Western Design is Trending: Here’s How to Use It in Your Brand
Have you noticed a bit of that western flare and cowgirl aesthetic trending these days? The mix of rugged and refined old-west charm is timeless. It’s been creeping into branding, packaging, music, movies, and even web design, and I am honestly SO here for it!
Maybe it’s a response to the ultra-minimalist, clean sans-serif heavy aesthetics that were EVERYWHERE in the 2010s? Or maybe it’s the dreaminess of the open road and the nostalgic memories it has us feeling. Either way, it’s got a grip on today’s culture and more and more brands are saddling up for the ride. Western-inspired design is having its moment right now.
Western design is not just a trend to me, though- it’s part of my life. I spent three years living in Moab, Utah, embracing the wild west aesthetic, surrounded by endless red rock canyons, remote country roads, and the kind of rugged beauty that defines the wild west. That experience quite literally shaped how I see design and approach my work. 🏜️
I was also lucky enough at the beginning of my design career to be an official souvenir designer for the National Parks, before I opened my own design studio.
It’s taught me how to balance heritage with modern appeal and applications. I learned how western aesthetics work firsthand. It’s not JUST about looking cool, it’s about being true to yourself, following your true inspirations and being full of adventure & rebellion.
I’ve rounded up my top thoughts on the subject in this post, as well as three western inspired typefaces I’ve created that capture that grit & charm.
But first, let’s talk about why we are seeing a rise in popularity of this design style 🤠
Why is Western-inspired Design So Relevant Right Now? 🌵
Western inspired design has that timeless staying power, while other aesthetics come and go. But why? Let’s talk about it:
1. It’s Nostalgic Without Feeling Dated
Western design taps into a shared nostalgia that feels authentic & emotional. It reminds us of simpler times with hand-painted signs, old whisky labels, and when things were built to LAST. Western design also brings such a storytelling element to the table (and thus leads to a strong emotional connection)
2. It Balances Boldness & Warmth
There’s a beautiful yin & yang with western design: strong, bold typographic elements paired with warm, earthy colors. It feels commanding yet welcoming. It doesn’t feel cold. It feels lived-in, like there’s an amazing story to tell.
3. It Feels Handmade
The aesthetic incorporates textures, hand-drawn elements, and organic imperfection. And in today’s age, where everything feels polished and automated, this style feels more and more refreshingly HUMAN.
4. It Stands out without trying so Hard
With SO many brands going for that sleek, corporate, ultra-modern look, Western design really cuts through that noise. It’s super distinct, confident, and has grit, which is why we’re seeing more and more brands embrace it.
My Favorite Western-Inspired Fonts (That I Made!)
If you’re looking to infuse a bit of that western vibe into your projects or brands, typography is probably the easiest way to do it. Here are some of my favorite western-inspired fonts I’ve created over the years of being an independent type studio:
RUSTY SPUR: A hand drawn slabby retro serif
Rusty Spur has got to be one of my favorites. It has so much personality and feels unique to anything else out there on the type market. It has chunky bottom slab serifs, slightly irregular forms, and just enough grit to feel authentic. It’s perfect for logos, headers, and packaging.
SABAL PALM: A hand drawn imperfect semi-sans serif
Sabal Palm is not your typical western font. It pulls a bit from heritage aesthetics, and feels a tad more sophisticated. It’s a bit bold, some of the characters have serifs poking off them, and has an elegant stance that feels proud. It’s perfect for boutique brands, accent fonts, and more.
SUNRIDER: A bold & chunky hand drawn sans serif
Sunrider was made for impact. The chunky sans serif is strong and full of retro western attitude. Its imperfect edges make it feel warm and approachable, even with its thick boldness. It’s perfect for statements, apparel & merch, and bold headlines.
Why & How you should Try Western Aesthetics 🤠
If you are looking for a way to stand out, western design is a strong contender if it feels authentic to you. It brings a special, niche sense of nostalgia, storytelling, and personality that your perfect audience can connect with.
Now that you know what makes western design so special and have some fonts to with with, let’s talk about 21st century applications:
1. Pair western fonts with subtle modern elements
Western design does not have to go full-on saloon poster. You can modernize the look by pairing western-style fonts with simple layouts, clean imagery, negative space, and simple color palettes.
2. Use Texture Sparingly
A touch of grit goes a long way here! Instead of overloading your design with too many textures, pick one or two elements that bring in that vintage, weathered feel (My favorite personal recommendation is the Hoodzpah Retro Grainy Photoshop Action: it’s free!).
3. Stick to Earthy, Warm Colors
Color can enhance a western-style design. Choose warm neutrals, hues you would find in nature and out in the desert. Deep rust tones, warm faded blues and browns. These colors feel natural and aged, which boosts the aesthetic.
4. Incorporate hand-drawn, organic shapes
Back in the day they didn’t have Adobe Illustrator to make mathematically perfect elements. Western design thrives on imperfection with a handmade feel. This will make your design feel more lived in and authentic.
So, now that you have my top western aesthetic recommendations, it’s up to you to follow them (or break them like the true outlaw you are). You now have a place to start. If you're looking for a branding ranch hand, I’m here to help: I’d love to bring your western vision to life.
