The term ' Frutiger Aero' was coined in 2017 by Sofi Lee of the Consumer Aesthetics Research Institute and went viral in 2022, leading to renewed interest in the aesthetic. Some referred to it as ' Web 2.0 Gloss' during the time when the aesthetic was mainstream, however it was mostly used as an adjective to describe the glossy elements of Frutiger Aero rather than the aesthetic as a whole. This aesthetic was originally unnamed at the time, being more associated with specific styles (e.g., Windows Aero, iOS's skeuomorphic icons, and the visuals of Mirror's Edge and Spore) rather than a broader aesthetic.

It is characterized by its vast use of Skeuomorphism, glossy textures, cloudy skies, tropical fish, water, bubbles, glass, lens flare, sprawling patterns, 'humanism', aero glass, bokeh, Frutiger fonts, Abstract Tech, auroras and bright, vibrant colors (usually greens and blues). This article is part of a series on the Frutiger Familyįrutiger Aero (also known as Web 2.0 Gloss) is a broad design style and aesthetic that was prevalent in advertising, media, stock imagery and technology from roughly 2004 to 2013, following the end of the Y2K era and overlapping with the McBling, Surf Crush, and ElectroPop 08 aesthetics. Renewable Corporate Futurism ( Frutiger Eco subgenre)

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