It's everywhere, including the moon (on the commemorative plaque
left by Apollo 11 astronauts), Nike sneakers, Barbara Kruger, Ed
Ruscha, and Jenny Holzer artworks, 2001: A Space Odyssey credits,
Domino's Pizza boxes, Absolut Vodka bottles, and Red Bull cans.
Richard Nixon used it for his presidential campaign, as did Hillary
Clinton. Indeed, Futura is one of the most-used fonts in the world
today-the typeface of modern design-more so even than Helvetica.
This fascinating book explores the cultural history and uses of a
face that's so common you might not notice, until you start
looking, then can't escape it. Douglas Thomas traces Futura from
its Bauhaus-inspired origin in Paul Renner's 1924 design, to its
current role as the go-to choice for corporate work, logos, motion
pictures, and advertisements. Never Use Futura is illuminating,
sometimes playful, reading, not just for type nerds, but for anyone
interested in how typefaces are used, take on meaning, and become a
language of their own.
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