Momentum & Meaning: How Years of the Horse Shape Design Trends

When viewed together, these Years of the Horse reveal a striking pattern: design consistently shifts during periods of movement, disruption, and reinvention. In astrology, the Horse symbolizes momentum, independence, and transformation, which are reflected in the visual culture of each era.

Earth Horse
1918 — Late Art Nouveau / Early Modernism

Design in 1918 was shaped by the aftermath of World War I and the final years of the Industrial Revolution. Visual communication favoured clarity and restraint, with serif typography, muted colour palettes, and symmetrical layouts dominating print design. Posters and publications focused on legibility and authority, often used for public information, propaganda, and recovery efforts. Ornamentation existed but was subdued, reflecting a world seeking stability and order.

Metal Horse
1930 — Art Deco

The 1930s introduced the bold geometry and optimism of Art Deco. Design became more streamlined and decorative, celebrating progress despite the economic hardships of the Great Depression. Strong vertical lines, metallic tones, high-contrast colour schemes, and stylized typography were common. Advertising and architecture leaned into glamour and escapism, using visual sophistication to inspire confidence and modernity.

Water Horse
1942 — Wartime Modernism / Propaganda Design

During World War II, design turned functional and urgent. Posters relied on high-contrast colours, bold sans-serif typography, and simplified imagery to communicate quickly and emotionally. Limited resources influenced minimal colour usage and efficient layouts. Graphic design became a powerful tool for morale, instruction, and persuasion, proving that design could be both economical and impactful.

Wood Horse
1954 — Swiss Style (International Typographic Style)

Post-war prosperity ushered in the Swiss Style and Mid-Century Modern design. Clean grids, asymmetrical layouts, sans-serif typefaces, and generous white space became the standard. Design prioritized objectivity and clarity, especially in corporate branding and editorial layouts. This era laid the foundation for modern graphic design systems still used today.

Fire Horse
1966 — Psychedelic Design / Counterculture Modernism

The 1960s broke the rules. Psychedelic design emerged alongside counterculture movements, embracing vibrant colours, distorted typography, hand-drawn elements, and expressive compositions. Designers pushed boundaries, rejecting rigid grids in favour of emotion and experimentation. Visual identity became more personal and rebellious, mirroring social change and creative freedom.

Earth Horse
1978 — Postmodern Design / Punk & New Wave Graphics

Design in the late 1970s reflected both corporate polish and DIY rebellion. On one side, branding became more standardized and logo-driven; on the other, punk aesthetics introduced rough textures, collage, and chaotic typography. Earth tones, bold patterns, and experimental layouts were common, capturing a tension between structure and anti-establishment expression.

Metal Horse
1990 — Digital Grunge / Experimental Digital Design

The 1990s were defined by digital experimentation. Early computer graphics, pixelated visuals, gradients, and unconventional layouts became popular as designers explored new software tools. Grunge design challenged perfection with distressed textures and layered typography. This era embraced imperfection, signalling a shift from traditional print rules to digital creativity.

Water Horse
2002 — Skeuomorphic Design / Web 2.0 Aesthetic

By the early 2000s, design focused on usability and digital polish. Web design matured with cleaner interfaces, glossy buttons, gradients, and skeuomorphic elements that mimicked real-world objects. Typography became more screen-friendly, and brands aimed for consistency across digital platforms as the internet became central to everyday life.

Wood Horse
2014 — Flat Design / Minimalism 2.0

Flat design and minimalism dominated 2014. Influenced by mobile-first thinking, interfaces prioritized simplicity, bold colour blocks, clean icons, and intuitive navigation. Typography took center stage, while unnecessary decoration was stripped away. Design became more user-centric, emphasizing accessibility, speed, and clarity across devices.

Fire Horse
2026 — TBD

Design in 2026 is expected to balance technology with humanity. AI-assisted tools will accelerate workflows, but authenticity, customization, and ethical design will matter more than ever. Expect adaptive branding systems, tactile digital textures, expressive typography, and designs that prioritize inclusivity and mental well-being. The future of design isn’t about perfection—it’s about connection, intention, and meaning.