Discourse 2

Key Points on Futura by Alexander Nesbitt in Texts on Type:

• Paul Renner designed Futura
• Renner was born in 1978
• he went to art schools of Berlin, Karlsruhe,and Munich
• started as a painter
• first job as a book designer for Georg Muller publishing company
• The capitals have classic proportions
• lowercase are based on traditional minuscule patterns
• strokes are all the same width
• two years later Futura reached the market
• great effect on American Advertising typography
• based on new painting,new architecture
• disliked period typography

Here is Futura used as a letterpress. Paul Renner began sketches for Futura in 1924 and did trials in the Bauer Foundry in 1925 because they were interested in the letter. All the strokes of the letters are all the same width. The typeface had no bad optical illusions and was designed very well. It has large character counts and has a great range of well related weights and variants. The original Futura was suited to the slug casting machine. I love the way letter pressing makes typefaces look.

Futura is a typeface used for many advertisements. Here it is in one advertisement. San serif faces are well up at the top of advertising and printing type usage. Futura was used in the 1950 advertisements the most. It is a very classic font and looks very nicely in advertisements. I enjoy the typeface a lot and loves how it looks in print.

Here is the cover for an announcement for Paul Renner's Futura new typeface. It was taken place in Frankfurt Germany in the 1930s. The cover was using a new type of style called photo montage which was using photography with graphic elements that sort of looked like a collaging technique.