Module 7 Reading: Futura

Nov 13

Source: idsgn.org

Source: idsgn.org

Futura is one of those fonts that stands out without calling attention to itself. After reading about its origin in this week’s assignment, it’s really no surprise how successful it is at conveying the purpose of the new typography movement. When I first saw the specimen in Meggs’ History of Graphic Design, I could visualize a government sign I see every now and then around town, and it made me wonder just how often it pops up in everyday life. The answer is: quite a lot!

In addition to its more generic uses, Futura is also used frequently in branding. It’s no surprise to me that many of the companies using Futura have a classic, almost elegant feel, without being ornate or gaudy. This montage is just a few of the examples I came across.

futura-origWhat I think is interesting is how different Renner’s initial drafts of Futura ended up being from what we know today. Renner appears to have taken a much more literal geometric approach to Futura. I doubt Futura would have endured and prospered the way it has had he not refined and simplified his type design.

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