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This article is part of a series on the Frutiger Family

Renewable Corporate Utopia (RCU) also known as Stock Eco Office, Stecoffism, or Solargraphic is a subgenre of Frutiger Eco and Corporate. Renewable Corporate Utopia promoted environmental positivity during a time when global warming was (and still is) a great issue. It combines the utopic, humanist, naturist themes of Frutiger Eco with Corporate office based imagery and values. The best way to describe this would essentially just be Frutiger Eco if you took out the “Frutiger”. RCU came to prominence in the early-2010s and lost popularity in the late-2010s with the rise of Corporate Memphis.

History & Usage[]

Early-2010s[]

Renewable Corporate Utopia came to prominence around the early-2010s around the downfall of Frutiger Aero and the rise of Post-Morphism. It aimed to combine the Corporate Workplace aesthetic with the simultaneously eco-friendly and utopian Frutiger Eco. This was a product of the environmentalist themes of the era triggered by global warming and climate change fears, similar to Frutiger Eco's background.

Late 2010s[]

RCU was used prominently among many companies throughout the 2010s, but slowly started dying down in favor of the rising popularity of Corporate Memphis around the late-2010s/early-2020s. Although not used as commonly in advertising, many RCU images are still prominent today in media such as school textbooks and corporate marketing as it is a simple but effective way of displaying an eco-utopic future with consumer-friendly values that make it optimistic and timeless.

Visuals[]

Renewable Corporate Utopia combines the utopic, humanist, and naturist themes of Frutiger Eco with Corporate office based imagery and values. People featured in RCU images tend to display neatness, presentability, and looking "sharp". Related fonts are typically rounded and with a lot of negative space. Some examples include Avenue, Futura, Century, Gothic, Raleway, Nunito, Quicksand, Cumulus, Caviar-Dreams, etc.. Prominent colors featured in RCU include: dale & deep green, white, baby blue & blue, cyan, turquoise, teal, pale yellow, light orange and grey. Architecturally, RCU emphasizes clean, open office spaces, windows, elevated spaces, bright lighting, and greenery, with greenwall a particularly common trope.

Imagery is of the typical faceless, emotionless corporate pablu typem, but with an environmental bent:

  • Hands holding things like globes or growing seedlings
  • Icons traced on leaves, grass or forest
  • Team hand stacking seen from above
  • Normal abstract corpo images with "ESG" or CO2-related icons instead of normal corpo
    • e.g. celebrating faceless people, hands pointing at icons, screens, diagrams or boards with or without people looking at them...
  • Staged corporate photography of environmentally friendly stuff like solar panel installation, biking etc.

Distinctions from Frutiger Eco[]

Renewable Corporate Utopia has a heavy focus on Corporate imagery and themes, largely omitting the glossy, abstract flourishes or themes of Frutiger Aero. Despite this, RCU still retains the naturistic, iconographic, humanistic and 3D render motifs of Frutiger Eco. Much like Bright Tertiaries, RCU also leans toward company architecture, industrial iconography, geometry, vector graphics, holographics, minimalism, and often even the use of empty semi-liminal space,

Overall, RCU heavily emphasises the corporate side of Frutiger Eco, while omitting the abstract dreamlike imagery characteristic of Frutiger Aero.

Media[]

Television/Film[]

  • The Good Place (2016-2020)

Music[]

  • Royalty-free and stock tech-synth instrumentals
  • Overlap with the music of the late 1990s and 2000s white-tech aesthetics; Wii Soundtracks, and certain Nokia ringtones

Gallery[]

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