Fontology

You know you work with text too much when you see a commercial on TV or a billboard or an ad and you know the fonts they’re using. If you’re a writer at heart, the words are what matter. But in advertising you soon learn that font usage is about more than the words – text is another graphic element. Using fonts to convey the message can be as important as the words themselves in capturing the attention of your audience.


Futura

If you are looking for a regular looking type with just enough quirks to keep your interest, Futura may be your man. It’s actually the precision of the face that provides the quirkiness – the roundness of the O and the sharp points of the V or M are just the graphic feel you may need.

History of Futura:
Commissioned by the Bauer type foundry, Futura was commercially released in 1927. It is a geometric sans-serif typeface designed by Paul Renner. It is derived from simple geometric forms (near-perfect circles, triangles and squares) and is based on strokes of near-even weight, which are low in contrast. In designing Futura, Renner avoided the decorative, eliminating non-essential elements. The lowercase has tall ascenders, which rise above the cap line. The uppercase characters present proportions similar to those of classical Roman capitals.




See more Fontology HERE.