 Have you ever wondered why advertising often takes us down a journey to memory lane? This is because nostalgia is a really powerful tool in marketing. Our new research has shown that it's not only old products, jingles, music and movies that you vote nostalgia, but also topography. The brand that's reverted to using a form of vintage topography is Pepsi. They've recently gone back to an 80s inspired logo referencing the past, which could be a strategy to evoke an emotional connection with consumers. So the next time you feel that warm fuzzy feeling after viewing a vintage font, remember it's not just about the past, it's about establishing an emotional connection with you.