Centered type. Likely set in Futura Bold. A logo with two long forms crossing each other like an “X”, usually with four distinct icons in each of the four quadrants. An emphasis on authencity and materials in the rich, photographic backdrop of the website.
We’ve all seen this vernacular in graphic design over the last 5 years. It’s become very popular, even when the characteristics described above don’t match the product or service being pimped on the website.
This doesn’t mean this approach is wrong or contradicts the product or service, it’s just a popular trend.
Take the website for Maine Quarterly.
It’s a gorgeous and well-built website describing and showing different facets of Maine. If there’s any website (or US state) that has a good reason to adopt an identity comprised of old type, wood, iron, forests and hand tools it’s Maine.