TY  - BOOK
AU  - Thomas,Douglas
TI  - Never use Futura
SN  - 9781616895723 (paperback)
AV  - Z250.5.F88 T48 2017
U1  - 686.2/24 23
PY  - 2017///]
CY  - New York, New York
PB  - Princeton Architectural Press
KW  - Futura type
KW  - History
KW  - Type and type-founding
KW  - 20th century
KW  - Graphic design (Typography)
KW  - Social aspects
KW  - United States
KW  - Advertising layout and typography
KW  - DESIGN / Reference
KW  - bisacsh
KW  - DESIGN / Graphic Arts / Typography
N1  - Includes bibliographical references and index; My other modernism is in Futura -- Spartan geometry -- Degenerate typography -- Over the moon for Futura -- Futura in the wild -- Show me the money -- Remembrance of Futuras past -- Futura by any other name
N2  - "It's everywhere, including the moon (on the commemorative plaque left by Apollo 11 astronauts), Nike sneakers, the artworks of Barbara Kruger, Ed Ruscha, and Jenny Holzer, 2001: A Space Odyssey credits, Domino's Pizza boxes, Absolut Vodka bottles, and Red Bull cans. Richard Nixon used it for his presidential campaign, as did Hillary Clinton. Indeed, Futura is one of the most used fonts in the world today--the typeface of modern design--more so even than Helvetica. This fascinating book explores the cultural history and uses of a face that's so common you might not notice, until you start looking, and then you can't escape it. Douglas Thomas traces Futura from its Bauhaus-inspired origin in Paul Renner's 1924 design, to its current role as the go-to choice for corporate work, logos, motion pictures, and advertisements. Never Use Futura is illuminating, sometimes playful, reading, not just for type nerds, but for anyone interested in how typefaces are used, take on meaning, and become a language of their own"--; "Conceived around the directive commonly given to students, Never Use Futura is the first major English-language book to concentrate on Futura, using the foundational typeface to open up an alternate history of modern graphic design"--
ER  -