romantic beauty script font with decorative elements. Its elegant, flowing design makes it ideal for wedding invitations, luxury branding, and projects requiring a touch of refined beauty.Preteoria Preteoria is a modern cursive font with a sleek, contemporary feel. Its smooth curves and clean lines make it versatile for various design applications, from branding to digital media projects.Delauney Delauney is an Art Deco-inspired sans-serif font that captures the essence of the roaring twenties. Its geometric shapes and sleek lines make it perfect for creating designs with a bold, metropolitan flair.Amadi Vintage Amadi Vintage is a chic and beautiful serif font with a timeless appeal. Its elegant design and vintage-inspired details make it ideal for creating sophisticated, classic-looking designs and branding materials.LEDERSON LEDERSON is a vintage-inspired shadow font. Its weathered look and strong character make it perfect for designs requiring an authentic, aged aesthetic.Fancyou Fancyou is a versatile serif font with alternate characters. Its elegant design and customizable options make it suitable for a wide range of projects, from formal invitations to modern branding materials.Catterpie Font Catterpie is a handwritten script font that mimics natural handlettering. Its fluid, signature-like style makes it perfect for creating personal, authentic-looking designs and branding materials.Jemmy Wonder Jemmy Wonder is a Victorian-inspired serif font with a strong vintage character. Its ornate details and old-world charm make it ideal for creating designs with a classic, nostalgic feel.Monthey Monthey is a bold, elegant vintage display serif font. Its chunky characters and 70s-inspired design make it perfect for creating eye-catching headlines and retro-themed branding materials.Madville Madville is a classy script font with a versatile design. Its elegant curves and smooth transitions make it suitable for a wide range of projects, from formal invitations to modern branding materials.Crowk Crowk is a luxury serif font with a timeless, elegant appeal. Its refined design and classic proportions make it ideal for high-end branding, editorial layouts, and sophisticated design projects.Peachy Fantasy Peachy Fantasy is an Art Nouveau-inspired display font with decorative elements. Its vintage charm and unique character make it perfect for creating eye-catching headlines and artistic design projects.Cormier Cormier is a decorative sans-serif font with a strong artistic flair. Its unique design and fashion-forward aesthetic make it ideal for creating bold, attention-grabbing headlines and branding materials.Syntage Syntage is a decorative modern luxury font with both serif and ornamental elements. Its retro-inspired design and luxurious details make it perfect for high-end branding and sophisticated design projects.Jeniffer Selfies Jeniffer Selfies is a retro-inspired bold font combining sans-serif and script styles. Its playful design and vintage feel make it ideal for creating nostalgic, fun-loving designs and branding materials.The Rilman The Rilman is a ligature-rich rounded sans-serif font with a 90s-inspired design. Its retro charm and smooth edges make it perfect for creating playful, nostalgic designs and branding materials.Milky Croffle Milky Croffle is a classic beauty elegant serif font. Its refined design and timeless appeal make it ideal for creating sophisticated layouts, high-end branding, and projects requiring a touch of traditional elegance. What Makes a Font Feel Preppy? You might be wondering what exactly gives a font that unmistakable preppy vibe. After years of working with typography, I’ve identified several key characteristics that define the preppy aesthetic: Classic Serif Structure: Most preppy fonts are serifs, drawing inspiration from traditional typography used in prestigious publications and academic institutions. These serifs aren’t just decorative – they’re a nod to centuries of refined typographic tradition. Elegant Proportions: Preppy fonts tend to have well-balanced letterforms with moderate contrast between thick and thin strokes. They’re neither too delicate nor too bold – just perfectly poised, like a well-tailored blazer. Timeless Appeal: The best preppy fonts don’t scream “trendy.” Instead, they whisper “timeless.” They’re the typography equivalent of a strand of pearls – always appropriate, never out of style. Sophisticated Details: Look for subtle refinements in letterforms – graceful curves, well-crafted terminals, and thoughtful spacing. These details separate truly preppy fonts from their more pedestrian cousins. Heritage Inspiration: Many preppy fonts draw inspiration from historical typefaces used by Ivy League universities, prestigious publishing houses, and old-money families. This connection to tradition is what gives them their authentic preppy pedigree. Where to Use Preppy Fonts (And Where Not To) Preppy fonts aren’t one-size-fits-all solutions, but when used appropriately, they’re absolutely magical. Here’s where they shine brightest: Wedding Invitations: Nothing says “elegant affair” quite like a beautifully chosen preppy serif. These fonts are perfect for formal invitations, save-the-dates, and wedding stationery that needs to feel sophisticated and timeless. Luxury Branding: Brands targeting affluent audiences or positioning themselves as premium often benefit from preppy typography. Think boutique hotels, high-end fashion, or artisanal goods. Editorial Design: Magazines, newsletters, and publications focusing on lifestyle, fashion, or culture can leverage preppy fonts to establish credibility and sophistication. Corporate Identity: Professional services, law firms, financial institutions, and consulting companies often choose preppy fonts to convey trustworthiness and establishment credibility. Academic Materials: Universities, prep schools, and educational institutions naturally gravitate toward preppy typography that reflects their traditional values and heritage. However, preppy fonts might not be the best choice for: Tech Startups: The traditional nature of preppy fonts can feel at odds with innovation and disruption. Modern sans serifs usually work better for tech companies. Children’s Brands: While elegant, preppy fonts might feel too formal for products targeting young children. Playful, rounded fonts are typically more appropriate. Casual Brands: If your brand personality is laid-back and approachable, overly formal preppy fonts might create distance between you and your audience. How to Choose the Perfect Preppy Font Selecting the right preppy font requires careful consideration of several factors. Here’s my tried-and-true process: Consider Your Audience: Are you designing for actual prep school alumni, or are you trying to capture that aspirational preppy aesthetic for a broader audience? Your target demographic should influence how traditional or accessible your font choice is. Evaluate the Context: A wedding invitation can handle more ornate details than a business card. Consider where your text will appear and how much personality the context can support. Test Readability: Preppy doesn’t mean hard to read. Always test your chosen font at various sizes to ensure it remains legible. Your typography should enhance communication, not hinder it. Think About Pairing: Will you be using this font alone or pairing it with others? Consider how your preppy serif will work alongside sans serifs for body text or script fonts for accents. Consider Your Medium: Some preppy fonts work beautifully in print but struggle on screens. Others are optimized for digital use but lose their charm in print. Choose accordingly. Pairing Preppy Fonts Like a Pro The magic of preppy typography often lies in thoughtful font pairing. Here are some winning combinations that never fail: Classic Serif + Clean Sans Serif: Pair your preppy serif headline font with a crisp, readable sans serif for body text. This creates hierarchy while maintaining sophistication. Traditional Serif + Script Accent: Use a refined script font sparingly for special elements like signatures or decorative text, balanced by a solid preppy serif for main content. Serif + Serif Variation: Sometimes pairing two serifs from the same family – perhaps a regular weight for body text and a bold condensed version for headlines – creates beautiful, cohesive designs. Remember, less is often more with preppy design. Stick to two or three fonts maximum, and let the inherent elegance of your chosen typefaces do the heavy lifting. The Psychology Behind Preppy Typography Understanding why preppy fonts work so well psychologically can help you use them more effectively. These typefaces tap into powerful associations: Trust and Reliability: The traditional nature of preppy fonts suggests stability and permanence. When people see these fonts, they subconsciously associate them with established institutions and time-tested values. Sophistication and Education: Preppy fonts are reminiscent of academic institutions and intellectual pursuits. They suggest refinement, education, and cultural awareness. Exclusivity and Status: Let’s be honest – part of the preppy aesthetic’s appeal is its association with privilege and exclusivity. These fonts can make designs feel more premium and aspirational. Quality and Craftsmanship: The careful attention to typographic detail in preppy fonts suggests similar attention to quality in whatever they’re representing. Modern Takes on Classic Preppy Style While preppy fonts are rooted in tradition, the best designers know how to give them contemporary flair. Here are some ways to modernize preppy typography: Unexpected Color Palettes: Pair traditional preppy fonts with modern colors. Think sage green and cream instead of navy and white, or soft blush tones for a fresh take. Generous White Space: Give your preppy fonts room to breathe with plenty of white space. This modern approach to layout keeps traditional fonts feeling fresh and uncluttered. Mixed Media Integration: Combine preppy typography with photography, illustrations, or graphic elements for a more contemporary feel while maintaining that sophisticated foundation. Strategic Contrast: Pair your refined preppy fonts with unexpected elements – maybe a bold geometric shape or modern photography – to create dynamic tension. Preppy Font Alternatives for Every Budget Not every preppy project has a premium font budget, and that’s okay! Here are some strategies for achieving that coveted preppy look without breaking the bank: Google Fonts Gems: Fonts like Playfair Display, Crimson Text, and Libre Baskerville offer sophisticated serif options that can work beautifully for preppy designs. Font Pairing Magic: Sometimes combining two free fonts thoughtfully can create a more expensive-looking result than using a single premium font poorly. Focus on Execution: A free font used with excellent spacing, hierarchy, and layout will always look better than an expensive font used carelessly. Common Preppy Font Mistakes to Avoid Even with the perfect preppy font, poor execution can ruin the effect. Here are the most common mistakes I see designers make: Overdoing the Decoration: Just because a font has elegant details doesn’t mean you need to add more flourishes. Let the typeface’s inherent sophistication speak for itself. Ignoring Hierarchy: Preppy design relies on clear, elegant hierarchy. Don’t make everything the same size or weight – create visual flow through thoughtful typography scaling. Poor Spacing: Cramped text kills the elegant feel of preppy fonts. Give your typography generous leading and appropriate margins. Wrong Context: Using an ultra-formal preppy font for a casual pizza restaurant’s menu will feel jarring and inappropriate. Match your font choice to your content and audience. The Future of Preppy Typography As we look ahead in 2025, preppy fonts continue to evolve while maintaining their classic appeal. We’re seeing interesting trends emerge: Variable Font Technology: Modern preppy fonts are increasingly available as variable fonts, allowing designers to fine-tune weight, width, and optical size for perfect customization. Screen Optimization: Classic preppy fonts are being redrawn and optimized for digital screens without losing their traditional charm. Inclusive Preppy: Designers are expanding the preppy aesthetic beyond its traditional boundaries, creating fonts that maintain sophistication while feeling more accessible and diverse. Sustainable Design: The timeless nature of preppy fonts aligns perfectly with sustainable design principles – these typefaces won’t look dated next year, making them environmentally responsible choices. Conclusion: Embracing Timeless Elegance Preppy fonts represent more than just letterforms – they’re a gateway to timeless elegance and sophisticated communication. Whether you’re designing wedding invitations for a Martha’s Vineyard ceremony or creating brand identity for a boutique law firm, the right preppy font can elevate your work from merely professional to genuinely distinguished. The beauty of preppy typography lies in its ability to feel both traditional and fresh, formal yet approachable. These fonts have stood the test of time because they tap into something fundamental about how we perceive quality, tradition, and sophistication. As you explore the world of preppy fonts, remember that the best typography choices support your message rather than overshadowing it. Choose fonts that enhance your content’s inherent qualities and speak to your audience’s aspirations and values. So whether you’re channeling that old-money aesthetic or simply want to add a touch of refined elegance to your designs, preppy fonts offer a wealth of possibilities. After all, good typography, like good manners, never goes out of style.

Take the Speakers, Headphones, and Earphones SurveyTake other PCMag surveys. Each completed survey is a chance to win a $250 Amazon gift card. OFFICIAL SWEEPSTAKES RULESNO PURCHASE NECESSARY TO ENTER OR WIN. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. VOID WHERE PROHIBITED. Readers' Choice Sweepstakes (the "Sweepstakes") is governed by these official rules (the "Sweepstakes Rules"). The Sweepstakes begins on May 9, 2025, at 12:00 AM ET and ends on July 27, 2025, at 11:59 PM ET (the "Sweepstakes Period").SPONSOR: Ziff Davis, LLC, with an address of 360 Park Ave South, Floor 17, New York, NY 10010 (the "Sponsor").ELIGIBILITY: This Sweepstakes is open to individuals who are eighteen (18) years of age or older at the time of entry who are legal residents of the fifty (50) United States of America or the District of Columbia. 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In a 12,000-square-foot warehouse in Zeeland, Michigan, hundreds of chairs, sofas, and loveseats rest on open storage racks. Their bold colors and elegant forms stand in striking contrast to the industrial setting. A plush recliner, seemingly made for sinking into, sits beside a mesh desk chair like those found in generic office cubicles. Nearby, a rare prototype of the Knoll Womb® Chair, gifted by Eero Saarinen to his mother, blooms open like a flower–inviting someone to sit. There’s also mahogany furniture designed by Gilbert Rohde for Herman Miller, originally unveiled at the 1933 World’s Fair; early office pieces by Florence Knoll; and a sculptural paper lamp by Isamu Noguchi. This is the newly unveiled MillerKnoll Archive, a space that honors the distinct legacies of its formerly rival brands. In collaboration with New York–based design firm Standard Issue, MillerKnoll has created a permanent display of its most iconic designs at the company’s Michigan Design Yard headquarters. In the early 1920s, Dutch-born businessman Herman Miller became the majority stakeholder in a Zeeland, Michigan, company where his son-in-law served as president. Following the acquisition, Star Furniture Co. was renamed the Herman Miller Furniture Company. Meanwhile, across the Atlantic in Stuttgart, Germany, Walter Knoll joined his family’s furniture business and formed close ties with modernist pioneers Ludwig Mies van der Rohe and Walter Gropius, immersing himself in the Bauhaus movement as Germany edged toward war.  Just before the outbreak of World War II, Walter Knoll relocated to the United States and established his own furniture company in New York City. Around the same time, Michigan native Florence Schust was studying at the Cranbrook Academy of Art under Eliel Saarinen. There, she met Eero Saarinen and Charles Eames. Schust, who later married Walter Knoll, and Saarinen would go on to become key designers for the company, while Eames would play a similarly pivotal role at Herman Miller—setting both firms on parallel paths in the world of modern design. The facility was designed in collaboration with New York-based design firm Standard Issue. The archive, located in MillerKnoll’s Design Yard Headquarters, is 12,000 square feet and holds over one million objects. (Nicholas Calcott/Courtesy MillerKnoll) Formerly seen as competitors, Herman Miller acquired Knoll four years ago in a $1.8 billion merger that formed MillerKnoll. The deal united two of the most influential names in American furniture, merging their storied design legacies and the iconic pieces that helped define modern design. Now, MillerKnoll is honoring the distinct histories of each brand through this new archive. The archive is a permanent home for the brands’ archival collections and also exhibits the evolution of modern design. The facility is organized into three distinct areas: an exhibition space, open storage, and a reading room.  The facility’s first exhibition, Manufacturing Modern, explores the intertwined histories of Knoll and Herman Miller. It showcases designs from the individuals who helped shape each company. The open storage area displays over 300 pieces of modern furniture, featuring both original works from Knoll and Herman Miller as well as contemporary designs. In addition to viewing the furniture pieces, visitors can kick back in the reading room, which offers access to a collection of archival materials, including correspondence, photography, drawings, and textiles. The facility is organized into three distinct areas: an exhibition space, open storage, and a reading room and will be open for tours in partnership with the Cranbrook Art Academy this summer. (Nicholas Calcott/Courtesy MillerKnoll) “The debut of the MillerKnoll Archives invites our communities to experience design history – and imagine its future– in one dynamic space,” said MillerKnoll’s chief creative and product officer Ben Watson. “The ability to not only understand how iconic designs came to be, but how design solutions evolved over time, is a never-ending source of inspiration.” Exclusive tours of the archive will be available in July and August in partnership with the Cranbrook Art Museum and in October in partnership with Docomomo.

8 Sage Green Color Palettes You’ve Got to Experience In this article:See more ▼Post may contain affiliate links which give us commissions at no cost to you.There’s something undeniably calming about sage green that makes it one of my absolute favorite colors to work with as a designer. This muted, earthy hue has this incredible ability to ground a space while still feeling fresh and contemporary. Whether you’re working on a branding project, designing an interior space, or creating digital content, sage green offers a versatility that few colors can match. What I love most about sage green is how it bridges the gap between trendy and timeless. It’s not going anywhere anytime soon, and honestly, I don’t think it ever should. This sophisticated color has been quietly revolutionizing design palettes across every industry, and today I’m excited to share eight of my favorite sage green color combinations that will elevate your next project. 👋 Psst... Did you know you can get unlimited downloads of 59,000+ fonts and millions of other creative assets for just $16.95/mo? Learn more »The 8 Most Inspiring Sage Green Color Palettes 1. Garden Fresh #D2E5C4 #B2C69E #95B07B #79955D #5A743C Download this color palette 735×1102 Pinterest image 2160×3840 Vertical wallpaper 900×900 Square 3840×2160 4K Wallpaper This monochromatic sage palette is pure perfection for anyone wanting to create depth without complexity. I use this combination constantly in botanical-themed projects because it captures every shade of green you’d find in a thriving garden. The progression from light to dark creates natural hierarchy, making it incredibly functional for both print and digital work. 2. Misty Morning #BDC9BB #ACBAA1 #B2C1A2 #A4B1A0 #ADC3B7 Download this color palette 735×1102 Pinterest image 2160×3840 Vertical wallpaper 900×900 Square 3840×2160 4K Wallpaper When I need something soft and ethereal, this is my go-to palette. These gentle sage tones remind me of early morning fog rolling over hills. It’s perfect for wellness brands, spa environments, or any project that needs to evoke tranquility and peace. The subtle variations create interest without ever feeling overwhelming. 3. Harvest Moon #9AAB89 #647056 #D6C388 #F8C565 Download this color palette 735×1102 Pinterest image 2160×3840 Vertical wallpaper 900×900 Square 3840×2160 4K Wallpaper Get 300+ Fonts for FREEEnter your email to download our 100% free "Font Lover's Bundle". For commercial & personal use. No royalties. No fees. No attribution. 100% free to use anywhere. The combination of sage green with warm golds creates magic every single time. This palette captures that perfect autumn moment when the light hits everything just right. I love using this for brands that want to feel both grounded and optimistic – it’s earthy sophistication with a sunny disposition. 4. Moody Botanical #4D5D42 #6A894B #8DA67E #9B999A #C6B5DF Download this color palette 735×1102 Pinterest image 2160×3840 Vertical wallpaper 900×900 Square 3840×2160 4K Wallpaper For projects that need a bit more drama, this palette delivers beautifully. The deeper sage tones paired with that unexpected lavender create intrigue without losing the calming essence of green. I find this combination works wonderfully for upscale restaurants or luxury lifestyle brands that want to feel approachable yet refined. 5. Countryside Charm #A3AC9A #8A9A5B #93A395 #748B74 #827D67 Download this color palette 735×1102 Pinterest image 2160×3840 Vertical wallpaper 900×900 Square 3840×2160 4K Wallpaper This palette feels like a walk through the English countryside – all rolling hills and weathered stone walls. The mix of sage greens with those earthy undertones creates incredible depth. I use this combination for projects that need to feel established and trustworthy, like financial services or heritage brands. 6. Industrial Farmhouse Zen #CED3D2 #3F5054 #6F675E #9CAB86 #C8CAB5 Download this color palette 735×1102 Pinterest image 2160×3840 Vertical wallpaper 900×900 Square 3840×2160 4K Wallpaper The marriage of sage green with industrial grays might seem unexpected, but it creates this incredibly sophisticated modern aesthetic. This palette is perfect for tech companies or architectural firms that want to feel innovative yet grounded. The sage adds warmth to what could otherwise be cold, sterile colors. 7. Desert Sage #9AAB89 #B2AC88 #A06464 #8C909C #C9AD99 Download this color palette 735×1102 Pinterest image 2160×3840 Vertical wallpaper 900×900 Square 3840×2160 4K Wallpaper Inspired by the American Southwest, this palette combines sage with dusty terra cottas and warm beiges. There’s something so comforting about these colors together – they feel like sunset in the desert. I love using this for hospitality brands or any project that wants to evoke adventure and warmth. 8. Forest Floor #B2C69E #ACB6A6 #5B7553 #745000 #462800 Download this color palette 735×1102 Pinterest image 2160×3840 Vertical wallpaper 900×900 Square 3840×2160 4K Wallpaper This rich, earthy combination takes sage green into deeper territory with those gorgeous chocolate browns. It reminds me of walking through an old-growth forest where the light filters through layers of leaves. Perfect for organic brands, outdoor companies, or any project that wants to feel authentic and connected to nature. Why Sage Green Is Having Its Moment As someone who’s been watching color trends for years, I can tell you that sage green’s popularity isn’t just a passing fad. This color speaks to our collective desire for calm in an increasingly chaotic world. It’s the visual equivalent of taking a deep breath – immediately soothing and centering. The rise of biophilic design has also played a huge role in sage green’s dominance. As we spend more time indoors, we’re craving those connections to nature, and sage green delivers that botanical feeling without being overly literal. It’s nature-inspired design at its most sophisticated. What makes sage green particularly special is its incredible adaptability. Unlike brighter greens that can feel overwhelming or dated, sage green has this chameleon-like quality that allows it to work in virtually any context. Pair it with warm woods and it feels rustic; combine it with metallics and it becomes luxurious; add some crisp whites and suddenly it’s Scandinavian minimalism. Mastering Sage Green in Your Design Work The key to working with sage green successfully is understanding its undertones. Some sage greens lean more yellow, others more blue or gray. Recognizing these subtle differences will help you create more cohesive palettes and avoid color clashes that can make your work feel off. I always recommend testing your sage green palettes in different lighting conditions. What looks perfect on your computer screen might feel completely different in natural light or under warm artificial lighting. This is especially crucial for interior design projects or any work that will be viewed in physical spaces. When building palettes around sage green, I like to think about the mood I’m trying to create. For calm, peaceful vibes, I’ll pair it with other muted tones and plenty of white space. For something more energetic, I might add unexpected pops of coral or sunny yellow. The beauty of sage green is that it’s such a diplomatic color – it plays well with almost everything. Sage Green Across Different Design Applications Branding and Logo Design In branding work, sage green communicates reliability, growth, and environmental consciousness without hitting people over the head with it. I love using it for wellness companies, sustainable brands, and professional services that want to feel approachable. The key is pairing it with typography that reinforces your brand personality – clean sans serifs for modern feels, or elegant serifs for more traditional approaches. Interior Spaces Sage green walls have become incredibly popular, and for good reason. The color creates an instant sense of calm while still feeling current. I particularly love using darker sage greens in dining rooms or bedrooms where you want that cozy, enveloping feeling. Lighter sages work beautifully in kitchens and bathrooms where you want freshness without the sterility of pure white. Digital Design For websites and apps, sage green offers a refreshing alternative to the blues and grays that dominate digital design. It’s easy on the eyes, which makes it perfect for apps focused on wellness, meditation, or any platform where users will spend extended time. Just be mindful of accessibility – always test your sage green backgrounds with various text colors to ensure proper contrast ratios. Product Design The natural, organic feeling of sage green makes it perfect for product packaging, especially in the beauty, food, and wellness sectors. It communicates quality and naturalness without feeling overly earthy or crunchy. I’ve seen it work beautifully on everything from skincare packaging to high-end kitchen appliances. The Psychology Behind Sage Green’s Appeal Color psychology tells us that green represents growth, harmony, and balance – all things we desperately need in our modern lives. But sage green takes these positive associations and adds sophistication. It’s green without the intensity, nature without the rawness. There’s also something inherently honest about sage green. It doesn’t try too hard or demand attention the way brighter colors do. This authenticity resonates with consumers who are increasingly skeptical of brands that feel forced or overly polished. Sage green whispers where other colors shout, and sometimes that’s exactly what your message needs. Looking Forward: Sage Green’s Staying Power While I can’t predict the future, I’m confident that sage green will remain relevant for years to come. It hits all the right notes for contemporary design – it’s calming without being boring, natural without being literal, and sophisticated without being pretentious. The color also photographs beautifully, which matters more than ever in our Instagram-driven world. Whether it’s a sage green accent wall or a product shot featuring sage packaging, this color translates perfectly to social media, helping brands create that coveted “aesthetic” that drives engagement. As we continue to prioritize wellness and sustainability in design, sage green offers the perfect visual shorthand for these values. It’s a color that makes people feel good, and in a world that often doesn’t, that’s incredibly powerful. Bringing It All Together These eight sage green palettes represent just the beginning of what’s possible with this incredible color. Whether you’re drawn to the monochromatic serenity of Garden Fresh or the unexpected sophistication of Industrial Zen, there’s a sage green palette that can elevate your next project. The secret to success with sage green is trusting its natural elegance. Don’t feel like you need to overstyling or complicate things – sage green’s beauty lies in its understated sophistication. Let it be the calm, confident foundation that allows other elements of your design to shine. So go ahead and embrace the sage green revolution. Your designs (and your stress levels) will thank you for it. After all, in a world full of visual noise, sometimes the most powerful statement you can make is a quiet one. Riley Morgan Riley Morgan is a globe-trotting graphic designer with a sharp eye for color, typography, and intuitive design. They are a color lover and blend creativity with culture, drawing inspiration from cities, landscapes, and stories around the world. When they’re not designing sleek visuals for clients, they’re blogging about trends, tools, and the art of making design feel like home—wherever that may be. 8 Stunning Sunset Color PalettesThere’s something absolutely magical about watching the sun dip below the horizon, painting the sky in breathtaking hues that seem...10 Warm Color Palettes That’ll Brighten Your DayThere’s nothing quite like the embracing quality of warm colors to make a design feel inviting and alive. As someone...10 Luxurious Jewel Tone Color PalettesAs a designer who’s always searching for color combinations that exude sophistication and richness, I find myself constantly returning to...

Global sportswear leader Nike is reportedly preparing to release the Air Max 1000 Oatmeal, its first fully 3D printed sneaker, with a launch tentatively scheduled for Summer 2025. While Nike has yet to confirm an official release date, industry sources suggest the debut may occur sometime between June and August. The retail price is expected to be approximately $210. This model marks a step in Nike’s exploration of additive manufacturing (AM), enabled through a collaboration with Zellerfeld, a German startup known for its work in fully 3D printed footwear. Building Buzz Online The “Oatmeal” colorway—a neutral blend of soft beige tones—has already attracted attention on social platforms like TikTok, Instagram, and X. In April, content creator Janelle C. Shuttlesworth described the shoes as “light as air” in a video preview. Sneaker-focused accounts such as JustFreshKicks and TikTok user @shoehefner5 have also offered early walkthroughs. Among fans, the nickname “Foamy Oat” has started to catch on. Nike’s 3D printed Air Max 1000 Oatmeal. Photo via Janelle C. Shuttlesworth. Before generating buzz online, the sneaker made a public appearance at ComplexCon Las Vegas in November 2024. There, its laceless, sculptural silhouette and smooth, seamless texture stood out—merging futuristic design with signature Air Max elements, such as the visible heel air unit. Reimagining the Air Max Legacy Drawing inspiration from the original Air Max 1 (1987), the Air Max 1000 retains the iconic air cushion in the heel while reinventing the rest of the structure using 3D printing. The shoe’s upper and outsole are formed as a single, continuous piece, produced from ZellerFoam, a proprietary flexible material developed by Zellerfeld. Zellerfeld’s fused filament fabrication (FFF) process enables varied material densities throughout the shoe—resulting in a firm, supportive sole paired with a lightweight, breathable upper. The laceless, slip-on design prioritizes ease of wear while reinforcing a sleek, minimalist aesthetic. Nike’s Chief Innovation Officer, John Hoke, emphasized the broader impact of the design, noting that the Air Max 1000 “opens up new creative possibilities” and achieves levels of precision and contouring not possible with traditional footwear manufacturing. He also pointed to the sustainability benefits of AM, which produces minimal waste by fabricating only the necessary components. Expansion of 3D Printed Footwear Technology The Air Max 1000 joins a growing lineup of 3D printed footwear innovations from major brands. Gucci, the Italian luxury brand known for blending traditional craftsmanship with modern techniques, unveiled several Cub3d sneakers as part of its Spring Summer 2025 (SS25) collection. The brand developed Demetra, a material made from at least 70% plant-based ingredients, including viscose, wood pulp, and bio-based polyurethane. The bi-material sole combines an EVA-filled interior for cushioning and a TPU exterior, featuring an Interlocking G pattern that creates a 3D effect. Elsewhere, Syntilay, a footwear company combining artificial intelligence with 3D printing, launched a range of custom-fit slides. These slides are designed using AI-generated 3D models, starting with sketch-based concepts that are refined through AI platforms and then transformed into digital 3D designs. The company offers sizing adjustments based on smartphone foot scans, which are integrated into the manufacturing process. Join our Additive Manufacturing Advantage (AMAA) event on July 10th, where AM leaders from Aerospace, Space, and Defense come together to share mission-critical insights. Online and free to attend.Secure your spot now. Who won the2024 3D Printing Industry Awards? Subscribe to the 3D Printing Industry newsletterto keep up with the latest 3D printing news. You can also follow us onLinkedIn, and subscribe to the 3D Printing Industry Youtube channel to access more exclusive content. Featured image shows Nike’s 3D printed Air Max 1000 Oatmeal. Photo via Janelle C. Shuttlesworth. Paloma Duran Paloma Duran holds a BA in International Relations and an MA in Journalism. Specializing in writing, podcasting, and content and event creation, she works across politics, energy, mining, and technology. With a passion for global trends, Paloma is particularly interested in the impact of technology like 3D printing on shaping our future.

Artificial intelligence is already rewriting the rules of wireless and telecom — powering predictive maintenance, streamlining network operations, and enabling more innovative services. As AI scales, the disruption will be faster, deeper, and harder to reverse than any prior shift in the industry. Compared to the sweeping changes AI is set to unleash, past telecom innovations look incremental. AI is redefining how networks operate, services are delivered, and data is secured — across every device and digital touchpoint. AI Is Reshaping Wireless Networks Already Artificial intelligence is already transforming wireless through smarter private networks, fixed wireless access (FWA), and intelligent automation across the stack. AI detects and resolves network issues before they impact service, improving uptime and customer satisfaction. It’s also opening the door to entirely new revenue streams and business models. Each wireless generation brought new capabilities. AI, however, marks a more profound shift — networks that think, respond, and evolve in real time. AI Acceleration Will Outpace Past Tech Shifts Many may underestimate the speed and magnitude of AI-driven change. The shift from traditional voice and data systems to AI-driven network intelligence is already underway. Although predictions abound, the true scope remains unclear. It’s tempting to assume we understand AI’s trajectory, but history suggests otherwise. Today, AI is already automating maintenance and optimizing performance without user disruption. The technologies we’ll rely on in the near future may still be on the drawing board. Few predicted that smartphones would emerge from analog beginnings—a reminder of how quickly foundational technologies can be reimagined. History shows that disruptive technologies rarely follow predictable paths — and AI is no exception. It’s already upending business models across industries. Technological shifts bring both new opportunities and complex trade-offs. AI Disruption Will Move Faster Than Ever The same cycle of reinvention is happening now — but with AI, it’s moving at unprecedented speed. Despite all the discussion, many still treat AI as a future concern — yet the shift is already well underway. As with every major technological leap, there will be gains and losses. The AI transition brings clear trade-offs: efficiency and innovation on one side, job displacement, and privacy erosion on the other. Unlike past tech waves that unfolded over decades, the AI shift will reshape industries in just a few years — and that change wave will only continue to move forward. AI Will Reshape All Sectors and Companies This shift will unfold faster than most organizations or individuals are prepared to handle. Today’s industries will likely look very different tomorrow. Entirely new sectors will emerge as legacy models become obsolete — redefining market leadership across industries. Telecom’s past holds a clear warning: market dominance can vanish quickly when companies ignore disruption. Eventually, the Baby Bells moved into long-distance service, while AT&T remained barred from selling local access — undermining its advantage. As the market shifted and competitors gained ground, AT&T lost its dominance and became vulnerable enough that SBC, a former regional Bell, acquired it and took on its name. It’s a case study of how incumbents fall when they fail to adapt — precisely the kind of pressure AI is now exerting across industries. SBC’s acquisition of AT&T flipped the power dynamic — proof that size doesn’t protect against disruption. The once-crowded telecom field has consolidated into just a few dominant players — each facing new threats from AI-native challengers. Legacy telecom models are being steadily displaced by faster, more flexible wireless, broadband, and streaming alternatives. No Industry Is Immune From AI Disruption AI will accelerate the next wave of industrial evolution — bringing innovations and consequences we’re only beginning to grasp. New winners will emerge as past leaders struggle to hang on — a shift that will also reshape the investment landscape. Startups leveraging AI will likely redefine leadership in sectors where incumbents have grown complacent. Nvidia’s rise is part of a broader trend: the next market leaders will emerge wherever AI creates a clear competitive advantage — whether in chips, code, or entirely new markets. The AI-driven future is arriving faster than most organizations are ready for. Adapting to this accelerating wave of change is no longer optional — it’s essential. Companies that act decisively today will define the winners of tomorrow.

Last year, MACK Books published Architecture from Below, which anthologized writings by the French Brazilian architect, theorist, and painter Sérgio Ferro. (Douglas Spencer reviewed it for AN.) Now, MACK follows with Design and the Building Site and Complementary Essays, the second in the trilogy of books dedicated to Ferro’s scholarship. The following excerpt of the author’s 2023 preface to the English edition, which preserves its British phrasing, captures Ferro’s realization about the working conditions of construction sites in Brasília. The sentiment is likely relatable even today for young architects as they discover how drawings become buildings. Design and the Building Site and Complementary Essays will be released on May 22. If I remember correctly, it was in 1958 or 1959, when Rodrigo and I were second- or third year architecture students at FAUUSP, that my father, the real estate developer Armando Simone Pereira, commissioned us to design two large office buildings and eleven shops in Brasilia, which was then under construction. Of course, we were not adequately prepared for such an undertaking. Fortunately, Oscar Niemeyer and his team, who were responsible for overseeing the construction of the capital, had drawn up a detailed document determining the essential characteristics of all the private sector buildings. We followed these prescriptions to the letter, which saved us from disaster. Nowadays, it is hard to imagine the degree to which the construction of Brasilia inspired enthusiasm and professional pride in the country’s architects. And in the national imagination, the city’s establishment in the supposedly unpopulated hinterland evoked a re-founding of Brazil. Up until that point, the occupation of our immense territory had been reduced to a collection of arborescent communication routes, generally converging upon some river, following it up to the Atlantic Ocean. Through its ports, agricultural or extractive commodities produced by enslaved peoples or their substitutes passed towards the metropolises; goods were exchanged in the metropolises for more elaborate products, which took the opposite route. Our national identity was summed up in a few symbols, such as the anthem or the flag, and this scattering of paths pointing overseas. Brasilia would radically change this situation, or so we believed. It would create a central hub where the internal communication routes could converge, linking together hithertoseparate junctions, stimulating trade and economic progress in the country’s interior. It was as if, for the first time, we were taking care of ourselves. At the nucleus of this centripetal movement, architecture would embody the renaissance. And at the naval of the nucleus, the symbolic mandala of this utopia: the cathedral. Rodrigo and I got caught up in the euphoria. And perhaps more so than our colleagues, because we were taking part in the adventure with ‘our’ designs. The reality was very different — but we did not know that yet. At that time, architects in Brazil were responsible for verifying that the construction was in line with the design. We had already monitored some of our first building sites. But the construction company in charge of them, Osmar Souza e Silva’s CENPLA, specialized in the building sites of modernist architects from the so-called Escola Paulista led by Vilanova Artigas (which we aspired to be a part of, like the pretentious students we were). Osmar was very attentive to his clients and his workers, who formed a supportive and helpful team. He was even more careful with us, because he knew how inexperienced we were. I believe that the CENPLA was particularly important in São Paulo modernism: with its congeniality, it facilitated experimentation, but for the same reason, it deceived novices like us about the reality of other building sites. Consequently, Rodrigo and I travelled to Brasilia several times to check that the constructions followed ‘our’ designs and to resolve any issues. From the very first trip, our little bubble burst. Our building sites, like all the others in the future capital, bore no relation to Osmar’s. They were more like a branch of hell. A huge, muddy wasteland, in which a few cranes, pile drivers, tractors, and excavators dotted the mound of scaffolding occupied by thousands of skinny, seemingly exhausted wretches, who were nevertheless driven on by the shouts of master builders and foremen, in turn pressured by the imminence of the fateful inauguration date. Surrounding or huddled underneath the marquees of buildings under construction, entire families, equally skeletal and ragged, were waiting for some accident or death to open up a vacancy. In contact only with the master builders, and under close surveillance so we would not speak to the workers, we were not allowed to see what comrades who had worked on these sites later told us in prison: suicide abounded; escape was known to be futile in the unpopulated surroundings with no viable roads; fatal accidents were often caused by weakness due to chronic diarrhoea, brought on by rotten food that came from far away; outright theft took place in the calculation of wages and expenses in the contractor’s grocery store; camps were surrounded by law enforcement. I repeat this anecdote yet again not to invoke the benevolence of potential readers, but rather to point out the conditions that, in my opinion, allowed two students (Flávio Império joined us a little later) still in their professional infancy to quickly adopt positions that were contrary to the usual stance of architects. As the project was more Oscar Niemeyer’s than it was our own, we did not have the same emotional attachment that is understandably engendered between real authors and their designs. We had not yet been imbued with the charm and aura of the métier. And the only building sites we had visited thus far, Osmar’s, were incomparable to those we discovered in Brasilia. In short, our youthfulness and unpreparedness up against an unbearable situation made us react almost immediately to the profession’s satisfied doxa. Unprepared and young perhaps, but already with Marx by our side. Rodrigo and I joined the student cell of the Brazilian Communist Party during our first year at university. In itself, this did not help us much: the Party’s Marxism, revised in the interests of the USSR, was pitiful. Even high-level leaders rarely went beyond the first chapter of Capital. But at the end of the 1950s, the effervescence of the years to come was already nascent:  […] this extraordinary revival […] the rediscovery of Marxism and the great dialectical texts and traditions in the 1960s: an excitement that identifies a forgotten or repressed moment of the past as the new and subversive, and learns the dialectical grammar of a Hegel or an Adorno, a Marx or a Lukács, like a foreign language that has resources unavailable in our own. And what is more: the Chinese and Cuban revolutions, the war in Vietnam, guerrilla warfare of all kinds, national liberation movements, and a rare libertarian disposition in contemporary history, totally averse to fanaticism and respect for ideological apparatuses of (any) state or institution. Going against the grain was almost the norm. We were of course no more than contemporaries of our time. We were soon able to position ourselves from chapters 13, 14, and 15 of Capital, but only because we could constantly cross-reference Marx with our observations from well-contrasted building sites and do our own experimenting. As soon as we identified construction as manufacture, for example, thanks to the willingness and even encouragement of two friends and clients, Boris Fausto and Bernardo Issler, I was able to test both types of manufacture — organic and heterogeneous — on similar-sized projects taking place simultaneously, in order to find out which would be most convenient for the situation in Brazil, particularly in São Paulo. Despite the scientific shortcomings of these tests, they sufficed for us to select organic manufacture. Arquitetura Nova had defined its line of practice, studies, and research. There were other sources that were central to our theory and practice. Flávio Império was one of the founders of the Teatro de Arena, undoubtedly the vanguard of popular, militant theatre in Brazil. He won practically every set design award. He brought us his marvelous findings in spatial condensation and malleability, and in the creative diversion of techniques and material—appropriate devices for an underdeveloped country. This is what helped us pave the way to reformulating the reigning design paradigms.  We had to do what Flávio had done in the theatre: thoroughly rethink how to be an architect. Upend the perspective. The way we were taught was to start from a desired result; then others would take care of getting there, no matter how. We, on the other hand, set out to go down to the building site and accompany those carrying out the labor itself, those who actually build, the formally subsumed workers in manufacture who are increasingly deprived of the knowledge and know-how presupposed by this kind of subsumption. We should have been fostering the reconstitution of this knowledge and know-how—not so as to fulfil this assumption, but in order to reinvigorate the other side of this assumption according to Marx: the historical rebellion of the manufacture worker, especially the construction worker. We had to rekindle the demand that fueled this rebellion: total self-determination, and not just that of the manual operation as such. Our aim was above all political and ethical. Aesthetics only mattered by way of what it included—ethics. Instead of estética, we wrote est ética [this is ethics]. We wanted to make building sites into nests for the return of revolutionary syndicalism, which we ourselves had yet to discover. Sérgio Ferro, born in Brazil in 1938, studied architecture at FAUUSP, São Paulo. In the 1960s, he joined the Brazilian communist party and started, along with Rodrigo Lefevre and Flávio Império, the collective known as Arquitetura Nova. After being arrested by the military dictatorship that took power in Brazil in 1964, he moved to France as an exile. As a painter and a professor at the École Nationale Supérieure d’Architecture de Grenoble, where he founded the Dessin/Chantier laboratory, he engaged in extensive research which resulted in several publications, exhibitions, and awards in Brazil and in France, including the title of Chevalier des Arts et des Lettres in 1992. Following his retirement from teaching, Ferro continues to research, write, and paint.