The Return of Brutalism: Why It’s Gaining Popularity Again

Web design trends come and go, but every so often, a style from the past resurfaces with a fresh twist. In 2025, brutalism in web design is making a bold return. Known for its raw, unpolished, and often jarring aesthetic, brutalist websites are challenging the overly polished, cookie-cutter templates that dominate the internet. In a digital landscape dominated by sleek gradients, soft shadows, and perfectly rounded corners, brutalist web design has re-emerged like a thunderclap. While the dominant aesthetic of the 2010s and early 2020s has leaned toward minimalism and user-friendly interfaces (think Material Design and Apple-esque smoothness), many designers are now deliberately rebelling. The result? A bold resurgence of brutalism.

Let’s explore why brutalism is trending again, what makes it so appealing to modern designers, and how brands are using it to stand out in a saturated digital space.

What Is Brutalist Web Design?

Brutalist web design is inspired by the architectural style of the same name, which emphasized bare materials and structural honesty. In the digital space, this translates to:

• Hard edges and grid-based layouts
• Limited color palettes or even grayscale themes
• Unstyled or deliberately ugly fonts
• Minimal use of imagery or interactive effects
• Functional design that prioritizes content over decoration

It intentionally rejects typical design conventions in favor of raw simplicity. Brutalism in web design is directly inspired by Brutalist architecture, which emerged in the mid-20th century as a response to the ornate styles of the past. Brutalist buildings emphasized function, raw materials, and structural honesty—often appearing blocky, severe, and utilitarian.

Translating this to web design, we see:

• Monospaced or system fonts (Courier, Arial, Times New Roman)
• Unstyled HTML elements or visible grid structures
• Flat colors or harsh contrast
• Little to no animations or transitions
• Links and buttons with minimal styling
• Intentional awkwardness or asymmetry

It may look outdated or even “ugly” to the untrained eye—but that’s exactly the point.

Why Is It Making a Comeback?

Design Fatigue:
Users are growing weary of over-designed, heavily animated interfaces. Brutalism offers a refreshing, authentic alternative. Artists, musicians, indie brands, and design-forward startups are increasingly choosing brutalism to distinguish themselves and show confidence in non-conformity.

Emphasis on Content:
With fewer distractions, brutalist websites direct users’ attention to the message, not the medium.

Artistic Expression:
Brutalism is more than a design choice—it’s a statement. It gives designers space to experiment and break away from the “dribbble-ized” sameness seen across the web.

Performance:
Without fancy animations and graphics, brutalist sites often load faster, making them more performant and accessible. Without bloated animations, large images, or complex frameworks, brutalist websites often load faster, making them more performant and mobile-friendly.

Nostalgia + Rebellion:
Brutalism harks back to early web days—raw HTML, blue links, and clunky tables. It appeals to those who crave digital nostalgia or want to rebel against modern UX norms. As UI/UX standards have become more homogenized, brutalism offers an opportunity to rebel. For brands and creatives tired of the “sameness” across websites, brutalism is a digital breath of fresh (if slightly abrasive) air. Brutalism evokes the early web days—raw HTML, blue underlined links, blinking banners. It taps into digital nostalgia, which resonates with designers and users who remember the pre-template internet.

Modern Brutalism vs Traditional UX

Let’s be honest: brutalism often clashes with traditional UX best practices. But that’s not always a bad thing. In some cases, the jarring nature of a brutalist site forces attention and increases engagement.

However, it’s not for everyone. Brutalism may not work well for:

• Financial or healthcare websites
• Large-scale eCommerce platforms
• Brands targeting a mainstream audience

It’s best used when the brand can back it up with bold messaging, strong content, and a clear purpose.

Examples of Brutalist Websites

• Motherbird: An Australian design agency embracing bold typography and raw layouts. Fashion-forward and known to use brutalist digital campaigns.
• Bloomberg Businessweek: Often toys with brutalist elements in their digital design. Frequently flirts with brutalist elements for editorial drama
• The Outline (now archived): Once hailed for its unapologetically experimental brutalist design. A digital publication that fully embraced brutalist layout and typography.

When to Use (or Avoid) Brutalism

Use it if:

• You want to make a bold statement or stand out from competitors
• You’re appealing to a niche, artistic, or counter-culture audience
• Your brand identity supports risk-taking and individuality

Avoid it if:

• Your audience expects professionalism, clarity, and usability above all (e.g., banks, medical services)
• Accessibility and traditional UX are top priorities
• You rely heavily on visual storytelling or brand consistency

Tips for Designing Brutalist Websites

If you’re considering diving into brutalism, here are a few practical tips:

Start with typography – Use bold, unapologetic fonts.

Ditch the polish – Avoid gradients, shadows, and smooth transitions.

Think monochrome – Black and white with the occasional color accent works well.

Prioritize content – Brutalism is still about communicating something, not just being provocative.

Break the grid – Asymmetry and unpredictability can be powerful.

In conclusion, brutalism is not just a passing trend—it’s a reaction to the overly curated digital experiences we see daily. By embracing this raw and unapologetic style, designers can stand out, provoke thought, and prioritize content over convention.

If you’re considering brutalism for your next web project or curious how it could align with your brand, contact Insly Digital. Our design experts can help you navigate bold design choices that still deliver results.