Brutalism

Founded by Cody Paulson, designers at Bloomberg, Balenciaga · Web design, 2014 onward

Philosophy

The Story

Web Brutalism is not related to architectural brutalism (concrete buildings). The only similarity is a preference for honest materials over applied decoration. On the web, this means using default system fonts instead of importing Google Fonts. Using black and white instead of brand colors. Showing the grid as the layout rather than hiding it behind cards. Bloomberg's 2017 redesign was the most high-profile example: plain text, high contrast, information density. The fashion industry embraced it as an anti-aesthetic statement. Balenciaga's website looked like it was designed in 20 minutes and somehow communicated luxury better than the polished competitors. The trick: confidence makes rawness look intentional.

Design Parameters

Best For

Notable Examples