Futura was designed by Paul Renner in 1927, in Germany. Renner was looking for “New Typography.” He was looking for a “Calming, abstract forms- that dispense of a handwritten movement- new shapes with tonal value.”(Paul Renner 1931, taken from “Thinking with Type” by Ellen Luton). Renner deeply criticized the Nazi’s cultural policy.
The font is a sans-serif font and has a equal stroke size for each part of the character. It is a geometric formed font style. It is easy to read as it is clear and simple. Futura is available in a number of weights and in italics. It is a “Honest expression of technical processes.”
Examples of Future in Use
Futura is one of the most popular fronts used professionally. It has been used in the logos of some the most famous brands including Hp and Domino’s pizza. It is also a popular typeface for album covers and film posters.
Twentieth Century Type and Beyond, Lewis Blackwell
Thinking with Type, Ellen Lupton