Frutiger Metro

also: Vectordelia

aesthetic c. 2010-2015 United States Worldwide

Frutiger Metro is the transitional design style that carried the glossy 2000s into flat design. Named after Microsoft's Metro design language - the tile-based interface of Windows Phone 7 (2010), the Xbox 360 dashboard (2011), and Windows 8 (2012) - it keeps Frutiger Aero's bright optimism and clean humanist type but drops its glass and skeuomorphism in favor of flat saturated color fields, bold gradients, and swirling abstract vector shapes. Internet-aesthetic archivists also call it Vectordelia. The style dominated consumer interfaces, packaging, and advertising roughly 2010 to 2015 before stricter minimalism flattened it further. The scholar Emirhan Avcı identified Frutiger Metro as the missing link between Frutiger Aero and the minimalist interfaces that followed.

Artwork in Frutiger Metro style with abstract circles, ink splashes, and musical elements on a green background. Includes a speaker with not
Artwork in Frutiger Metro style with abstract circles, ink splashes, and musical elements on a green background. Includes a speaker with notCC0 (credit: Sssine21) · source

Defining characteristics

  • Flat, saturated color fields and vivid gradient fills without gloss or 3D bevels
  • Tile- and grid-based layouts of uniform rectangular blocks
  • Swirling, organic abstract vector shapes and confetti-like geometric patterns
  • Clean humanist sans-serif typography (Segoe UI, Frutiger descendants), often lowercase
  • High-contrast multicolor palettes - candy greens, blues, and oranges - carried over from Frutiger Aero

Key figures

  • Adrian Frutiger (1928-2015) — Swiss type designer whose Frutiger-inspired humanist sans-serifs give the style its name

Example works

  • Windows Phone 7 (Metro interface) — Microsoft (2010)
  • Windows 8 (Start screen) — Microsoft (2012)

Sources

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