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Product details
File Size: 28653 KB
Print Length: 208 pages
Publisher: Princeton Architectural Press; 1 edition (October 31, 2017)
Publication Date: October 31, 2017
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B076MHD9JK
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There are a certain number of people out there - people who hide their interest - who love to read about fonts. They come out when someone like Douglas Thomas publishes a book on fonts. His book, "Never Use Futura", isn't long but does do a good job of explaining the history and continued use of "Futura" in advertising and everyday life.Futura came to life in Germany in the 1927 by Paul Renner. It developed into a clean, sophisticated font after some tinkering and it soon took off. Go over to Wiki and bring up the section on Futura. They have a very good box with the lower case letters. Thomas's book has a larger box with all the letters and it's fascinating to see how Renner conceived the letters but changed the more complicated ones to a more simpler style. In Chapter One, about five pages in (I'm reading the eversion, which seems not to have page numbers but you'll find it if you look.) is a chart of Futura in pink and black. The capital letters are sleek and sophisticated but the lower case letters are delightful creations. Take a look at the "a", "b". "g". and "o" for their almost art deco shapes. Renner made them into more recognisable letters...ah...His book is very visual - as it should be - and the only thing I could find wrong - and why I'm giving the book 4 stars instead of 5 stars - is that he refers to Helvetica quite a lot, particularly in comparison to Futura, but he only gives one side by side examples of each. I know Helvetica fairly well, but I'd have loved to see them both together.
This is a great overview of the history of Futura type and its use over the the years. It was a quick and entertaining read that anyone who is not a graphic designer or typographer can understand. I now find myself wondering whether everything is some Futura variation.The only portion of the book I did not like was the brief tangent on the most recent US presidential election which will likely make this book seem dated in the near future.
Futura is one of the best and most iconic fonts in modern times. Indeed, everything about Futura screams modernism. Douglas Thomas addresses the font's history, ubiquity, uses and misuses. His title is a sly reference to the frequent warning not to use the font given by design and typography teachers everywhere. Of course, everybody ignores that rule.Here are a couple of fun things I learned:I am a Wes Anderson movie fan and, without realizing it at the time, Futura is one of the best parts about his movies.Donald Trump's campaign didn't use Futura. In fact, his "Make America Great Again" hats use the most basic and utilitarian font ever: Times New Roman.Nike owes much of its success to Futura. Its presence in Nike ads (and threaded directly into the shoes) have become a crucial part of the Nike brand.In short, the book is fascinating. Doug Thomas is a great writer who clearly is passionate about Futura. Anyone interested in cultural histories, design, pop culture, and especially typography should check out this book. (My only complaint is that the book is too short--it needs more space to delve more into an analysis of why Futura is such a persuasive design strategy.)
I was hoping this would be more of a coffee table book, but it's too small. However, it's got a lot of cool info (didn't know Supreme's logo was Futura Bold Oblique!) and it's fun to kick back and flip through it.
A book that will redefine the future and history of 20th and 21st century typography. Illuminative for everyone and a must read for graphic designers, historians and startups that have any kind of visual component,Never Use Futura... manages to be simultaneously groundbreaking and eminently readable. Thomas is obviously a gifted designer himself. The book is beautiful and much like typeface -- clean, modern and accessible all at once. I can't recommend this book highly enough.
This book is about a font, but in the process is about history, industrial design, and a hundred other things. A very interesting read which will make you think about things you see every day but don't really notice.
Engaging narrative on design, even for those outside the field of typography.
Very enjoyable for the graphic designer (or architect)
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