F U T 1 9 2 7 U R A P
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Content Overview
i.Introduction Typographer Shapes Anatomy Weight Family classification Bauhaus typeface Quote ii.Advertisement Coca-cola campaign Daily products Newspaper magazine Retail brands Stationary Social media Gamers Stuff Digital camera
Paul Renner designed the original Futura in 1927, which become one of the most successful and most used types of the 20th century. He was brought up to have a very German sense of leadership, of duty and responsibility. He was suspicious of abstract art and disliked many forms of modern culture, such as jazz, cinema, and dancing.
PAUL RENNER
But equally, he admired the functionalist strain in modernism. Thus, Renner can be seen as a bridge between the traditional (19th century) and he attempted to fuse Gothic and roman typeface.
Futura is based on geometric shapes that became representative of visual elements of the Bauhaus design style of 1919-1933. Derived from simple geometric forms and is based on strokes of near even weight, which are low in contrast.
San serif
Ascender Height
8.
4.
3.
2. 5.
1.
Meanline
7.
6.
X-height
1. Counter
5. Cross bar
2. Eye
6. Stem
3. Spine
7. Cross stroke
4. Shoulder
8. Tittle
Futura LT CondensedBold
Baseline
ExtraBoldOblique
Regular
CondensedBoldOblique
Light Oblique Book CondensedLight
CondensedExtraBoldOblique
Condensed
ExtraBold LightOblique
CondensedOblique
BookOblique
CondensedBold
Heavy
CondensedLightOlique
HeavyOblique
CondensedExtraBold
BoldOblique
Bold
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”<>? Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”<>? Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”<>? Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”<>? Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”<>? Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+{}|:”<>?
Bauhaus Although Renner was not associated with the Bauhaus, he shared many of its idioms and believed that a modern typeface should express modern models, rather than be a revival of a previous design.
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ADVERTISMENTS IN FUTURA
Beverages: Coca-Cola ads Drink
Coca-cola Delicious and Refreshing
“Thanks for the pause that refreshes” Drink
Coca-cola
The pause that refreshes ...at home
Delicious and Delicious and Refreshing Refreshing
Pure
Drink
Coca-cola
refreshment
Delicious and Refreshing
Housework brings that urge to pause a n d r e l a x i n a n e a s y c h a i r. D o i t . . . w i t h ice-cold Coca-Cola. It adds to relaxation what relaxation always needs ...pure, wholesome refreshment.
Drink
Coca-cola
T hirst asks nothing more
Delicious and Refreshing
L i f e ’s “ b i g m o m e n t s a r e o f t e n l i t t l e o n e s . Everyboy welcomes the pause that refreshes with ice-cold Coca-Cola...at bright and c h e e r f u l s o d a f o u n t a i n s . I t ’s a m o m e n t t h a t b e i n g f r i e n d s t o g e t h e r. . . t o e n j o y t h e pure refreshment of this sociable drink.
One of them is that happy moment at the soda fountain...with a tinkling glass of icecold Coca-Cola. ”Delicious and refreshing” ...Coca-Cola has the taste all ages like.
Beverages: Daily products
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BUC R A
FEE
Nestle
MILO
Caf ĂŠ GONG CHA
Newspaper magazine ads T HE
S T RAI T S T I MES www.time.com
D E C E M B E R 31, 1989 $4.95
PERSON
OF OF THE THE
CENTURY
TIME
ALBERT EINSTEIN
R
eader’s Digest
Retail brands
THE
PUMA
C ON V E R S E
QUIET LIFE UN I QLO
Stationary
FA B E R -CA S T E L L since 1761
AR T FRIEND
S TA B I L O
Social media
skype
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twitter Instagram
Gamers
TM
XBOX 360
TM
P S 3 P layStation 3
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PlayStationPor table
ATARI.
Camera
Nikon
At the heart of the image
S O N Y make.believe
J O E T NG V I S U A L C O M M U N I C AT O R