A New Perspective on Classical Modernism
Paul Renners Futura conquered the world from Frankfurt. It influenced the Bauhaus and stood like no other for the New Design and became one of the most popular typefaces of all time. It spurred on the emergence of advertising graphics in Europe and the USA and became the typeface of the economic miracle and advertising of the 1960s.
It is resilient and timeless, never forgotten and yet worth rediscovering. In a multi-award-winning book in which one of the most successful writings in history tells its story.
Fritz Wichert, a brilliant marketer at the Bauersche Gießerei, is responsible for the fact that it became a synonym for the New Design. He had all the type samples placed in Futura in the New Typography style, a style that was controversially discussed but which attracted full attention. And thus anchored the combination of style and font in the minds of clients and typesetters.
Futura's successful tour then took it via Hanover, Berlin and Munich via Vienna, Prague and Paris to New York. There she hit the nerve of the time early. Manhattan's cosmopolitan creative scene saw the grotesque as the typeface of the future and enthusiastically accepted the Futura.
The future is yours, Futura!
Hardly any typeface has ever experienced and triggered such a type hype, it came to the MoMa, adorned banknotes and announced James Bond in diamond fever - and thanks to Nasa in 1969 got a monument on the moon (a small step in the great type career).
Futura. The typeface is a cultural and aesthetic journey back in time to the future and opens up a new perspective on Classical Modernism. And it shows: The Futura is ninety years old and in incredible shape!
On Futura equipment and design. The typeface
A comprehensive birthday greeting to one of the best fonts ever.
Design: Stephanie Kaplan
520 pages with countless color illustrations and font samples
Size 17,3 x 24 cm
Thread-stitched hardcover with foil embossing and silver head cut
Winner of the iF Award.
Awarded by the Type Directors Club of Tokyo.
Awarded with the Award for Typographic Excellence by the Type Directors Club of NY.
GOLD at the ED Award.
Shortlist of the Book Art Foundation.
Silver Trophy in the Excellent Arts category | Good Design 18 of the German Design Club.
Awarded the red dot Award for high design quality.