His talk was at times humorous, revealing and most enjoyable, very much like this well-researched book. I first saw him talk about his love and appreciation for Futura at Typecon Seattle in 2016. First out of the gate comes “Never Use Futura” from graphic designer, writer, historian and educator Douglas Thomas. As we celebrate this typeface's 90th anniversary, a set of impressive typographic books are being released this Fall. Their recognizable letterforms have been embraced everywhere and continues to this day (Bon Appetit Magazine, Vanity Fair fashion ads and the influence of geometric sans in current rebrands, just to name a few). Industrial products, modern fashion, elementary schoolbooks, sports messaging and pretty much everything in between is well-served with the ever-changing character of the world’s most hardworking typeface, Futura. This classic geometric san serif has the ability to create rather broad visual languages in a chameleon-like manner, perhaps moreso than any other typographic family in existence. The previous list is long, but for good reason. ![]() Election campaigns, NASA, mid-century design, American malls, Nike, Wes Anderson, Barbara Kruger, Volkswagen, CSA Archive or Aaron Draplin. ![]() Who doesn't love the typeface Futura? Certainly not Nazi Germany, U.S.
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