000			02956nam a22004338i 4500
001			2016058695
003			DLC
005			20190729110948.0
008			170626s2017 nyu b 001 0 eng
010			_a 2016058695
020			_a9781616895723 (paperback)
042			_apcc
043			_an-us---
040			_aDLC _beng _erda _cDLC
050	0	0	_aZ250.5.F88 _bT48 2017
082	0	0	_a686.2/24 _223
084			_aDES012000 _aDES007050 _2bisacsh
100	1		_aThomas, Douglas, _d1981-
245	1	0	_aNever use Futura / _cDouglas Thomas ; foreword by Ellen Lupton.
263			_a1709
264		1	_aNew York, New York : _bPrinceton Architectural Press, _c[2017]
300			_apages cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
520			_a"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"-- _cProvided by publisher.
520			_a"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"-- _cProvided by publisher.
504			_aIncludes bibliographical references and index.
505	0		_aMy 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.
650		0	_aFutura type _xHistory.
650		0	_aType and type-founding _xHistory _y20th century.
650		0	_aGraphic design (Typography) _xSocial aspects.
650		0	_aGraphic design (Typography) _zUnited States _xHistory _y20th century.
650		0	_aAdvertising layout and typography _zUnited States _xHistory _y20th century.
650		7	_aDESIGN / Reference. _2bisacsh
650		7	_aDESIGN / Graphic Arts / Typography. _2bisacsh
999			_c36462 _d36462