For this installment of Less Talk, More Type, I’m calling out my #bestie, Futura. This is often my go-to font, and one that was a big inspiration for my own brand. Futura is in the top three of the most widely used fonts. That’s an impressive standing when you think of how many fonts exist today. What might be more impressive is its lack of recognizability when used properly.
This is always a secret designer challenge: using a font because it can stand alone in it’s greatness, but incorporating it into a brand to make it fit well enough that it becomes less recognizable as a font, and instead, becomes associated with the brand. Case in point? Both Best Buy and Louis Vuitton use Futura in their logos.*Whoa*
Futura is a fast friend of mine because it’s easy to read, works well in print and on screen, plus it’s modern and classy. Unlike it’s slutty sans-serif cousin, Helvetica ( that font gets around… ), it’s not on over-used and cliche.
Futura was born when type designer, Paul Renner, wanted to create a typeface with the principles of the Bauhaus philosophy ( functional, modern and geometric emphasis ), and get rid of any unnecessary frills. His final design has the crisp, clean appearance that make up the hallmark attributes of Futura.
So what do you think? Do you see Futura in your future? ( I’m so sorry… )