Typography: Futura 1927

F U T 1 9 2 7 U R A P

a

u

l

R

e

n

n

e

r

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.

93

The Quick

Lazy Dog

ehT

Jump

Brown Fox Over

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

ST

C

OF

KS

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

â&#x201E;˘

twitter Instagram

Gamers

TM

XBOX 360

TM

P S 3 P layStation 3

P

S

P

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